Learning from the Past
Scarpa’s Venice Olivetti Showroom: precursor to the Apple Store
by Paolo Bertolotti
In the late 1950s, Adriano Olivetti, the visionary leader of Olivetti, commissioned renowned architect Carlo Scarpa to design a showroom in Venice. This collaboration resulted in a space that not only showcased Olivetti’s products but also became a landmark in architectural design. The Venice Olivetti showroom had a profound impact on the Olivetti brand, reinforcing its identity and elevating its status in the world of design and innovation.
A Fusion of Modernity & Tradition
Scarpa’s design for the Olivetti showroom masterfully blended modern architectural elements with the historical context of Venice. The use of carefully selected materials and textures created a tactile experience that resonated with visitors. This fusion of modernity and tradition mirrored Olivetti’s own philosophy of combining cutting-edge technology with timeless design principles.
Creating a strategic extension of the Brand
The showroom became a physical manifestation of Olivetti’s brand values. Scarpa’s attention to detail and craftsmanship reflected the company’s commitment to quality and innovation. The space was not just a place to display products; it was an embodiment of Olivetti’s dedication to excellence and its forward-thinking approach. Similarly, the brilliance and quality behind Foster’s Apple stores is its clear design gesture, speaking the same language as the Apple products, combining to create a homogeneous brand experience
A Lasting Legacy
If you find yourself in St. Mark’s square in the future, I strongly recommend stepping into the Olivetti showroom to experience first-hand how a retail space can symbiotically fuse with a brand and create a singular experience. As Scarpa has influenced many, Apple has created something in a global scale, influencing a whole generation of both consumers and designers. Fosters and Apple have added significantly to what Scarpa’s Olivetti showroom started back in 1957.