urrently showing at the National Gallery of Modern Art in Rome, the exhibition Looking Forward. Olivetti: 110 di immaginazione (lit. 110 years of imagination) celebrates Olivetti’s 110th birthday, the iconic Italian firm known for its typewriters.
In Riccardo Delleani’s words, who is the CEO of Olivetti: "With its ability to foresee the future, Olivetti has played a crucial role in shaping industrial history, changing the life of entire generations as well as challenging the role of businesses with brave ethical choices and raising social awareness”.
Overseen by Ilaria Bussoni, Manolo De Giorgi and Nicolas Martino, the exhibition illustrates with 300 one-of-a-kind pieces (such as objects, billboards and period photographs) the history of a firm that has left an undeniable mark on the world of Italian design, from graphics to technological innovation and communications as well.
The exhibition itinerary is split in two parts: Raccolta visiva (lit. visual collection), “modernity” is the underlying thread of this brief look at Olivetti and Disegnare la vita (lit. designing life) that tells the company’s story through photographs, billboards and writing retrieved by the archive of the Associazione Archivio Storico Olivetti.
Photographs by Cartier- Bresson, Gianni Berengo Gardin, Fulvio Roiter; billboards by Giovanni Pintori (that date from the late fifties) as well as the brand’s famous products such as the M1, the first typewriter, the Lettera22, the iconic portable mechanical typewriter that in 1954 won the Compaddo d’Oro award. The exhibition takes us back in time and makes us experience the evolution of Olivetti, from the beginning of the twentieth century to the digital age with the Form200 cash register, namely the first product to be designed as part of the Olivetti Design Contenst that involved several of the top European design universities.
The exhibition curators invite the public to “look ahead”, as in their one hundred year-long history, Olivetti was able to image the future that lay ahead as well as fostering innovation.
Where: Galleria Nazionale di Arte Moderna e Contemporanea, 31 Viale delle Belle Arti, Rome, Italy
When: ongoing – 1 May 2018