![Mies by Archizoom Associati, 1969.
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A small and different entrepreneur. Text by Paolo Deganello (Archizoom Associati).
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In 1957, Sergio Cammilli rented a small workshop with three or four upholsterers, in Agliana, a small town outside Pistoia near Quarrata. Since the early 1950s it had been an important production area in post-war Tuscany for cushioned furniture. He called it “Poltronova,” “nova,” or “new,” to make it stand out from the old manufacturing of padded and “traditional” furniture, which at the time reigned supreme in Quarrata. One year later he appointed Ettore Sottsass Art Director of Poltronova. That same year Adriano Olivetti asked Sottsass to work together and eventually replace Nizzoli as AD for his company, too. Olivetti’s factory — the grand Fordist one that in “Olivetti’s vision” [Marco Revelli, Il vento di Adriano. La comunità concreta di Olivetti tra non più e non ancora, Derive Approdi, Rome] was an internal version of Fordism, or “soft Fordism,” able to reconcile mass production with beauty, profit with culture, while putting art at the industry’s service.
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#designbreak #poltronova #archizoom #mieschair #design #architecture #art #interiordesign #designer #interior #home #homedecor #italy](https://www.poltronova.it/wp-content/plugins/instagram-feed/img/placeholder.png)
LA CASA NON DOMESTICA
Poltronova at Contemporary Cluster in Rome
DESIGN BREAK #14
Cristina Morozzi: Radical memories
DESIGN BREAK #13
Ultrafragola and Mobili Grigi, from the new monograph by Poltronova
DESIGN BREAK #12
Dario Bartolini, Archizoom Associati: Photos at Poltronova in Agliana
DESIGN BREAK #11
D’Urbino and Lomazzi interview conducted by Francesca Balena Arista
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