Scarpa’s Venice Olivetti Showroom is the precursor to the Apple Store
Learning from the Past
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 and 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.