Fattobene - Italian Everyday Archetypes

From Coccoina, which sents of almonds, to Amarene Fabbri in its iconic pottery; Acca Kappa toothbrush and Amarelli liquorice in their stylish cans. There are objects that live in Italians' houses since ever: they are minute, silent, but with an irresistible charm. Over the years, their role has changed and from simple industrial products they have become true icons of everyday life.

FATTOBENE - Italian Everyday Archetypes is a project run by Anna Lagorio and Alex Carnevali: an atlas of Italian material culture, a journey into the industrial history of our country. The reality of 35 companies that, with their products, have gone through two world wars undeclared, and they continue to produce with the same details care and passion. Archival material - often unpublished - made of photographs, postcards, prototypes and advertising posters that tell anecdotes, stories and curiosities about our best made in Italy. From the object to the packaging, going through graphic and advertising promotion: in the background, the history of Italy and costumers' taste during the twentieth century. A walk in history, beauty and style, along with the products which we grew up with. The volume, with texts in Italian and English, is presented by an introduction by Stefano Salis, journalist of the Sun 24 Hours, and Giulio Iacchetti, designer and winner of two Golden Compasses.

FATTOBENE is a platform for research and valorization of Italian objects that have existed for generations. The project, born in 2015 by an idea of ​​Anna Lagorio (journalist) and Alex Carnevali (photographer), aims to tell Italy in a fresh and contemporary way to create an archive of everyday archetypals. To be part of the selection, each object must have an interesting history, a unique packaging and being in production for at least forty years.