On the occasion of the Olympic and Paralympic Games in Milan Cortina, the Museum of the Twentieth Century in Milan, in collaboration with Testa per Testa, presents Hooray the snow! Armando Testa and sports, a focused exhibition dedicated to the graphic production on the sports theme by the undisputed master of Italian visual communication.

The project, curated by Gemma De Angelis Testa and Gianfranco Maraniello, offers a selection of works that span over thirty years of the artist's activity, showcasing the richness and variety of a path where sports become a privileged ground for visual experimentation. Seven posters and an audiovisual contribution narrate the evolution of Armando Testa's language, capable of translating gesture, speed, and movement into images of extraordinary communicative effectiveness.

Armando Testa (Turin, 1917–1992), founder in 1946 of the eponymous agency, developed a distinctive language, capable of combining formal essentiality, irony, and experimentation. His work spanned advertising, art, design, cinema, and television, engaging with — and often anticipating — the artistic avant-gardes of his time. Testa's images do not end in an immediate reading, but invite the audience to a progressive reflection, translating gesture and movement into forms of extraordinary innovative strength.

Hooray the snow! Armando Testa and sports highlights the artist's ability to transform sports practices into metaphors of cultural and social changes of his time. From the early posters of the Fifties, like Moto Guzzi Lodola Sport 175 (1954), where speed and chromatic synthesis reflect the modern myth of movement, to the posters for the Games of the XVII Olympiad (1959), sports emerge as a symbol of progress.