Olivetti inspires the young. Reasoning for the exhibition Arte Programmata. Arte cinetica, opere moltiplicate, opera aperta, Milan 1962

Abstract

The exhibition Arte Programmata. Arte cinetica, opere moltiplicate, opera aperta (Programmed Art. Kinetic Art, Multiplied Works, Open Work), opened in May 1962 at the Olivetti store in Milan. The event, organized by Bruno Munari and Giorgio Soavi and presented by Umberto Eco, represents an early reflection on the use of technology applied to art at the beginning of this intersection. Participants include Group T and Group N as well as Enzo Mari and Munari himself. The essay intends to situate the exhibition in the historical moment that marks the origins of the electronic culture in Italy, showing how the development of technology influenced  the artistic research. Olivetti company plays a prominent role in addressing both artists and curators towards the most innovative experiences that were developing in the field of electronics; the company's interdisciplinary approach, which was able to generate a specificity of design and vision unique in the international scene, is also highlighted. The article aims to investigate the Italian origins of the phenomenon and the effect of electronic culture on the visual arts as part of a broader dialogue between art, design, industry, and innovation.