Milan’s history comes alive in public transport archives

Communication is a creative process that, much like any tangible, material discipline, requires ideas, innovation, progress, and measurable results. A poster is the cornerstone of communication – a declaration of intent, a public program, a cultural and relational operation. By combining text and imagery, it conveys messages that are both layered and strikingly direct.

When communication and posters intersect, especially aboard public transportation, they transform into reciprocal vehicles – moving ideas through the city and carrying messages to their destinations.

The exhibition “ATM Manifesto”, curated by Matteo Pirola – researcher, lecturer, and Domus contributor – offers a unique lens into Milan’s history and the legacy of Azienda Trasporti Milanesi (ATM). Through a vast collection of documents and designs, the show highlights ATM’s integration of communication, graphics, and public mobility design in promoting civic values.

The posters on display, carefully selected for this occasion, are not merely advertisements – commercial campaigns have been excluded. Instead, they are tools of cultural promotion. These posters champion values like civility, cooperation, and collective responsibility, addressing a wide audience of passengers, citizens, and workers alike. ATM’s institutional communications, both past and present, illustrate the pivotal role of messaging as a tool for immediate impact. By uniting words and images in striking compositions, these posters capture attention and, at their best, provoke reflection on societal and communal issues. They transform into cultural artifacts – accessible, evocative, and rooted in a shared ethos – strengthening the connection between communication and community.

For the first time, visitors will have access to materials from the ATM Historical Archives, an invaluable resource that has been meticulously preserved and continually expanded. The archive now offers a wealth of historical photographs and company documents, much of which is available online. In recent years, this archive has evolved into a genuine repository of corporate memory and culture, earning its place in the prestigious Museimpresa network.

The exhibition also marks a significant milestone: the 60th anniversary of Milan’s iconic M1 subway line (1964–2024). This hallmark of Milanese urban design – conceived by Franco Albini, Franca Helg, and Bob Noorda – redefined the cityscape and was instrumental in Milan’s transformation into a European capital. The M1’s design earned the prestigious Compasso d’Oro in 1964, and fittingly, this celebration takes place at the ADI Design Museum, home to the award’s permanent collection. Here, visitors can view rare, previously unseen documents alongside original components of the M1’s station layouts. This exploration of ATM’s past and present highlights how public transportation transcends its functional role. Through thoughtful design and communication, it becomes a cultural and social engine that drives the city forward.