Giovannoni’s project for the Peroni Brewery in Rome is considered by historians as an unicum of great value, from an artistic and technological viewpoint. It dates back to Giolitti era, when “architecture” became an important word in the accounts of many Italian companies. While the factory officially entered in the Italian technical manuals (1911), the aesthetic question of the work space initially limited the architect’s design to a “surface decorative coating”. However, in 1926 Gaetano Minnucci claimed a more central role in the creative phase of the socalled “organization of the whole” on the pages of “Architettura e Arti decorative”, edited by Giovannoni. This essay proposes a reflection on the industrial architecture of the early twentieth century, through the project activities carried out by Giovannoni for the Peroni Company in Rome (1900-1913). It tries to grasp the first signs of an "integral” approach to factory design, which matured in the Italian architectural culture in the second half of the twentieth century, with the affirmation of the principles developed by Frederick Winslow Taylor (1912) on shop management.
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