VEGETA 60 – A LITTLE PACKAGE FULL OF HISTORY

Beyond the packaging itself, the exhibition encompasses a wealth of archival materials, photographs, advertising videos, and clips from 'The Little Secrets of the Great Masters of the Kitchen' show. The narrative goes beyond the packaging's evolution, graphic design, and brand development. It delves into the ongoing evolution of the brand across time and the individuals who have contributed to its journey.  

The exhibition display emphasises the industrial and graphic design of the packaging. Sixty transparent plexiglass boxes, one for each significant packaging iteration in the last six decades, are mounted on the walls. These boxes are grouped into chronological blocks, forming a visual timeline that guides visitors through the evolution of Vegeta's packaging.

Above the boxes, a frieze of black-and-white photographs shows people and the atmosphere from the production facility. Videos and clips of iconic commercials are displayed on screens, while the window showcases an enlarged version of the original Vegeta box, capturing the attention of passers-by and announcing the exhibition.

Adding a creative touch to the exhibition, a suspended installation adorns the centre of the gallery. It consists of paper vegetables - carrots, tomatoes, celery, onions, parsnips - inspired by the iconic scene recurring over decades: the hand sprinkling Vegeta as the final, crucial touch to a meal.