{"id":26697,"date":"2025-01-17T09:58:15","date_gmt":"2025-01-17T08:58:15","guid":{"rendered":"https:\/\/www.archiviostoricolivetti.it\/news-2\/extended-until-march-16-the-olivetti-graficarte-exhibition\/"},"modified":"2025-01-17T10:05:01","modified_gmt":"2025-01-17T09:05:01","slug":"olivetti-graficarte-exhibition-extended","status":"publish","type":"post","link":"https:\/\/www.archiviostoricolivetti.it\/en\/news-2\/olivetti-graficarte-exhibition-extended\/","title":{"rendered":"Extended until March 16 the “Olivetti \u2022 Graficarte” exhibition"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Extended until March, 16 2025
Museo Civico P. A. Garda
Piazza Ottinetti – Ivrea<\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Born from the collaboration between the Municipality of Ivrea<\/strong><\/em> and the Olivetti Historical Archive Association<\/strong><\/em>, a new exhibition opens that highlights a selection of works by artists<\/strong>, designers<\/strong>, graphic designers<\/strong>, and art directors <\/strong>who long collaborated with Olivetti of Ivrea. This includes figures such as Costantino Nivola, Giovanni Pintori, Marcello Nizzoli, Franco Bassi, Walter Ballmer, Ettore Sottsass Jr., and Milton Glaser, as well as works by creatives like Anna Monica Jost, Adrianus Van der Elst, and Isaka Yoshitaro. This variety demonstrates how expressive freedom transcends boundaries, transforming advertising into an art form integrated into the industrial process. Olivetti\u2019s communication, polyphonic and unique, was particularly noted for its ability to speak many languages.<\/p>

The exhibition is divided into sections that examine the role of Olivetti\u2019s commissions in the advertising industry.
The first section illustrates Camillo Olivetti\u2019s early venture in the late 19th century as a bicycle retailer, then focuses on advertising posters from the 1910s and 1920s, such as Teodoro Wolf Ferrari<\/strong>\u2019s 1912 poster for the Olivetti M1 and Marcello Dudovich<\/strong>\u2019s works for the Olivetti M20.<\/p>

The second section covers the period from the 1930s to the 1950s\/60s, highlighting the deepening integration between Olivetti and the art world and showcasing some of the long-lasting collaborations with artists of the caliber of\u00a0Marcello Nizzoli<\/strong>,\u00a0Giovanni Pintori<\/strong>,\u00a0Costantino Nivola<\/strong>,\u00a0Bruno Munari<\/strong>, and\u00a0Walter Ballmer<\/strong>.<\/p>

The third section deals with advertising campaigns from the post-war period to the 1990s, presenting works by artists such as Giovanni Pintori,\u00a0Franco Bassi<\/strong>, Walter Ballmer,\u00a0Milton Glaser<\/strong>, and\u00a0Roberto Pieracini<\/strong>.<\/p>

A fourth section highlights Olivetti\u2019s social commitment through advertising campaigns addressing themes like sustainability, environmental protection, energy conservation, and food education, featuring the famous\u00a0Save our planet<\/strong><\/em>\u00a0campaign posters along with works by\u00a0Egidio Bonfante<\/strong>.<\/p>

Olivetti Graficarte<\/em>\u00a0is a unique opportunity to immerse oneself in the world of Olivetti\u2019s advertising graphics, where art and creativity played a fundamental role in developing a distinctive and innovative visual language.<\/p>

The exhibition is made possible with the support of\u00a0Regione Piemonte<\/em>,\u00a0Fondazione CRT<\/em>,\u00a0Fondazione Guelpa<\/em>,\u00a0Biverbanca<\/em>,\u00a0Novacoop<\/em>, and\u00a0AEG<\/em>, and in collaboration with the\u00a0National Business Cinema Archive<\/em>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The exhibition was inaugurated on September 29, 2024, and will remain open until Sunday, March 16, 2025<\/strong><\/p>

For more information:
Museo Civico P. A. Garda
phone 0125 410512 – mail musei@comune.ivrea.to.it<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Download the press release<\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

In January, February, and March 2025, guided tours are scheduled, led by the exhibition’s curators:<\/p>