100 Years of Adventure and Discovery in Cortina d'Ampezzo

In the spring of 1988, the Advertising Division of National Geographic, was approached by Nikon to produce a photographic exhibition for their small gallery at Nikon House in New York’s Rockefeller Center. Since 1988 was National Geographic Society’s Centennial year, this was the perfect time for us to create a show. We christened it “The National Geographic Society: 100 YEARS OF ADVENTURE AND DISCOVERY”. Dean Conger, Director/Multi-Image Shows and long-time National Geographic staff photographer, searched through hundreds of photographs ranging from early black and white images to recent color shots. The purpose of the show was to be both historic and entertaining, documenting National Geographic’s participation in the development of modern photography and displaying the talent of some of the Society’s finest photojournalists. Sixty-five pictures were finally chosen. Among these was a 1945 color photo of Cortina, Italy, taken by B. Anthony Stewart (1904-1977). A staff photographer for 38 years, Stewart’s speciality was the “geographic scene” pictures of foreign countries that portrayed the land by the way people lived in it. His photograph of Cortina, captured these elements and created a portrait that is hauntingly beautiful, even today. When it came to produce a brochure for the opening in New York, it was this photo that our department chose for the cover. We could not know that this lovely image would find its way back to its homeland and spark an opportunity for international exposure of our exhibition. “100 YEARS OF ADVENTURE AND DISCOVERY” toured Detroit, Michigan and Los Angeles, California throughout 1988-99. As Special Projects Coordinator for the Advertising Division, it was my responsability to arrange the tour and supervise the hanging of the photographs. It was a private tour, offered only to the offices of advertising clients and their agencies.But early in 1989 a cop

y of the Nikon House brochure, found its way into the hands of the Consorzio per lo Sviluppo Turistico di Cortina d’Ampezzo.

Its Direttore, Mr. Gianni Milani, wrote and asked if they could acquire the show for a month in summer. After a great deal of correspondence and planning, the exibition reached Cortina and opened in the Ciasa de ra Regoles. For those of us involved in “100 YEARS OF ADVENTURE AND DISCOVERY” Cortina’s overhelming response was gratifying. Over 10.000 people viewed the exhibition during its August/September stay. There was extensive media coverage, including radio, television, magazines and numerous newspapers. Our International advertising Director, Michel Boutin, was there for the opening. His words and impression of that event follow.

“When B. Anthony Stewart, a long-standing staff photographer of what was known in 1945 as “The National Geographic Magazine”, took a photograph of a small hamlet nestled in the valley of Cortina d’Ampezzo, little did he know that his picture would become the star of the “100 YEARS OF ADVENTURE AND DISCOVERY” display of photographies of the Society. Little did I know that I would, on August 3rd, 1989, represent National Geographic Society at the inauguration of the show in Cortina d’Ampezzo! It was superbly organized and handled under the auspices of the Consorzio at the Ciasa de ra Regoles, with the enthusiastic collaboration and help of everyone in Cortina. I was that much more happy to be “the man” of the National Geographic Society because I had, since a long time back, thanks to my eldest son, a bona fide mounaineer, fallen in love with your beautiful, fascinating Dolomites and its wonderfully hospitable people. I had discovered its beauty and its charm when climbing and walking (and mostly ‘puffing’) along the Alta Routes…So, unshamedly and without any mental restrictions whatsoever, I repeat “Viva Cortina d’Ampezzo and the Dolomites”! I, for one, was extremely proud to be in Cortina on that day and to thank you Gianni, in the name of the National Geographic Society for having enabled us to be present amongst the guests of your town.

I just want to end on this thought: I look forward coming back soon..and consider this as a promise!”.

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Michel A. Boutin

International Advertising Director National Geographic Society.