promotion of mass-produced object design. It only ran from 1954 to 1963, but was
reissued in June 1997. Its concentration on visual detail helped to raise the most banal
utilitarian objects to the status of art, and was a vital force in establishing the international
reputation of Italian design both aesthetically and theoretically. Rivista
dell’arreddamento was launched in 1954; under the direction of Antonello Vincenti, it
became Interni in 1967. Zodiac was another periodical with a high cultural impact,
originally founded by Adriano Olivetti in 1957 and then revived in 1989. Il Mobile
Italiano (1957–60) and Ideal Standard (Milan, 1959) focused on interiors, while La Casa
(Rome, 1955–61), directed by Pio Montesi, was a monographic magazine of architectural
criticism which provided some of the first studies of twentieth-century Italian architecture
with themes such as ‘Quartiere’ (urban block) and ‘Italian Modern Architecture’. Many
other journals dealing with private, interior and exterior spaces came out in Gorlich
editions. Ville e giardini, from 1956, was directed at a larger, non-specialized audience.
The Milan Triennale, the Venice Biennale and la Mostra del Cinema, now elevated
to high culture, were closely followed and debated as major seasonal cultural events in
many periodicals that promoted design as a cultural force, especially Stile Industria.
The production of design periodicals continued to flourish throughout the 1960s when
a whole range of new magazines appeared. Abitare (Milan, 1960) and Interni (1967)
exhibited the sumptuousness of Italian neo-modern interiors while Casa Vogue (Milan,
1968), edited until 1993 by Isa Vercelloni, was the first magazine dealing with the radical
and the postmodern not addressed exclusively to professionals. Ottagono (Milan, 1966)
was issued as a general design magazine supported by such major design manufacturers
as Artemide, Bernini, Boffi, Cassina, Flos and Tecno. Rassegna (Milan, 1966) published
important issues under the editorship first of Adalberto De Lago (from 1968) and then,
after moving to Bologna, under Vittorio Gregotti (1979). Controspazio (Milan, 1969) led
by Paolo Portoghesi, Contropiano (Rome, 1968) and Lotus (Milan, 1964–5), and later
Lotus International (winter 1970–1), directed by Pierluigi Nicolin, provided valuable
alternatives to the hegemony of Domus and redirected attention to the interrelation of
architecture, urbanism and social issues. Many of the ‘house organs’ appeared, including
Marmo, a beautiful magazine sponsored by S.Henreaux SpA and directed by Bruno
Alfieri from 1963; Caleidoscopio (1965), a house organ of Gruppo Industriale Busnelli;
and Qualità of Kartell. Pianeta Fresco came out with two issues in 1967, edited by Ettore
Sottsass and Fernanda Pivano, dealing with pop art and beat culture. Of the other
magazines, the most popular were La Mia Casa, Shop Casa & Giardino, Forme, Humus,
Ufficio Stile, Ville Giardini, Marcatrè, Metro, Argomenti di Architettura, Il Quadrifoglio
and Stile Auto.
The political and social upheaval of the late 1960s resulted in a disillusionment with
the social power of design on the part of both younger and older generations of designers
and the crisis carried on into the 1970s. At the same time, this fostered a new
architectural awareness in the profession and important theoretical works were produced.
The tension between the social context and the aesthetics of isolated and idealized objects
needed redefinition, but much of the resulting critical ‘radicalness’ and ‘newness’
represented highly intellectualized and conceptualized diagnoses of problems rather than
their solutions. Probably the most influential magazine of those years was Modo (Milan,
1977), directed first by Mendini, then by Franco Raggi, Andrea Branzi and Cristina
Morozzi. It proposed repositioning design within a larger technical and social milieu by
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