[rd] "Before Apple, Olivetti Made the Products Everyone Wanted"
J.C. DE MARTIN
demartin at polito.it
Thu Jun 9 15:49:19 CEST 2016
*Before Apple, Olivetti Made the Products Everyone Wanted**
By Kristin Hohenadel
June 7, 2016
The design aesthetic of the world’s most wanted laptops and smartphones
is generally as slick as the products themselves. Even as the new Apple
store design feels like an ostensible attempt to soften its interiors
with ficus trees and warm, natural materials such as leather and wood,
Apple’s overarching image has a decidedly corporate vibe. But back when
typewriters ruled the day, iconic Italian manufacturer Olivetti created
bold graphics, advertising, and showrooms that harnessed the selling
power of great design but carried it off with a nostalgia-provoking dose
of pure design flair and midcentury cool.
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