{"id":27139,"date":"2025-04-04T11:45:24","date_gmt":"2025-04-04T09:45:24","guid":{"rendered":"https:\/\/www.archiviostoricolivetti.it\/news-2\/the-new-exhibition-olivetti-and-the-magnum-photographers-wayne-miller-erich-hartmann-henri-cartier-bresson-sergio-larrain-opens\/"},"modified":"2025-04-04T11:53:42","modified_gmt":"2025-04-04T09:53:42","slug":"exhibition-olivetti-and-magnum-photographers","status":"publish","type":"post","link":"https:\/\/www.archiviostoricolivetti.it\/en\/news-2\/exhibition-olivetti-and-magnum-photographers\/","title":{"rendered":"The new exhibition “Olivetti and the Magnum Photographers: Wayne Miller \u2013 Erich Hartmann \u2013 Henri Cartier-Bresson \u2013 Sergio Larrain” opens."},"content":{"rendered":"\t\t
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Inauguration: April 13, 2025, at 9:00 PM
P. A. Garda Civic Museum
Piazza Ottinetti \u2013 Ivrea<\/strong><\/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

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The P. A. Garda Civic Museum<\/strong> and the Olivetti Historical Archive Association<\/strong>, in collaboration with Magnum Photos<\/strong> and the Fondation Henri Cartier-Bresson<\/strong>, are opening a new exhibition to the public that tells the extraordinary story of the collaboration between the Olivetti company and several photographers from the Magnum agency during the last century.<\/p>

The Olivetti Historical Archive Association preserves original photographs, contact sheets, slides, and unpublished correspondence between Giorgio Soavi (Olivetti\u2019s Advertising Research Office) and the agency\u2019s Paris office, particularly with Michel Chevalier, the person responsible for Europe. The intertwining of paper documents and photographs has enabled the curators to highlight many aspects of the collaboration that began in 1958 for the publication Olivetti 1908-1958<\/em>, which continued through much of the 1960s with documents up to 1970.<\/p>

The exhibition focuses on the importance of photography as a historical and visual document, showcasing photographs that are testimonies of culture, social and industrial vision, as well as technological innovation in the photographic medium.<\/p>

The exhibition features works by:
Wayne Miller<\/strong> (1918-2013) for the Olivetti store in San Francisco.
Erich Hartmann<\/strong> (1922-1999) for the stores in New York and Buenos Aires, factories in Argentina and Brazil, and the Harrisburg factory.
Henri Cartier-Bresson<\/strong> (1908\u20132004) for the Olivetti factory and housing in Pozzuoli.
Sergio Larra\u00edn<\/strong> (1931\u20132012) for the Olivetti factories in Argentina and Brazil.<\/p>

Four different perspectives. Each photographer chose the framing, subject, shooting methods, image composition, depth, lighting, and contrast. Artistic decisions were influenced by various factors, such as available technology and environmental factors that could not be modified, especially in outdoor shots. The \u201csingularity\u201d of each photographer\u2019s perspective was also influenced by the client\u2019s instructions or the subject\u2019s behavior, especially when depicting humans.<\/p>

The magnifying glass on the Olivetti-Magnum relationship also delves into the internal processes of the Olivetti commissioning office, including very precise instructions on the photographic services to be realized, how the prints were chosen from contact sheets, the intended purposes of these services, and payment processes. An emerging figure in the documents is, once again, Giorgio Soavi<\/strong>, curator of major art and publishing projects for Olivetti. At the same time, by the end of the 1950s, Magnum had developed into a major photography agency that also promoted its photographers’ work commercially.<\/p>

The exhibition also highlights the existence of an Olivetti photographic archive<\/strong>, an internal photography department<\/strong>, and a systematic activity of reproducing and cataloging the photographic services of all the photographers who worked for Olivetti by the Photographic Documentation Office<\/strong>. The study of correspondence and publications intertwines with the photographic services, analyzing vintage prints, contact sheets, negatives, and color film services.<\/p>

Gaetano di Tondo<\/strong>, President of the Olivetti Historical Archive Association, comments on the exhibition: \u201cThe historical film South as North by Nelo Risi and the large model of the Pozzuoli factory<\/strong>, recently restored, represent multidisciplinary curatorial choices: they offer the public a highly significant sample of the cultural heritage of 20th-century archives and reveal a distancing from the idea of pure photography, aesthetically exciting and highly enjoyable, but detached from its relational contexts. \u2018<\/em>Archives within archives\u2019 intersect the Magnum story and add further pieces to the cultural profile of Olivetti, which also embraces photography.\u201d<\/em><\/p>

Matteo Chiantore<\/strong>, , Mayor of Ivrea, states:“This exhibition represents a key piece in illustrating the complexity and richness of Olivetti, a company that united innovation and culture. As Henri Cartier-Bresson said, \u2018The photographer is a witness,\u2019 and through Magnum\u2019s images, we can capture the dialogue between aesthetics and functionality characteristic of an era. Olivetti is not just a brand, but a symbol of a time when design embraced human values, transforming industry into an act of beauty. Initiatives like this urge us to reflect and keep our cultural identity alive, valuing beauty in all its forms<\/em>.”<\/p>

The exhibition\u2019s curators and catalog editors are Paolo Barbaro<\/strong>, Claudia Cavatorta<\/strong>, Paola Mantovani<\/strong> and Marcella Turchetti<\/strong>.<\/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

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The exhibition will remain open until Sunday, October 26, 2025.<\/strong><\/p>\n

The inauguration will also feature the “woodwind” Canavese Factories Ensemble of the musical band Citt\u00e0 di Ivrea<\/em>.<\/strong><\/p>\n

Admission is free until seats are filled.<\/strong><\/p>\n

For more information:
P. A. Garda Civic Museum
tel. 0125 410512 – mail musei@comune.ivrea.to.it<\/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

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Download the press release<\/a><\/strong><\/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

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Organizing entities<\/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

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In collaboration with<\/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

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With the support of<\/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

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With the contribution of<\/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

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Technical sponsor<\/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

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Inauguration: April 13, 2025, at 9:00 PMP. A. Garda Civic MuseumPiazza Ottinetti \u2013 Ivrea The P. A. Garda Civic Museum and the Olivetti Historical Archive Association, in collaboration with Magnum Photos and the Fondation Henri Cartier-Bresson, are opening a new exhibition to the public that tells the extraordinary story of the collaboration between the Olivetti […]<\/p>\n","protected":false},"author":4,"featured_media":27137,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"give_campaign_id":0,"inline_featured_image":false,"footnotes":""},"categories":[842,16],"tags":[566,869,868],"class_list":["post-27139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eventi-2025-en","category-news-2","tag-exhibition","tag-magnum-en","tag-photography"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/posts\/27139","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/comments?post=27139"}],"version-history":[{"count":0,"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/posts\/27139\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/media\/27137"}],"wp:attachment":[{"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/media?parent=27139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/categories?post=27139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.archiviostoricolivetti.it\/en\/wp-json\/wp\/v2\/tags?post=27139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}