Poltrona Frau on display at "Galleria nazionale di arte moderna e contemporanea" viale delle Belle Arti, 131 - Rome
Poltrona Frau made available some illustrations from its own historical archive for the “Corporate Art” exhibition, actually underway until next 11th October at Galleria nazionale di arte moderna e contemporanea in Rome.
The documents in temporary loan are original posters from the 20’s. They were commissioned by Renzo Frau to promote the company through innovative communication instruments for that period. The illustrations, inspired to exclusivity and luxury concepts, are three: one of 1921 by Sandro Properzi entitled “Più che l’amor potè” (translation “More than love could”). The others two by Eugenio Colmo, aka Golia, are “Convalesciente” (translation “Convalescent”) and “Padreterno” (translation “God the Father”) of 1926, exactly painting God the Father, tired of creation’s strains, seated in a model 127 armchair.
The aim of the exhibit is to save the tradition of collaboration between art and companies worlds, underlining the recent signs of a rediscovering of artistic potentialities within the marketing processes, social responsibility and company communication.