PARADIGMA OLIVETTI

Italy (2020), 88 min.

Directed by Davide Maffei

On 1960, February 27, Adriano Olivetti died.

Founded by his father Camillo in 1908, the homonymous company, unexpectedly ended the second cycle of its life.

Under the leadership of Adriano, this was characterised by the construction of a unique industrial and social project of brave expansion, which led to establish the industry itself as a world leader in the office machinery business.

With the disappearance of its businessman-guide, a period of great uncertainty opens up: the company, financially fragile, undergoes a forced change of ownership and strategy.

Despite the changes induced by the new scenario, the seeds planted by Adriano sprout and the spirit of union between technique and beauty knows perhaps one of its most flourishing and multi-faceted season.

In a market of worldwide competition, Olivetti will succeed in imposing itself once again in industrial product design as a paradigm of a method capable of producing, with different languages, the uniqueness of a same style.

Through the voices of designers, historians and managers, and thanks to extraordinary archive materials, the movie traces the paths of Olivetti’s industrial design from Adriano’s death to the 90s, by going through the challenges of an era marked by rapid innovations: the transition from mechanical technology to electronics, up to its success in the competitive IT sector.

“Master of Art” Film Festival – Spring edition

April 26, 2021, Cinema Lumiere, 18:00 h.

April 27, 2021, Euro Cinema, 18:00 h.