Concept
ADI Design Museum presents the exhibition “Dearest Pinocchio, Italian designers and graphic designers redesign the world’s most famous puppet.” Curated by Giulio Iacchetti with exhibition design by Matteo Vercelloni and graphic design by Federica Marziale Iadevaia.
On the occasion of the 140th anniversary of the first edition of the book “The Adventures of Pinocchio – Story of a Puppet” by Carlo Collodi, the most translated Italian book in the world, ADI Design Museum presents, from Nov. 30, 2023 until Feb. 4, 2024, a selection of projects dedicated to the icon that has inspired generations of creatives and thinkers.
Anniversary that in the words of President Luciano Galimberti “is an occasion to celebrate and celebrate a masterpiece of Italian literature, with the aim of reinforcing a multidisciplinarity of design as a heritage of cultural richness capable of posing questions in our daily actions.”
The exhibition is introduced by a historical section, curated by Marco Belpoliti, which welcomes the visitor with covers, drawings and historical illustrations and concludes with a selection of original drawings, taken from one of the last works by Andrea Branzi (Pinocchio? ed. Libri Scheiwiller), the recently deceased architect, designer, theorist and undisputed protagonist of the radical avant-garde, to whom the exhibition is dedicated. Among the masters of Italian design, Andrea Branzi has in fact created his own personal vision of Collodi’s famous tale, with one hundred drawings depicting the story of Italy’s best-known puppet.
The heart of “Carissimo Pinocchio” are 62 new projects by 31 designers and 31 graphic designers, specially created for the exhibition, “different expressions of the feeling and doing of so many Italian designers: an enlarged, kaleidoscopic, surprising look, able to tell the story of Italian design’s ability to create timeless images and objects, thus celebrating the myth of Geppetto, the first Italian designer!”(Giulio Iacchetti)
The Pinocchi, conceived thanks to the collaboration of companies, skilled artisans and in some cases self-made, are housed in a large circular carousel.
Added to this section is a collection of objects produced by the most important Made in Italy companies and inspired by the Pinocchio icon.
At the end of the presentation in Italy and the subsequent traveling tour, the 62 specially made Pinocchios will be auctioned off for charity.
The catalog published by ADIper, features an unpublished drawing by Attilio Cassinelli on the cover.
The exhibition is realized with the contribution of Abet Laminati
