Grani d'Autore | Barilla

Grani d'Autore | Barilla

Client
Barilla
Typology
Art Installation
Experience Center
Installation Art
Location
Milan, Triennale
Year
2021

Portare sotto il cielo d’Italia il Manifesto del Grano Duro Barilla

“Grani d’autore: dalla semina al raccolto” è un progetto artistico di Barilla che racconta, attraverso il linguaggio dell’arte, i valori della pasta fatta con grano duro selezionato 100% italiano. Nel progetto architettonico e di experience design della mostra, sviluppato dalla divisione ‘Destination’ de Il Prisma, lo spazio espositivo diventa un racconto interattivo che si snoda in tre atti, Il cielo, Il grano, La pasta, per trasformare la storia e i valori del Manifesto del Grano Duro Barilla in un’esperienza viva, poetica e unica.

Il percorso è racconto

Il concept design rimanda ai colori delle illustrazioni, il blu e l’oro, per creare un’atmosfera in grado di evocare i valori del Manifesto, il legame con il territorio e i suoi abitanti. L’ingresso alla mostra si apre con una quinta teatrale, definita da un cielo azzurro con nuvole bianche.

Superato l’ingresso, il racconto si fa più immersivo e ci porta in un campo di grano. Posto all’altezza delle spighe, il visitatore si sente piccolo, quasi torna bambino e si lascia trasportare dalle memorie d’infanzia e dalla Storia, anzi dalle storie – quelle di un popolo, della sua terra e tradizioni – narrate dal grano, vero protagonista dello spazio, ma anche mezzo di esposizione che fa da sfondo per le illustrazioni, animate dalla realtà aumentata.

Nella parte finale chiamata Area Experience, una grande struttura in tessuto blu ingloba le spighe di grano: è la scatola di pasta Barilla. Al suo interno la scala tra uomo e prodotto si inverte e il gioco degli specchi che fa moltiplicare all’infinito gli spaghetti appesi al soffitto, si rifà alle atmosfere dell’Infinity Mirrored Room di Yayoi Kusama, con rimandi metaforici al mondo del Piccolo Principe. Grazie alla tecnologia soundscape, il visitatore si ritrova immerso in un vero e proprio concerto del grano; sente il fruscio del vento tra le spighe, i suoni della raccolta e persino il tuffo subacqueo della pasta nella pentola. Un’esperienza audiovisiva che restituisce la memoria del grano duro, materia prima simbolo della mostra.

Behind the scenes

(en)

Bringing the Barilla Durum Wheat Manifesto under the Italian sky

“Grani d’Autore: from seed to harvest” is an artistic project by Barilla which, through the language of art, narrates the values ​​of pasta made with selected 100% Italian durum wheat. In the architectonic and experience design concept of the exhibition, developed by the ‘Destination’ Business Unit of Il Prisma, the space becomes an interactive narrative that unfolds in three acts – The Sky, The Wheat, The Pasta – transforming the story and values ​​of the Barilla Durum Wheat Manifesto into a live, poetic and unique experience.

The journey itself is a story

The concept design calls to mind the colors of the illustrations, blue and gold, in order to create an atmosphere that would evoke the values ​​of the Manifesto, the connection with the territory and its inhabitants. The exhibition entrance opens with a theater backdrop, defined by a blue sky with white clouds.

Once passed the entrance, the story gets more immersive and takes us into a field of wheat. Placed at the height of wheat ears, the visitor feels small as if turned back into a child again, and is carried away by childhood memories and by the Story, or better, stories – those of a nation, its land and traditions – narrated by wheat, which is the true protagonist of space and which also serves as a background for the illustrations, animated by augmented reality.

In the final part called Experience Area, a large structure in blue fabric engulfs the wheat ears: it’s the Barilla pasta box. Inside, the scale between man and product is reversed, while a play of mirrors endlessly multiplying the spaghetti hanging from the ceiling, evokes the mood of Yayoi Kusama’s Infinity Mirrored Room, with metaphorical references to the world of the Little Prince. Thanks to the soundscape technology, the visitor gets immersed in a real concert of wheat; s/he hears the wind rustling in the ears, sounds of harvest and even the underwater plunge of pasta into the pot. An audiovisual experience that recalls the memory of durum wheat – the raw material turned into symbol of the exhibition.

Behind the scenes

Related

Grani d'Autore | Barilla

Client
Barilla
Typology
Art Installation
Experience Center
Installation Art
Location
Milan, Triennale
Year
2021

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