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szdaily -> Culture
Italian logos tell stories of design
     2011-January-25  08:53    Shenzhen Daily


 


 


 


 


 

    

    Newman Huo

    IF you love Italian designed products, you cannot afford to miss the “Italian Logos-Stories in the Art of Excelling” at Guan Shanyue Art Museum until Feb. 13.

    Showcasing the excellence, creativity and productivity of Italian design, the exhibition features 30 Italian brands, including Ferrari, Alessi, Amarelli, Borsalino, Valentino and Martini & Rossi, in the fields of automobiles, fashion, furniture, electronics, food and wine.

    “All over the world, a ‘Made in Italy’ brand stands for excellent design and quality as well as the Italian way of living,” said Luciano Colosso, an Italian architect who is the exhibition’s international coordinator.

    “By displaying world-class Italian brands, the exhibition aims to show how ‘Made in Italy’ branding came into being, especially after the World War II,” said Colosso.

    According to exhibition curator Cornelia Bujin, three elements, memory, identity and future, constituted the framework of every participating company showing the connection and interaction between the Italian business world and the Italian cultural world.

    Exhibition highlights include a red sports car from Ferrari, a tea set and a coffee set from Alessi, 17 classical hats from Borsalino, 12 classic red evening dresses from Valentino, and a set of classic bottles and glasses from Martini & Rossi.

    Ferrari is a sports car manufacturer based in Maranello, Italy. Founded by Enzo Ferrari in 1929, the company sponsored drivers and manufactured racing cars before moving into the production of street-legal vehicles in 1947. Throughout its history, the company has been noted for its continued participation in racing, especially Formula One.

    Alessi, a kitchen utensil company, was founded by Giovanni Alessi in 1921 to produce everyday items from plastic and stainless steel.

    In 1935, Carlo Alessi, son of Giovanni, was named chief designer. In 1945 he ascended to chief executive and designed the coffee service Bombé, an industrial piece manufactured in four sizes. That same year Carlo’s younger brother, Ettore Alessi, joined the company as a technician.

    From the 1980s onward, Alessi has been particularly associated with the notion of “designer” objects by collaborating with Italian designers and architects. Most of the classic “designer kettles,” “designer toothbrushes,” and “designer graters” were Alessi products.

    Established in Calabria in 1731, Amarelli has used Calabria-grown licorice root to make licorice. Amarelli’s wide range of products includes pure licorice as well as soft and sugar-coated versions.

    Borsalino is the name of a hat company known particularly for its fedoras. Established in 1857, Borsalino produces felt from Belgian rabbit fur at its factory in Alessandria, Italy.

    The company now produces a wide variety of products such as hats, ties, clothing, watches, perfumes and even old-fashioned bicycles, striving to retain all the charm and class of last century.

    Born in 1932, Valentino Clemente Ludovico Garavani, best known as Valentino, is an Italian fashion designer and founder of the Valentino brand. His main lines are Valentino, Valentino Garavani, Valentino Roma, and R.E.D. Valentino.

    Starting in the mid-19th century, Martini & Rossi was an Italian multinational alcoholic beverage company primarily associated with the Martini brand of vermouth and also with sparkling wine.

    

    According to Yan Weixin, vice curator of Guan Shanyue Art Museum, the exhibition will provide an opportunity not only for general audiences to learn the backgrounds of well-known Italian brands and Italian culture, but also for Chinese designers to learn from their Italian counterparts.

    “The brands and products designed and manufactured by Italian companies have set high standards for new ways of living, and they will inspire Chinese designers to develop brands and products designed and made in China,” Yan said.

    The exhibition was previously held at St. Angel’s Castle in Rome in 2008. Sponsored by the Italian Ministry of Culture, the exhibition has embarked on a two-year world tour with the first stop in Shenzhen.

    The Shenzhen exhibition was organized by Guan Shanyue Art Museum, Innovarte, and the European Chamber of Commerce, Pearl River Delta Chapter, in collaboration with the Italian consulate general in Guangzhou, the Italian Trade Commission and the Italian Chamber of Commerce.

    The exhibition will travel to Tokyo, New Delhi, Seoul, Miami, San Paolo, Rio de Janeiro, Buenos Aires, Lima, Santiago and New York.

    Dates: Until Feb. 13.

    Hours: 9 a.m.-5 p.m. Closed Monday

    Venue: Guan Shanyue Art Museum (关山月美术馆)

    Add: 6026 Hongli Road, Futian District (福田区红荔路6026号)

    Metro: Shao Nia Gong Station (Children’s Palace Station 少年宫站), Exit B

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Shenzhen Daily E-mail:szdaily@szszd.com.cn