The founding of Fiat

The investors and aristocrats who created giant of car industry

Lorenzo Delleani's painting of the founding of Fiat shows 
Bricherasio in the cream jacket, with Agnelli third from the right.

A group of nine Italian investors and aristocrats met at the Palazzo Cacherano di Bricherasio in Turin on this day in 1899 to found the automobile company Fabbrica Italiana Automobili Torino - Fiat, as it would become known.

The group were brought together by Emanuele Cacherano di Bricherasio, a wealthy nobleman and entrepreneur, and his fellow entrepreneur Cesare Goria Gatti, who were founder members of the Automobile Club of Italy. The two had already enjoyed some success in the fledgling world of car manufacture as part of the Ceirano GB & C partnership the previous year and saw the potential of producing vehicles on a much bigger scale.

In addition to Bricherasio and Gatti, the nine consisted of two other nobleman, Count Roberto Biscaretti di Ruffia and the Marquis Alfonso Ferrero de Gubernatis Ventimiglia, the banker and silk industrialist Michele Ceriana Mayneri, the lawyer Carlo Racca, the landowner Lodovico Scarfiotti, the stockbroker Luigi Damevino and the wax industrialist Michele Lanza.

Giovanni Agnelli, who became known as the founder of Fiat and whose descendants ensured kept the family at the heart of the business for 115 years, was not part of the original group but after Lanza dropped out was approached by Scarfiotti, his fellow landowner, to come on board.

After a number of meetings at the Caffè Burello on Corso Vittorio Emanuele in Turin, the group secured the financial support of the Banco di Sconto e Sete of Turin and met in Palazzo Bricherasio to sign the deeds drawn up by Dr Ernesto Torretta, patrimonial notary of the Royal House of Savoy.

The first Fiat off the production line at the Corso
Dante factory was the two-seater 3½ HP

The members paid a capital of 800,000 lire in return for 4,000 shares and entrusted the presidency to Ludovico Scarfiotti. 

The new company’s first outlay was to pay 30,000 lire for the Ceirano business, including all its expertise and workforce. Ceirano had already produced a small car known as the Welleyes - so called because English names had commercial appeal at the time - designed by the engineer Aristide Faccioli and handcrafted by Giovanni Battista Ceirano.

The first car built by Fiat  - the 3½ HP, a modest two-seater with a top speed of just 22mph (35kph) - was a copy of the Welleyes. Eight were built in total in 1899. The first factory was located on Corso Dante, in the southeast of the city, a short distance from the sweep of the Po river that gives the city a natural border. It opened in 1900, producing 24 cars, and remained the company’s production headquarters until the famous Lingotto plant went online in 1923.

Although Giovanni Agnelli quickly became the central figure of Fiat’s expansion and development, he was considered a junior member of the business at first, serving as secretary to the board.

But it soon became clear through his ideas that he had the strategic mindset required to build a profitable enterprise and his status was quickly elevated. By 1902, he was made managing director.

Fiat’s early years were not straightforward. There were various recapitalisations and changes in the composition of the share capital, but Agnelli steered the business through this period and by 1920, having become effectively the owner, he had risen to chairman.

By that time, Fiat had become the dominant player in Italy’s car industry with global expansion under way. Having become profitable by 1903, when it produced 135 cars, by 1906, that number had jumped to 1,149. It produced its first truck in 1903 and its first aircraft engine in 1908.  By 1910, as Italy’s largest car manufacturer, it entered the US market with a plant in New York. 

A rare picture of a young Gianni Agnelli (left) in
conversation with his grandfather, Giovanni

Giovanni Agnelli remained involved with the company until his death in 1945 at the age of 79, although for many years the man at the helm had been Vittorio Valletta, his trusted lieutenant, who had assumed control when Giovanni’s future was compromised by his close ties with the Fascist regime. 

Control would probably have passed to Giovanni’s only son, Edoardo, but he was killed in a plane crash in 1935. In the event, Valletta became president with Giovanni’s death and remained in that role until 1966, when at the age of 83 he finally handed over to Gianni Agnelli, the founder’s grandson.

The Agnelli family's direct operational control of Fiat ended in 2004, a year after the death of Gianni. The last Agnelli to lead Fiat as CEO was Umberto Agnelli, who passed away in May 2004, although the family remains involved, through John Elkann, Gianni Agnelli’s grandson.

Elkann took on a key leadership role and stayed in a prominent management position after the 2014 merger with Chrysler created Fiat Chrysler Automobiles and Fiat as an independent family business ceased to be.

Fiat Chrysler evolved in 2021 into Stellantis, of which Elkann is chairman. Elkann is also CEO of Exor, the Agnelli family’s investment company, which owns major stakes in Stellantis as well as Ferrari, Juventus FC, and The Economist.

The company name still sits proudly above the
original factory in Corso Dante, which opened in 1900

Travel tip:

The original Fiat factory on Corso Dante in Turin still exists today and is open to the public as a museum, the Centro Storico Fiat, which has a large number of exhibits, including cars and aeroplanes, outlining the company’s history up to about 1970. The Fiat exhibits are part of the Museo Nazionale dell’Automobile. Tickets cost €10 for adults, with opening times from 10am until 6pm. The factory opened in 1900 and was active for 22 years before the massive Lingotto plant came into use, and became associated with the Fiat Brevetti car.  The museum can be found at the junction of Corso Dante and Via Gabriele Chiabrera about 5km (3 miles) from the centre of Turin, near the southern end of the Parco del Valentino and a few streets from where the Ponte Isabella crosses the Po river.

