Unfolding Made in Italy (1948-1962)
Narratives for the 21st Century
- 2026
- Book
- Editor
- Paola Cordera
- Book Series
- Research for Development
- Publisher
- Springer Nature Switzerland
About this book
This book examines postwar Italian craft and design (1948-1962) through a multidisciplinary lens, reassessing its significance today. It explores the enduring appeal of artifacts within and beyond museum contexts, emphasizing their role as dynamic tools that transcend historical value. Addressing future challenges, the book highlights their relevance in enriching society, supporting creative industries, and aligning with UNESCO’s 2030 Agenda for Sustainable Development. Building on seminal exhibitions such as "Il Design Italiano Degli Anni ’50" (Milan, 1981), "Anni Cinquanta" (Milan, 2005), and "Il Modo Italiano" (Montreal-Toronto-Rovereto, 2006-2007), the book underscores the pivotal role of 1950s design in shaping Italy’s postwar renewal. It testifies to the emergence of a vibrant creative world rooted in cultural heritage and sustained by networks of artisans, manufacturers, artists, designers, and architects – each contributing to an interconnected and territorially grounded design culture. Organized into three thematic sections, it explores the uniqueness of Italian design (Section 1: On the Uniqueness of Italian Design), archival practices (Section 2: Archives for Memory and the Future), and exhibition strategies (Section 3: Made in Italy on Display Inside and Outside Museums). The book advocates for innovative strategies in data and memory sharing to enhance the understanding and appreciation of Italy’s cultural assets, ensuring their continued relevance while maintaining their connection to local identities and production practices. Drawing on case studies, experts from diverse fields – including architecture, museums, decorative arts, craft, product and interior design – examine Italian craftsmanship’s heritage and its connections to local communities. Their essays illustrate how interdisciplinary enquiries converge into a unified narrative, benefiting from modern approaches to preservation, communication, exhibition, and promotion across physical, digital, and virtual experiences. The book also addresses practical concerns for individuals, industries, archives, museums, and cultural institutions. It provides insights into best practices for presenting design artifacts, leveraging social media for engagement, and fostering partnerships to amplify the impact of cultural initiatives. Emphasizing community participation and cross-sector collaboration, it emphasizes the importance of sustaining Italy’s design legacy. Beyond academia and professional circles, the book engages a wider audience by raising public awareness of Italy’s cultural heritage and its nature for future generations. It suggests strategies for mitigating overtourism, enhancing engagement with Italy’s design heritage, and developing sustainable tourism initiatives that support local communities. By demonstrating the lasting influence of Italian craftsmanship and design, the book positions heritage as a living tradition that continues to shape contemporary life.
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Table of Contents
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Frontmatter
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On the Uniqueness of Italian Design
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Frontmatter
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Instructions: Ensure “Made in Italy” Is Stamped on Every Single Item
Paola CorderaDiscover how Italy transformed post-war economic challenges into opportunities by leveraging its rich cultural heritage and craftsmanship. This chapter delves into the strategic initiatives that positioned 'Made in Italy' as a globally recognized brand, from the Marshall Plan's role in economic recovery to the pivotal exhibitions and trade fairs that showcased Italian products. Learn about the unique blend of tradition and modernity that defined Italian craftsmanship and how it captivated international markets. Explore the role of cultural diplomacy in promoting Italian goods and the enduring impact of these strategies on Italy's economic and cultural landscape. The chapter concludes with the profound influence of these efforts on Italy's post-war rehabilitation and the establishment of 'Made in Italy' as a symbol of quality and creativity.AI Generated
