Issuu on Google+

Be oPen To THe FuTure A creaTIve THInK TanK wHose missIon Is To PromoTe PeoPle anD InnovaTIve IDeas

3_BeOpen Book_000_000_Copertina.indd 1

13/08/12 13.49


#FP1FO 5P5)F'V5VSF "DSFB5*WF5)*O,5BO, X)PTFNJTT*PO *T5P1SPNP5F1FP1MF BO%*OOPWB5*WF*%FBT 

5)*T#PP,*T1SP%VDF% *ODPP1FSB5*POP' #&01&/BOE*/5&3/* V1POBO*%FBCZ &-&/"#"563*/"

2_BeOpen Book_001_001_Occhiello.indd 1

13/08/12 14.01


4PNNBS*0



#&01&/'PVO%B5*PO 1SP(F55*F.*TT*PO

A creaTIve THInK TanK wHose mIssIon Is To PromoTe PeoPLe anD InnovaTIve IDeas 

-BT5PS*B%F-'V5VSPT*TDS*WFP((*

<c\eX9Xkli`eX#]fe[Xkfi\[`9<FG<E#`dgi\e[`ki`Z\



&WFO5*%**/5FS/*

>`c[X9faXi[`#[`i\kkfi\i\jgfejXY`c\[\cj`jk\dX@EK<IE@



#&01&/$JUB[JPOJ4UBNQB



%FTJHOUIJOLJOHFOFPQSBHNBUJTNP USBTPTUFOJCJMJU· GFMJDJU· VOJDJU·

=iXeZ\jZfDfiXZ\#jfZ`fcf^f#^`fieXc`jkX\jZi`kkfi\



SBHJPOFWPMFFTPTUFOJCJMF



:cXi\9iXjj#[\j`^e\i\[fZ\ek\[`[\j`^e#IfpXc:fcc\^\f]8ik#Cfe[iX



JXjj9ifne#\Zf]Xj_`feXZk`m`jk\[`i\kkfi\[\c K_\=Xj_`fe@ejk`klk\f]K\Z_efcf^pEPX=`i\eq\



Cl`jX:fcc`eX#[fZ\ek\[`[\j`^e#Gfc`k\Ze`Zf[`D`cXef#m`Z\gi\j`[\ek\[`:ldlclj @ek\ieXk`feXcXjjfZ`Xk`fef]le`m\ij`k`\jXe[Zfcc\^\jf]8ik#;\j`^eXe[D\[`X



DXi`XJ\Yi\^fe[`#i\jgfejXY`c\YiXe[\hl`kp[`Dfc\jb`e\



RVPUJEJBOPFGFMJDF



:Xicf:iXZZf#Z_\][\ci`jkfiXek\:iXZZf[`D`cXef



<c`f=`filZZ`#`dgi\e[`kfi\\]Xj_`fe[\j`^e\i



<[jfeDXkjlf#Xik[`i\Zkfi[`>i\e[\e\



McX[`d`iG`ifabfm#`e[ljki`Xc[\j`^e\i\gi\j`[\ek\[`8jkiXifjjX



Alc`XeJZ_eXY\c#Xik`jkX\i\^`jkX



8cY\ikf8c\jj`#`dgi\e[`kfi\\Xdd`e`jkiXkfi\[\c\^Xkf[`8c\jj`



>`lc`XKXZZ_`e`#]ff[[\j`^e\i



VOJDPFVOJWFSTBMF



@cj\:iXn]fi[#`ek\i`fi[\j`^e\i\Xik[`i\Zkfi



GXfcXEXmfe\#XiZ_`k\kkf\[\j`^e\i \;Xe`\cIfq\ejqkifZ_#Xik[`i\Zkfi[`D\iZ`GXi`j

Be oPen To THe FuTur 

GXki`Z`XLihl`fcX#XiZ_`k\kkf\[\j`^e\i



>X\kXefG\jZ\#XiZ_`k\kkf\[\j`^e\i



JklXikGXii#[\j`^e\i\`dgi\e[`kfi\

BeOpen Book_004_005_Sommario.indd 2

13/08/12 13.47


$PO5FO5T

#&01&/'PVO%B5*PO  1SP+&$54BO%.*TT*PO

InnovaTIve IDeas To PromoTe PeoPLe anD wHose mIssIon Is A creaTIve THInK TanK %&4JHO5IJOLJOH"/%/&01SBHNBUJTN 5)F)*T5PS:P'5)F'V5VSF*T#F*O(XS*55FO5P%B:  <c\eX9Xkli`eX#]fle[\if]9<FG<E#\eki\gi\e\li

