103 The unusual involvement of art, however, did not concern only the industry, but also the viewer: the slogan coined by Enzo Mari for the exhibition was in fact our aim is to make you a partner. No longer a passive consumer but an active user, in the idea of an open work (as Umberto Eco defined it) that leaves the viewer free to interact with it, of a democratic art that, with its industrial seriality, and with its reproducibility, could also be purchased by a wider audience. The concept of multiple – a work of art designed for a wide diffusion, to meet the demand of an ever-wider audience, according to one of the founding principles of the Artistic Capitalism – was literally born within the Programmed Art. Thanks to Olivetti. Olivetti, thus, grafted the sprouts for the flourishing of a popular art – which, abbreviated, becomes Pop Art. From one prophet to another, the following story about the pas de deux between art and factory was written by Andy Warhol, who was able to turn his legendary Factory into the silver icon of the concept of serial artistic production, and of art as advertising. Inside his Factory, Warhol multiplied the icons – Marilyn, Campbell's soup, the electric chair – transmuting them into lithographs for the use and consumption of the new mass society, hungry for beauty. As for Adriano, his Factory was a place of community, regularly frequented by intellectuals and artists such as David Bowie, Truman Capote, the Velvet Underground, Bob Dylan, William Burroughs, Jean-Michel Basquiat. As for Adriano, the history of his Factory engraved on the dimension of progress and not only on that of growth, overturning consolidated paradigms, thus making him another wonderful subversive. epilogue In 1962 - one year after Adriano's death, and thanks to the stubbornness of his son Roberto and the wisdom of the engineer Perotto - the vexed Olivetti’s Electronics Division produced the P101, the first personal computer in the history of mankind, also purchased by NASA to facilitate trajectory calculations for the lunar landing. In fact, therefore, the product that helped in sending the man to the moon. In 1985, when Olivetti’s Electronics Division had already been sold off to American General Electric, Andy Warhol received his first Amiga 1000 home computer thanks to Commodore International. On the occasion of the product launch, Andy took the stage at Lincoln Center with the Blondie frontwoman and icon Debbie Harry and, in front of an electrified audience, used ProPaint software to create a portrait of her. It was the first time ever that a personal computer was used to make art. From then on, everything would have changed. «Well, I mean, if I may say so, the term utopia is the most convenient way to liquidate what one has no intention, capacity or courage to do. A dream seems like a dream until you start working on it. Then, it can become something infinitely greater16». Adriano Olivetti 16 in: Furio Colombo, L’Olivetti dei sogni perduti, Il Fatto �uotidiano, 11/27/2011
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