Olivetti. Gae Aulenti, Ettore Sottsass, Louis Kahn, Kenzo Tang, Milton Glaser, curator, contributors.
Olivetti
Olivetti
Olivetti
Olivetti
Olivetti
Olivetti
Olivetti

Olivetti. Concept and Form

Tokyo: Olivetti, 1971. 1st Japanese Edition. Narrow quarto, publisher's various paper stocks printed in color, loose in signatures, laid into original printed card portfolio.

Japanese-language exhibition catalog for Italian technology manufacturer Olivetti, published for a 1971 product showcase, Olivetti: Concept and Form, at the Musée des Arts Décoratifs in Paris (as well as in Barcelona, Madrid, Edinburgh, London and Tokyo between 1969 and 1971). Italian architect Gae Aulenti curated and designed the show, displaying the company's desktop machines alongside Push Pin Graphics for the Mexico Olympic Games, the Valentine typewriter campaign, Crosby/Fletcher/Forbes calendars and various works by other Olivetti-favored artists. Founded as a typewriter company by Camillo Olivetti in 1908, Olivetti is considered one of the leading manufacturers of the 20th century, in part due to their innovative design ethos. Recognizing the importance of design over pure functionalism, the company produced some of the most iconic office technology and early computers, including the red Valentine typewriter by Ettore Sottsass. The company's dedication to design extended to their promotional material, hiring well-known designers to create advertisements and posters, poets to write slogans, and architects (such as Aulenti) to build out experimental showrooms. "Olivetti have never regarded industrial design as extramural. The firm may regard patronage of the arts as good public relations...but it has, for the last ten years or so, been hooked on design, and has had that rare and fortunate knack of turning its customers into addicts too" (from Alistair Best's 1971 review,  "Medium Cool Message," of the London exhibit for journal Design). 21 loose sheets illustrated with photos, graphics and architectural plans printed in color and metallic ink on various paper stocks. Includes three plans for Olivetti buildings printed on vellum; a plant in Harrisburg, Pennsylvania by Louis Kahn, head offices in Tokyo by Kenzo Tange and head offices in Frankfurt by Ego Eiermann. Lacking cardboard slipcase. Light toning and light creasing to spine of outside wrap. Near fine. Item #2197

$325.00