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What are the right ingredients for the perfect dish? What doses ensure the resulting flavour is perfectly balanced? Within the contemporary adventuresof the culinary arts, food has become an imperative. And Fiere di Parma is responding with a fringe exhibition entitled “Cosa bolliva in pentola” (What was bubbling in the pan), a collection of early twentieth-century advertising posters and antique recipe books, produced in conjunction with the Villa Carlotta museum and botanical gardens located on Lake Como. A playful take on past and present, advertising and visual experimentation to understand how food has changed, and learn more about the distinctive traits of cuisine in the last century.  The illustrations, from Galleria L’Image di Alassio (www.posterimage.it), will be presented alongside an olfactory journey through “antique odours” recreated by Genoa-based fragrance designer Caterina Roncati.


At Mercanteinfiera Autumn 2015, Hall 4
3rd – 11th October





Villa Carlotta is a late 17th-century villa located in Tremezzo, on Lake Como. It is a place where masterpieces of nature and art share in perfect harmony over 70 square meters of gardens and museums open to visitors. It is an ideal destination for visitors who come from all over the world to admire its floral displays and its artistic heritage, which includes works by Antonio Canova and Francesco Hayez www.villacarlotta.it