| B&B ITALIA AT THE 51st INTERNATIONAL ART EXHIBITION |
B&B Italia has been a leading company in the field of design furniture since its founding in 1966. The company's ability to reflect contemporary culture, to sense and anticipate trends, to respond to changes in taste and living needs, has resulted in a collection of world-famous furnishings, which account for a crucial chapter in the history of Italian and international design.
The list of contributors to B&B Italia's success includes prominent names like those of Mario Bellini, Jeffrey Bernett, Antonio Citterio, Vincent Van Duysen, Vico Magistretti, Gaetano Pesce, Paolo Piva, Richard Sapper, Studio Kairos, Patricia Urquiola and others.
The strategy B&B Italia is pursuing now is aimed at strengthening the brand identity on the market, both through an upgrading of its distribution network and an action regarding institutional communication. The new advertising campaign "My World", studied by Saatchi & Saatchi, represents a fundamental condition for this bond with the world of art, in the beauty and art displayed by each company's project, through the claim Tangible Art.
To reinforce and support the new advertising campaign, B&B Italia features as the main partner at the 51st International Art Exhibition, forming an alliance with the Venice Biennale.Contemporary art and design are two complementary worlds focused on continuous aesthetic experimentation and the designers/artists regularly cooperating with B&B Italia bear witness to the actual interaction between these two worlds.
B&B Italia and Biennale partnership is deployed through several activities within the Biennale area itself and the B&B Italia Stores located in the most significant international cities for the world of art and design, like London, New York, Milan, Munich and Barcelona.
With reference to the activities within the Biennale, starts the cooperation with Maider López in the Italian Pavillon in setting up the installation 940x690. Space as a Project (2005), in which the Alma chair (design Roberto Barbieri) is integrated.
About Space as a Project Maider Lopez affirms: "The work stands at a point between art, design and architecture. We are talking about objects made in the context of art but which have a use in daily life.
Coloured lamps flickering; a football pitch whose lines have been changed. Sunshades like elusive banners, which we roll up in the wind. Traffic signals which seem to have meaning, but which we cannot identify. Sliding doors disguised as real ones, confusing us as to what is functional and what is not, what is real and what is not; a doormat for every hour and a colour for every doormat; and walls which are not walls.
The work mingles with the surrounding space, merges into it chameleon-like".
In order to the Venice Biennale the B&B Italia activities include a series of B&B Italia Cafés, located in the spaces of the Arsenale and the Giardini della Biennale, strongly marked by the Lazy seats (design Patricia Urquiola); the furnishing of the Arsenale paths with the customised benches Dip and Double Dip (design Chris Howker) and of the press room with the Solo seats (design Antonio Citterio) and last but not least the setting up, with the support of Mooi for the lighting, of the B&B Italia's gala dinner at the Magazzini del Ferro, following the Golden Lion award ceremony.
With reference to the second group of activities, the 51st International Art Exhibition will later be partially exported to B&B Italia's Stores around the world; in detail, the work 940X690 by Maider López will be reproduced in the Stores of Barcelona, London, Munich and New York. These Stores will be turned into downright "outposts" of the Venice Biennale.
B&B Italia SpA
22060 Novedrate
(CO) Italy
Strada Provinciale 32
tel. +39 031 795 111
fax +39 031 791 592
e-mail: beb@bebitalia.it
www.bebitalia.it
|
|
Text by:
Gabriella Masiello
|
 |
|
|
|
 |
 |
|
|
|
|
 |
|
|
|
|
 |
|
|
|
|
 |
|
|
|
 |
In cooperation with:
Eneko Aransay Ros |
|
|
| TOP |
|
