A series of original sketches for a backdrop and a sign for the Hausbrandt House are at the center of the exhibition “Leopoldo Metlicovitz and Hausbrandt. Graphics and Image”, which explores the partnership between the Trieste artist and one of the most renowned Italian coffee brands.
Poster designer, illustrator and painter, in the first 30 years of the 20th century Metlicovitz created original works that explored and narrated the intrinsic cultural heritage linked to the world of coffee.
The exhibition, divided into thematic rooms, traces the evolution of the Hausbrandt brand over time, from 1892 to 2019, with advertising posters created by Metlicovitz, as well as by Luciano Biban. A leading figure in Friulian graphics, Biban created the original ‘Moka’ logo in the 1960s, blending advertising and art. An artistic communication project that runs through the 20th century and continues today, with the new graphic image by the Viennese studio Demner, Merlicek & Bergmann.
“The history of Hausbrandt’s communication has always been characterized by a high level of aesthetic sensitivity and entrepreneurial intuition,” says Pierangelo Ranieri, Marketing and Communication Manager at Hausbrandt. “Moreover, culture, especially under Martino Zanetti’s enlightened leadership, has been and still is the main driving force in the management of company activities.”
The collaboration with the [e]DESIGN festival and the idea for this exhibition stem from an attitude and an entrepreneurial choice which have become an opportunity to testify the important historical and cultural heritage of the company, both tangible and intangible, and to stimulate reflection on the relationship between brand and identity.
Responsibility and commitment to the promotion of culture and art education in all its forms: once again, Hausbrandt supports unique cultural initiatives where the narration of the past becomes an echo of beauty, to live the present and plan the future.
“Leopoldo Metlicovitz and Hausbrandt. Graphics and Image”
Bailo Museum, Borgo Cavour, Treviso
25 February – 26 March
Tuesday – Friday, 10am-6pm