101 years after the birth of Alberto Rosselli, an exhibition at the ADI Design Museum retraces the work of the Italian architect and designer, one of the founders of ADI and the Compasso d'Oro, as well as art director of Saporiti Italia from 1966 to 1976

A journey - creative and colorful - between past and present for get to know the projects of Alberto Rosselli, a reference figure in Italian design, in a scenographic, dynamic and at the same time in-depth way.

The ADI Design Museum of Milan , from 7 - 30 October 2022 , hosts a scenographic exhibition which, 101 years after its birth, celebrates one of the founders of ADI and the Compasso d'Oro, as well as art director of Saporiti Italia from 1966 to 1976.

Curated by Federica Sala and with installation by Marti Guixé, 100 + 1 Alberto Rosselli for Saporiti Italia alternates original pieces and historical documents with 100 Jumbo armchairs reinterpreted by ten architectural firms plus a rare chaise longue Moby Dick, which give the exhibition its name and which will be the protagonists of the auction 100 + 1.

Who was Alberto Rosselli

The exhibition path, dominated by a scenographic and colorful central installation, tells the multifaceted figure and the work of the architect and designer Alberto Rosselli, one of the masters of Italian design, particularly through his long-lasting and prolific relationship with Saporiti Italia, the company founded in 1948 by Sergio Saporiti in Besnate (Varese), for which Mr. Rosselli was art director from 1966 to 1976.

The 100 Jumbo chairs reinterpreted (and colored)

The exhibition also takes its name from the contemporary reinterpretation of 100 Jumbo armchairs, one of the most original and interesting objects designed by Rosselli for Saporiti Italia, reinterpreted through the use of color by ten well-known international architectural firms.

+1 is Moby Dick

The one hundred and first piece of the exhibition title is a rare Moby Dick chaise longue, designed by Rosselli for Saporiti in 1968 and used in some films and TV series from the 1970s.

The link between Alberto Rosselli and ADI

The exhibition, in collaboration with the Sergio Saporiti Research Centre, the Alberto Rosselli Archives, directed by Paolo Rosselli, CSAC / University of Parma and Iuav University of Venice / Projects Archives, is organized at the ADI Design Museum in Milan, inside an institution - ADI, the Italian Association of Industrial Design - of which Alberto Rosselli was one of the founders in 1956 together with Gillo Dorfles, Ignazio Gardella, Vico Magistretti, Bruno Munari, Angelo Mangiarotti, Marcello Nizzoli, Antonio Pellizzari, Enrico Peressutti, Giulio Castelli, Albe Steiner and Gio Ponti, with whom Rosselli had also created the prestigious Compasso d'Oro award in 1954.

The (modern) relationship between Rosselli and Sergio Saporiti

Conceived as a non-monographic retrospective, the exhibition focuses on the concept of modernity that has permeated Rosselli's work, thanks to the meeting with Sergio Saporiti, starting from the intuition of working on materials and technologies non-typical of the furniture sector, as well on the use of plastics and composite materials, which have allowed Saporiti Italia to create objects with original shapes and functions, totally revolutionary for the time and still absolutely contemporary today.

The contemporary designers involved

The central element of the exhibition is a large glass bookcase that houses 100 Jumbo armchairs in a hundred different colors, chosen by ten leading international architectural firms - Maximilian & amp; Doriana Fuksas, Marti Guixé, Toshiyuki Kita, Mauro Lipparini, Park Associati, Portman Architects, SITE James Wines, storagemilano, S20M Antonio Ventimiglia, Carlos Zapata - and an original white Moby Dick chaise longue from 1968.

A sustainable chromatic atlas

Originally made of fiberglass, the 100 Jumbo are presented in basalt fiber, an ecological and recyclable material.

The other projects on display

The exhibition itinerary opens with the 15-meter long installation of the Dune modular sofa, which can be used to watch the projections of historical materials on the work of Rosselli and Saporiti on led walls.

A long table displays the entire collection of the Stile Industria magazine, also founded and directed by Alberto Rosselli, with a focus on the most interesting articles and editorials by Rosselli himself and on the magazine covers created by important graphic designers, such as Giulio Confalonieri, Max Huber, Enzo Mari, Bruno Munari, Ilio Negri, Bob Noorda, Michele Provinciali, Albe Steiner, Pino Tovaglia, Heinz Waibl and others.

Also on display are a selection of objects, including the Play and P110 armchairs, the Confidential sofa, the P800 bookcase and many original drawings and period images and films, including the 007 film The Spy Who Loved Me and the series Space 1999 science fiction TV starring Rosselli's pieces.

The Mobile Home

Finally, of particular relevance, the presentation of the housing module of the Mobile Home, created on the occasion of the historic exhibition curated by Emilio Ambasz in 1972 at MoMA, Italy: the New Domestic Landscape presented at ADI Museum through films, drawings and archive images.

The auction with cultural purposes

The 100 Jumbo reinterpreted by the ten architectural firms and the rare Moby Dick chaise longue will be sold in an auction organized by Cambi Casa d'Aste from 7 October to 7 November 2022. The proceeds will be used to support the activities of the Sergio Saporiti Study and Research Center active in the world of culture, design, art, creativity.