In Italy is a special installation at the upcoming Salone del Mobile 2015 in Milan that will be diffused worldwide. It is curated by Dario Curatolo (project by Four in the Morning); its goal is to globally reaffirmed ancient artisan tradition, family entrepreneurship, industrial know- how and the creativity of the best objects produced in Italy.
Eighty Italian companies are collaborating on a highly innovative presentation tool in a bid to illustrate the concept of “made in Italy”. A film will become an installation, which in turn becomes an App, exploring five apartments – in Rome, Milan, on the Sienese hills, Lecce and Venice – done up in five different interior design styles.
The App harnesses an extremely fascinating video, navigating through the five styles takes on Italian Style, in which the narration of the interiors and furnishing elements is interspersed with views of places emblematic of Italian beauty which become symbolic representations of Italy’s extraordinary savoir faire which, in turn, is translated into the creation of furniture and objects of unique design quality.
The touchscreen App also enables the user to interact with the videos and objects that make up each individual environment and lay bare the history and the human and business stories that lie behind them.
Once the Salone del Mobile 2015 is over, the App will be available for download by anyone, anywhere in the world – so that they too can be spirited away by the videos and uncover the stories that lie behind the companies and the individual products that make up this special story.
After the Salone, the project will be disseminated on international media platforms and through Italian embassies and agencies all over the world, which will be involved in a roadshow taking the application to all the major international capitals.
In Italy is a Federlegno Arredo Eventi initiative;
project: Four in the Morning, curated by architect Dario Curatolo;
interiors designed by Carolina Nisivoccia Studio di Architettura;
interior design ravaiolisilenzistudio, Candida Zanelli Studio, Cameranesi Pompili.