A new column to describe some of our sources of inspiration, in cooperation with independent entities involved in art, culture and design, offering a selection of quality content.
Mutty, a cultural space, will accompany us over the coming months.
As brand consultants, our principal craft is to be inspired in order to bring suggestions, stimuli and creativity to our clients. We are in constant contact with challenging ideas, in part through our relations with niche structures linked to the local environment through culture.
One of these structures is Mutty, a cultural space with an independent bookshop, which has been operating at Castiglione delle Stiviere (in the province of Mantua), not far from Lake Garda, since 2013.
Mutty knows how much we like guiding our clients in the definition of brand purpose, and that increasingly greater numbers of organisations are moving towards brand activism.
For this reason, they sent the Humana Civilitas series (published by Edizioni di Comunità) with Adriano Olivetti’s speeches, to us in our office. The series comprises five booklets, small but valuable, which provide direct access to the words of one of the greatest innovators of the 20th century. A humanist, visionary entrepreneur who created the first personal computer in the world (the P101), here in Italy, and who, more than anything else, considered the company’s role as a social dynamo for the benefit of the community in which it develops.
These booklets, printed by the publishing house founded by Olivetti himself and now run by his grandson, contain transcripts of the speeches made to his employees in Pozzuoli and Ivrea and on other public or political occasions, in which Olivetti’s distinctive, visionary and sometimes literary words describe his Communities for us.
The company is born in symbiosis with the social fabric within which it exists, supplying material sustenance, welfare tools and educational facilities. Therefore, through a blend of technical expertise, culture and spiritual values, a possible combination of the capitalist and socialist vision took shape, in the midst of the Cold War epoch.
These are direct sources, well worth reading to understand why still today, Olivetti is considered the world over as a pioneer of a social economy that does not sacrifice the common good for the sake of mere profit.