Gusto! is the first exhibition in the trilogy that M9 – Museum of the 20th Century dedicates to major Italian passions.
Curated by Massimo Montanari and Laura Lazzaroni, it explores the transformation of Italians’ relationship with food from the 1970s to today, between scientific research, pop culture and critical inquiry.

The challenge

To translate a universal and everyday subject like food into a sign capable of holding together its cultural and biological dimensions.
To build a strong and immediate identity without relying on gastronomic clichés.
To work on the idea of “taste” rather than on food imagery.

The solution

A large red tongue in motion runs through the communication and the exhibition space.
A simple and direct sign that refers to taste as both physical experience and cultural phenomenon.
A dynamic element that interacts with the architecture, becoming both visual system and narrative device.