POETRY – 21 WORDS FOR… THE DAY AFTER
We'd like to reflect on the most significant moments of Poetry, the exhibition Logotel staged for Milan Design Week, from 12 to 17 April 2016, in our Via Ventura, 15 offices.
Stretching over 400 square metres in the heart of the Ventura Lambrate District, the exhibition focused on the poetic dimension of 21 design works of international appeal. The underlying idea was that design cannot exist without poetry.
“POETRY – 21 words for” started with hands unwrapping the many packages containing projects from all around the world, the smell of fresh paint, the sound of furniture being moved in for a five-day installation, the design of concepts, graphics, posters and activities.
Conceived and developed by Logotel, the idea was to focus attention on the original, poetic realm of design by bringing it back to the fore and thereby reverse the flattening of content and break the cycle of standardization.
Cristina Favini, Strategist & Manager of Design Logotel, let us into the thinking behind the creation of "POETRY 21 words for...". She explained the need to break away from standardized formats that fail to inspire and create something different and original that caught people unawares, reigniting the magic of thrill and surprise.
This is what we hoped to do with the 21 design projects selected by scientific curators Susanna Legrenzi and Stefano Maffei. The array of exhibits comprised videos, installations, photos and design objects, from high-tech objects to artistic creations, organised around the metaphor of a reinvented spelling book - that goes from "A" for Ambient to "Z" for Zeitgeist -, encouraging visitors to see, discuss, build and act in a world embedded with poetry.
If you missed the exhibition, let Gianluca Alderuccio, Logotel's Art Director, take you through a selection of the designs on show:
If you'd like to see the full collection of projects and the designers behind them, why not drop into the dedicated website for the exhibition:
A further event to light up the “POETRY – 21 words for…” week was the business event on Thursday 14 April “DESIGNING EMOTION - When Business Meets Poetry”, which Logotel organized for its customers. The aim was to explore, with the business community and leaders of national and international organisations, the importance of the emotions and the ability to surprise in the business context. Visitors were welcomed by Logotel General Director and Manager of Communities, Nicola Favini, and Strategist & Manager of Design Cristina Favini and invited to visit the three "rooms" making up the event to listen to Logotel speakers Gianluca Alderuccio, Laura Bartolini, Daniele Cerra, Giuliano Favini, Maria Grazia Gasparoni, and Antonio Russo.
BLACKOUT POETRY SESSIONS
Once the poetic nature of business had been explored, Poetry went back to enjoying the fun visitors had had unleashing their creative sides in the blackout poetry sessions which ran for the duration of the exhibition. They were produced by Logotel in collaboration with independent publisher BOLO Paper.
Dirty fingers, ripped pages and deep concentration unleashed a new level of perception. Starting from a written text from which extra words could be deleted, visitors were given pens, paper and sticky tape and encouraged to let their imaginations take over to create instant artworks of visual poetry.
A gallery of all the unique pieces produced during the week has been created on tumblr: www.designpoetry.tumblr.com
“POETRY – 21 words for…” brought us numerous poetic encounters, such as the thrill of seeing people so engaged with the blackout poetry workshop and both the interest and amazement visitors showed for each of the projects on display.
Poetry ended on Sunday night, as Design Week drew to a close and the sun set both on the Ventura Design District and on Logotel's first floor terrace.
The lights were lowered and the projects put back in their boxes, ready to hit the road, travel to new places and bring a little bit of their poetry and marvel into someone else's life.
“POETRY – 21 words for…” left us in the knowledge that there can be no design without poetry. We also learned that when people encounter Poetry, the result is something bewilderingly beautiful.
Keep following Poetry on our social networks:
If you want to enjoy a trip through the most powerful moments of our Design Week, why not take a look at our STORIFY: