ALTAGAMMA - ITALIAN CONTEMPORARY EXCELLENCE
BY ICO MIGLIORE, MARA SERVETTO - MIGLIORE + SERVETTO ARCHITECTS
FOR FONDAZIONE ALTAGAMMA
In its twenty years of activity, the Altagamma Foundation has been committed to the promotion of "high-end" Italian products. This activity has been remembered and represented by an exhibition at La Triennale di Milano, which focused on Italian industrial and manufacturing quality seen through the eyes of ten young Italian photo-reporters, coordinated by the Contrast Agency. The exhibition design focused on creating an ethereal space with display routes that changed according to the flow of visitors. The selection of photographs was displayed in a totally white environment, illuminated by 65 showcases suspended using long red exposed lighting system cables. The invitation to develop a series of surprising free conceptual visual associations was entrusted to a series of seven reflective surfaces, which multiplied the play of light and image. The backbone of the whole exhibition structure was a long corridor dubbed "a trip through Italy" which greeted visitors right from the entrance, leading them through the various exhibition spaces. On the opposite walls of the corridor there were two contrasting elements: on the one hand, a backlit surface presented a black and white conceptual graphical display map of Italy’s productive centres of excellence; on the other side there was a series of 10 small monitors, explaining the philosophy of the brands on display through images and texts.
ALTAGAMMA - ITALIAN CONTEMPORARY EXCELLENCE
by Ico Migliore, Mara Servetto - Migliore + Servetto Architects
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Name
ALTAGAMMA - ITALIAN CONTEMPORARY EXCELLENCE
Type
Photographic exhibition
client
FONDAZIONE ALTAGAMMA
exhibition, lighting and graphic designer
ICO MIGLIORE - ADIMEMBER
MARA SERVETTO - MIGLIORE + SERVETTO ARCHITETTI ASSOCIATI
with VALENTINA LOMBARDO, ANNA PICCINELLI
place
Palazzo della Triennale, Milano
(13.12.2012_27.01.2013)
curator
Cristina Morozzi
materials
Graphic walls in printed double Flag polyester fabric stretched and with neon tubes inside; display cabinets in painted MDF, mirrors and supports in painted metal tubes; exposed overhead cables; reflective pre-spaced graphics and 3-D mirrored graphics
dimensions
430 m2
foto dell’allestimento
Pasquale Formisano
Company Contacts
Fondazione Altagamma
20123 Milano (MI) - IT
TEL. +39 0272003321
www.altagamma.it
Designer Contacts
Ico Migliore, Mara Servetto - Migliore + Servetto Architects
www.miglioreservetto.com

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