Carboni, Erberto: EXHIBITIONS AND DISPLAYS. Milan: Silvana, Editoriale d’Arte, 1957. Herbert Bayer introduction.

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Erberto Carboni
Herbert Bayer [introduction]

Erberto Carboni, Herbert Bayer [introduction]: EXHIBITIONS AND DISPLAYS. Milan:  Silvana, Editoriale d'Arte, 1957. First edition. Quarto. Black cloth stamped in red and white. Printed dust jacket. Decorated endpapers. 248 pp. 624 black and white photographs and diagrams. 8 color plates. Text in English, French, German and Italian. The scarce dust jacket is in very good condition, with sun-faded yellow spine, a few chips and short, closed tears. Overall a very good to near fine copy.

9 x 11.5 hardcover book with 248 pages and 624 illustrations (including 8 color plates) of Carboni's trendsetting work exhibition design for Italian industries. This book features gravure printing and the highest reproduction qualities and was printed in Milan under Carboni's supervision. Illustrated introduction by Herbert Bayer .

A visually stunning book that spotlights the relatively unknown Carboni's work in from the early 1930s through the late 1950s. This book is a valuable resource because it traces the development of one of Italy's finest modernists through tightly focused case studies of his exhibition work for the recovering Italian economy and culture.  My highest recommendation.

This book includes illustrations of exhibitions and displays of following industries: advertising, agriculture, aluminum, apparel, aviation, building, candies, chemicals, crude oil, decorative arts, department stores, distilleries, dyes, explosives, exports, fashion, fuels, furs, graphic arts, hydrogenation, interior decorations, macaroni, mining, natural gas (methane), paints, perfume, pharmaceutical,plastics, preserves, press, publishing, radio (broadcasting), rubber, steamships, sugar, television, textiles, thermal, tires and wood.

The Italian designer Erberto Carboni [1899 - 1984] was a recognized master in the field of publicity through the graphic arts. This book is a collection of his individual poster and advertising work since 1934, on such varied subjects as oil, wine, textiles, machinery, appliances, toothpaste and chemical products. Carboni started his studies in architecture in 1921, but became also interested in graphic and industrial design. His career began at the famous Studio Boggeri, but later he worked on his own. He specialized in exhibitions for trade fairs (Olivetti), interior design and graphics. For many years, Carboni worked for RAI (the Italian radio and TV company), but also for clients who mainly manufactured basic consumer products like Motta (ice cream), Pavesi (bread), Barilla (pasta) and Shell Oil. He presented those clients with a complete graphic line, ranging from packaging to posters.

From 1953 to 1960 he worked for Bertolli, for whom he designed a whole series of magazine ads and posters. He mixed photography, graphics and inventive typography and brought a rigorous modernism into his work. In 1954 he designed the ‘Delfino’ (dolphin) chair for Arflex.