04 Apr

Henry Wolf for Olivetti

Henry Wolf Collection: Series 2. Advertisement for Olivetti Studio 45 featuring Twiggy, ca. 1969.

In the late-1960s Henry Wolf produced a number of advertisements for Olivetti, which touched on two of his favorite devices: the use of celebrity and the distortions of scale and context used to dreamlike effect.

For the Studio 45, Wolf recruited an unusual roster of endorsers: Twiggy (then in her last year of modeling), along with Duke Ellington, and gossip columnist Suzy Knickerbocker.

Henry Wolf Collection: Series 2. Advertisement for Olivetti Studio 45 featuring Suzy Knickerbocker, ca. 1969.

Henry Wolf Collection: Series 11. “Duke Ellington at the Keys.” Original photograph for Olivetti Studio 45 ad, ca. 1969.

Ellington appears to be preparing to type on staff paper, albeit with normal keys. (But the Studio 45, like its smaller and more celebrated sister product, the Lettera 22, uses the lowercase “L” for the numeral 1.)

Henry Wolf Collection: Series 2. Advertisement for Olivetti typewriters, ca. 1969.

Ads for the whole product line emphasized the artistry of their industrial design.

Henry Wolf Collection: Series 11. Photograph, ca. 1969.

For Ettore Sottsass’ Valentine, Wolf contributed a somewhat coquettish two-page tease highlighting the typewriter’s unique carrying case design.

Henry Wolf Collection: Series 2. Magazine advertisement for Valentine typewriter, ca. 1969.

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04 April 2011
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Henry Wolf
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