There is a long golden era that concerns Versilia that begins in the '30s, when the Versilia Tourist Board was established, officially born on August 8, 1928. The Riviera della Versilia has since been subject of numerous advertising campaigns, star of numerous films, vacation spot of many celebrities, actors and singers, celebrities made famous the coast from Viareggio to Forte dei Marmi.
From Tuesday, September 13 to Saturday, October 8 some of those images will be exhibited in the halls of Villa Argentina where, with free admission, visitors will discover and appreciate the photographs and historic posters that are part of the precious photo-archive, today under the protection of the Province of Lucca, organizer of the initiative.
The present exhibition is a preview of a richer and more detailed one than concerns a part of the precious photographic archive, consisting of more than 1,500 pieces, including about 600 shots and advertising posters that cover a time span of almost 90 years, from 1930 to the present day, related to Viareggio, Lido di Camaiore, Marina di Pietrasanta and Forte dei Marmi.
A series of evocative images in 'black and white', real historical evidence of moments of everyday life taken by various professional photographers encharged by the former Tourist Board (Agenzia per il Turismo) which considered the Riviera of Versilia one of the most important Italian destinations for the promotion of the Tourism, both nationally and internationally. The photos are accompanied by plates and negatives, and tell the myth of the holiday resorts, beach resorts with colorful umbrellas, social events, the clubs on the beach, children's games, the fashions of the time, the suits of the bathers, the cards tournaments in the hotel lounges, the care in urban design with lush flower beds, tree-lined boulevards and fountains that enrich with their splashing the shopping walks. Everything evokes the golden age of leisure that seemed not to feel the imminence of World War 2nd.
The purpose of this 'tasting' of exhibition – promoted by the Province thanks to the collaboration of the City of Lucca (Territorial Tourist Services) – is to contribute to the conservation of the historical memory of our community, the place where "everything happened ": the splendid rooms of Villa Argentina convey the taste of the Art Nouveau period and in a game of bounces and vicissitudes that reaches today, in the place that experienced personally the events narrated by the photographs.
(Source: Press office Province Lucca)
RICORDI D'ESTATE – Summer memories
Viareggio, Villa Argentina, via Vespucci ang. via Fratti
2016 September 13 / October 8
hours: Tuesday/Saturday 10:00/13:00 – 15:00/19:00
Last entry '30 min. before closing time
free admission