“Dearest Pinocchio, you may find yourself pondering your unexpected presence in the illustrious Compasso d’Oro Museum, surrounded by the world of design, Italian designers, and the pursuits of forms that seamlessly merge function. In this journey, akin to the one where you lost, only to later find, your artisan father, you indeed played a role in the captivating history of Italian design”, this sentiment expressed by curator Guilio Lachetti, encapsulates the essence of the ongoing exhibition at the ADI Design Museum in Milan, Italy. The exhibition delves into the rich history of Italian design through the lens of one of its most iconic symbols, Pinocchio.

A cylinder, a sphere, the cone of the hat, and the pointed, thin protrusion of the nose, Pinocchio embodies an elemental yet simple blend of geometric shapes. In the pantheon of Italian design, he stands shoulder to shoulder alongside revered design classics like the Bialetti moka, the Arco lamp, and the Sacco armchair. This iconic character’s presence is immediate and timeless, showcasing the strength of uncomplicated design. Over the years, numerous interpretations of Pinocchio have emerged, each distinct yet unmistakably grounded in the archetype that defines this cherished figure.

The collaborative synergy between Italian design and Pinocchio offers a profound understanding of the creative methodology. Much like the infinite interpretations that arise when designers are tasked with creating everyday objects such as a tap, a chair design or a spoon, Pinocchio embodies the ever-changing and transformative nature of living things. Unlike immutable entities, the character thrives with life, a testament reaffirmed by the vibrancy of the design exhibition at the ADI Design Museum.

Taking us back to Pinocchio’s humble origins, ‘extracted alive’ from a piece of pile, a log of waste wood destined for the fireplace or, as whimsically hypothesised by Master Cherry, a potential coffee table leg, the curator highlights the quintessential ethos of Italian design; the ability to create something meaningful from seemingly nothing. Geppetto, Pinocchio’s father, is portrayed as the first Italian designer, setting the stage for others who followed, transforming everyday materials into functional art. A broom handle transformed into a coat hanger to a Fiat 500 headlight repurposed into a timeless lamp, Pinocchio’s legacy is intertwined with the resourcefulness and creativity of Italian artisans.

Celebrating the 140th anniversary of the first edition of Carlo Collodi’s The Adventures of Pinocchio – The Story of a Puppet, the ADI Design Museum showcases a selection of projects dedicated to this iconic character. The exhibition designed by Matteo Vercelloni with graphic art by Federica Marziale Ladevaia pays homage to the icon that has captivated generations of thinkers and creative professionals. It is a vibrant showcase of projects, revealing how Italian designers and graphic artists reimagine the world’s famous puppet.

The exhibition, realised with contributions from Istituto per il Credito Sportivo, Abet Laminati, and under the cultural patronage of Fondazione Nazionale Carlo Collodi, introduces a historical section curated by Marco Belpoliti. This section provides a glimpse into magazine and book covers, sketches, historical illustrations and original drawings, paying homage to Pinocchio’s literary origins.

The exhibition takes on a poignant significance as it pays tribute to the memory of Andrea Branzi, a visionary architect, designer, theorist and influential figure in the radical avant-garde, who recently departed. Branzi’s vision of Collodi’s tale is conveyed through one hundred drawings, which adds a layer of depth to the exhibition, honouring the legacy of Pinocchio and the impactful contributions of this designer.

Tracing back to the origins of the iconic character’s narrative, written by Carlo Lorenzetti (Collodi), the exhibition highlights the transformation and development of the storyline. Starting with eight episodes written from July 7, 1881, to October 27, 1881, the story was briefly considered concluded. However, urged by readers and the director, Collodi resumed writing on February 16, 1882, ultimately completing the tale, creating Pinocchio; a mythological character akin to Achilles, Hector, Hercules and Oedipus, transcending age boundaries and becoming immortal in the literary world.

Pinocchio, often described as a piece of wood or the seed of a tree, known as Pine nut, embodies the essence of Collodi’s timeless book. As reiterated by Ferdinando Tempesti, one of the most acclaimed commentators on this immortal book, the pine nut has been a crucial element in the writer’s narrative, inspiring numerous illustrations and evolving into a tree with branches reaching in every direction. With his wooden legs, the iconic character represents a story that brings chaos and adventure wherever he goes. More than just being a character, Pinocchio took on various roles; a child, a hungry hero, a trickster, a shaman and a ferryman, showcasing his versatility. As Italian writer and journalist, Italo Calvino suggests, Pinocchio is not just a drawing; he is an object, a fairy tale and even a gothic novel. His multifaceted nature, evident in the diverse interpretations of the exhibition, highlights his endless appeal.

The heart of the Carissimo Pinocchio exhibition transforms into a new Toyland, featuring 62 projects by 31 designers and graphic artists, specially created for the exhibition. The curator describes it as, “A different expression of the feelings and actions of many Italian designers; an expanded, kaleidoscopic, surprising view, capable of presenting the ability to create timeless images and objects, thus celebrating the myth of Geppetto”.

The projects on display present diverse interpretations of Pinocchio. From noses that grow and legs that shorten, polemical, irreverent, articulated and reduced to essential forms (cylinder, sphere, cone). Ranging from primordial to incinerated, Leonardesque to kinetic, each Pinocchio presents a unique perspective. Pinocchios that invite play, engage in sophisticated graphic games, exude vibrant colours or remain starkly black and white; each version brings a refreshing perspective of the puppet, reflecting the creative depth of Italian design.

Beyond the whimsy, this iconic tale, replete with fantastic characters and Jungian archetypes, attempts to alleviate universal fears such as the loss of loved ones, the darkness of the unconscious, and the allure of easy shortcuts. Pinocchio stands out as a simple yet profound work of literature, a timeless treatise on symbolism. The exhibition solicits contemplation on the veracity and falsity of design, echoing tales of the puppet and the narratives that the discipline constructs for itself and society.

As the design discipline follows an evolutionary model, Carissimo Pinocchio, prompts reflection on the reformist design project of our time. The crisis of modern projects, the critique of postmodernism, and the systematic undermining of certainties by deconstructivism find parallels in Pinocchio’s hypothetical role in the design chain. His nose, a whimsical indicator of falsehoods, might have grown dangerously long in response to ideologies, needs and narratives that deviated from the essence of form and function.

Italian design undeniably represents a captivating fairy tale throughout history. Yet, like the hypothetical Pinocchio, faces the challenge of rekindling its narrative for contemporary times. In a world that leans towards globalisation, the exhibition underscores the importance of retaining cultural differences, steering away from generic market contexts towards a celebration of ideas, interests and dreams.

The responsibility of Made in Italy design is to once again provide a wonderful fairytale of our times, not just as consolation but as a tool for responsible improvement. This anniversary, as expressed by the President of ADI Association for Industrial Design, Luciano Galimberti, is an opportunity to acknowledge and celebrate a masterpiece of Italian Literature. It reinforces the multidisciplinary nature of design as a legacy of cultural wealth, capable of posing questions in our everyday actions.

As visitors traverse the enchanting world of Carissimo Pinocchio, they are reminded to beware of the nose - a whimsical yet profound symbol of honesty in design. In this celebration of design, culture and the timeless essence of an iconic character, the exhibition serves as a beacon, guiding us through the past, present and future of Italian design with a timeless tale that resonates across generations.

Carissimo Pinocchio is on view from 30th November 2023 until 4th February 2024 at ADI Design Museum in Milan, Italy