Design by: Italo Lupi, Ico Migliore and Mara Servetto Project: Urban outfit for the 150° Anniversary of italian unification
Award: INTERNATIONAL DESIGN AWARDS 2011 (USA) THIRD PRIZE (BRONZE) - Architecture Category / Urban Design FX INTERNATIONAL INTERIOR DESIGN AWARD 2011 (UK) SHORTLISTED - PUBLIC SPACE CATEGORY
Italo Lupi, Ico Migliore and Mara Servetto, Italian architects, won the competition for the LOOK OF THE CITY of Torino, a special urban outfit on the occasion of the celebration for the 150th anniversary of Italy's Unification.
The three architects dressed the first Italian capital city with thousands of banners, fabric posters, flags and other decorative elements tnat appeared along the avenues, in the streets and on the façades of the city's buildings.
"BLUE RISORGIMENTO" TOGETHER WITH THE ITALIAN FLAG COLOURS. The "Look of the City" project features the new colour "Blu Risorgimento" (Blue Resurgence), matched in a free way with the three colours of the Italian flag. This unique colour, halfway through indigo and lavender, will remain indelible in the collective imagination.
The use of the Tricolore - the Italian flag with white, red and green colour - is always widespread. Interpreted in a characteristic way, the three-coloured Italian symbol is changed and decomposed with its colours in a mosaic patchwork of combinations that optically recreates the flag.
Together with the banners with decorative elements, the adhesive graphic elements on retail points and taxi cab, the Italian flag reappears in the iconic Totem 150. This tall element signs the Officine Grandi Riparazioni, one of the main venues of the event "Esperienza Italia". Here the Italian flag is broken in a diaphragm of 150 bright discs free mixed in the three different colours.
THE MOVING FLAG AND THE FACES OF THE PROTAGONITS The "Look of the City" dresses the city of Torino with banners and construction site sheets and contributes in order to mark the big communication routes, starting from the entering road to the city.
Thanks to the "Resurgence blue" banners, marked with the three-coloured recurring elements (rosette, star, shanghai, discs and fan), the Italian flag moves along the city on the taxi facades and it tells the expositions hosted into the Officine Grandi Riparazioni.
Special banners visually represent the faces of the "Italian founding fathers" Cattaneo, Cavour, Vittorio Emanuele II, Carlo Alberto, Galibardi, Mazzini and Gioberti. The protagonists of the Italian unification process, re-interpreted in different graphic ways, welcome the visitors along all the urban paths.
THE ICONIC TOTEM OF THE 150 YEARS A twelve meter tall totem, just out of the OGR, watch over the venue. The meaning and the weight of the one hundred and fifty years from the Italian unification is deliberately visualized in a physical way with a high installation of 150 three colour disks.
This iconic totem mirrors the idea of "identity in the difference" together with the progressive addition of the year, from the Italian Unity to today.
ADHESIVE GRAPHICS During the festive time, 14 kilometrs of adhesive graphic "Resurgence blue" elements widespread decorate the city of Torino in thorough way. Rosettes, stars, shanghai, discs and fans dress the shop and urban retail points.