The relationship between rock and architecture has suggested the original fil-rouge that identifies the different environments of the new Progetto CMR headquarters in Milan.
And the idea “the workplace plays Rock music!” had already been expressed by Massimo Roj -for the occasion as DJ- at the DJ arch 2017.
Now the founder of Progetto CMR, with Fortunato D’Amico, has further explored and deepened this fascinating concept in the book “RockTecture”, presented last night at the Unipol building De Castillia 23 in Milan, redeveloped by Progetto CMR as a trigger of strong emotions because “Every project is an act of rebellion like Rock”.
The De Castillia 23 building has just been renovated as part of the Unipol Urban Up project, aimed at the redevelopment of some of Milan’s iconic buildings.
It was the perfect location for the presentation of the unusual book “RockTecture” neologism, which combines two great passions of Massimo Roj: rock music and architecture.
A book that “tells”out of the box the first 25 years of Progetto CMR, creating a sort of musical and architectural journey that brings together 32 of the best projects “set on music” with as many historical pieces of international rock.
A cutting edge book, pleasant to read and browse, thanks also to the beautiful -and very rock oriented- graphic project by Daniela Pellegrini.
“Rock, is an intercultural media model, that has paved the way for new ideas to be assimilated and technologies, behaviors and shared values to spread at unprecedented speed outside national borders.” writes Fortunato D’Amico.
“… architecture, just like music, can and must be more than pure and simple emotion: it must become the bearer and expression of a message of sharing, participation and sustainability, extended not only to the sphere of construction, but also to human, environmental, economic and social dimension. ” declares Massimo Roj.
Virgin Radio, the rock radio par excellence, enthusiastically married the project and also took an active part in the presentation with a live performance by Alteria and his band which retraced the “soundtrack” of the book with the great hits of the rock, from Led Zeppelin to Queen, from Neil Young to Patti Smith, from the Rolling Stones to AC / DC.
The “Rocktecture” playlist is available on Spotify.