Toschi, Caterina, author.

The Olivetti idiom, 1952-1979 / Caterina Toschi ; preface by Ellyn Toscano.

First edition.

Macerata : Quodlibet, March 2018.

191 pages : illustrations (some color) ; 24 cm

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. -- Provided by publisher.

9788822901989
8822901983

Ing. C. Olivetti & c. History Pictorial works.
Ing. C. Olivetti & c. Exhibitions History 20th century.
Ing. C. Olivetti & c.
Ing. C. Olivetti & c. Exhibitions
Office equipment and supplies industry Italy History 20th century Pictorial works.
Electronic office machine industry Italy History 20th century Pictorial works.
Bureaux Appareils et matériel Industrie Italie Histoire 20e siècle Ouvrages illustrés.
Machines de bureau Industrie Italie Histoire 20e siècle Ouvrages illustrés.
Office equipment and supplies industry.
Exhibition catalogs.
Computer industry.
Electronic office machine industry.
Office equipment and supplies industry Italy History 20th century Exhibitions
Electronic office machine industry Italy History 20th century Exhibitions
Italy.

Exhibition publications.
Pictorial works.
History.

Location: Library main 301352
Call No.: BIB 247522
Status: Available