THE OLIVETTI IDIOM 1952-1979
BOOK PRESENTATIONNovember 13, 2018 4:45pm
Urban Center, Sala Atelier, Sala Borsa, II floor, Piazza Maggiore, Bologna
Olivettiana presents the book by Caterina Toschi The Olivetti Idiom 1952-1979 produced by Ellyn Toscano, NYU Florence (link: https://lapietra.nyu.edu/project/olivetti-idiom-1952-1979/) and published by Quodlibet (2018).
Author Talk with Paolo Rebaudengo
The volume aims to reconstruct, through photographs and documents, the development of the Olivetti corporate identity from 1952 to 1979, as it was conveyed through various types of spaces for the exposition and description of its products: exhibitions, stores and its school. The display methods and the written, oral and visual forms of ‘storytelling’ that brought the instantly-recognizable Olivetti idiom international success come together here for the first time, from the little-known exposition Olivetti: Design in Industry, held from October to November 1952 at the Museum of Modern Art in New York, to the CISV, Centro Istruzione e Specializzazione Vendite (Center for Teaching Specializations of Olivetti Sales) (1954-1979), the first Italian school of marketing with a technical/humanistic focus, portrayed here through archival documentation and photographs by Paolo Monti and Gabriele Basilico. Photos by Aldo Ballo, Gianni Berengo Gardin, Erich Hartmann, Wayne Miller and Ugo Mulas document Olivetti showrooms and stores designed by Gae Aulenti, Ignazio Gardella, Leo Lionni, Carlo Scarpa and BBPR Studio, in major international metropolises (Buenos Aires, Chicago, Düsseldorf, New York, Paris, San Francisco, Venice, Vienna), as well as the traveling exposition Stile Olivetti (1961-1966) shown around the world in cities including Zurich, Nairobi and Hong Kong. The experimental exhibition Formes et Recherche (1969-1971), conceived by Gae Aulenti and depicted in photographs by Giorgio Colombo and Ugo Mulas, concludes this chapter in Olivetti’s history, a legacy of excellence that contributed much to building the identity of Italian industry.
The book is available in all bookshops or through the Quodlibet website in English (link: https://www.quodlibet.it/libro/9788822901989) and in Italian (link: https://www.quodlibet.it/libro/9788822901972).