The Palazzo Cacherano di Bicherasio, which
dates back to 1636, now houses a bank

Travel tip:

The Palazzo Cacherano di Bricherasio, located on Via Lagrange in central Turin, between Via Giovanni Giolitti and Via Cavour, was built in 1636 as a noble residence in the Contrada dei Conciai. It became the home of the now-extinct Cacherano di Bricherasio family in 1855, known for their military honours and cultural patronage. Count Emanuele Cacherano di Bricherasio, a key figure in Italy’s early automotive industry, hosted the founding meeting of Fiat in his study, making the palace a cradle of industrial history. His sister Sofia, a painter and patron, transformed the residence into a vibrant cultural salon, welcoming artists such as Lorenzo Delleani and Arturo Toscanini. After World War Two, the palace housed a school and then an exhibition venue for the Palazzo Bricherasio Foundation, following its restoration in 1994. Since 2010, it has housed Banca Patrimoni Sella & C, preserving its architectural elegance and historical significance while remaining partially open to the public for guided visits.

Also in this day:

138: Antoninus Pius becomes Roman Emperor following the death of Hadrian

1576: The murder of noblewoman Eleonora di Garzia di Toledo, wife of Don Pietro de’ Medici

1593: The death of painter Giuseppe Arcimboldo

1934: The birth of fashion designer Giorgio Armani

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Carlo Caracciolo - newspaper publisher

Left-leaning aristocrat who co-founded L’Espresso and La Repubblica 

Carlo Caracciolo set up
La Repubblica in 1976

The newspaper publisher Carlo Caracciolo, who was the driving force behind the news magazine L’Espresso and the centre-left daily La Repubblica, was born on this day in 1925 in Florence.

Caracciolo aligned himself politically with the Left and spent the last two years of World War Two fighting against the Fascists as a member of a partisan unit he joined at the age of 18.

Yet he was born into Italian aristocracy, inheriting the titles Prince of Castagneto and Duke of Melito with the death of his father in 1965. After his younger sister, Marella, married the Fiat chairman, Gianni Agnelli, in 1953, he became one of the best connected individuals in Italian society. His funeral in 2008 was attended by members of five of Italy’s most powerful dynasties: Agnelli, Caracciolo, Borghese, Visconti and Pasolini.

Tall and handsome, effortlessly elegant in his dress sense and instinctively well-mannered, he could not disguise his refined roots but never flaunted them. He was at his most comfortable in the company of left-wing intellectuals and insisted he be known only as Carlo.

At the same time, however, he was a formidable businessman, pursuing his ideals of an independent free press but at the same time rebuilding his family’s fortune, which had suffered after the stock market crash of 1929 when his American mother, heir to a distilling company in Illinois, lost much of her inheritance. He was said to be the only man Gianni Agnelli, whose wealth and influence made him the most powerful person in Italy, genuinely regarded as an equal.

Caracciolo was fortunate to survive his experience of fighting with the partisans, which saw him arrested and sentenced to death. In an early indication of his talent for negotiating, however, he secured his escape from prison by striking a deal with his jailer, promising that when the Axis alliance fell to the Allies he would use his influence to return the favour.

Caracciolo (right) pictured with Eugenio Scalfari, 
who helped him make L'Espresso his first success

After the conflict ended, Caracciolo was sent to study law first in Rome and then at Harvard. It was there he met and became friends with Giorgio Agnelli, Gianni’s brother. Caraciollo remained in America for a while, working for a leading New York law firm.

He moved to Milan in 1951, where he worked at a trade publication for the packaging industry.  His business contacts soon included Adriano Olivetti, who inherited the Olivetti typewriter company from his father, Camillo, but had a progressive view of entrepreneurialism, believing that profits generated should be reinvested for the benefit of wider society.

Caracciolo likewise was a man of progressive ideas and wanted to challenge Italy’s tradition of clientelism, where so much depended on patronage, connections and favours, and which made it difficult for there to be a truly free press. He saw in Olivetti the perfect partner for his ambition to set up a genuinely independent news magazine. Together, they created the Nuove Edizioni Romane publishing company, enlisted two of Italy’s most respected journalists, Arrigo Benedetti and Eugenio Scalfari, and launched L’Espresso.

From the start, L'Espresso championed aggressive investigative journalism, seeking out the corruption and clientelism on which Caracciolo felt the Christian Democrats relied to maintain their grip on Italian politics. This had repercussions for Olivetti, who lost some major contracts as a result. Olivetti ultimately had to withdraw and handed Caracciolo his majority shareholding for a token amount.

Scalfari and Caracciolo (centre) at the launch
of La Repubblica in Rome in 1976

At that point, the magazine was losing money but, with the help of Scalfari in particular, Caracciolo transformed L’Espresso, redesigning it along the lines of Time magazine and altering Italian attitudes to the purpose and potential of a free press.

The magazine’s success gave them the platform to pursue their dream of publishing an independent daily. Seeking an investor, Caracciolo homed in on Giorgio Mondadori, who was looking for a new venture after a somewhat acrimonious split with the publishing house set up by his father, Arnoldo Mondadori, and saw their project as the right fit.

