Due to its huge success with both public and critics alike, the exhibition Looking forward. Olivetti: 110 years of imagination, curated by Ilaria Bussoni, Manolo De Giorgi and Nicolas Martino has been extended to 3 June 2018. The exhibition, promoted by Olivetti in partnership with the Olivetti Historical Archives Association of Ivrea, can be viewed at the Galleria Nazionale d’Arte Moderna e Contemporanea in Rome.
Looking forward tells the story of a project that took shape 110 years back, thanks to a great Italian industrial family, the imaginative legacy of which continues to inspire the company through to today.
So, just one more month to visit the exhibition with over 300 exclusive pieces figuring, amongst others, one-off productions, publicity posters and vintage photos – a non-nostalgic homage to a brand marking the history of design, graphical arts, technological innovation and communications in Italy and throughout the world.
The venture is covered in two parts. The first, Visual Collection, curated by Manolo De Giorgi, takes us on a short tour of Olivetti design culture touching on over thirty themes with, as their common denominator, modernism. The second part, Designing life, curated by Ilaria Bussoni and Nicolas Martino, creates a narrative using photos, publicity posters and words from the archives of the Olivetti Historical Archives Association. These become the live material from which to observe not only the past, but also the present and a potential future.
The visual tour comprises of more than 150 photographic images (original unedited photographic prints, the majority of which never before exhibited), by some masters of photography of the past century, such as Henri Cartier-Bresson, Gianni Berengo Gardin, Ugo Mulas, Francisc Català Roca and Fulvio Roiter. In completion, a selection of a dozen of the most surprising posters from Olivetti World production, and a collection of publicity ads by Giovanni Pintori covering the late 50s to early 60s period.
During the course of the exhibition, the visionary idea of design that so strongly typifies Olivetti’s history finds expression in iconic products - from its first typewriter the M1 to the Lettera22, P101 and the Valentine – only a few of the over 20 exclusive pieces on show. Also a glimpse of a product fruit of the new digital race – the Form200 connected cash register - the first item produced by the Olivetti Design Contest, a company initiative involving the participation of the most prestigious European Universities of Art and Design.
Olivetti, a legacy brand of Italian industry, is today the digital hub of the Tim Group – its controlling shareholder. With a wide offer of state-of-the-art HW and SW, Olivetti is a Solution Provider offering solutions for automating the business processes and activities of SMEs, large companies and vertical markets. Levering on a know-how matured in the Machine to Machine, Internet of Things, Cloud Computing and advanced multi-channel sectors, Olivetti occupies today a strong position in the field of digital innovation. Active commercially in over 50 countries worldwide, its primary markets are Europe, the Far East and South America.
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