Siam Di Tella, was a trademark company in Argentina, and as such its products were cultural icons, so its a good choice for the Artdealer Car Rally Project. Email: Bob Frassinetti. Art and Antique Dealer & Journalist.
Made in England and Argentina!
Siam Di Tella is in Argentina synonym of high quality semi-heavy machinery and home appliances. It was, from the beginning, a dream come true. Son of Italian immigrants, Torcuato Di Tella came to South America with his family in search of a better present and a brighter future. People in general refer to those low classes immigrants as people that came with one hand on the front and the other on the back, meaning that they brought nothing but themselves. Argentina -as the US and several other American locations- was a land of opportunities, everything was to be done here, nothing was pre-settled, and that was a powerful image to those seeking a better present. In a matter of years, as young Torcuato turned into a well educated men, a certified Engineer to be more exact, that initial family dream would become to come true. It was December of 1910 when Di Tella founded a society with the Allegrucci brothers. They had created one of the first industrial and commercial societies to build mechanical kneading machines for bakeries. Such was this project's success that soon they would expand to other industrial branches. Many specialists agree to state that Di Tella was a singular kind of hirer boss, for in many opportunities he expressed sympathy towards socialist principles. That ideological orientation -that many controversial investigators had agreed to define not as socialist but as corporativist- clashed with his directing position regarding his employees; but, not just when dealing with his workers, for it also raised controversies with his pairs, those organized within the Argentine Industrial Union. He was a foster father to his employees, he controlled everything that took place within the factory, taking an active role in workplace politics discussing face to face with the syndicated workers and union activists. According to his biographers Mr. Di Tella was a man with strong social involvement that furthered all sort of community oriented activities as well as a special input in what refers to health care even playing a central role in the negotiation to bring to our country the precious penicillin. He was an unquestionable public figure, becoming -without being named as such- the best ambassador of the Argentine Industry and a key introducer of international know how that aimed to update the local technical level. Among the most famous Di Tella products ever we can point out Di Tella Fridge's. This was a stylish-decorative high quality appliance. Di Tella had arrived to an interesting and positive agreement with the worldly famous Westinghouse company in the early days of 1940. The design was simple and expressed the main-flow aesthetic trend, smooth and rounded lines combined with a shiny silver handle haft, and a subtle trademark reference on the upper left side, also in silver. More than 60 years latter, those fridge's not only are working to perfection but have mutated in their social meaning becoming in several cases more than mere home appliances but outstanding Art Deco collectibles and decorative items.