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AbstractThis essay examines the role of cultural and promotional initiatives in consolidating the international reputation of Italian production in the postwar decades. From the late 1940s, national reconstruction depended on financial aid, industrial reorganization, and its ability to access foreign markets, particularly the United States. Customs regulations created obstacles, yet simultaneously contributed to affirming the Made in Italy brand as a recognizable mark of identity in the subsequent years. Through exhibitions in museums, department store events, and promotional programs across the US (and later in Europe), Italian goods were presented as both commodities and cultural artifacts, linking modern production with traditions of craftsmanship. Networks of institutions, entrepreneurs, artisans, artists, architects, critics, and designers fostered collaborations that transformed structural weaknesses into opportunities, shaping the Made in Italy brand as a symbolic and commercial presence abroad. By the 1960s, building on earlier efforts, Italian production had matured into both a commercial strategy and a cultural narrative, establishing a legacy that continues to shape the present. -
Made in Italy Written in the Stars (and Stripes): Italian Craft’s Global Influence in Vintage Newsreels and Documentaries
Giampiero Bosoni, Marta Elisa CecchiThis chapter delves into the pivotal role of visual media, particularly newsreels and documentaries, in shaping the global perception of Italian craftsmanship and design. It explores how these media, alongside other channels, contributed to the creation and spread of the 'Made in Italy' brand, emphasizing the unique cultural identity and industrial excellence of Italy. The text highlights the influence of cinema and newsreels in promoting Italian products, focusing on the relationship with the United States. It also examines the historical context of postwar Italy and the strategies used to rebuild the country's identity and economy. The chapter provides a detailed analysis of specific films, such as 'Made in Italy' and 'Due civiltà s'incontrano,' and their impact on the global perception of Italian products. It concludes by emphasizing the importance of studying popular media materials to understand the cultural and design roots of Made in Italy.AI Generated
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AbstractThis essay offers a captivating exploration of how visual storytelling mediums, such as television and documentaries have played a pivotal role in shaping perceptions of Italian craftsmanship, design, and culture on both national and global stages. Notably, the inclusion of La Settimana Incom (or The Incom Weekly), an Italian newsreel distributed in cinemas from 1946 to 1965, highlights the influence of these media in promoting Italian design to a broader audience. These platforms not only showcased the elegance and innovation of Made in Italy products but also intertwined them with Italy’s cultural identity, creating a compelling narrative that positioned Italian design as a symbol of quality and sophistication. By examining these visual platforms, the essay reveals their lasting impact in solidifying Italy’s design legacy and fostering cultural appreciation both within the country and abroad. Additionally, it explores how these media helped establish a global recognition of Made in Italy as a brand that continues to influence contemporary design discourse. -
Icons of Memory and Modernity: Italian Hotels of the 1950s and the Promotion of Italian Lifestyle
Francesco Scullica, Elena ElganiThis chapter delves into the transformative role of Italian hotels in the 1950s, focusing on their design, cultural significance, and promotion of Italian lifestyle. It highlights the innovative approaches of architects like Gio Ponti, who redefined hospitality spaces with a blend of functionality, aesthetics, and experiential appeal. The text explores how these hotels became symbols of modernity and memory, influencing both domestic and international tourism. It also examines the impact of post-war reconstruction and the Marshall Plan on the development of Italian hospitality infrastructure. The chapter concludes by discussing the enduring legacy of these hotels, which continue to embody the essence of Italian design and lifestyle today.AI Generated
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AbstractThis essay examines the role of Italian hotels built in the 1950s as key promoters of Made in Italy design and lifestyle. These hotels, designed and furnished by iconic Italian designers, served as showcases of Italian craftsmanship and design nascent industry during the period of Reconstruction. Focusing on how interiors and spatial narratives, as well as the system of product-services, contributed to constructing a modern image of leisure, in particular during tourism experiences, supporting the affirmation of Made in Italy, the paper underlines the centrality of architect Gio Ponti. Through projects and writings, particularly the Parco dei Principi Hotel in Sorrento, blending research and innovation, he redefined hospitality spaces as a dynamic field of experimentation and as expressions of Italian creativity and savoir-faire. Reflecting a modern, aspirational Italian lifestyle to international guests, the hotels contributed to spreading values of Italianess and a desirable Italian lifestyle. Today, these hotels remain icons, bridging past and present by preserving their legacy while continuing to embody the enduring timelessness of Italian design.
