Gelati Motta Fiordilatte 1958 | Mario Rossi Food Poster

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A sun-tanned blonde with tousled golden curls tilts her head back, smiling broadly, a white fiordilatte ice cream bar raised to her lips. The background is a loose, sunlit wash of yellow, teal, and green: a coastal scene with a sailboat on calm water. The lower third of the composition is white, carrying three stacked lines of navy blue display lettering, 'gelati' in flowing italic script, 'Motta' in large bold rounded serif with a rule underline, 'fiordilatte' in a lighter script below. Mario Rossi composed the whole thing as warmth made visible: the figure, the season, the product, all fused into one.

The Motta company was founded in Milan in 1919 by Angelo Motta, building a food brand recognised across Italy for panettone, ice cream, and boldly commissioned advertising work. Mario Rossi produced a series of offset posters for Motta through the 1950s and early 1960s, all printed by SISAR at their Via 14 Aprile workshop in Milan. Auction records at Aste Bolaffi and Cambi Casa d'Aste confirm this Fiordilatte composition as a first-edition offset from around 1958. The illustrative technique, soft, airbrush-influenced flesh tones, gestural coastal backgrounds, confident mixed typography, placed Rossi in the same productive stream as the illustrators producing Campari's and Cinzano's best-known mid-century graphics.

Reproduced as a fine art archival print on 200gsm Enhanced Matte Fine Art Paper with pigment-based inks, restored from the original source scan.

Well suited to a kitchen, bar wall, or dining room, wherever the Italian summer deserves to stay on the wall year-round.

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