The Concorso d’Eleganza Villa d’Este is one of the world’s oldest and most prestigious concours d’elegance events. Since its first edition in 1929, it has celebrated the beauty, craftsmanship, and history of the automobile on the shores of Italy’s breathtaking Lake Como.
Back in 1929, promoting an event was very different from today. There was no internet, no television, and no social media. A beautifully illustrated poster was often the only way to announce an event and attract visitors.
Because of this, the official poster became much more than advertising. It captured the atmosphere, elegance, and romance of Villa d’Este long before the event even began. Every illustration told a story and invited people to experience the world’s finest automobiles.
As the decades passed, the tradition continued. Every edition produced its own visual identity, creating a collection of posters that now represents nearly a century of automotive history.
The modern era brought another chapter. After BMW Group Classic became the joint organizer in 2005, the event continued producing beautifully illustrated posters. The annual artwork became a signature of the Concorso, with many collectors eagerly waiting to see each new design.
The series created between 2009 and 2018 is especially memorable. Every year featured a different composition, combining iconic automobiles with the timeless scenery of Villa d’Este and Lake Como. These posters became collectible works of automotive art rather than simple promotional materials.
Around 2019, the event gradually changed its visual communication. Instead of creating a traditional poster as the center of its promotion, the organizers adopted a digital Key Visual strategy.
Today, a single illustration is adapted for websites, social media, press kits, event backdrops, banners, and digital displays. Different versions of the same artwork are produced depending on where it will be used.
From a marketing perspective, this approach is perfectly understandable. Modern audiences discover events online, and digital artwork is far more flexible than a printed poster.
However, something special disappeared along the way.
For many enthusiasts, the annual Villa d’Este poster was part of the excitement. Collectors looked forward to each year’s design just as much as the list of participating cars. Every poster became a visual memory of that particular edition.
Fortunately, the artwork itself has not disappeared. It has simply evolved into a digital format. Yet many enthusiasts still miss the days when every Concorso d’Eleganza Villa d’Este was remembered by a beautiful poster hanging on a wall instead of a digital image on a screen.
Perhaps that is why the classic Villa d’Este posters remain so cherished today. They were never just advertisements. They became lasting symbols of one of the most elegant automotive events ever created.