Italy on Fifth Ave: From the Museum of Modern Art to the Olivetti Showroom

The 1952 MoMA exhibition Olivetti: Design in Industry has come to mark the moment when the established art world recognized the cultural legitimacy of mass-produced goods. This article contests such an interpretation by showing how the exhibition was organised and paid for by the Olivetti company. This enables a comparative analysis of the MoMA exhibition with a second New York space, the Olivetti showroom. Located on Fifth Ave, less than a half kilometre from the museum, the Olivetti showroom sold the company’s products to the same American public. The article concludes that the MoMA exhibition and the New York Olivetti showroom must be understood together as a clever case of corporate marketing.