The MSGM Founder Reflects on Seaside Nostalgia with a Riccione Art Showcase
Massimo Giorgetti, founder and creative director of MSGM, is extending his celebration of summer through a curated exhibition in Riccione, a seaside town near his hometown of Rimini in Italy’s Emilia-Romagna region. Following the 15th anniversary of his brand, where the Mediterranean was a central theme, Giorgetti’s latest project pays homage to the Italian Riviera and its vibrant past.
The exhibition, titled “Anemoia,” opened on Friday and runs through September 15 as part of the 27th edition of the Riccione TTV Festival, a biannual event dedicated to theater, video, and artistic experimentation. The title “Anemoia” refers to a Greek word meaning nostalgia for a time or place one has never known, a sentiment Giorgetti aims to evoke through the showcase.
Held at Villa Franceschi, an Art Nouveau villa housing the local Galleria d’Arte Moderna e Contemporanea, the exhibition features 55 works from six artists. The selection includes photographs by Luigi Ghirri, Claude Nori, Massimo Vitali, and Fulvia Farassino, alongside images by Yuri Ancarani and writings by Italian author Isabella Santacroce. The works collectively trace the carefree lifestyle and hedonism of Riccione’s heyday.
Giorgetti curated the exhibition with a personal touch, choosing artists out of “passion, admiration, and friendship.” He noted that each artist has a connection to both the theme of the show and his own personal and professional journey, adding an authentic layer to his curatorship.
Known for channeling the vibrant energy of the Italian Riviera into his collections, Giorgetti also balances this with his love for Milan, his adopted city. In 2019, he opened the Ordet experimental cultural hub in Milan, showcasing a variety of artists including Iva Lulashi and Benni Bosetto. Bosetto, who was also featured in MSGM’s pre-fall 2024 lookbook, represents a new wave of Milan-based creatives, a group that Giorgetti has continuously supported through initiatives like sponsoring the Miart Fair.
Through this exhibition, Giorgetti not only celebrates the artistic spirit of the Italian Riviera but also reconnects with the cultural influences that have shaped both his life and his brand.
