"Il paesaggio industriale italiano, la fabbrica come agenzia cognitiva è una comunità di persone, significati, valori. Storia e storie di un Made in Italy fatto di sapienza antica, manualità del gesto e innovazione digitale"
— Antonio Calabrò

Object to project è un prezioso tributo all’unicità del Made and Manufactured in Italy, in occasione del 120° anniversario di Giorgetti, brand leader del design contemporaneo. Il paesaggio industriale italiano, la fabbrica come agenzia cognitiva, comunità di persone, significati e valori. Storia e storie di un Made in Italy che sa incorporare processi e contenuti ad alto valore aggiunto. Quando un’azienda italiana celebra 120 anni il pensiero è al futuro, alla capacità di leggere e interpretare nel tempo le trasformazioni dei mercati e i gusti dei consumatori, all’abilità di fronteggiare una competizione lunga e difficile, di continuare a creare ricchezza. 120 anni di manifattura intelligente in uno storico distretto italiano – Meda, Brianza – sono la rappresentazione di quella capacità di fare cose belle che piacciono al mondo. Gli italiani sono grandissimi ingegneri meccanici, dell’arredamento e della cultura, capaci di mettere insieme la téchne della competenza manifatturiera con lo sguardo creativo della grande cultura. Il punto di forza di un’industria radicata nei territori che nel tempo ha imparato a tradurre e a pensare la bellezza nel fare.
Italian
manufacturing
traditions
The landscape
Intelligent hands
and machinery
at work
Timeless creations
Form and function.
Quality, passion, detail
Ecosystems
and new artisan
craftsmanship
Glossary
Keywords
Tradition Multiplicity Apprentice and maestro A classic Bain-Marie Prototype Autograph/Allograph Iconic

A cura di

Francesca Molteni
Cristiana Colli

Informazioni

© 2018 Mondadori Electa S.p.A. Milano
Prima edizione: April 2018
Italiano/Inglese
ISBN 9788891818911
231 pagine
250×270mm

Disponibilità

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Sarà un anno di bellezza e sorprese.
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Tradition
There is a curious idea that tradition is immutable. However, all traditions are partly reinvented, revisited and therefore enhanced. Traditions are not just things that are there but also things that might be there, that are incorporated, virtual, as it were. Paolo Fabbri, CISS University of Urbino
Multiplicity
The quality of Italian manufacturing is multiplicity which does not mean uniform. It is a distinctive feature of our culture. The issue therefore is plurality not of products but of a lifestyle, exported via items that add meaning to that lifestyle. Therefore, to some extent, the objects we send around the world may be given new meaning. Paolo Fabbri, CISS University of Urbino
Apprentice and maestro
As far as disseminating knowledge is concerned, differentiating between information and training is fundamental. Pure information is the transmission of something that is already known, training requires another kind of skill. It is the amount of correctable errors that defines the relationship between apprentice and maestro. Paolo Fabbri, CISS University of Urbino
A classic
"A classic" is an object, a concept, a perception, an effect that has never finished saying what it has to say”, as Italo Calvino said. It is a metaphorical way of saying that a classic has a concept of virtuality that can always be developed, as it were. This predisposition to create future memory is the main feature of a classic piece. Paolo Fabbri, CISS University of Urbino
Bain-Marie
Nowadays there is a tendency to bring science into the kitchen, based on processing the world’s materials and compatibility of these materials with ourselves, which are part of the world, i.e. alchemy. Cooking today requires extraordinary expertise, know-how, handling the world’s materials in an original, inventive manner, with tools that seem to be much more similar to those used in alchemy. Paolo Fabbri, CISS University of Urbino
Prototype
I think teaching about models and prototypes is very important. It enables us to differentiate between fixed teaching, between those who say: “This is the model you need to follow”, and those who say instead: “This is the model and, starting with this, can you see how it can be improved”. In teaching there are those who demand and sanction the exact model and those who, instead, offer models – think of improvised jazz – the opportunity to create different options. Paolo Fabbri, CISS University of Urbino
Autograph/Allograph
An autograph is something done by someone, a painting for example. An allograph, instead, could be done by a machine. However, there are parts that can be done by machine, namely making a model, and parts that are done by hand, starting from models. Take music. Each score can be performed very differently. In the same way, in craftsmanship there are some parts that are simple model making and parts that are customized to each model. I would say, therefore, that the model is an autograph and is made in an autographic rather than allographic way. Paolo Fabbri, CISS University of Urbino
Iconic
Today, in English, something very important, salient, is said to be “iconic”. This enables us to distinguish between salience and significance. There are items which are salient and to which certain significance is given – meaning, affection, investment, such as the items in a personal collection, which remind us of certain things. They have salience, i.e. they are configured on our investment in affection, memories, which have meaning for us. That same salience can be invested in different significance, new meanings, new feelings. So it can be said that they are “iconic”, since they embody that value of significance. Paolo Fabbri, CISS University of Urbino