Coming to MAXXI in Rome is "Joyn! A journey into the world of Nutella for its 60th anniversary", curated by Chiara Bertini, in collaboration with Ferrero. The exhibition event traces the six decades of life of the well-known spreadable cream by proposing a mix of play and in-depth study in a space for adults and children. The imagined itinerary is an opportunity to rediscover memories associated with Nutella, immerse oneself in its best-known advertising campaigns, and visualize the social impact of an icon that has spanned entire generations. The exhibition route opens with a graphic representation of the place where it all began, even before the 1960s, in the pastry shop that saw the birth of the timeless spreadable cream. Through a detailed timeline, which accompanies the visitor along the exhibition route, its history is retraced, with some highlights of the Ferrero company, a journey that begins in 1923, when Pietro Ferrero opened his first pastry shop in Dogliani (Cuneo), at only 25 years old. From the 1940s the first experiments with the recipe began, still far from the cream we know today and then called Pasta Gianduja. Then it will be 1964 the official year of the birth of Nutella, with the sale of the first jar. Amid evolutions and major collaborations, the exhibition displays the various editions of the iconic jars that have followed one another over time, and then gives space to curiosities among quotations, films, theatrical performances, exhibitions, design objects up to Nutella's presences in the new media that foster its worldwide diffusion. The journey into the Nutella world is made with illustrations by Francesca Gastone, whose large wallpaper dedicated to the "brandlovers" of all times can be found at the center of the exhibition. There is no shortage of surprises with the sculpture Machine à Tartiner, the machine conceived by Henri Gallot-Lavallée, which spreads Nutella with precision to "arrive at a single goal: the creation of the most beautiful tartlet one can dream of”.