REPORTAGE: White Gold, Three Centuries of Richard Ginori Porcelain
The MAG - 08.23
By Cristina Morozzi
Reportage White Gold, Three Centuries of Ginori Porcelain
From October 25th to February 19th in Milan, at the Poldi Pezzoli Museum, visitors can admire masterpieces in porcelain from the historic Florentine manufacturer Richard Ginori in the exhibition "White Gold," particularly the creations of Gio Ponti.
Ponti began collaborating with the manufacturer around 1922 and became its artistic director in 1923. At his debut, with a substantial body of creations, he participated in the first decorative arts exhibition in Monza, garnering praise from critics who highlighted his ability to be modern while drawing inspiration from ancient sources.
Ponti, to enrich the offering of furnishings and gift items, developed new types with practical utility, in addition to being decorative, such as lamp bases, bookends, cactus pots, and drawing from eighteenth-century models, such as the dessert centrepiece for the Ministry of Foreign Affairs.
The sculptures were designed to be reproduced in series at low cost to realise his idea of "art in the home," which he defined in the magazine Domus, directed by him, as "a modern art accessible even to those who could not afford a unique piece in bronze or marble but recognise the benefit that works, even if decorative, bring to living spaces." Ponti's art served the industry. His intervention extended not only to production but also to the brand's identity. His signature adorned packaging and catalogues.
Finally, he handled distribution and communication, establishing relationships with the most authoritative journalists and overseeing photographic campaigns.
