Concept
ATM presents for the first time to the public a selection from its Historical Archive: a journey through its visual communication over time, from the company’s origins to the present day, highlighting its fundamental role in shaping the identity of the territory and the lives of its citizens.
ATM MANIFESTO tells the story of the strong, reciprocal bond between ATM and Milan. This is a unique opportunity to revisit a piece of the city’s history, where design and visual communication have always been integrated with transport and connected to travelers, becoming key components of an extraordinary engine of design culture. Today’s institutional communications intertwine with those of the past, bringing to light the same values while adapting them to the present and projecting them forward for a new, increasingly engaged citizenry.
The exhibited materials, enhanced by the exhibition design, reveal the incredible cultural significance of the company’s archive, which is being progressively made available online through ongoing efforts in reorganization, cataloging, and digitization.
This initiative is part of the XXIII Week of Corporate Culture promoted by Museimpresa, a network of over 130 museums and corporate archives across Italy, of which ATM is a member through its Historical Archive.
The exhibition also features a section dedicated to the first line of Milan’s metro, showcasing images, documents, and objects that recount the birth of the “Red Line,” winner of the Compasso d’Oro Award in 1964, which celebrated its 60th anniversary in November 2024.
Free admission
23.11.2024 – 12.01.2025
Scientific project, research, and curation: Matteo Pirola
General coordination of ATM Historical Archive: Silvia Zeni
Exhibition design: Lorenzo Damiani
Graphic design and visual communication: Studio Pupilla
With the participation of Fondazione Franco Albini and Bob Noorda / Noorda Design.
