Olivetti and the Magnum photographers

The exhibition Olivetti and the Magnum photographers opens up an extraordinary insight into the collaboration between industry Olivetti and some of the greatest Magnum agency photographersdocumenting a time when visual art, industrial innovation and corporate culture are deeply intertwined. The exhibition, curated by Paolo Barbaro, Claudia Cavatorta, Paola Mantovani e Marcella Turchettihighlights the importance of the photography as a historical and visual documentand presents a selection of previously unpublished works by Wayne Miller, Erich Hartmann, Henri Cartier-Bresson e Sergio Larraín.

Via vintage prints, contact specimens, slides e original mapsThe creative relationship between the photographer and the client is reconstructed. Each author offers a unique interpretation of the Olivetti universe: from the factory of Pozzuoli to the elegant shops of New York, Buenos Aires e San Franciscoto the workshops in Argentina e Brazil.

Particularly relevant is the role of Giorgio Soavi, a key figure in the definition of Olivetti's visual and cultural identity, testified by archive materials preserved by theOlivetti Historical Archives Association.

The exhibition also highlights the rise of the Magnum Photos as a reference agency on the international photographic scene, showing how the humanistic and documentary approach of its photographers has been skilfully integrated into wide-ranging editorial and advertising projects.

^{Photo Credit: © Erich Hartmann / Magnum Photos + place of preservation ASSOCIAZIONE ARCHIVIO STORICO OLIVETTI - IVREA}