Divisumma 18, 2016, Archival inkjet print from 4x5 color negative, 25x40in

Divisumma 18 is a large format photograph of an advertisement found in a trade catalogue for a calculator produced by the company Olivetti and designed by Bellini in 1973. The original advertisement, in which 4 different views of the machine were juxtaposed with one image depicting two nude female bodies in a horizontal position, has been cropped to emphasise the highly gendered visual language used in the marketing and design of office products. In design circles, Bellini’s products have been praised for fusing the latest technological advances with references to visual culture:
“It was hard to resist touching the Divisumma 18 calculator when it first appeared on the market. […] Bellini made industrial products desirable by injecting into his designs subtle anthropomorphic references, which stimulate emotional responses. The keyboard, with its nipplelike buttons, is encased in Bellini's typical rubber skin, [which] may have the sensual properties of human skin” (Taken from the MoMA Collections website).
The larger than life format of the photograph is, again, used to expose the ways in which visual language can be manipulated to establish and perpetuate gendered ideologies and discriminatory power relations within the realms of popular culture, advertising, product design, and corporate bureaucracy.