This article forms part of the Decorative and Applied Arts Encyclopedia, a master reference hub providing a structured overview of design history, materials, movements, and practitioners.
The Condor Samo 12 portable television, designed by Italian master Mario Bellini in 1968, reflects his unique approach to industrial design. Known for reimagining everyday objects, Bellini transformed this television from a simple electronic device into a bold design statement, blending functionality with artistic flair.
Pop Art Influence and 1960s Optimism
The Samo 12 captivates with its striking orange casing—a colour choice influenced by the Pop Art movement of the 1960s. This vibrant hue, combined with the TV’s compact and rounded form, captures the playful, optimistic energy of the era, appealing to the modern consumer who values style alongside utility. The rounded edges give the television a friendly, approachable look, breaking away from traditional electronics’ rigid, boxy shapes.
A Minimalist Yet Functional Design
Bellini’s design is as functional as it is visually appealing. The controls are positioned subtly on the top of the unit, maintaining a streamlined, minimalistic look that allows the shape and colour to stand out. The chrome antenna extends from the back, adding a practical touch that also serves as a metallic accent, enhancing the television’s modern aesthetic.
Portability and Personalization for the Modern Home
The Samo 12 represents a shift in consumer electronics toward portability and personalization. It allows users to move their television from room to room—a novel idea in the late 1960s. Bellini’s design encouraged a more flexible, mobile lifestyle, making television viewing more convenient and adaptable to various spaces within the home.
A Design Icon at MoMA
Now displayed at the Museum of Modern Art (MoMA), the Samo 12 portable television reminds us of Mario Bellini’s lasting impact on design. His ability to merge form with function paved the way for electronics to be seen as cultural and aesthetic objects, not just practical devices. The Samo 12 remains a timeless example of how Bellini’s innovative vision helped shape the future of consumer technology.
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