We are not surprised that Italian design has reached the highest level of popularity worldwide. We all looking to embellish our homes with wonderful Italian furniture which we stare at, standing fiercely in those beautiful showroom or printed over some of the most popular magazines. It is not anymore perceived as a trend, but more likely as a movement. And 20th Century Design has made a sharp and impressive come back, with Italian 20th Century Furniture leading the market. As of today, a Beautiful Carlo Mollino wardrobe desktitled “ Psiche Armadio “ is for sale at a famous New York Auction house starting at 250,000$.
But how far back Italian design dates? We could historically place the beginning of Italian Design somewhat immediately after a long and dark period, which saw Italy bending on its knees in the middle of the 20th Century: World Wars. It all started because of the Wars. Italy had lost almost everything, but not it’s citizens’ pride, citizens could not wait to start over and fuel back that fire which always had defined them, impatiently looking at a more profitable second half of the 20th Century. Italians needed to get back to work, to open their stores once again, to lead a normal life and to hope for a brighter future.
The first sign of Design becoming an active part of society had something to do with mobility. In 1945 we were gifted with the first project of a motor scooter, the evergreen Vespa, designed by Corradino D’Ascanio, still an icon in our modern days. But the Vespa was not an isolated great project, because two years later a new exciting product was conceived, this time designed by two aeronautical engineers: the Lambretta scooter by Innocenti. Transportation and mobility also saw the creation of the beautiful and iconic Fiat 500 reflecting how Italian Design may become timeless, and not many remember another interesting project which we can call a predecessor of the Smart, the captivating Isetta compact car by Ermenegildo Preti. Among other projects we must mention the Berlinetta Cisitalia which will be then permanently exhibited at the Moma Museum of Modern Art in New York City. In 1958 Olivetti who created some of the most technologically engineered aesthetically appealing typewriters such as Letters 22 and Lexicon 80 started a collaboration with Ettore Sottsass. So we have a clear picture on how industry, engineering, architecture were all united into the process of creating new ideas.
This need of a new start brought Italy years of economic wealth and the Design set its root into the field of Industrial Design with the creation of mass production affordable and reusable every day objects, made of plastic and other low cost materials. Architects and Engineers were again involved in creating every day objects, from cutlery to furniture for the mass.
But when does Italian Design became recognized internationally? We could see its peak in 1972 when the Museum of Modern Art in New York dedicated a whole exhibition named “Italy: the new domestic landscape” . The preface of the catalog started with this sentence: It has been a long -standing assumption of the modern movement that if all man’s products were well designed, harmony and joy would emerge eternally triumphant". Can we still affirm such idea 43 years later?
to be continued on chapter two...stay tuned!