The Dark Side

This absolutely gorgeous Olivetti ad from, it seems, around 1912  has a great script, a beautiful machine, and arresting color. It's brilliant marketing. But a lovely macchina could also be a trap for the happy women who were both thrilled and enchained by the typewriter. But back to being thrilled: Olivetti's earlier machines are so gorgeous you want them just to look at them in wonder. For a second, I'll put aside gender stereotyping (redundant pun intended) and ogle the best of Italy's industrial design prowess. Olivetti's current site is dull by comparison.