Thus, La Repubblica was launched on 14 January, 1976. Based in Rome, it was to be the first Italian daily to position itself on the centre-left, playing an important role in shifting Marxist activism in Italy towards contemporary social democracy.  Caracciolo was astute enough to see the value of arts coverage in building a strong circulation, particularly among younger readers.  He also correctly judged that adopting the Berliner format, the compact size that is slightly bigger than a tabloid but shorter and narrower than a broadsheet, would appeal to readers buying a newspaper to read on the go.

As a newspaper that was neither the voice piece of a political party nor owned by an industrial tycoon, La Repubblica was able to forge an independent path that also enabled it to recruit some of the best journalists in the country, giving them a chance to report the news without fear or favour.

Caracciolo's sister, Marella,
who married Gianni Agnelli

Caracciolo took his publishing activities to the Italian stock exchange in 1984 and four years later, with a circulation of 730,000 that made La Repubblica the most read newspaper in Italy, he sold his holdings in Editoriale L'Espresso to Mondadori. 

Much to his dismay, parts of the company subsequently ended up in the hands of Silvio Berlusconi, the entrepreneur whose politics were diametrically opposed to his own, but it was another Berlusconi opponent, Carlo De Benedetti, who took control of L’Espresso and La Repubblica.

With the money he made from the venture - his fortune was estimated at around $200 million (€172m; £145m) - Caracciolo acquired two country estates, one in Tuscany and the other - Torrecchia Vecchia - south of Rome, where he had a 17th-century barn converted into a villa by the architect Gae Aulenti and employed the English gardener and TV presenter Dan Pearson to design gardens that became his favourite part of the estate. He also owned an elegant apartment in the Trastevere district of central Rome. 

Caracciolo died in 2008, having survived his wife of 12 years, Violante Visconti di Modrone, a niece of the stage and film director Luchino Visconti, by eight years. He is survived by three children, Carlo, Margherita and Jacaranda.

The house on the Torrecchia Vecchia estate where
Caracciolo spent much of his time when not in Rome

Travel tip:

Torrecchia Vecchia, one of two estates owned by Caracciolo, covers over 1500 acres just outside the town of Cisterna di Latina, some 55km (34 miles) south of Rome. Recognised as a Natural Monument in 2007, it may be visited by permission. Containing over 625 acres of woodland, the estate originally contained a medieval hilltop village and ruined castle, which was abandoned some 800 years ago.  Cisterna di Latina is acknowledged to have grown on the site of the village of Tres Tabernae, which was mentioned in the Acts of the Apostles as one of the towns where Saint Paul stopped on his way to Rome.

The Basilica of Santa Maria is
one of Rome's oldest churches

Travel tip:

Although formerly a working class neighbourhood alongside the Tiber, the Trastevere district, where Caracciolo kept an apartment for when he was working in Rome, is regarded as one of the city's most charming areas for tourists to visit. Full of winding, cobbled streets and well preserved medieval houses, it is fashionable with Rome's young professional class as a place to live, with an abundance of restaurants and bars and a lively student music scene. It is also home to one of the oldest churches in Rome in the Basilica of Santa Maria, with a wall structure and floor plan dating back to the fourth century, although most of it was built in the first half of the 12th century. Inside, the walls and ceiling are covered with breathtakingly beautiful 13th century mosaics, by Pietro Cavallini.

Also on this day:

1457: The forced abdication of Francesco Foscari after 34 years as Doge of Venice

1966: The birth of racing driver and Paralympian Alex Zanardi

The Feast of Saint John of Capistrano

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Ludovico Scarfiotti - racing driver

Last Italian to win ‘home’ Grand Prix

Ludovico Scarfiotti grew up in a background
of cars and racing

The racing driver Ludovico Scarfiotti, whose victory in the 1966 Italian Grand Prix at Monza is the last by an Italian, was born on this day in 1933 in Turin.

His success at Monza, where he came home first in a Ferrari one-two with the British driver Mike Parkes, was the first by a home driver for 14 years since Alberto Ascari won the last of his three Italian Grand Prix in 1952.

It was Scarfiotti’s sole victory - indeed, his only top-three finish - in 10 Formula One starts. His competitive career spanned 15 years, ending in tragic circumstances with a fatal crash in 1968, little more than a month after he had come home fourth in the Monaco Grand Prix in a Cooper-BRM.

Scarfiotti in some respects was born to race. His father, Luigi, a deputy in the Italian parliament who made his fortune from cement, had raced for Ferrari as an amateur.  His uncle was Gianni Agnelli, the powerful president of Fiat.

He first raced in 1953 and he won his class in the 1956 Mille Miglia. He joined Ferrari in 1960 and finished fourth on the Targa Florio. Although he subsequently drove for OSCA and Scuderia Serenissima, he returned to Ferrari in 1962 and won the European Hillclimb championship for the marque.

Ludovico Scarfiotti in the Ferrari 312
with which he won the 1966 Italian GP

By the following year, he had become a key member of Ferrari’s sports car team. That year, he won at both Sebring and Le Mans and finished second on the Targa Florio. He also made his F1 championship debut that year in the Dutch Grand Prix. His sixth place finish made him only the 31st driver to score points on his GP debut.

After suffering leg injuries preparing for the French GP a week later, he announced he would not race again. Nonetheless, he was persuaded to return in 1964 and was again successful in sports cars – winning at the Nürburgring.

In 1965 he was European Hillclimb champion and winner of the Nürburgring 1000km for a second time.  Scarfiotti returned to Ferrari’s F1 team when John Surtees suddenly quit in the middle of 1966.

The victory at Monza, in which he set a track record speed of 136.7mph (220.0 km/h), came in only his fourth world championship start.

