MILAN – At the Expo, public and private sectors come together to create a system in the name of Beauty. From 21 May to 31 October 2015 in Piazza Gae Aulenti, heart of Milan’s new and futuristic Porta Nuova district, “Panorama” will go on show, an artistic installation complete with interesting video-narration centred on Italy’s most beautiful places, artistic gems and extraordinary manufacturing concerns.
The project
Panorama is a one-of-a-kind project, the upshot of collaboration between the representatives of Italy’s major cultural and creative industries and institutions – Fondazione Altagamma, Camera Nazionale della Moda Italiana and Salone del Mobile Milano – as well as a number of institutional bodies: Ministry of Economic Development, Ministry of Cultural Assets and Activities and Tourism, ICE. (Italian Foreign Trade Institute) SIMEST, Milan City Council and Milan Chamber of Commerce. With its octagonal anthracite coloured wooden structure, and a diameter of 25 metres, Panorama is a 350 square metre area with circular walls 5 metres high on which will be screened a short film lasting 15 minutes which will invite locals and visitors to enjoy an extraordinary multi-sensory experience during the Expo.
Narrating Italy
Panorama recounts, through images, all the beauty, know-how and innovation that exists in Italy, a country that boasts unparalleled landscapes, towns and cities, an extraordinary cultural heritage and many creative and successful entrepreneurs. It explains how art and culture represent the very roots of a typically Italian economy made up of food, fashion and design worth four points of GDP, employing 500,000 people and exporting on average 50% of its products. The upshot of Immersive Media high-definition technology, the film was made during the course of a tour of Italy including the use of numerous drones. The short film is accompanied by a soundtrack which takes the visitor on a magical journey through Italy at its very best.
The commitment of the Altagamma Foundation
“Beauty, in all its forms, is the common thread which, through the centuries, has linked Italy’s natural heritage, its town and cities, its architecture, its works of art, its craft traditions and the products of its contemporary cultural and creative industry. To the point of inspiring, in the broadest sense, every aspect of Italian lifestyle, from cuisine to a distinguishing spirit of hospitality. Panorama is a tribute to the elective affinity which Italians have with Beauty, where shape and content, technology and tradition, combine to evoke in visitors that sense of wonder and contentment which only the experience of Beauty is able to convey”, said Andrea Illy, President of the Altagamma Foundation.
