The Golden Age of Rally
RALLY REALISM
The world of motor racing transforms into a graphic experience, welcoming Mauto visitors and transporting them to another era. A showcase that drew over 165,000 attendees.
Bellissimo collaborated with Museo Nazionale dell’Automobile – National Automobile Museum of Turin (Mauto) to create the visual universe for The Golden Age of Rally, an exhibition curated by the Gino Macaluso Foundation for Historic Cars, open from October 2022 to May 2023. The display traced the history of rally racing from the 1960s to the 1990s through a series of original car models and video content. With a total audience of 165,153 enthusiasts and casual visitors over roughly six months, the exhibition was a clear success.
The work of Bellissimo focused on the campaign visuals and exhibition graphics, which then informed the graphic design of the exhibition catalog. Working on a rally exhibition means engaging with a world full of visual stimuli: car liveries, race plates, chrome finishes, sponsor logos. The visual approach dialogues with this rich symbolic universe —a cult phenomenon, especially during those decades— balancing a nostalgic look at historic rally racing with a contemporary, pop-inspired, eye-catching aesthetic.
The architectural design of the exhibition left ample room for Bellissimo’s visuals. The museum’s temporary exhibition spaces were filled with ribbons, stickers, and brightly colored checkered bands. Every element spoke the “language” of the sport: arrows on co-drivers’ maps, oversized numbers, the —specifically reinterpreted— style of vintage posters. The bold, all-caps typography became the first striking element, attaching a strong personality to the walls.
The graphic installations play a key role in conveying the sport’s bold character and engaging the audience through direct, impactful communication.
Mariella Mengozzi, Director
The Golden Age of Rally exhibition in the photos by Andrea Guermani.
The archival material itself is as central to the story as the racing cars — and thus it is granted special attention. Black and white photo cutouts mark the stages of the journey, ideally recreating the atmosphere of the rallies. The cars on display are part of the famed rally driver Gino Macaluso’s collection. They are placed back into their historical context while also preserving the direct connection with spectators that has always set this sport apart from other motor competitions.
The exhibition’s architectural design was by Giulia Mondino, with installations by Zucca Grafica. Videos were produced by Robin Studio and ACI Sport.
The myth of rally and the daring character of its drivers are ultimately revealed in a series of large posters featuring selected quotes from Gino Macaluso, a key figure in the Italian automotive scene. The exhibition aims to tell the story of the creativity and ingenuity of the sport’s pioneers — the generation that sparked the cult of road racing and built the popularity of rally across Europe.
Bellissimo’s project covers all the materials related to the exhibition — catalog included, of course. The volume brings together the exhibition’s content with a special focus on visual storytelling. Photographs and images are carefully arranged page by page with the same intent: to highlight the retro-pop aesthetic of this world, offering rally enthusiasts a true collector’s book.
The exhibition becomes an experience that goes beyond pure admiration for the cars on display.
Stefano Macaluso, Curator
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