Scarfiotti gained more successes racing sports cars in 1967, finishing runner-up at Daytona, Monza and Le Mans. He dead-heated for first place with team-mate Parkes in a non-championship F1 race at Syracuse in Sicily.

He and Ferrari parted company in 1968. Scarfiotti was in demand, however, and he soon secured drives with Porsche in hillclimbs and sports cars and, and became Cooper’s team leader, in F1.

Scarfiotti was only 34 years old when he
was killed in a crash in 1968

His death occurred in June of that year at a hillclimbing event at Rossfeld in the German Alps. During trials, he lost control of his Porsche 910, veered off the track and down a tree-covered slope. As the car stopped abruptly, snared by branches, Scarfiotti was thrown out of the cockpit and struck a tree.

He was discovered, badly injured, some 50 yards from his car. He died in an ambulance of numerous fractures. Traces of burned runner along 60 yards (55m) of road close to the crash site indicated that Scarfiotti had slammed on his brakes at the final moment.

He left a wife, Ida Benignetti, and two children from a previous relationship.  He is buried at the Cimitero Monumentale di Torino.

The futuristic Fiat plant in the Lingotto district in Turin,
with its famous rooftop testing track

Travel tip:

The former Fiat plant in the Lingotto district of Turin was once the largest car factory in the world, built to a linear design by the Futurist architect Giacomo Matte Trucco and featuring a rooftop test track made famous in the Michael Caine movie, The Italian Job. Redesigned by the award-winning contemporary architect Renzo Piano, it now houses concert halls, a theatre, a convention centre, shopping arcades and a hotel, as well as the Automotive Engineering faculty of the Polytechnic University of Turin. The former Mirafiori plant, situated about 3km (2 miles) from the Lingotto facility, is now the Mirafiori Motor Village, where new models from the Fiat, Alfa Romeo, Lancia and Jeep ranges can be test driven on the plant's former test track.

Monza's Basilica of San Giovanni Battista, which
contains the jewel-bedecked Corona Ferrea

Travel tip:

Apart from the motor racing circuit, Monza is notable for its 13th century Basilica of San Giovanni Battista, often known as Monza Cathedral, which contains the famous Corona Ferrea or Iron Crown, bearing precious stones.  According to tradition, the crown was found on Jesus's Cross.  Note also the Villa Reale, built in the neoclassical style by Piermarini at the end of the 18th Century, which has a sumptuous interior and a court theatre.  Monza is a city of just under 125,000 inhabitants about 20km (12 miles) northeast of Milan.

Also on this day:

1634: The birth of composer Luca Giordano

1833: The birth of industrialist Cristoforo Benigno Crespi

2012: The death of cycling great Fiorenzo Magni


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Dante Giacosa - auto engineer

Dante Giacosa worked for Fiat automobiles
for almost half a century

Designer known as ‘the father of the Cinquecento'

The automobile engineer Dante Giacosa, who worked for the Italian car maker Fiat for almost half a century and designed the iconic Fiat 500 - the Cinquecento - in all its incarnations as well as numerous other classic models, died on this day in 1996 at the age of 91.

Giacosa was the lead design engineer for Fiat from 1946 to 1970. As such, he was head of all Fiat car projects during that time and the direction of the company’s output was effectively entirely down to him.

In addition to his success with the Cinquecento, Giacosa’s Fiat 128, launched in 1969, became the template adopted by virtually every other manufacturer in the world for front-wheel drive cars.

His Fiat 124, meanwhile, was exported to the Soviet Union and repackaged as the Zhiguli, known in the West as the Lada, which introduced Soviet society of the 1970s to the then-bourgeois concept of private car ownership.

Born in Rome, where his father was undertaking military service, Giacosa's family roots were in Neive in southern Piedmont. He studied engineering at the Polytechnic University of Turin.

Dante Giacosa, standing between the familiar shape of the
Nuovo Cinquecento and the original 'Topolino'

After completing his compulsory military service he joined Fiat in 1928, at first working on military vehicles and then in the aero engine division. The director of the aero engine division was Tranquillo Zerbi, designer of Grand Prix cars for Fiat, from whom Giacosa learned the basics of car design.

In 1929, Senator Giovanni Agnelli, co-founder of the Fiat company (and grandfather of Gianni), asked his engineers to design an economy car that would sell for 5,000 lire.

There was an emphasis on producing economical small cars in all the industrialised European countries. Giacosa's new 500cc vehicle, originally called the Zero A, appeared for the first time in 1934 and was immediately hailed as a triumph of engineering subtlety.

The vehicle was only just over three metres (10 feet) in length, yet Giacosa had managed to squeeze in a four-cylinder engine and space for two adults and two children. The radiator was squeezed in behind the engine for compactness, which allowed a sharply sloping nose.

Giacosa's Fiat 600 was a bigger version of the Fiat 500 but
with space for four adults and some luggage

The whole looked not unlike a clockwork mouse and enthusiastic buyers nicknamed it il Topolino after Mickey Mouse. Nonetheless, with independent suspension, the car out-handled many larger contemporaries.

During the Second World War, Giacosa returned to working on aero engines but also began planning a post-war range of economy cars.

However, in the financial chaos that followed, the Topolino was priced at 720,000 lire when Fiat resumed its production in 1945, a long way from Agnelli’s dream. The best that ordinary Italians could aspire to at the time was a bicycle or, later, perhaps a Vespa or Lambretta scooter.

