Negozi 'estroversi': non di oggetti ma di idee

Translated title of the contribution: [Autom. eng. transl.] Outgoing shops: not of objects but of ideas

Federica Boragina

Research output: Chapter in Book/Report/Conference proceedingChapter


[Autom. eng. transl.] The essay aims to investigate the exhibition phenomena carried out in some Milanese stores between 1958 and 1968. During the 1960s, the revolutionary experimentation of the new avant-garde and the affirmation of industrial design motivated a critical reflection on the status of the work and the renewal of its communication methods. Exhibitions in museums, cultural institutions and galleries are accompanied by exhibition opportunities in places traditionally not dedicated to art, starting the gradual geographical drift of art towards the city, inaugurated with the Nouveau Réalisme festival, held in Milan in 1960, and established over the following decade. In the wake of the post-war Italian miracle, commercial activities flourished with hitherto unknown fortune, legitimizing the utopian and democratic promise of industrial design. In 1954, Rinascente, an already established and exponentially growing commercial reality, founded, with the collaboration of important designers such as Giò Ponti and Bruno Munari, the Compasso d'Oro award, dedicated to objects with the best industrial design, then put on display in commercial spaces. In this context there is an osmotic interaction between design and art. This, at a theoretical level, implies the debate between the aesthetic characteristics of the design and the peculiarities of the art object, as well as the question of the setting of the work and its evolution beyond the physical boundaries of the object, renewing critical categories and formal; while, on a practical level, it materializes in the direct commitment of artists both in the artistic and design fields and in exhibitions in commercial spaces, an aspect on which we intend to focus attention. The cases analyzed are: the Bruno Danese store in Piazza San Fedele, the Olivetti store in Galleria Vittorio Emanuele and the Espressioni room at the Ideal Standard store in via Hoepli, focusing on art exhibitions, while mentioning the exhibitions of design carried out at Rinascente and the Danish store. The reconstruction of these historical events is based on archival research, stripped of magazines and theoretical texts.
Translated title of the contribution[Autom. eng. transl.] Outgoing shops: not of objects but of ideas
Original languageItalian
Title of host publicationMILANO 1945-1980. MAPPA E VOLTO DI UNA CITTÀ Per una geostoria dell’arte
Number of pages16
Publication statusPublished - 2015


  • arte contemporane
  • arte italiana
  • design
  • milano


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