Title, Year

Fiat 2800, 1939

Designer

Franco Grignani (1908–1999)

Client

Fiat (Fabbrica Italiana Automobili Torino​), Italy

Size (h x w), Language

12.75 x 9.5", Italian

This advertisement announces the newly manufactured Fiat 2800 (1938), the first Fiat with its’ new pointed front. A sign of class and luxury, this sedan was driven by the Italian elite and military with only 624 manufactured.

Fiat has a long and significant history of commissioning designers and artists, each with their own style, for their advertising in pre and post-war Italy. Here, Grignani, part of the second wave of Futurists uses “expressive” (yet more precise and functional than previous Futurists) design elements to explore themes such as: excitement, speed, technology and modernity in the industrial city.