But the needs of Italians changed with the baby boom of the early 1950s, by which time they had more disposable income. What they wanted was a family car, bigger and more comfortable than the Topolino, and Giacosa met that need by designing the Fiat 600.

Giacosa's Cisitalia D46 racing car, which he designed for
the entrepreneur and racing driver Piero Dusio

Although it cost 580,000 lire when it went on sale in 1955, it became more affordable through the new concept of credit payments. Though still compact, the rear-engined car had space for four passengers, while a stretch version went into regular use as a taxi.

However, as the narrow streets of Italian cities became busier, smaller cars such as the old Topolino that could whisk through traffic and park in a small spot, came back into vogue. Giacosa met that need by designing a new Cinquecento - the familiar Nuovo 500 - based on the rear-engined pattern of the 600, with seats for four adults, an open roof and a top speed of 100kph (60mph). It was an immediate hit, selling 3.7 million models before production stopped in 1973.

In addition to his mass production cars for Fiat, Giacosa also worked on behalf of the entrepreneur Piero Dusio and his Consorzio Industriale Sportivo Italia company to design a single-seater racing car cheap known as the Cisitalia D46. The car scored multiple successes in competition, particularly in the hands of drivers as talented as the brilliant Tazio Nuvolari, winner of 24 Grands Prix in the pre-Formula One era.

Fiat's extraordinary motor production plant at Lingotto, a
few kilometres from the centre of Turin

Travel tip:

The former Fiat plant in the Lingotto district of Turin was once the largest car factory in the world, built to a linear design by the Futurist architect Giacomo Matte Trucco and featuring a rooftop test track made famous in the Michael Caine movie, The Italian Job. Redesigned by the award-winning contemporary architect Renzo Piano, it now houses concert halls, a theatre, a convention centre, shopping arcades and a hotel, as well as the Automotive Engineering faculty of the Polytechnic University of Turin. The former Mirafiori plant, situated about 3km (2 miles) from the Lingotto facility, is now the Mirafiori Motor Village, where new models from the Fiat, Alfa Romeo, Lancia and Jeep ranges can be test driven on the plant's former test track.

The village of Neive in Piedmont is at the heart of an
important wine production area

Travel tip:

Neive, from which Giacosa’s family originated, is a large village in the Cuneo province of Piedmont region, about 12km (7 miles) north of the larger town of Alba and 70km (44 miles) southeast of Turin. It is best known as the centre of a wine producing region but more recently has enjoyed a boom in agritourism among visitors wishing to experience a rural Italian village. The centre of the village is the charming narrow Piazza Italia and the most important landmark the 13th century Torre Comunale dell’Orologio, the tallest building in the village. The village is beautifully presented and listed as one of the Borghi Più Belli d’Italia - the most beautiful small towns of Italy. The Baroque Chiesa Di San Pietro is one of the most important churches, with several beautiful art works by artists of the region. The notable wines produced in the area include Barbaresco, Barbera, Dolcetto d’Alba and the sweet dessert white wine Moscato d’Asti.

More reading:

How Fiat boss Gianni Agnelli became more powerful than politicians

Giovanni Agnelli and the 'horseless carriage' that launched Italy's biggest automobile company

How little 'Pinin' Farina became the biggest name in Italian car design

Also on this day:

1425: The birth of Bianca Maria Visconti - Duchess of Milan

1675: The birth of intellectual leader Pope Benedict XIV

1941: The birth of comic book artist Franco Bonvicini

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Renzo Mongiardino - interior and set designer

Favourite of wealthy clients known as the ‘architect of illusion’

Renzo Mongiardino in his studio, where he created
designs for some of Italy's finest houses

Lorenzo ‘Renzo’ Mongiardino, who became Italy’s leading classic interior designer and a creator of magnificent theatre and film sets, died in Milan on this day in 1998.

He was 81 years old and had never fully recovered from an operation the previous November to install a pacemaker.

Mongiardino, who was nominated for two Academy Awards for Best Art Direction during his career, worked on interior design for an international clientele that included the industrialist and art collector Baron Hans Heinrich Thyssen-Bornemisza, the business tycoons Aristotle Onassis and Gianni Agnelli, the former Russian prince Stanisław Albrecht Radziwiłł and his socialite wife Lee Radziwill, the fashion designer Gianni Versace, the Lebanese banker Edmond Safra, the Rothschild family and the Hearst family.

Nonetheless, he habitually rejected his reputation as the eminence grise of interior design. ''I'm a creator of ambiance, a scenic designer, an architect but not a decorator,'' he once said.

The only son of Giuseppe Mongiardino, a theatre impresario who introduced colour television to Italy, Mongiardino grew up in an 18th-century palazzo in Genoa and attributes his fascination with houses to the memory of standing with his mother in the palace’s vast entrance hall and hearing her lament how difficult it would be to furnish.

A detail from Gianni Versace's Rome residence, in
Via Appia Antica, which Mongiardino decorated

It sparked his imagination and a desire to study design and architecture, although his parents insisted he enrolled at university to study law. Only after he failed numerous exams did they relent and allow him to abandon law in favour of architecture, in which his marks were outstanding.

As an architecture student in 1930s Milan he was exposed to the new orthodoxies of the Modern Movement, but, fortified by his belief in the classicism of the family home, he resisted their pull.

A man whose appearance prompted the New York Times to describe him as a “scholarly bohemian whose noble profile and fastidiously combed fan-like beard gave him an uncanny resemblance to Giuseppe Verdi”, Mongiardino's distinguished career in theatre and film set design included the 1964 Covent Garden production of Tosca, starring Maria Callas and La Traviata at La Fenice in 1972, directed by Giancarlo Menotti.