*/5&3/*&WFO5T 

>`c[X9faXi[`#Z_`\]\[`kfif]k_\@EK<IE@jpjk\dĂ&#x2039;jglYc`ZXk`fej

#&01&/1SFTT2VP5FT  

TVTUBJOJCJMJUZ IBQQJOFTT VOJRVFOFTT

=iXeZ\jZfDfiXZ\#jfZ`fcf^`jk#ni`k\iXe[aflieXc`jk

4&/TJCMFBOE4VTUBJO"#-&



:cXi\9iXjj#[\j`^e\iXe[j\e`fiklkfijZ_ffcf][\j`^e#IfpXc:fcc\^\f]8ik#Cfe[iX  JXjj9ifne#\Zf]Xj_`feXZk`m`jkXe[gi\j`[\ek[`i\Zkfi  f]K_\=Xj_`fe@ejk`klk\f]K\Z_efcf^pEP`e=cfi\eZ\ Cl`jX:fcc`eX#]lccgif]\jjfif][\j`^e#Gfc`k\Ze`Zff]D`cXe#:ldlclj  @ek\ieXk`feXcXjjfZ`Xk`fef]le`m\ij`k`\jXe[Zfcc\^\jf]8ik#;\j`^eXe[D\[`X m`Z\$gi\j`[\ek DXi`XJ\Yi\^fe[`#MGf]YiXe[\hl`kpXe[Zfddle`ZXk`fejXkDfc\jb`e\ 

%BJMZ"/%)BQQZ



:Xicf:iXZZf#Z_\]f]:iXZZfi\jkXliXek#D`cXe  <c`f=`filZZ`#\ek\gi\e\liXe[]Xj_`fe[\j`^e\i 

To THe FuTure Be oPen <[jfeDXkjlf#Xik[`i\Zkfif]>i\e[\e\ 

McX[`d`iG`ifabfm#`e[ljki`Xc[\j`^e\iXe[gi\j`[\ekf]8jkiXifjjX  Alc`XeJZ_eXY\c#Xik`jkXe[Ă&#x201D;cddXb\i 

8cY\ikf8c\jj`#\eki\gi\e\liXe[:<F8c\jj`  >`lc`XKXZZ_`e`#]ff[[\j`^e\i 

6OJRVFBOE6/JWFSTBM



@cj\:iXn]fi[#`ek\i`fi[\j`^e\iXe[Zi\Xk`m\[`i\Zkfi 

GXfcXEXmfe\#XiZ_`k\ZkXe[[\j`^e\i  Xe[;Xe`\cIfq\ejqkifZ_#Xik[`i\Zkfif]D\iZ`GXi`j GXki`Z`XLihl`fcX#XiZ_`k\kkf\[\j`^e\i  >X\kXefG\jZ\#XiZ_`k\ZkXe[[\j`^e\i  JklXikGXii#[\j`^e\iXe[\eki\gi\e\li 

