The 1952 MoMA exhibitionOlivetti: Design in Industryhas come to mark the moment when the established art world recognized the cultural legitimacy of mass-produced goods. This article contests such an interpretation by showing how the exhibition was organised and paid for by the Olivetti company. This enables a comparative analysis of the MoMA exhibition with a second New York space, the Olivetti showroom. Located on Fifth Ave, less than a half kilometre from the museum, the Olivetti showroom sold the company’s products to the same American public. The article concludes that the MoMA exhibition and the New York Olivetti showroom must be understood together as a clever case of corporate marketing.

中文翻译：

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第五大道上的意大利：从现代艺术博物馆到 Olivetti 陈列室

1952年MoMA展览Olivetti：工业设计这标志着成熟的艺术界承认大规模生产商品的文化合法性的时刻。本文通过展示 Olivetti 公司如何组织和支付展览费用来反驳这种解释。这样就可以对 MoMA 展览与第二个纽约空间 Olivetti 陈列室进行比较分析。Olivetti 陈列室位于第五大道，距离博物馆不到半公里，向同一位美国公众出售公司的产品。文章总结说，MoMA 展览和纽约 Olivetti 陈列室必须一起理解为企业营销的一个巧妙案例。