Interview with Benito Giovannetti,
founder of the Tuscan company Giovannetti

The MAG - 04.23

By Cristina Morozzi

Tuscan company Giovannetti was founded in the mid-1960s with the goal of founder Benito Giovannetti to innovate home furnishings through collaborations with designers. The original idea was that of changing the language of design, making it accessible and popular. The desire to amaze was the central theme of the collections that earned the company a Compasso d’Oro award in 1972. Many of the products with an iconic nature have a prominent place in the history of contemporary design, among which the first sofa bed ANFIBIO, designed by Giovanni Bechis; modular armchair BAZAAR, created by Superstudio and with a wraparound shell in glass resin and covered in pink faux fur; and Roberto Tapinassi’s Bauhaus sofa, which won the Compasso d’Oro in 1972.

CM:

The Giovannetti collection stands out in the Italian design scene. What were your guidelines?

BG:

I’ve always tried to be accessible and narrative. My “diversity” comes from the history of Pop art. I’ve believed in it since the early 1970s. The association with Superstudio has been the common thread. My motto is: Inspire, but never copy!

CM:

Have you stuck to your idea?

BG:

I’ve glanced around, but I’ve never betrayed my origins.

CM:

Are you continuing on the same path? 

BG:

I’m reinforcing this line that represents continuity and connection with my roots.

CM:

How would you define your style? 

BG:

I tried to create the difficult union between functionality and Pop art. It was a union that succeeded well, so much so that at the 1983 ICSID conference held in Milan, Giovannetti represented Tuscany. I would like to see ANFIBIO receive a Compasso d’Oro award. In 1972, it was only selected. It deserves it. I keep reviews about Anfibio, which were sent to me, especially from the USA. Some of my favorites were the following: “Anfibio gave me pleasure in life again....I can’t live without ANFIBIO”. A German lady wrote to me: “My child was conceived on ANFIBIO”. And an architect from Bologna told his wife, “I will give you a divorce if you leave ANFIBIO to me”.

Leather Sofa ANFIBIO for Giovannetti

CM:

Can you name any products in your collection which you’re particularly fond of, Anfibio aside?

BG:

O VULCANO and BAZAAR, which I plan to reproduce. I still have designs in my drawer: by Nanda Vigo and Marco Zanuso and other designs from the mid-1970s. I haven’t kist anything.

CM:

And the table by Eero Saarinen?

BG:

It’s in the collection, but it’s stationary because I don’t deal with it, although I’m in love with it. With Mauro Lovi – architect, designer, painter and sculptor – we created a version of it with Eero Saarinen’s legs and new tops, which was called “Passeggiando con Eero Saarinen” (Walking With Eero Saarinen). 

CM:

What is the current situation in terms of the health of Italian design? 

BG:

It’s good, so much so that I’m looking for new names with good ideas to create more products. It used to be that the name of the designer was important. Now the brand name prevails, which is a guarantee of continuity. Customers are looking for easy, almost childish products. It is necessary for the presentation to be effective and the person who offers the products and tells about them to be sympathetic. The relationship with design is about sensations: you have to fall in love with it. 

CM:

And what’s in store for the future?

BG:

It’s proceeding along nicely. I don't see much desire for novelty in the world. Most people are looking for things that have already been tried and tested. There is a need for confirmation and security.