What is the "L'Italia sulla neve" exhibition about?

It explores the history of Italian winter sports and tourism, showcasing fashion, advertising, and Olympic connections at Milan's Sforzesco Castle.

When does the Italian winter sports exhibition end?

The exhibition runs until March 22, 2026.

Where is the "Italy on the slopes" exhibit located?

The exhibition is located at the Sforzesco Castle in Milan.

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Milan Castle Exhibit Traces Snow Sports' Evolution

16 Jan

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Summary

Exhibit traces Italy's winter sports culture at Sforzesco Castle.
Focuses on fashion, tourism, and Olympic history.
Runs until March 22, coinciding with Milano Cortina 2026 Olympics.

Milan Castle Exhibit Traces Snow Sports' Evolution

An exhibition at Milan's medieval Sforzesco Castle, "L'Italia sulla neve," delves into the origins and cultural impact of Italian winter sports and tourism. The exhibit traces how mountain regions transformed into popular vacation destinations, boosted by 20th-century infrastructure and the rise of activities like skiing and skating.

The display showcases the interplay between fashion, particularly women's wear, and the burgeoning winter sports scene through vintage magazine covers and advertising graphics. It also highlights promotional efforts by ENIT and the Italian Touring Club to popularize Italian destinations, featuring iconic posters and brochures.

Timed with the Milano Cortina 2026 Winter Olympics, the exhibition runs until March 22. It concludes by featuring historical Olympic graphics, including material from the 1924 Chamonix Winter Olympics, underscoring Italy's long-standing connection to winter sports.