The Beautiful Factory

In 100 archive pictures on display in Settimo Torinese, the home of its most innovative factory complex, Pirelli tells the story of a business culture reminiscent of Olivetti’s “industrial humanism” and how it remains fundamental to the creation of new opportunities for development.

- Antonio Calabro

“In the idea of the architect, this factory has been built with respect for the beauty of the location, and with the aim of its beauty being of comfort in our day-to-day work.” On a Saturday in spring, 23 April 1955, Adriano Olivetti inaugurated his new factory in Pozzuoli, overlooking the Gulf of Naples. He spoke of a “factory on a human scale”. In that generous undertaking in Southern Italy, he was returning to something that had been dear to him for quite some time: the “aims” of business beyond making profit. “I see the factory as serving man, not man serving the factory.” He wanted a factory that respected beauty. That was long ago, but Olivetti’s legacy remains modern, along with other similar ideas that have inspired the best of Italian business culture – including the “industrial humanism” that is a cornerstone of Pirelli’s story. Its echo resounded during the latest “Business Culture Week” (10-24 November 2016) organised by Confindustria and Museimpresa, where the subtitle was “The beautiful factory: culture, creativity, sustainability”.