Futurism
Italian futurism is most probably the first trend in art history that was developed and managed almost the same as business activity. Futurism emerged firstly as a literary trend in 1909 trend and its creator was Italian writer and poet Filippo Tom Maso Marinetti. He broadcasted his art philosophy and polemics with academic and conservative world with a proclamation. Marinetti and his supporters declared many proclamations that related not only to literature but also to music, dancing, theatre, paining and architecture. Until development of futurism followed, the first proclamation written in French by Marinetti was issued in "Le Figaro" Paris paper. The writer confirmed his recognition for power of media and the way to use them to promote his idea.

At this time completely new technologies influenced significantly western culture and become the core of futurism as it was futurists who loved speed, noise, machineries and agglomerations. They made use of technical progress and promoted potential and dynamics of present day. Giacomo Balia was the first artist who made use of futuristic theories and applied them in art. Fortunato Depero a designer and artist followed after him. Depero opened even his own futuristic workshop in Rovereto that operated until the twenties of XX century.

Painting of futuristic art featured with dynamic and geometric abstractions. Also books designed by futurists differed from traditional forms and were full of clear structures and new typography. Similarly to futuristic painters Marinetti commended modern life in his books and poetry. He rejected grammar and punctuation rules to create graphic pages with bright printing. Marinetti theories had an immense influence on issuance of many futuristic books. Inconspicuous-looking covers included surprising solutions. Traditional fonts have been replaced with new ones that flowed on pages regardless of layout of the page. For futurists designing and production was a symbol of machineries age.

At the same time they use new methods and materials what is quite evident in the famous book Fortunato Depero as of 19-" year entitled Depero Futurista (also known as The Nailed Book). The cover was connected with two aluminium screws and was recognized as true proclamation of machineries age. Inner contents of the book were full of many printing innovations: new different fonts, different types and colours of paper, text formed in various shapes. The book was deprived of standard top and bottom part, neither left or right side. To be able to read the book it was necessary turn it over and over again.

Futuristic aesthetic was evident in architecture in propositions of Antonio Sant"Eli. It simply featured with surfaces without a finish, harsh colours and extensive, dynamic forms. Sant"Elia died in 1916 year, but his Manifesto of Futuristic Architecture had an immense impact on representatives of de Stijl, the trend that developed some years later on.