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Minotti70
Minotti70
1, Viale Brianza, Monza, Italy
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Other Projects by Migliore+Servetto
Minotti70
1, Viale Brianza, Monza, Italy
Firm
Type
STATUS
Built
YEAR
2018
Photos
Migliore+Servetto Architects celebrated the 70th anniversary of Minotti with an installation-event that develops a multimodal narration around the heritage of the historical brand.
The chosen location is the Villa Reale di Monza, which hosted the first Biennale of decorative arts in 1923 and 43 editions of the International Furnishing Exhibition. Currently it hosts the Triennale Design Museum, as well as various fashion, art and design exhibitions, establishing itself as an evocative expression of the high quality of Italian creativity.
The exhibition arranged on the main floor of the villa outlines three different, narrative scenarios that, like frames in stop motion, offer insights into the family’s value and the internationality and style of the famous Italian brand. Moving between the physical and the digital, these dynamic installations are able to recompose numerous unseen materials into a sort of large, environmental scrapbook.
A system of projections in the Sala degli Arazzi gives out infinite reflections, embracing the space in a family portrait with a wealth of personal objects and memories in order to represent the brilliant intuition of Alberto Minotti, which has been continued by the new generations. At the centre of the Sala del Trono is a large, interactive globe placed in dialogue with the dynamic wall behind it, leading the visitor to discover the Minotti global status in terms of figures and locations. In the Sala degli Uccelli, an articulated narration in images runs along the main wall, looking back at the last 20 years of history and projects, fruit of a share vision with the architect Rodolfo Dordoni.
The exhibition path ends with the Sala à Manger, where two huge, out of scale books tower four metres high on an equal number of easels. This large photo album contains an encapsulation of historic materials and trivia, to offer the visitor an immersive glimpse into the Minotti attitude.
The chosen location is the Villa Reale di Monza, which hosted the first Biennale of decorative arts in 1923 and 43 editions of the International Furnishing Exhibition. Currently it hosts the Triennale Design Museum, as well as various fashion, art and design exhibitions, establishing itself as an evocative expression of the high quality of Italian creativity.
The exhibition arranged on the main floor of the villa outlines three different, narrative scenarios that, like frames in stop motion, offer insights into the family’s value and the internationality and style of the famous Italian brand. Moving between the physical and the digital, these dynamic installations are able to recompose numerous unseen materials into a sort of large, environmental scrapbook.
A system of projections in the Sala degli Arazzi gives out infinite reflections, embracing the space in a family portrait with a wealth of personal objects and memories in order to represent the brilliant intuition of Alberto Minotti, which has been continued by the new generations. At the centre of the Sala del Trono is a large, interactive globe placed in dialogue with the dynamic wall behind it, leading the visitor to discover the Minotti global status in terms of figures and locations. In the Sala degli Uccelli, an articulated narration in images runs along the main wall, looking back at the last 20 years of history and projects, fruit of a share vision with the architect Rodolfo Dordoni.
The exhibition path ends with the Sala à Manger, where two huge, out of scale books tower four metres high on an equal number of easels. This large photo album contains an encapsulation of historic materials and trivia, to offer the visitor an immersive glimpse into the Minotti attitude.
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