BeOpen Book_004_005_Sommario.indd 3

13/08/12 13.47


#FP1FO5P5)F'V5VSF

#&01&/'PVO%B5*PO1SP(F55*F.*TT*PO

9

<FG<EÂ&#x2026;leXelfmX `e`q`Xk`mX^cfYXc\k\jXXgifdlfm\i\ Zi\Xk`m`k~\`eefmXq`fe\%KiXd`k\lej`jk\dX [`Zfe]\i\eq\#dfjki\\gi\d`Xq`fe`#jkX jg\i`d\ekXe[felfm`df[`g\iZfej\ek`i\ XccĂ&#x2039;\ZZ\cc\eqX[\cg\ej`\ifZi\Xk`mf[` gif[lii\leXm\iX`eefmXq`fe\jfZ`Xc\% CXmfiXe[f`ejki\kkXZfccXYfiXq`fe\ Zfe@ek\ie`#Â&#x2026;jkXkXgi\j\ekXkXXD`cXef X[Xgi`c\#9<FG<E`efZZXj`fe\[\ccX j\kk`dXeX`ek\ieXq`feXc\[\c[\j`^e)'() %@cZ\ekif[`[\j`^e`ek\ieXq`feXc\g`Â&#x201C; [`eXd`Zf[\cdfe[fj`Â&#x2026;i`m\cXkf\jj\i\`c g\i]\kkfkiXdgfc`ef[`cXeZ`fg\i9<FG<E% CĂ&#x2039;`ejkXccXq`fe\\cĂ&#x2039;\m\ekf@ek\ie`C\^XZp XkkiXm\ijfc\Zfe]\i\eq\#c\gi\d`Xq`fe`\c\ dfjki\_Xeefg\id\jjf[`gi\j\ekXi\elfm` kXc\ek`XleglYYc`Zf`ek\ieXq`feXc\\fefiXi\ `^iXe[`[\ccXjkfi`X[\c[\j`^e%Hl\jkfc`Yif i\^`jkiX^c``ek\im\ek`#k\elk\j`XD`cXef# ^iXq`\XccĂ&#x2039;fkk`dXZfccXYfiXq`fe\Zfe>`c[X 9faXi[`#=iXeZ\jZfDfiXZ\\jkXi[\cdfe[f Zi\Xk`mfZfd\Alc`XeJZ_eXY\c#8cY\ikf8c\jj`# <c`f=`filZZ`#@cj\:iXn]fi[#>X\kXefG\jZ\\ Xcki`%CfjgXq`f#Zfe[`m`jfZfe@ek\ie`gi\jjf cĂ&#x2039;Le`m\ij`k~[\^c`Jkl[`[`D`cXef#Â&#x2026;jkXkf ^i\d`kf[XleglYYc`Zf\eklj`XjkXg\iklkk` \ki\`^`fie`[\ccXZfe]\i\eqX%>c`jk`dfcXek` jg\Xb\i[\ccXZfe]\i\eqX#Yi`ccXek\d\ek\ df[\iXkX[XcjfZ`fcf^f=iXeZ\jZfDfiXZ\ =lkli\:feZ\gkCXY #klkk`c\X[\ie\` i`jg\kk`m`ZXdg`#_XeefkiXkkXkf`k\d` gi`eZ`gXc`[\ccXefjkiX\gfZX1cĂ&#x2039;XdY`\ek\#` ZfeZ\kk`[`^cfYXc\&cfZXc\\#ZfefZZ_`fZi`k`Zf# cX]\c`Z`k~%CXdfjkiXĂ&#x160;M\i^\Ă&#x2039;#Z_\gi\j\ekXmX XcZle`^`fmXe`Xik`jk`XggXik\e\ek`XccĂ&#x2039;XkklXc\ XmXe^lXi[`XiljjX#_XjljZ`kXkfcĂ&#x2039;Xkk\eq`fe\ [\`dXjjd\[`X#Z_\cĂ&#x2039;_Xeefi`gi\jX`efcki\ (''glYYc`ZXq`fe`[liXek\cfjmfc^`d\ekf[\c =lfi`JXcfe\% @eĂ&#x201D;e\#`cgi`dfgif^\kkf[`Gi\d`Xq`fe\9< FG<E#Ă&#x2C6;:i\Xk\k_\=lkli\EfnĂ&#x2030;#_X\jgi\jjf klkkXcĂ&#x2039;\e\i^`X[`9<FG<E=fle[Xk`fe Z_\jkX^`~Xkk`iXe[fcĂ&#x2039;Xkk\eq`fe\Xc`m\ccf `ek\ieXq`feXc\%JfefjkXk\i\^`jkiXk\g`Â&#x201C;[` [l\Z\ekfX[\j`fe`[XgXik\[`jkl[\ek`[` [\j`^e[`klkkf`cdfe[f\cXmXi`\k~[\cc\

