50+ ! The Big Game of Industry

To celebrate its first 50 years, the Istituto Europeo di Design has chosen to host an iconic exhibition dedicated to the brilliance of Made in Italy through the display of 50 objects that have influenced the fashion, history, economy and Italian way of life. The show “50+ ! The Big Game of Industry” has been organised by Museimpresa – the Italian Association of Museums and Business Archives and has been curated by Francesca Molteni in collaboration with the architect Franco Raggi.

The project unfolds chronologically through the use of images, sketches and products. A ‘portable museum’ that interweaves the history, communication and technological innovation that have transformed objects to icons of our collective consciousness: from the Vespa to the Campari bottle, from the Valentine of Olivetti, to name but a few, the objects on display come from the archieves and museums of many of these iconic Italian companies linked to Museimpresa.

The exhibition at the Istituto Europeo di Design in collaboration with the Architecture Biennale, marks the 5th stop on a tour that has seen the exhibition shown at a number of important events such as the Expo2015 and the Salone del Mobile 2016 in Milan.
‘For an event as important to the city as that of the 15th International Architecture Biennale, the IED, which has always contributed, in Italy and abroad, to the success of Made in Italy, decided to participate in the Biennale by choosing to host this show at its Venetian headquarters. A show that covers the breadth of the history of Italian enterprise through objects that represent the history of design,’as Igor Zanti, Director of the IED Venice explains.‘Through this initiative IED hopes to continue to encourage discussion on all levels by promoting, through projects and people, not only the productivity of our country but also our creativity.’