(April 12, 2017) The unmistakable Campari soda bottle, the inimitable Vespa brand, the first boxes of Barilla pasta or the Valentina, the "red portable" typewriter created by Olivetti. Much more than simple objects: true icons of design, industry and architecture made in Italy able to tell the story of Italian society. To them is dedicated to the exhibition "50 +! The Great industry game. Items that have made the Italian industry", conceived by Museimpresa and curated by Francesca Molteni, which includes more than 50 items selected from the collections of archives and museums associated with Museimpresa with the collaboration of their curators. The iconographic exhibition is ready to tell Italy even outside national borders in an itinerant journey that will land in South Africa: the inauguration is scheduled for April 20 at 18:30 at the Open Window Institute of Centurion (Pretoria). The exhibition, organized in South Africa by the Italian Institute of Culture in Pretoria in collaboration with Open Window Institute, will be open until May 9. The exhibition, consisting of 54 stories on 24 boards, a board game and the "Indovina indovinello" quiz, is a journey through objects paced by inventions, insights, dares born from the ingenuity of factory poets and captains of industry, workshop visionaries, the enthusiasm of the workers and the silence of the design boards in the studio. The exhibits have an extraordinary symbolic value: between turbines and samples, stills and musical instruments, bottles, furniture and logos, vibrant fabrics and gasometers, motors, ceramics and slow-motion replays, machines to do the calculations and pharmaceutical packaging, toys and helmets. On display is the historical memory of a country that travels along an imaginary line, marked by communication, and innovation projects that have made these objects icons. (Red)

ABOUT / MUSEIMPRESA

Museimpresa - Italian Association of Archives and Museums was founded in Milan in 2001 by Assolombarda and Confindustria with the aim of identifying, promoting and networking companies that have decided to focus on the company's cultural heritage within their own strategies of communication. The creation of a system of archives and company museums, dissemination of quality standards and the promotion of the cultural concept of corporate responsibility are the main purposes of the Association.