Italia Geniale. Design enables

In the historical headquarters of Palazzo Piacentini in Via Veneto, the Ministry of Economic Development hosts an exhibition that celebrates the uniqueness, quality and charm of Made in Italy industrial design.

A true manifesto of Italian industrial design, Italia Geniale is an immersive journey into the evolution and characteristics of some masterpieces of Italian ingenuity and the most innovative ideas created in our country from the 1930s to the present day.

On display are iconic objects that have profoundly influenced our daily life, from the heritage of trademarks and patents filed with the UIBM to revolutionary products, realized thanks to advanced technological research.

The exhibition path winds through five areas:

IMAGINABLE - Images, materials and products dedicated to playing, fantasy and imagination in all stages of life transformed into ethical and pedagogical objects or, through a playful approach, designed as ironic, new and iconic. Among these, the two kettles, "Il Conico" by Aldo Rossi and "Kettle 9093" by Michael Graves, Gio Ponti's sketches in "Nemo", shoes in nylon and leather, "Invisibile" by Salvatore Ferragamo, glasses in wood "W-Eye" and "Discovery" and "Fluida" lamps.
WORKABLE - Patents and inventions, now famous all over the world, relating to work, comfort and safety. The section presents the history and evolution of work and related tasks, starting from the immediate post-war period from the typewriter "Valentine" to office furniture "Synthesis" and desk accessories.  Besides are displayed objects such as the extendable arm lamps “Tolomeo”, home tools such as the Necchi sewing machine, the “Securfit” helmet for the construction and mining sector, the first open-space hardware board, “Arduino”.
RELATIONABLE - Objects capable of modifying relationships, habits and customs, gestures and postures. On display products such as the 1930s Moka “Cobàn” by Alessi and the “ISSpresso” by Lavazza, for the coffee ritual in extreme environments such as space; the informal "Sacco" and "Le Bambole" seats from the late 1960s and early 1970s; the “Algol” TV, the “Ariante” fan and the “Monkey” radio. And again, “food” objects - including the Campari Soda bottle and the “Latina” citrus squeezer - or long-lasting items, such as Magistretti's “Atollo” lamp and the reusable jar of Nutella.
LIVEABLE – Artefacts dedicated to daily life, from sports to health, from personal hygiene to the care of people and the environment.  Among them are the "Isotron" dental station, the "Hannes" hand prosthesis, the Arena long hair cap, the “Piuma” toothbrush, Angelo Ricchiuti's professional diving mask with the anti-asphyxiation system, the safety harness for motorcyclists.
MOVEABLE – The area is dedicated to individual and collective mobility. Here, people can admire some of the Italian symbols of all time and products born from the potential offered by new technologies. They range from the 1946 Piaggio Vespa - which gave life to an international myth - to the Riva " Aquarama" motorboat, from the wheelchair "Aria 1.0 mg" to the iconic Isetta, Fiat 500, Ferrari Monza SP1, Alfa Romeo Spider Duetto. Also displayed creations such as the self-driving robot, the intermodal transport scooter up and transport accessories objects and signs, such as the 1952 Eni logo 6-legged dog by Luigi Broggini and the Milan metro M1 line furnishings and signs by Albini and Noorda.

The exhibition was set up in the Italian Pavilion of Expo Dubai and promoted in collaboration with the Ministry of Foreign Affairs and International Cooperation, the General-Commissioner of Expo 2020 Dubai, ADI (Association for Industrial Design), Unioncamere and Italian trade agency. It was created on the initiative of the Directorate-General for the Protection of Industrial Property and curated by Carlo Martino (La Sapienza University of Rome) and Francesco Zurlo (Polytechnic of Milan). The project was directed by Luciano Galimberti and the Director of ADI Design Museum, Andrea Cancellato. The Visual identity is by studio SM5, which also oversaw the set-up with Ivo Caruso. 

Photo: Ministero dello sviluppo economico Official Website