3_BeOpen Book_004_005_INTRO_About_all.indd 4

i`jgfjk\Ă&#x2020;[Xcc\cXdgX[\efeXc`d\ekXk\ [XccXi\k\\c\kki`ZXZfem\eq`feXc\XccX ZXek`eXZfek\dgfiXe\XĂ&#x2020;Â&#x2026;jkXkX[Xmm\if \jXckXek\%E\cZfdgc\jjfcĂ&#x2039;Xkdfj]\iXXD`cXef Â&#x2026;jkXkX`e\Yi`Xek\\`cmfcld\[`m`j`kXkfi` `dgi\jj`feXek\#Xk\jk`dfe`XeqX[\ccXhlXc`k~ [\ccĂ&#x2039;\m\ekf% CĂ&#x2039;\m\ekfjlZZ\jj`mfÂ&#x2026;jkXkf9<FG<E@ej`[\ k_\8ZX[\dp`efZZXj`fe\[`;\j`^eD`Xd`& 9Xj\c#`eJm`qq\iX#[fm\le^ilggf[`\d`e\ek` gif]\jjfi`#jZi`kkfi`\[\j`^e\ij`jfefi`le`k` g\iZfe]\i`i\legi\d`fXccXjZlfcX[`[\j`^e` Zl`jkl[\ek`j`]fjj\if[`jk`ek`g\icĂ&#x2039;fi`^`eXc`k~ \cĂ&#x2039;`eefmXq`fe\[\cgif^\kkf%?Xeef gXik\Z`gXkfj\``jk`klk`[`[\j`^e\j`Y\e[f c\fg\i\[\^c`jkl[\ek`g`Â&#x201C;gifd\kk\ek`1C\ :XdYi\#9\c^`f2<Zfc\:XekfeXc\[Ă&#x2039;Xik[\ CXljXee\<:8C #Jm`qq\iX2?fZ_jZ_lc\ 9Xj\c#Jm`qq\iX2Bfejk]XZb#JkfZZfcdX#Jm\q`X2 JXe[Y\i^@ejk`klk\8djk\i[Xd#GX\j`9Xjj`2 K_\>cXj^fnJZ_ffcf]8ik#I\^efLe`kf%@c JXe[Y\i^@ejk`klk\[`8djk\i[Xd_Xm`ekf`c gi`dfgi\d`fZfej`jk\ek\`eleXeef[`Zfij` k\elk`[Xm`j`k`e^gif]\jjfi% Ă&#x;jkXkXfi^Xe`qqXkX`efcki\leX kXmfcXifkfe[XZ_\_Xm`jkfgXik\Z`gXi\# kiX^c`Xcki`#Ife8iX[[\j`^e\i #;Xe`\c :_XiepI:8 \Ali^\e9\pJXe[Y\i^ # >`c[X9faXi[`@ek\ie` #df[\iXkfi\ClZXj M\in\`a#gif]\jjfi\[`XiZ_`k\kkliX\[\j`^e% CĂ&#x2039;Xi^fd\ekfĂ&#x2C6;<[lZXi\^c``eefmXkfi`[` [fdXe`Ă&#x2030;_X`jg`iXkfleXZZ\jf[`YXkk`kf jlccXgfjj`Y`c`k~fd\ef[``ej\^eXi\ cĂ&#x2039;`eefmXq`fe\%CXgifjj`dX^iXe[\fg\iXjkX ^`~gi\e[\e[f]fidX`ehl\jkfdfd\ekf# j`kiXkkX[\c9<FG<EJfle[GfikXc#le XdY`q`fjfcXYfiXkfi`fdfY`c\g\i\jgcfiXi\ `i`jlckXk`Z_\j`gfjjfefiX^^`le^\i\ZfecX k\Zefcf^`X[\cjlfef%<m\ekfi`c\mXek\[\c Cfe[fe;\j`^e=\jk`mXc#hl\jkfGfikXc\Â&#x2026; `ejkXccXkf`eKiX]Xc^XiJhlXi\[Xc(0Xc)* j\kk\dYi\)'()hlXc\[`dfjkiXq`fe\Xkk`mX [\cc\ZXgXZ`k~[`kiXj]fidXq`fe\[\c[\j`^e%