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Archives for the Memory and for the Future
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Frontmatter
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Design Archives, Made in Italy, and Communication in CASVA’s Recent Activities
Maria Teresa FeraboliThe chapter delves into the activities of the Centro di Alti Studi sulle Arti Visive (CASVA) in Milan, focusing on its role in preserving and promoting the archives of Milanese and Lombard designers. It highlights the institution's recent acquisitions, including the archives of Eugenio Carmi and Alfonso Pizzo Greco, and its new headquarters in the QT8 district. The text explores CASVA's communication strategies, which blend physical and digital initiatives to share its collections and events. A significant focus is on the 'Made in Italy' concept, tracing its origins and evolution through CASVA's archives. The chapter discusses how CASVA's social media presence, particularly on Facebook, has been instrumental in maintaining engagement with donors, collaborators, and the public, especially during the COVID-19 pandemic. It also examines the role of exhibitions and awards, such as the Compasso d'Oro, in promoting Italian design and culture. The text concludes by emphasizing CASVA's commitment to interdisciplinary and participatory approaches in archival studies and communication.AI Generated
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AbstractThis essay explores communication strategies “Made in Italy” through the recent activities of the CASVA (Centro di Alti Studi sulle Arti Visive, or Centre for Advanced Studies in the Visual Arts), focusing on its design archives. The CASVA has been using modern tools, mainly social media (Facebook), to broaden its outreach and bring greater visibility to such iconic Italian designers as Luciano Baldessari, Enrico Freyrie, Augusto Magnaghi, Mario Terzaghi, and Roberto Sambonet. By curating digital content from its vast design archives, the CASVA has successfully let Italy’s rich design heritage reach a broader, global audience. Through social media platforms, it has created engaging virtual exhibitions and interactive features that celebrate Italian craftsmanship and make it accessible to contemporary audiences. This strategic use of digital communication marks a significant effort to democratize cultural heritage, ensuring that the “Made in Italy” legacy reaches a diverse, far-reaching audience. -
Valorization, Promotion and Communication of Made in Italy in the Archivio Progetti, Università Iuav di Venezia
Rosa Chiesa, Teresita ScalcoThe Archivio Progetti at Università Iuav di Venezia is a treasure trove of design and architecture heritage, housing collections that span from landscape architecture to industrial design. This chapter delves into the archive's mission to preserve, research, and disseminate its collections through exhibitions, publications, and digital innovations. It highlights the archive's role in promoting the 'Made in Italy' brand, with a focus on the Paolo De Poli and Giorgio Casali collections. The text also explores the archive's digital strategy, including the ApOnline platform and the Petit Tour digital exhibitions, which aim to make the collections more accessible and engaging. Furthermore, the chapter discusses the archive's educational initiatives, such as the Metodologia della ricerca course, which introduces students to archival work and digital communication. The conclusion emphasizes the archive's evolution into a 'living archive' that encourages research and promotes social inclusion and accessibility.AI Generated
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AbstractAt the Università Iuav di Venezia belongs Archivio Progetti, a research and archival center, plays a pivotal role in the preservation and promotion of Italian design and craftsmanship culture, particularly through its extensive collections that include the works of Paolo De Poli, Giorgio Casali, and Luca Meda. These collections offer a comprehensive view of the evolution of Made in Italy, from the intersection of art, design, and photography to the broader cultural and economic implications of Italian creativity. De Poli’s archive reflects his innovative contribution to enamel art; Casali’s photographic archive documents key moments in Italian design, architecture, and urban transformations; Meda’s collection highlights his synthesis of architecture and design, revealing his contributions to iconic furniture and industrial design.The valorization of these archives involves a series of research projects, educational initiatives, exhibitions, and publications aimed at deepening the understanding of Italian design history, which include addition to the ApOnline, a digital strategy communication and the Petit Tour platform that offers an interactive and visual approach to digital heritage. -
The Tale of Made in Italy and the Massimo and Sonia Cirulli Foundation: The Relationship Between Collections and Exhibition Choices
Sandra Costa, Irene Di PietroThe Massimo and Sonia Cirulli Foundation, established in Bologna, houses a significant private collection of post-World War II graphic art and design, offering a fresh perspective on Italian visual culture. The Foundation's narrative approach transcends traditional museographic formats, emphasizing dynamic planning and the concept of the 'open work.' This methodology is evident in the restoration and use of the iconic Castiglioni-designed building, which serves as both an archive and a space for evolving exhibitions. The Foundation's commitment to accessibility and education is demonstrated through its public openings, guided tours, and educational programs for schools. Collaborations with prestigious international institutions further enhance the Foundation's mission to promote Made in Italy and its cultural significance. The text also explores the Foundation's digital strategy and potential future directions, highlighting its role in redefining the taxonomy of archives, libraries, and museums in the digital age.AI Generated
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AbstractThe Cirulli Foundation was established in Bologna in February 2015 as the result of an important 30-year acquisitions activity aimed at enhancing Italian visual culture from the early twentieth century to the years of the economic boom. The Foundation’s collection is often regarded as the most important privately held collection devoted to post-World War II graphic art and design in Italy. The essay aims to explore the museographic and museological aspects of the collection: the building (originally created by Achille and Pier Giacomo Castiglioni for Dino Gavina) and its philological restoration, the exhibition of designed objects created as an “animated archive” of thematic explorations (the “capsule collections”), developed by US designer Jeffrey Schnapp, the collection and the temporary exhibitions (following a complementary narrative methodology, combining cues, storytelling, and scholarly research) and its enhancement and mediation.
