Armando Testa Group's main studio (Turin)

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  geowritetabeta.it (guest)

  In fact, there was already at least one advertising agency active in the city of Turin before WWII; Affissioni Tramvie Intercommunali (A.T.I.), which was started up in 1932 by an Asti land surveyor, Erminio Adorno. Apart from a pause during the war, A.T.I. was in the Turin advertising business from 1932 until 1965. Erminio Antonio Adorno (1980-1947) was born in Castello d'Annone, Asti, where he worked as a land surveyor. Early last century, he became an anarchist, and used to attend meetings in Turin's cafes, where he met his wife in 1910. He later joined the Communist Party. At the age of 52, he started his advertising business in Turin in an office on the 2nd.floor of Piazza Carlo Emanuele II, no.15 (the former residence of Antonio Gramsci in piazza Carlina). From this address, with a licence from Turin city authorities, Erminio Adorno drew up annual contracts with shops in central and suburban Turin, to print posters to be displayed in Piedmont's trains and coaches. He was helped by his youngest son, Domenico (1916-2003), who worked with him for seven years after leaving school, until war broke out and Erminio took the family back to the country in Asti. His eldest son, Battista (1913-1989), an accountant, worked for many years for the Gruppo Rinascente, where he later became a senior auditor. Domenico Adorno was called up to join the army for 3 months in 1940, and transferred to serve as a non-combattant with the Turin Red Cross until 1945. In May 1945, newly married, Domenico Adorno re-started A.T.I. in its original premises in Piazza Carlina, with the help of his father, who died in 1947. Over the next 26 years, A.T.I. normally had about 30 or so regular advertising clients in the city of Turin, and in many small towns in the provinces of Turin and Cuneo, and employed the services of a local artist for its art-work. Among ATI's former clients, which are still in business today, are the wholefood shop Ceni in Piazza della Repubblica; La Darsena restaurant in corso Moncalieri; Bambi, a giftshop in via della Basilica; Santi, a furnishing showroom in Poirino, and the driving school Rubatto. ATI's clients also included clothing shops, shoe-shops, wholesalers(linen,oranges),jewellers', perfumery's, private schools, and other furnishing showrooms. In 1960, together with a Turin lawyer, Mr. Avezzano, Domenico Adorno started up another small advertising agency: TO.RI (Torino-Rivoli)to sell advertising in Rivoli. In 1965, the premises of both companies were transferred to via Tabacchi 51. Both companies were closed down in 1973, when Domenico Adorno started up a printing company, before retiring in 1982. This information is from Domenico Adorno's daughter, Attilia Adorno.

  18 years ago | reply | hide comment