From the very beginning, Paolo Venini revisited the tradition of Murano glassmaking by setting up a marketing strategy, applying and adapting it to the results achieved by taking its products all over the world, and this is still what Venini spa is today.
A protagonist right from the start in the Murano glass production district, almost imposing the renewal and beyond any doubt the redevelopment of a multi-secular activity such as the Murano glass art.
Venini spa is synonymous with made-in-Italy art glass everywhere.
It has revisited the tradition
The beginning Year 1921, the lawyer Paolo Venini, born in 1895, together with the Venetian antiquarian Giacomo Cappellin and the master glassmaker Andrea Rioda, founded Vetri Soffiati Muranesi Cappellin Venini & C.
Paolo Venini was not a glassworker, he had neither Murano nor Venetian origins, but he worked personally to qualify the glass product in the round. Cappellin in charge of marketing, Vittorio Zecchin artistic director in an art nouveau style, all contributed to the successful debut of the Murano company.
The marketing strategy is perfect.
Paolo Venini realised that stubbornly defending traditional production was anachronistic and penalised both for the sector and the district. Taking advantage of the great cultural, artistic and technological ferment of the moment, he breaks with traditional stereotypes by focusing instead on stylistic, experimental and technical research.
The exhibitions and fairs (the social of the time):
from '23 Venini presents his collection at the I International Exhibition of Decorative Arts in Monza. in '26 at the XV Art Biennale in Venice, at the Triennale in Milan, at the Quadriennale in Rome and at the exhibition in Turin.
Exhibitions and fairs are primarily channels for sales and verification, and on several occasions also for updating.
They were excellent tools for communication, just like the museums in Stockholm and New York, which exhibited his works from the 1930s onwards.
The affirmation. In 1925, after less than five years, the Venini-Cappellin partnership was dissolved and V.S.M. Venini & C. was established. The artistic direction was taken over by the Murano sculptor Napoleone Martinuzzi, who introduced new glass qualities and special processes. The range of products, initially centred on vases, expands to include plants, fruit and stylised animals as well as items for public and private lighting.