PEZZE - Installation at the Fortezza da Basso - 54th edition of PRATO EXPO Firenze (FI) - Italy
2005
The PEZZE MadeinItaly installation—commissioned by Prato Trade, a consortium of textile companies established in 1979 on the initiative of the Unione Industriale Pratese—was created with the intention of promoting the 54th "Prato Expo" trade fair, posing a provocative contrast to the invasion of "Made in China" products.
The exhibition design primarily seeks to achieve a more effective result in communicating the trade fair event. The objective is to make the core focus of the exhibition immediately visible in an alternative way compared to traditional communication tools, while simultaneously enhancing the perceptive value of the "fabric" product.
And it is precisely fabric that is the "protagonist" in showcasing the flair, creativity, and entrepreneurial capacity hosted within the exhibition district inside the walls of the Fortezza da Basso.
It is something irrepressible that explodes in its opulent refinement from the walls of the Fortezza to involve the outdoor areas and, ideally, the entire city of Florence.
Three kilometers of fabric, bearing witness to an entirely Italian creativity, overflow from the surrounding wall. They frame the entrance portal, enhancing its historical grandeur, and, unfurling across the outdoor parterre for about 50 meters, they mark out the entrance area, symbolizing the invasion of the entire urban space.
The concept is also projected onto the outermost area, the pedestrian plaza in front of the Porta Santa Maria Novella, where large cylinders resembling "pezze" of fabric (as industrial bolts are called in trade jargon) stand out against the urban skyline, visible to the numerous passersby and motorists traveling along Viale F. Strozzi.
CLIENT: Prato Trade, Consorzio di imprese del distretto di Prato (PO) - ITALY
DESIGN: Arch. Vincenzo Russo, Arch. Diana Eugeni, Arch. Francesco Draisci
COMPANY: Marco Martini & C Sas - Prato (PO) - ITALY
LOCATION: Firenze (FI) - ITALY
YEAR: 2005
