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Industrial design or the design industry?
By Massimiliano Di Bartolomeo
It is far too easy to get trapped in the pitfalls of this simple, modest word play when talking about Giorgetto Giugiaro. His huge productivity, ItalDesign’s grandiose head office, the countless staff and the recent, successful listing on the stock market make it hard to imagine an individual behind the Giugiaro name. This man wears a suit and tie, he is a design manager, a professional who has succeeded in uniting creativity and profit.
Paolo Balmas authored a short, necessarily intense biography of him for the Testo & Immagine series. The designer is introduced by citing a scene in the movie Aprile where Nanni Moretti plays with the Sirio telephone, commenting ironically on its form and lightness. He remarks that Giugiaro is ‘guilty’ of having designed the Fiat Uno and a kind of pasta, Marille for Voiello.
But the latter was somewhat of a flop, for the sauce didn’t stick to it. After this polemical parenthesis we are left with a designer who has created over three hundred cars in his forty-year career. Yet he also has conceived watches, trains, cameras and pasta.
Alfa Romeo Alfasud, 1971
Volkswagen Golf, 1974
Fiat Uno, 1983
“Marille” pasta for Voiello, 1983
Swatch Twinphone, 1989
Drawings by Giugiaro shown to Bertone which inspired the Testudo, 1959
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