H

l\jkfc`YifÂ&#x2026;`cgi`dfZXg`kfcf [\ccXd`jj`fe^cfYXc\[`9<FG<E Z_\Zfej`jk\efejfcfe\ccĂ&#x2039;`e[`m`[lXi\`^iXe[` `eefmXkfi`[\ccXefjkiX\gfZX#dXXeZ_\e\c Zfeki`Yl`i\X[Xim`kXXccfifg\ej`\if% CĂ&#x2039;XdY`q`fe\Â&#x2026;^iXe[\#dXcXmfiXe[fZfe ^iXe[`gXike\iXc`m\ccf`ek\ieXq`feXc\#j` `e`q`XefXm\[\i\`gi`d`i`jlckXk`%CXd`jj`fe\ Â&#x2026;Zfek`elXi\XZi\jZ\i\#m`X^^`Xe[f`eklkkf`c dfe[fZfeZfe]\i\eq\\dfjki\g\ijfjk\e\i\ \jm`clggXi\`[\\\gif^\kk`%Klkk`ef`lj`Xdf >ff^c\\=XZ\Yffb`eZfek`elXq`fe\g\iZ_Â&#x201E; jfefjkild\ek`jkiXfi[`eXi`#j`jk\d`Yi`ccXek`% 9<FG<EjkXgi\[`jgfe\e[flej`jk\dX# leXggifZZ`fjkilkkliXkfk\jfXZi\Xi\\gf` lk`c`qqXi\leXYXeZX[`ZfefjZ\eq\jlccĂ&#x2039;Xik\ Zfek\dgfiXe\X#cĂ&#x2039;XiZ_`k\kkliX\`c[\j`^e% 9<FG<EefeÂ&#x2026;leĂ&#x2039;`dgi\jXZfdd\iZ`Xc\# eÂ&#x201E;Â&#x2026;jkXkfgif^\kkXkfg\i\jj\i\leX]fek\[` i\[[`kfg\iZfcfifZ_\j\e\XmmXc^fefg\i jfjk\e\i\c\gifgi`\Xkk`m`k~%Ă&#x;jkXkfZi\Xkfg\i Xgi`i\`cdfe[f[\c[\j`^eZfek\dgfiXe\f X^c``eefmXkfi`#g\i`dg\[`i\cfif[`X]]f^Xi\ e\`jfZ`Xce\knfib\e\`dfkfi`[`i`Z\iZX%@c gXki`dfe`f9<FG<EÂ&#x2026;leXYXeZX[Xk`le`ZX# XZZ\jj`Y`c\\`eZi\jZ`kXi\cXk`mXX`gif^\kk` [`Xik\\[\j`^e%:`Â&#x17D;Z_\g`Â&#x201C;ZfekXÂ&#x2026;Z_\ cĂ&#x2039;fY`\kk`mfefeÂ&#x2026;Zi\Xi\`[\\#Y\ejÂ&#x2030;Xe[Xi\XccX cfifi`Z\iZX%@ck\Xd[\ccX=fe[Xq`fe\Ă&#x2020;`jlf` XdYXjZ`Xkfi`Ă&#x2020;jfefiXggi\j\ekXek`[`jg`ZZf [\cdfe[f[\c[\j`^e#[\ccĂ&#x2039;Xik\#[\cYlj`e\jj\ [\`dXjjd\[`X% >c`jkild\ek`[\ccX=fe[Xq`fe\Zfjk`kl`jZfef lej`jk\dXZfdgfjkf[XZfe]\i\eq\#^Xi\# \jgfj`q`fe`#dXjk\iZcXjj#\m\ek`Xik`jk`Z`\ ZlckliXc`%<jj`m\e^feffi^Xe`qqXk`e\`Z\eki` Zi\Xk`m`[`klkkf`cdfe[f#`edf[f[Xgfk\i [Xi\^iXe[\m`j`Y`c`k~X^c``eefmXkfi`[\ccX ^\e\iXq`fe\gi\j\ek\\]lkliX% G\i9<FG<EÂ&#x2026;]fe[Xd\ekXc\\jj\i\lk`c`# Zi\Xi\gif[fkk`Z_\X`lk`ef%9<FG<E#mlfc\ \jj\i\g`\eX[`i`jfij\\i`ZZX[``e^\^ef\ gifd\kk\[`jfigi\e[\i\%CĂ&#x2039;`em`kfÂ&#x2026;1Ă&#x2C6;M\e`k\ [Xef`Zfec\mfjki\`[\\\`cefjkifk\Xd[` i`Z\iZXm`[Xi~k\dgf\Zfdg\k\eq\#ZfjÂ&#x2030; gfki\dfZ\iZXi\[`m`m\i\XcgXjjfZfec\ mfjki\Xjg\kkXk`m\\`jf^e`g`Â&#x201C;\jX^\iXk`Ă&#x2030;%