Later, Mongiardino moved into the cinema, collaborating especially with Franco Zeffirelli on films such as The Taming of the Shrew (1967), Romeo & Juliet (1968) - for both of which he was nominated for an Academy Award - and Brother Sun, Sister Moon (1971). He also decorated Zeffirelli’s house in Positano.

Mongiardino in a sauna he designed for a house in Turin
known as the Fetta di Polenta for its unusual shape 

His first design project outside theatre sets was a house for his sister. In early 1950s, he accepted a friend's offer to decorate an apartment and felt he had found his vocation.

Though he was not against the use of rare fabrics and expensive antiques, ingenious fakery was a consistent element of Mongiardino's decors, hence the description once given to him of “the architect of illusion”.

Although money was not an object for many of his clients, he was more interested in the effects he could create than the materials he was using and maintained a loyal stable of painters, carpenters, gilders and model makers assembled in his theatrical work, who brought the tricks of the stage trade to their work on houses.

Consequently, intricate mosaics were often nothing more than paint and supposedly marble walls were actually layered with marble-pattern paper. One of his trusted artisans was expert at recreating the look and feel of materials such as Cordoba leather with the help of pressed cardboard and felt-tip pens.

At the time of his death, Mongiardino was working on two big projects. One was an ideal city in the tradition of Urbino or Pienza, for which he had the backing of a group of Italian businessmen. The other was the faithful reconstruction of La Fenice opera house in Venice, which had been gutted by fire in 1996 and was being restored by the architect Gae Aulenti. 

The Doge's Palace is one of many grand buildings
in the wealthy Ligurian city of Genoa

Travel tip:

The port city of Genoa, the capital of the Liguria region, boasts many fine buildings thanks to the wealth generated by its history as a powerful trading centre and later by the growth of its shipyards and steelworks. Many of those buildings have been restored to their original splendour, of which the Doge's Palace, the 16th century Royal Palace and the Romanesque-Renaissance style San Lorenzo Cathedral are just three examples.  The area around the restored harbour area offers a maze of fascinating alleys and squares, enhanced recently by the work of Genoa architect Renzo Piano, and a landmark aquarium, the largest in Italy.

The rectorate of the Politecnico di Milano in Piazza
Leonardo da Vinci

Travel tip:

The Politecnico di Milano - the Polytechnic University of Milan - from which Mongiardino graduated, is the largest technical university in Italy, with about 42,000 students. Founded in 1863, it is the oldest university in Milan. It has two main campuses in Milan city, plus other satellite campuses in Como, Lecco, Cremona, Mantua and Piacenza. The central offices and headquarters are located in the historical campus of Città Studi in Piazza Leonardo da Vinci in Milan. According to the World University Rankings, it is in the top 10 in the world for both design and architecture.

More reading:

Gio Ponti, the visionary of design who helped shape modern Milan

How Gae Aulenti blazed a trial for women in Italian design

Renzo Piano - the Genoese architect behind the Shard and the Pompidou Centre

Also on this day:

1728: The birth of opera composer Niccolò Piccinni 

1749: The birth of playwright and poet Count Vittorio Alfieri

1957: The death of conductor Arturo Toscanini


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Andrea Agnelli - Juventus chairman

Fourth member of famous dynasty to run Turin club

Andrea Agnelli has been chairman of Juventus
since succeeding John Elkann in 2010

The businessman Andrea Agnelli, who since 2010 has been chairman of Italy’s leading football club, Juventus, was born on this day in 1975 in Turin.

He is the fourth Agnelli to take the helm of the famous club since 1923, when his grandfather, Edoardo, took over as president and presided over the club’s run of five consecutive Serie A titles in the 1930s.

Andrea’s father, Umberto, and his uncle, the flamboyant entrepreneur Gianni Agnelli, also had spells running the club, which has been controlled by the Agnelli family for 88 years, with the exception of a four-year period between 1943 and 1947. The family still owns 64% of the club.

As well as being chief operating officer of Fiat, which was founded by Andrea’s great-grandfather, Giovanni, Umberto was a Senator of the Italian Republic.  On his mother’s side, Andrea has noble blood.

Donna Allegra Caracciolo di Castagneto is the first cousin of Marella Agnelli - Gianni’s widow - who was born Donna Marella Caracciolo di Castagneto and is the daughter of Filippo Caracciolo, 8th Prince di Castagneto, 3rd Duke di Melito, and a hereditary Patrician of Naples.

A young Andrea Agnelli pictured at the 1996 Champions
League final - the last Juventus won - with his uncle, Gianni

Andrea had a private education St Clare's, an independent college in Oxford, England, and at Bocconi University in Milan.  After university, Agnelli entered the business world, working for companies in England and France that included Iveco and Auchan Hypermarché. He also spent several years in Switzerland.

He was appointed chairman of the board of directors of Juventus by his first cousin, John Elkann, in 2010, after Elkann had come under criticism from Juventus fans for the club's poor results during the 2009–10 season.

Many Juventus fans welcomed Andrea’s arrival because of the family's historic association with the club. He is credited with turning round the club’s fortunes at a time when the financial recession and the aftermath of the infamous Calciopoli scandal were making progress difficult.

