The project culture and the connection between an enlightened client and a free creative talent were the main topic of the conference held in Genoa Palazzo Ducale on January 13th at the end of the exhibit ”Ettore Veruggio, profession: creative talent”. 

Graphic designer, architect, somewhat painter and writer, Ettore Veruggio from Genoa, born in 1925, was a leading Italian graphic designer who also stood out as an all-round creative talent among the major Italian publicists in the sixties and seventies, one of the pioneers of infographic techniques.

An eclectic and multifaceted personality, Veruggio always stated a refined and modern style.

Research and experimenting with new techniques always distinguished his work which ranged from communication to architecture showing throughout one common constant leitmotiv, t.i. his passion for drawing.

The exhibit at Palazzo Ducale collected almost two hundred of his works including advertising graphics works, eclectic interpretations of architectonic spaces, iconic portraits of famous characters, etc.

“Reminiscing the stages of our father’s artistic life – says the daughter Marta who is also an architect – through a selection of his artistic creations has been exciting and inspirational. He was an across-the-board scholar in art and architecture inspired by personalities like Mies van der Rohe and the Italian Carlo Scarpa. He gave life to a very specific architectonic model which nowadays is still surprisingly current.”


The conference Creativity and Clientele, by drawing inspiration from Ettore Veruggio’s creative works which resulted from his dialogue with major customers, emphasised on the creative dialogue between the clientele and the designers, an essential and synergic relation in order to create successful products. 

The event ranked speakers like Daniela Fantini who told the audience about the constructive relationship between designers and her company which started with I Balocchi project, a taps collection designed by Davide Mercatali and Paolo Pedrizzetti at the end of the seventies and never ceased since.