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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