It's Nothing — MarcheLove travelling exhibition

A exhibition that speaks the language of the Marche

It's Nothing is the travelling exhibition of the MarcheLove – WhatYouSay project, which from May 18 to 29, 2026, chooses the Politeama Franco Moschini in Tolentino, in the heart of the province of Macerata, as the new stop on its journey through the Marche region. Set up in the theatre's foyer, at Corso Garibaldi 80, the exhibition features works, graphics, and installations born from extensive research into Marchigian cultural identity.

The WhatYouSay project

WhatYouSay is an independent investigation that intertwines anthropology, semiotics, contemporary art, and visual communication. It starts with a simple question – "How do you say it?" – and builds a living identity map of the Marche region made of dialects, sayings, and everyday expressions. The project is conceived and promoted by Studio Idee, a communication and design firm active in Macerata since 1994, now part of Matt, a coworking space and cultural business incubator.

The works on display

The title stems from a reflection on those everyday expressions that inhabit common Marchigian language – phrases often used to downplay, hide, lighten, or avoid. Through the language of print and graphics, these fragments of daily life become images capable of telling the story of a generation and a constantly transforming territory. On display are:

• Posters and art prints with words and expressions in dialect;
• Installations that focus on the relationship between people and territory, between belonging and distance, between the need to leave and the need to return;
• English translations that are deliberately ironic and unconventional, an aesthetic gesture that plays with languages and transforms local identity into a universal message.

A journey through the Marche

Before arriving in Tolentino, It's Nothing travelled through other places in the region: from the streets of Macerata's historic centre to the villages of the hinterland. Its travelling nature is an integral part of the project, which takes art outside museums, into alleys, cloisters, and shared spaces, where the language of the Marche truly lives. The Tolentino stop confirms the growing attention towards a path that combines linguistic identity, cultural research, and contemporary design.

Admission and visit

The exhibition can be visited free of charge in the foyer of the Politeama Franco Moschini, from Monday to Friday from 5:00 PM to 8:00 PM. An opportunity for those who live in the Marche and those discovering it, to recognize themselves in everyday words and to view dialect as a living and contemporary heritage.