The idea of designing an exhibition for the Olivetti company was born during the lectures/lessons of the professors of Politecnico di Milano, Franco Origoni, Marcello Galbiati and Emilio Renzi. Adriano Olivetti worked across the board in order to improve his company, his employees, his town, even entire Italy. In the Olivetti stores, a simple shop becomes a unique event through its balanced combination of architecture, graphics, design and art. In detail, this project is an exhibition of stands for the Olivetti stores that are planned to be placed in the centre of the Galleria Vittorio Emanuele II octagon and along its wings. The choice of the location is far from random, as the Olivetti store of Milan was initially located in the Galleria Vittorio Emanuele II. The exhibition was designed to be divided into the following parts: central part: description of the evolution of the Olivetti store in Milan through photographs, texts and exhibits. South wing (entrance from Piazza del Duomo): detailed description of the Olivetti store in Buenos Aires, accompanied by three panels for the Olivetti stores in Düsseldorf, New Orleans and Turin. East wing (entrance from via Ugo Foscolo): detailed description of the Olivetti store in Venice, accompanied by three panels for the Olivetti stores in San Francisco, Zurich and Caracas. North wing (entrance from Piazza della Scala): detailed description of the Olivetti store in Paris, accompanied by three panels for the Olivetti stores in St. Gallen, Chicago and London. West wing (entrance from via Silvio Pellico): detailed description of the Olivetti store in New York, accompanied by three panels for the Olivetti stores in Turin, Naples and Rome. The chosen spots/locations of the five main stands have different meanings: Milan is located in the center of the octagon, as it is the host city of this exhibition. the four other main cities are placed on the four cardinal directions having as center Milan. To complete the pattern, as seen from aerial view, the panels of the rest of the stores are placed based on chronological order.
L'idea di fare una mostra che riguardi l'azienda Olivetti nasce dalle lezioni tenute al Politecnico di Milano dai professori Franco Origoni, Marcello Galbiati ed Emilio Renzi. Adriano Olivetti ha operato a tutto tondo per cercare di migliorare la sua azienda, i suoi dipendenti, il suo paese e l'Italia intera. Nei negozi Olivetti il semplice punto vendita diventa un vero e proprio evento tramite il giusto mix di architettura, grafica, design e arte. Nel dettaglio questo progetto è una mostra degli allestimenti dei negozi Olivetti descritti tramite stands presenti nella parte centrale dell’ottagono e parte dei bracci della Galleria Vittorio Emanuele II. Il luogo non è casuale poiché il negozio Olivetti di Milano nel passato si trovava proprio in Galleria. La mostra è stata suddivisa nelle seguenti parti: - parte centrale, descrizione dell’evoluzione del negozio Olivetti di Milano tramite foto, testi e oggetti; - braccio a sud (con ingresso da piazza del Duomo), descrizione approfondita del negozio Olivetti di Buenos Aires più tre pannelli sui negozi di Düsseldorf, New Orleans e Torino; - braccio a est (con ingresso da via Ugo Foscolo), descrizione approfondita del negozio Olivetti di Venezia più tre pannelli sui negozi di San Francisco, Zurigo e Caracas; - braccio a nord (con ingresso da piazza della Scala), descrizione approfondita del negozio Olivetti di Parigi più tre pannelli sui negozi di San Gallo, Chicago e Londra; - braccio a ovest (con ingresso da via Silvio Pellico), descrizione approfondita del negozio Olivetti di New York più tre pannelli sui negozi di Torino, Napoli e Roma. La posizione degli stands dei 5 negozi principali hanno significati diversi: - Milano è al centro dell'ottagono perché città ospitante la mostra; - le altre 4 città (Buenos Aires, Venezia, Parigi, New York) invece sono posizionate secondo i punti cardinali rispetto il centro che è Milano; - i pannelli degli altri negozi completano il pattern grafico della visione aerea dell’allestimento in base al loro ordine cronologico.
Galleria Olivetti. Mostra degli allestimenti dei negozi Olivetti
ZACCARIOTTO, GIANLUCA
2013/2014
Abstract
The idea of designing an exhibition for the Olivetti company was born during the lectures/lessons of the professors of Politecnico di Milano, Franco Origoni, Marcello Galbiati and Emilio Renzi. Adriano Olivetti worked across the board in order to improve his company, his employees, his town, even entire Italy. In the Olivetti stores, a simple shop becomes a unique event through its balanced combination of architecture, graphics, design and art. In detail, this project is an exhibition of stands for the Olivetti stores that are planned to be placed in the centre of the Galleria Vittorio Emanuele II octagon and along its wings. The choice of the location is far from random, as the Olivetti store of Milan was initially located in the Galleria Vittorio Emanuele II. The exhibition was designed to be divided into the following parts: central part: description of the evolution of the Olivetti store in Milan through photographs, texts and exhibits. South wing (entrance from Piazza del Duomo): detailed description of the Olivetti store in Buenos Aires, accompanied by three panels for the Olivetti stores in Düsseldorf, New Orleans and Turin. East wing (entrance from via Ugo Foscolo): detailed description of the Olivetti store in Venice, accompanied by three panels for the Olivetti stores in San Francisco, Zurich and Caracas. North wing (entrance from Piazza della Scala): detailed description of the Olivetti store in Paris, accompanied by three panels for the Olivetti stores in St. Gallen, Chicago and London. West wing (entrance from via Silvio Pellico): detailed description of the Olivetti store in New York, accompanied by three panels for the Olivetti stores in Turin, Naples and Rome. The chosen spots/locations of the five main stands have different meanings: Milan is located in the center of the octagon, as it is the host city of this exhibition. the four other main cities are placed on the four cardinal directions having as center Milan. To complete the pattern, as seen from aerial view, the panels of the rest of the stores are placed based on chronological order.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/94066