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Made in Italy on Display Inside and Outside Museums
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Frontmatter
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Identitalia. The Iconic Italian Brands: Notes on Exhibition Challenges
Gianluca Carella, Francesco Zurlo, Carlo MartinoThe chapter delves into the intricate process of curating exhibitions that represent national identity through iconic Italian brands. It explores the role of historical sources such as archival documents, advertisements, and product designs in reconstructing the trajectories of these brands. The text discusses the challenges faced in accessing and preserving corporate archives, the importance of digital accessibility, and the need for a robust infrastructure supporting corporate archival practices. It also highlights the symbolic power of brands as markers of identity and the strategic use of heritage in brand positioning and cultural diplomacy. The chapter concludes with insights into the future of exhibitions addressing national identity through industrial and cultural heritage, emphasizing the need for platforms that encourage dialogue, critical reflection, and cultural negotiation.AI Generated
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AbstractThis essay explores the curatorial strategy, research methodology, and cultural implications of Identitalia. The Iconic Italian Brands, an exhibition that showcases over 100 iconic Italian companies as expressions of national identity. Through the lens of design and public history, the chapter examines how historical sources—archival materials, product evolutions, corporate narratives—can serve as tools for constructing a collective memory rooted in industrial and cultural heritage. Emphasis is placed on the importance of material culture in narrating a nation’s identity and on the role of exhibitions as mediating devices between past, present, and future. The research process combined digital ethnography and direct engagement with companies, revealing three typologies of archival culture—Ideal, Ambiguous, and Dormant—that shaped the curatorial approach. The chapter also discusses the main challenges encountered, such as disparities in corporate archival practices, restricted digital access, and the tension between historical transparency and brand self-perception. In response, the team adopted a flexible and inclusive strategy that turned constraints into narrative opportunities. The Identitalia exhibition becomes a case study for reflecting on how design exhibitions can foster recognition, promote historical awareness, and renew the discourse on national identity in the contemporary age. -
Archives and Project: The Case of the Traveling Exhibition Coats! Max Mara
Ico MiglioreThe chapter delves into the transversal nature of Italian design, using the Coats! Max Mara traveling exhibition as a prime example. It explores how the exhibition transforms a fashion archive into an engaging narrative, emphasizing the role of time and space in exhibition design. The text discusses the evolution of exhibition design, highlighting its dynamic and polyphonic nature. It also examines the integration of technology, art, and industrial heritage in creating immersive cultural experiences. The chapter concludes by emphasizing the importance of exhibition design in fostering cultural enrichment and connection.AI Generated
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AbstractThe essay aims to reflect on the transversality of Italian design, understood as a design process based on the encounter, in a kind of Renaissance vision of contamination between different disciplines, cultures, and contexts. At the center of the article is the case of Coats! Max Mara, the traveling exhibition designed by Migliore+Servetto studio which tells the story of the heritage and archive of the historic fashion company, and which has so far reached five stages (Berlin 2006, Tokyo 2007, Beijing 2009, Moscow 2011, and Seoul 2017). A project that demonstrates the deep connections in the dialectical relationship between industrial production, art, design, and communication, and where the archive proves to be a great opportunity for encounter. The essay also dedicates ample space to the link between design culture and industrial culture, defining design as the result of a continuous dialectical commitment and confrontation. -
Digital Technologies to Promote and Valorise Design Culture
