Two MAG exhibitions explore Riva’s neighbourhoods and the promotion of Lake Garda

The MAG Museo Alto Garda in Riva del Garda presents two exhibitions devoted to urban memory and the history of the area’s tourist image: “Baricentri. Urban identities of the 2 Giugno and Degasperi neighbourhoods” and “Visit Lake Garda. Graphics and promotion from the Belle Époque to modern tourism”. The exhibitions offer two different perspectives, ranging from everyday life in the neighbourhoods to the representation of the lake through posters, postcards and brochures.

“Baricentri” is a photographic exhibition dedicated to the 2 Giugno and Degasperi neighbourhoods, regarded as some of the liveliest areas of Riva del Garda. The display gathers views of the city’s everyday places, from architecture and doorways to shared spaces and personal memories.

The images convey a plurality of viewpoints and also highlight contradictions and transformations. Riva del Garda is thus presented as a lived-in city, beyond its identity as a tourist destination.

“Visit Lake Garda”, by contrast, traces the graphic language used to depict and promote the lake from the Belle Époque to modern tourism. Alpine landscapes and Mediterranean atmospheres attracted travellers, artists and writers, while knowledge of the area also spread through posters, postcards and promotional materials.

The exhibition follows this visual evolution, showing how Lake Garda was desired and imagined before it was actually visited. It can be visited until 11 October 2026 and is part of the MAG programme dedicated to the cultural and social history of the area.