Italian Tradition in the Future

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.

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C.G. Capelletti – magic atmosphere

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.

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C.G. Capelletti – Salone del Mobile 2016

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.

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C.G. Capelletti – innovative design

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.

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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.’

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Lego and Porsche:LUXURY experience

Who doesn’t love luxury cars? Power, speed, beauty of lines, technology are just few of the benefits of this kind of cars.

The sad reality is that NOT everybody could afford a real Porsche. But today your dream could become reality. Thanks to LEGO and its new Technic set you could buy a 911 GT3 RS Porsche.

This set is made up of 2.704 pieces and it’s really huge. Scale 1:8 will measure 57 cm length, 25 cm wide and 17 cm high.

wheel detailsLego being Lego, is the most detailed ever. The doors open and close, as does the engine-compartment and front lids. There’s a fully adjustable wing at the rear, and a gear bag in the boot. It’s like a real car. A four-speed version of Porsche’s PDK dual-clutch transmission was created with rubber-band-tensioned paddle shifters and a drive selector with reverse and forward settings. The six-cylinder engine with moving pistons is one of the most realistic pieces of this Porsche. The steering and the wheels work too like a real car.

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In the box you can find a book that will make you discover this particular car, how it was made, how it works, and the components.

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If you aim to own a Porsche you have to wait until August for the orange Livrea for an amount of 299,99 Euro.

And now you are ready to be plunged into the luxury world of Porsche with your LEGO car.

Fashion & Young Subcultures

How fashion brands ride the wave

Since the dawn of time, social and cultural habits have been the main driver on the definition of style and fashion trends.

The relation between society&fashion has been always so strong and important that in the years the fashion brands arrived to gain the role of “social border definer”, and we are not talking about the healthy status definition classically made up by luxury brands, but about cultural tribe status definition.

Fashion brand marketing departments arrived to understand how in the Postmodernity era people set indipendence and individuality as their prior, but at the same time try to belong to several different tribes with a specific style code and a relative niche market.

Thinking on the success of fashion luxury brand like Prada, originally borned to dress the new strong woman fighting for the feminims emancipation during the ’70, we can understand how this relation changed in the last decade with the emerging of young subculters that does not come from real underground social movement but from the Web.

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(Miuccia Prada during a nonviolent protest pro women rights in ’70)

Starting from this point, if is true that social network and blogs are the new spaces of integration for our society, is also true that these spaces are governed and regulated by fashion brands that fill the channels with their advertising, give style dogma through influencers and create new young subcultures like Witch House, Vaporwave, Soft Grunge and Health Goth.

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( Seapunk Facebook Community)

Facebook, Instagram and Tumbler are the new “manifesto” of that subculture on which many fashion brands decided to invest creating dedicated collections.

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(Alexander Wang with his last Collection in Health Goth Style)

These subculters does not came from artistic, political or social identity, but only from a style identity imposed by fashion brands with social-art fanciful ambitions.

For those who think that it’s a market related only to mass-market brands, the analysis of brand like Y-3 or Vetemens could be helpful to understand how also luxury fashion brands are involved in to this process.

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Vetements is one of the refernce brands for Normcore subculture with the iconic DHL T-Shirt selled at a price of 245€, while for the Health-Goth  the Y-3 Qasa High are the must-have training shoes, selled in the shops at a price of 390€.