Mauro Ceconello, Davide SpallazzoThis chapter delves into the transformative potential of digital technologies in preserving and promoting Italian design culture, with a particular focus on the intangible dimensions of the design process. It explores how public institutions and private foundations have contributed to the construction of a design culture in Italy, highlighting the role of exhibitions, curatorial initiatives, and critical debates. The text also examines the significance of studio-museums and archival foundations, such as those dedicated to Vico Magistretti, Franco Albini, Achille Castiglioni, and Giovanni Sacchi, in preserving and valorising design heritage. A key focus of the chapter is the adoption of bespoke digital applications, which have enabled museums and cultural institutions to broaden their audiences and diversify their communicative strategies. The concept of ubiquitous computing is highlighted as a relevant framework for understanding the expanding presence of information and communication technologies in everyday life and their capacity to shape new experiential formats for cultural consumption. The chapter also presents case studies, such as the international online forum Narrare con l’archivio and the research project D.E.SY., which illustrate the potential of digital innovation and cross-media engagement in the valorisation of design heritage. Furthermore, the text explores the digitisation of archival material associated with iconic designs, such as the Gibigiana lamp, and the development of a smartphone application, Looking for Achille Castiglioni, which offers a situated and interactive user experience. The chapter concludes by emphasising the importance of preserving and promoting the creative legacies of the faber and shaping the ways in which we understand, teach, and experience design history.AI Generated
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AbstractIndustrial design, seen as cultural heritage, reflects both material production and creative thought of its era, yet often remains underexplored. In the Milan area—birthplace of iconic Italian design—former studios still preserve the spirit of the golden age. Though inactive, these sites remain tied to the processes and ideas that shaped them. Design research plays a key role in unlocking archives to build narratives, inspire new interpretations, and foster experiential learning. This chapter presents two cases of digital heritage enhancement: the digitisation of Giovanni Sacchi’s archive, connecting sketches, drawings, photos, and prototypes to reconstruct design trajectories; and Looking for Achille Castiglioni, a mobile app offering a geolocated tour of Castiglioni’s works in Milan, recontextualising them in their original sites. These examples show how digital tools can preserve, interpret, and share design culture, turning archival traces into accessible, dynamic experiences. -
Milano and the Everyday Informal: Mapping the Intangible Heritage of Italian Design
Ilaria Bollati, Luisa CollinaThis chapter delves into the hidden narratives of Milanese design, revealing how it is deeply rooted in informal spaces and relationships. It explores the city's vibrant social fabric, where design is born through encounters, dialogue, and shared experiences. The text highlights key locations like Bar Craja and Jamaica, which served as hubs for creative exchange and innovation. It also discusses the role of oral knowledge and the challenges of preserving this intangible heritage. The chapter concludes by emphasizing the need to nurture these informal spaces to safeguard the future of design. Through personal anecdotes and historical accounts, it paints a vivid picture of Milan as a living narrative, where design is constantly evolving and redefined.AI Generated
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AbstractIntangible cultural heritage, particularly oral traditions, is crucial for understanding Made in Italy, yet it risks fading away without proper documentation tools. In Italian design, ideas are born not only in studios but also in informal spaces like Bar Jamaica, Plastic, Caffè Craja, and Santa Tecla—historic Milanese venues from the postwar era where designers and creatives came together to exchange ideas and experiment, shaping the evolution of Italian design. Our research explores these hidden networks, mapping the memories and relationships that have contributed to the rise of Italian design. This project, part of the Changes program (PNRR, Politecnico di Milano—Department of Design) in Spoke 2-Creativity and Intangible Cultural Heritage, aims to map the intangible heritage of design and craftsmanship. Through digital technologies, these stories and connections can be captured, recorded, and shared, creating a repository of human memories that might otherwise be lost and offering new cultural experiences accessible not only to experts in the field.
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- Title
- Unfolding Made in Italy (1948-1962)
- Editor
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Paola Cordera
- Copyright Year
- 2026
- Publisher
- Springer Nature Switzerland
- Electronic ISBN
- 978-3-032-10118-1
- Print ISBN
- 978-3-032-10117-4
- DOI
- https://doi.org/10.1007/978-3-032-10118-1
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