The exhibition tells the story of Italian industry through the iconic objects of the corporate museums and business archives, from the Vespa to the Campari bottle, the Barilla pasta box and Olivetti’s Valentine typewriter, etc.;
objects that have changed our lives, our culture and, to an extent, even the economic history of the country. It can be compared to “The history of the world in 100 objects” by Neil MacGregor, a book that can be dipped into like an encyclopedia, read like a novel, or visited like a Wunderkammer: a very personal portable museum that can be explored by following the connections made by the author, or by forming our own, travelling through time and space until the refractions of this amazing optical machine force us to see the present with different eyes.
The exhibition is laid out like an extended timeline, weaving together history, communication, design, and technological and product innovations that have transformed specific objects into icons in the collective imagination.
