During Salone del Mobile 2016 something new happened.
Imagine to be surrounded by darkness. Everything is quite and still. Not a sound or a noise, not a mosquito flying. You look around and you see just ruins, old buildings and ashes of an ancient world. A shattered world.
It’s a new era. It’s a new beginning. It’s a brand new start for the human kind.
Few kids are carrying old furniture items. They bring the stuff in an old and devasted building. Here other kids are cleaning and repairing the pieces of furniture. Classical music surrounds the situation. And here the magic happens: amazing classic furniture items are REdiscovered.
It is the furniture though, that acts as the real star of the film, provided by: André Du Dauphiné, Annibale Colombo, C.G. Capelletti, Colombo Stile, Création Metaphores, Dedar, Frette, Medea, P&G Cugini Lanzani, Pozzoli, Provasi, Rosenthal, St. Louis and Sigma L2.
One of a kind pieces, classical lines, amazing shapes, gold and red colors, the best materials and the quality that just an artisan is able to create, are the focus in this video. I am talking about a short film by Matteo Garrone, one of the most esteemed Italian filmmakers, who accepted with enthusiasm the invitation to bring his poetic and powerful vision to this project.
The aim of this movie is to show what came before contemporary design: the Classic. This exhibition has the purpose to tell the story of classic Made in Italy taste, seen as timeless and therefore contemporary. This video had a great impact on the customers’ mind. It made us realize what’s the real craftsmanship, the notion of established value such as timelessness and memorability in relation to creativity, art, design and cinema breaking conventions through time and space, becoming an inalienable spur for building a new lifestyle, a new world, a new future. The idea is that a real artisan is able to create furniture pieces that traverse various eras, while preserving their own constant actuality.
The ability of the artisan is to create always new pieces passing through years but making it always modern and actual as in the previous picture of C.G. Capelletti where classical furniture meets technology for innovative design experience. That’s the typical situation where technology and innovation meet creativity, dream, classical style and a visionary design.
Garrone’s movie was just the starting point for a reflexion. How could people say they like design when they don’t even know how design was born? What was the real Made in Italy design? Who did it?
The “real” Made in Italy design starts from artisans. Italian design has a deep link with its Italian roots, traditions and culture. Every single detail starting from the quality of materials, embellishments, decorations, carvings, incisions are specifically made to make the product unique. Every single item is handmade and customization is the keyword. That’s why craftsmanship is the most important value that represents Made in Italy. Creating a product that is different from anyone else’s is what makes craftsmanship so unique and exclusive.
‘I immediately found the ‘BEFORE DESIGN: CLASSIC’ project very interesting and I was very pleased to accept the challenge to talk about furniture, not through captions but through the medium of film‘, says Matteo Garrone ‘I really liked the basic idea, in which classic – understood as beautiful in a wider sense – traverses the different eras, preserving its own actual and contemporary characteristics, building a bridge to the future. this made me think of a post-atomic world, a shattered world of which children (who embody that pure gaze, the ability to perceive beauty) save a few pieces from the rubble, true ‘gems’ that have lasted over time. moving against the background of an enchanted place, in which there is a keen sense of its historical bonds, these little ‘custodians of taste’ tidy up, clean up and preserve these pieces for the future, so that beauty continues to be handed down. the furniture becomes the absolute protagonist, surviving through the ages and embodying an unchanging contemporary taste.’