Emma Winter, the English artist
Agnelli married in 2005

He stabilised the club’s finances and, after initially appointing Sampdoria duo Giuseppe Marotta as director of sport and Luigi Delneri as coach, pulled off a masterstroke in May 20100 by hiring former captain and fan favourite Antonio Conte as new manager.

Conte, who had coached Bari to the Serie B title in 2008-09, steered Juve in his first season to their first scudetto since they were stripped of two titles in the mid-2000s as a result of the Calciopoli rulings.

Since then, with Agnelli appointing the former AC Milan coach Massimiliano Allegri to replace Chelsea-bound Conte in 2014 in a seamless change at the top, Juventus have won a record seven Serie A titles in a row, as well as four Coppa Italia titles in a row since 2014–15.

Juventus are well on course for an eighth consecutive title, having already built a lead of eight points over Napoli in the Serie A table, but Agnelli and the club more than anything crave success in the Champions League, which they have not won since 1996, when they defeated Ajax on penalties in the final in Rome.

In the 22 seasons subsequent to that one, they have been runners-up five times, twice since Andrea became chairman, in 2015 and 2017, when they were beaten respectively by the Spanish giants Barcelona and Real Madrid.

Andrea Agnelli would like to see the Champions League
established as the main competition for Europe's biggest clubs

Despite falling revenues - the club recorded an operating loss of €19 million (£17 million) in 2017-18 - Andrea authorised the signing of Real’s Cristiano Ronaldo in July this year for a fee of €100 million (£88.5 million), beating the previous record fee paid by an Italian club that was set by Juventus in 2016 when they signed Gonzalo Higuaín from Napoli for €90 million (£75.3 million).

The Ronaldo signing will eventually cost Juventus €340 million (£301 million) with the player’s salary taken into account, yet Agnelli insisted that the outlay “made sense on and off the pitch”, in a reference to the commercial revenue the Portugal star was likely to generate for the club through merchandising, and to his potential for helping Juventus achieve Agnelli’s target of winning the Champions League.

As chairman of the powerful European Club Association, a position he has held since 2017, Andrea is keen to see the Champions League overtake domestic competition as the principal focus for Europe’s top clubs, proposing an increase in the size of the Champions League and a corresponding reduction in the number of domestic fixtures.

Edoardo Agnelli, grandfather of
Andrea, ran Juventus in the 1930s

This has been driven in part by the inequality that now exists between the domestic leagues in European countries, mainly because of the huge variations in television revenue, particular compared with the Premier League in England. Juventus, despite their dominant position in Italian football, are only the 10th wealthiest club in Europe in terms of revenue.

Andrea Agnelli is married to Emma Winter, a English-born artist, designer and art director, whose clients have included United Visual Artists, Universal, Sony, Polydor, Ted Baker, Adidas, Dove, Peugeot and Panasonic.

They were married in 2005 at the church of San Pietro in Vincoli in Villar Perosa in Piedmont, with the reception taking place at the nearby Villa Agnelli, the family estate which is now the home of Marella Agnelli. The couple have two children, 13-year-old Baya Agnelli and six-year-old Giacomo Dai Agnelli.

UPDATE: Agnelli resigned as chairman and president of Juventus in November 2022 following investigations into financial irregularities at the club. He received a two-year ban from football over alleged false accounting and was suspended for a further 16 months from July 2023 when he was found guilty of fraud relating to player salary cuts during the Covid-19 pandemic.

The Villa Agnelli, country home of the Agnelli family
at Villar Perosa in Piedmont in 1811

Travel tip:

Villar Perosa, where Giovanni Agnelli was born, is a small town about 40 km (25 miles) southwest of Turin.  The Villa Agnelli, the family's country house and estate there, consisting of a 45-room stuccoed rococo villa with grounds and a commanding views of the Alps, has been in the the Agnelli family since 1811. As well as Russell Page, the English landscape gardener, the Agnellis hired renowned architect Gae Aulenti to create the timbered pool house. The estate also contains a family chapel, where members of the Agnelli clan are buried.

Search TripAdvisor for Villar Perosa hotels

Juventus play their home matches at the Juventus Stadium,
which holds 41,000 people, in the Vallette district of Turin

Travel tip:

Juventus is one of the two major football clubs in Turin, the other being Torino.  Although Juventus now play at a stadium on the northern perimeter of the city in the Vallette district, the club's roots are in the city centre.  Their original ground was in what is now known as the Parco Cavalieri di Vittorio Veneto, a large green space between Corso IV Novembre and Corso Galileo Ferraris just south of the city centre, which in the late 19th century was Piazza d'Armi, an army parade ground.  Nearby is the Stadio Olimpico, now the home of Torino, which was formerly called Stadio Comunale, where the two clubs cohabited until 1990. Juventus now play at the Juventus Stadium, an ultra-modern ground with a 41,000 capacity that has been their home since 2011, and which also houses the Juventus museum.


More reading:

How Gianni Agnelli became more powerful than politicians

Marella Agnelli, the noblewoman who married into a business dynasty

Massimiliano Allegri, the coach who keeps the trophies coming at Juventus

Also on this day:

1478: The birth of Baldassare Castiglione, the author of the Italian classic, The Book of the Courtier

1586: The birth of astronomer Niccolò Zucchi

1794: The birth of 19th century opera star Luigi Lablache


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Marella Agnelli - noblewoman and socialite

Married for 50 years to Fiat patriarch Gianni Agnelli

Marella Agnelli enjoyed a lifestyle
of wealth and privilege

Donna Marella Caracciolo di Castagneto, the noblewoman from an old Neapolitan family who married the jet-setting chairman of car giants Fiat, Gianni Agnelli, was born on this day in 1927 in Florence.

