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- Title
Con il naso fra le carte. Il pubblicitario Aldo Beldì (1922-2000) e il suo archivio.
- Authors
Ludovici, Andrea Maria
- Abstract
The “Aldo Beldì” archival collection was donated to the Novara State Archives in 2001 by Paolo Beldì. He wanted to avert the dispersion of the professional papers of his father, owner of a major advertising firm from 1945 to 2000. Its reorganization, carried out in 2020, led to the rediscovery of the life and activities of the publicist, born in Novara on May 7, 1922. After studying at the Technical Commercial Institute “Galileo Ferraris,” Beldì joined an amateur drama company in Novara. In 1945, after the war and after a brief stint with the Società Irrigazione Est Sesia and Vittorio Orsini’s Notorius graphic design studio, he opened his own advertising firm. Between 1948 and 1956 he began his work as an illustrator for the sports newspapers “L’Azzurro” and “Forza Novara”. Supported by the group of friends he used to meet at the Menabrea, Coccia and Faraggiana cafes, Beldì immediately showed his creative skills as an exhibition hall fitter: during the 1947 Milan Fair he advertised Renato Bialetti’s (1923-2016) coffee makers by installing a huge mocha pot at the entrance to the exhibition from which coffee came out. The cooperation with Bialetti continued with the design of several exhibition spaces in Milan from 1954 to 1960 and the development of one of the first TV clips for Carosello in 1958. He also had important cooperations with Mario Pavesi (1909-1990) and Carlo Doppieri (1895-1969). In 1973 Studio Beldì started a fruitful collaboration with the Parmigiano Reggiano Cheese Consortium, followed in 1975 by the first works for the Gorgonzola Cheese Protection Consortium, for which it developed graphic and TV advertising campaigns. In the 1980s, it launched the advertisements for Giocattoli Mattel and for large-scale events, such as the “Novarassima” sports and cultural festivals (1982-1984) and the 1987 “Stresa d’Oro”. AldoBeldì was named Cavaliere della Repubblica in 1960; he was appointed Commendatore by President Scalfaro. He died in Novara on February 27, 2000, at the age of 77.
- Subjects
ITALIANS; PERSONAL archives
- Publication
Studi Piemontesi, 2022, Vol 51, Issue 2, p599
- ISSN
0392-7261
- Publication type
Article
- DOI
10.26344/0392-7261/22-2.LUD