Desires in the form of objects. Reflections of ‘Gold’ in Italian homes

The Compasso d’Oro, established in 1954, is an iconic award that chronicles the history of Italy within the context of industrial design. This award not only celebrates creativity but also reflects the social, cultural, and economic changes of the country. From its early editions, the Compasso d’Oro has embodied the hopes of a society that, in the post-war period, sought redemption and innovation. During the economic boom, marked by industrialization and the influence of American culture, the awarded objects became symbols of a new lifestyle, infused with optimism and progressivism. The award accompanies the transformation of the Italian family, from a rural and patriarchal model to a more urban and industrial one, also reflecting the changing nature of domestic spaces. In the 1950s and 1960s, the home became a place of greater socialization and design experimentation, with the introduction of functional and innovative furniture. The kitchen, for example, was transformed through modularity and ergonomics, marking the beginning of modernity in Italian homes. The adoption of new materials and a focus on lighting highlighted the search for practical and aesthetic solutions for a public aspiring to a more tangible sense of well-being. Within the context of the economic boom, a culture of consumption developed that intertwined with design, giving rise to objects that became true status symbols. Between the 1960s and 1970s, Italy experienced growing attention towards "good design," with the involvement of renowned artists and architects, reflected in both national and international awards. Awarded objects, such as dishwashers, refrigerators, and cars, expressed the dream of a more comfortable and technologically advanced society. Over time, the Compasso d’Oro adapted to social changes. In the 1970s, Italy faced an economic crisis and political turmoil, marked by terrorism and an energy crisis. This sociopolitical backdrop also influenced design: the home became a more eclectic space, reflecting a sense of disillusionment, but also a continued search for balance between functionality and beauty. The awarded objects from this period reflected an adaptation to new needs, with more minimalist and versatile solutions. Thus, the award became a sort of barometer of Italian sociocultural changes, a reflection of the desires, fears, and achievements of a constantly evolving country. From the dream of individual well-being to the need to adapt to global changes, the Compasso d’Oro documents through the awarded objects the dialogue between tradition and innovation. Industrial design, as a testimony to a culture in evolution, thus becomes a driver of progress, a symbol of hope and optimism that pushes society to design and live differently, looking toward the future. Furthermore, the Compasso d’Oro’s commitment to emphasizing the importance of functionality and aesthetics in domestic furnishings marks the beginning of a new era, where the home becomes, more than ever, a dynamic and flexible place capable of responding to the needs of a changing society. The awarded objects are no longer merely functional tools but have become expressions of a new culture of living. The home, once static and tied to more rigid family traditions, transforms into a living environment that is both fluid and symbolic, where design becomes the central element in narrating the transformation of the social fabric. The Compasso d’Oro continues to serve as a privileged observatory, an opportunity to read Italian society through its objects, which speak of a past in evolution and a future that is yet to be designed.