Simply known as Marella Agnelli, she was propelled by her marriage at the age of 26 into a world in which she became a socialite and style icon, devoting her life to collecting art, decorating the numerous homes she and her husband kept in Europe and beyond, and attending and hosting lavish, exclusive parties.

The couple would eventually have homes in Rome, Paris, New York,  Corsica and Saint-Moritz, as well as several houses in and around Agnelli’s home city of Turin, including the Agnelli estate in the foothills of the Italian Alps.

As member of the House of Caracciolo, she was regarded as high Italian nobility, although she admitted that the conservative aristocratic circles in which she grew up were a long way removed from the new life she took on at Agnelli’s side.

Her father was Don Filippo Caracciolo, 8th Prince di Castagneto, 3rd Duke di Melito, and hereditary Patrician of Naples, who married an American whiskey heiress, Margaret Clarke. One of her brothers, Don Carlo Caracciolo, founded the newspaper La Repubblica.

She and Agnelli met when she was 18. Marella was familiar with him both through the gossip columns - he was a notorious playboy - and through the tales she heard of his wartime exploits as part of a tank regiment on the Eastern Front and in north Africa.  He was 24 and, after his parents had both died young, became head of the Agnelli family.

Marella and Gianni Agnelli arriving at a function in 1966

The couple did not become engaged until the summer of 1953, marrying in November of the same year in the chapel of Osthoffen Castle, just outside Strasbourg, the French city where her father was based as secretary-general of the Council of Europe.

Before they were married Marella had been developing her photography skills in the New York studio of Erwin Blumenfeld and returned to Italy as a correspondent for the upmarket magazine publisher Condé Nast but effectively gave up her career to be a wife and society hostess.

She and Agnelli’s lives revolved around late autumns in New York, the skiing season in Saint-Moritz and summers on the French Riviera, entertaining a circle of friends that included the Kennedys, the Kissingers, the Rockefellers.

Their son, Edoardo, was born in New York in 1954, their daughter, Margherita, in Lausanne the following year.

Each year, from mid-August until the end of September, while Gianni attended to business in Turin, Marella and the children would be based at the Agnelli family estate at the foot of the Alps at Villar Perosa, 40km (25 miles) from Turin. It had been home to the family since the early 19th century.  She and Agnelli also had a city residence in Corso Matteotti in Turin.

Marella Agnelli became known for elegance and style

Their homes were known for their elegance and style, much of it the work of Marella, for whom the artistic talents that might have flourished had she maintained her budding career in photography were channelled into interior design, whether at Villa Frescot, in the hills above Turin, their duplex apartment on Park Avenue in New York, or the country estate, where Marella enlisted the garden designer Russell Page in transforming the grounds into a living work of art.

It was their love of art on canvas that drew the Agnellis to New York, where they became friends with Leo Castelli, the contemporary art dealer from Trieste who had emigrated to New York, who introduced them to upcoming young artists such as Jasper Johns, Robert Rauschenberg, Tom Wesselmann, Frank Stella and Robert Indiana, whose paintings they collected with such enthusiasm they had an apartment in Milan designed by Gae Aulenti, the architect who designed the Musée d’Orsay in Paris, specifically for their collection.

Among the circle of friends they built in New York was the author Truman Capote, who famously who dubbed Marella and a group of elegant and beautiful socialites of the time, including Barbara “Babe” Paley, Lucy Douglas “CZ” Guest and Nancy “Slim” Keith, as his “swans”.

Marella and Capote became very close, the American spending much time in Italy as well as keeping their company in New York, but they fell out eventually after Marella saw a chapter of his novel Answered Prayers, in which he  exposed the lives and secrets of many people who had regarded him as a confidant.

After Gianni Agnelli’s death in 2003, Marella acquired Ain Kassimou, a villa in Marrakech, Morocco, that had been built in the 19th century for a relative of Leo Tolstoy, and she spent a good deal of her time there.  Nowadays, aged 91, she still lives in the family house at Villar Perosa.

The Agnelli house in Villar Pelosa has been in the family
since the early part of the 19th century

Travel tip:

The country house and estate at Villar Perosa, a 45-room stuccoed rococo villa with commanding views of the Alps,  has been in the the Agnelli family since 1811. The Fiat founder, Giovanni Agnelli - Gianni’s grandfather - had been born there in 1866. As well as Russell Page, the English landscape gardener, the Agnellis hired Gae Aulenti to create the timbered pool house.

The Tarot Card Garden at Garavicchio

Travel tip:

The Caracciolo family’s country estate in Tuscany, spread over 500 acres, is near the medieval village of Garavicchio, some 200km (125 miles) south of Florence and 125km (78 miles) northeast of Rome along the Tyrrhenian Sea coast. At the heart of the estate is a 16th century farmhouse positioned so as to enjoy views towards the sea on one side and rolling Tuscan hills on the other.  An unusual feature of Garavicchio is its Tarot Card Garden, a wooded area featuring 22 brightly coloured sculptures inspired by Tarot symbols.

More reading: 

How Gianni Agnelli became the most powerful man in Italy

Giovanni Agnelli - the man who founded Fiat

Gae Aulenti, trailblazer for women in architecture

Also on this day:

1527: Mutinous troops sack Rome

1655: The birth of Bartolomeo Cristofori, inventor of the piano


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