Giovannetti

Merged into the green of the Pistoia countryside, where the nurseries form regular and rational plots, there’s the giovannetti plant, which, due to the peculiarity of its structure, may be defined almost a “totem” of architecture of the seventies. The company, founded and still lead with great energy by Chevalier of Industry Benito Luigi Giovannetti, was born in the mid sixties and gained immediately the worldwide attention with its innovative and researched products, perfectly matching the climate of experimentation of those years, when new forms were created and new ways were sought to satisfy the growing necessity of relaxing, joining together and conversing. This is the philosophy which in the sixties gave birth to Bazaar, Onos, Teso, Lambda and Yates, designed by Superstudio; and nowadays researched and well valued in the market of collectors. giovannetti revealed then its complete industrial maturity in 1970 with Anfibio, designed by Alessandro Becchi, a product born as a convertible sofa, fulfilling both the functions of a sofa and a bed in a simple and poetic way. Joining ideas and numbers, Anfibio represented the commercial growth of the company (33.000 pieces produces since 1970) and made its raise to the olympus of art and design. – in 1972 it is selected for the collection of the museum of Contemporary Art MOMA of New York, by curator Prof. Emilio Ambasz, and achieves the most prestigious design awards in the same year it is discovered by Playboy America which makes it become an icon of eros in the following years it became part of the design collection of other 12 museums of contemporary art around the world This success gave giovannetti the possibility to popularize its proper image abroad during the eighties and to enter in contact with commercial and manufacturing entities of other countries, affirming itself on the american, canadian, australian, japanese and german market, riding the wave of the growing interest towards the made in Italy.