A journey into the world and history of the world’s most famous spreadable cream.

The iconic Made in Italy product was born in a small pastry shop in Alba, Piedmont, immediately after the war. In 1946, Pietro Ferrero, a Piedmontese confectioner, created the ancestor of Nutella®, the Pasta Gianduja or Giandujot. The exhibition retraces the history of Nutella® by highlighting some of the milestones of Ferrero, led today by Giovanni Ferrero, the third generation of the founding family.

The exhibition itinerary, with its enveloping shapes evoking the spreadable qualities of the cream, continues by taking inspiration from a large city square – the place of many events in the history of Nutella® – a meeting point and gathering place where brand lovers of all times become the stars of large wallpaper. The wallpaper is designed by Francesca Gastone, an illustrator who uses photographs and historical and contemporary archive materials combining analogue and digital techniques.

To play with the history and vision of the Nutella® world, visitors are invited to explore, experience, and interact, leaving a trace to create a moment of shared joy.