13/08/12 13.57


*OUSPEVDUJPOUP#&01&/

#&01&/'PVO%B5*PO1SP+F$5TBO%.*TT*PO

9

<FG<E`jXe\n^cfYXc `e`k`Xk`m\kf]fjk\iZi\Xk`m`kpXe[`eefmXk`fe% K_ifl^_Xjpjk\df]kXcbj#\o_`Y`k`fejXe[XnXi[j# n\Xi\\ogcfi`e^nXpj`en_`Z_\oZ\cc\eZ\`eZi\Xk`m\ k_`eb`e^ZXegif[lZ\i\XcjfZ`Xc`eefmXk`fe% Nfib`e^`eZcfj\ZfccXYfiXk`fen`k_@ek\ie`# n\cXleZ_\[9<FG<EXkD`cXe@ek\ieXk`feXc ;\j`^eN\\b)'()%K_\nfic[Ă&#x2039;jdfjk[peXd`Z# `ek\ieXk`feXc[\j`^e_lYgifm\[kfY\k_\g\i]\Zk gcXk]fid]fi9<FG<E%K_\@ek\ie`C\^XZp `ejkXccXk`feXe[\m\ek_\cg\[gcXZ\flikXcbj# XnXi[jXe[\o_`Y`k`fe`eZfek\ok#Xjn\gi\j\ek\[ e\nkXc\ekkffliXl[`\eZ\jXe[_fefli\[k_\ ^i\Xkjf][\j`^e_`jkfip% K_`jYffbi\Zfi[jk_\Ă&#x201D;e[`e^jf]fliZfe]\i\eZ\j`e D`cXe#k_\flkZfd\f]fli\oZ\cc\ekZfccXYfiXk`fe n`k_>`c[X9faXi[`#Alc`XeJZ_eXY\c#=iXeZ\jZf DfiXZ\#8cY\ikf8c\jj`#<c`f=`filZZ`#@cj\ :iXn]fi[#>X\kXefG\jZ\Xe[fk_\ijkXijf]k_\ Zi\Xk`m\`e[ljki`\j% N\n\i\[\c`^_k\[kfY\j_Xi`e^jgXZ\n`k_@ek\ie` Xkk_\Le`m\ij`kpf]D`cXe#n_fj\^iXe[Zcf`jk\i\[ ZflikpXi[Xe[+''$j\Xk\iXl[`kfi`ldĂ&#x201D;cc\[lg ]fi\XZ_f]k_\k_i\\[Xpjf]fliZfe]\i\eZ\n`k_Xe \ek_lj`Xjk`ZXl[`\eZ\%9i`cc`Xekcpdf[\iXk\[Yp ]lkli\k_`eb\i=iXeZ\jZfDfiXZ\=lkli\:feZ\gk CXY #fli`ejg`i`e^Zfe]\i\eZ\jg\Xb\ij#Xccc\X[\ij `ek_\`iĂ&#x201D;\c[j#[\Xckn`k_k_\b\p`jjl\jf]flik`d\ Ă&#x2020;k_\\em`ifed\ek#^cfYXc&cfZXcXe[#Zi`k`ZXccp# _Xgg`e\jj%Fli\o_`Y`k`fe#Ă&#x160;M\i^\Ă&#x2039;#j_fn`e^Zlkk`e^ \[^\#Zfek\dgfiXipIljj`XeXik`jkj#i\XccpZXgkli\[ k_\Xkk\ek`fef]k_\d\[`X#n_flj\[`dX^\jf] `k`efm\i(''glYc`ZXk`fej[li`e^k_\ilef]k_\ =lfi`JXcfe\%=`eXccp#fliĂ&#x201D;ijk9<FG<E8nXi[j jZ_\d\#Ă&#x2C6;:i\Xk\k_\=lkli\EfnĂ&#x2030;#i\Xccp\ogi\jj\[ k_\\e\i^pf]k_`jgifa\Zkk_Xk`jXci\X[pXkkiXZk`e^ Xkk\ek`fefeXe`ek\ieXk`feXcc\m\c% N\_X[fm\iknf_le[i\[\eki`\j]ifd[\j`^e jkl[\ekjXifle[k_\nfic[Xe[k_\mXi`\kpf] i\jgfej\j$]ifdf]]$^i`[c`^_k`e^kfXZfek\dgfiXip n`e\ip$n\i\kilcp`ejg`i`e^%8cc`eXcc#k_\ Xkdfjg_\i\`eD`cXenXj\o_`cXiXk`e^Xe[k_\ mfcld\f]m`j`kfij`dgi\jj`m\#Xk\jkXd\ekkfk_\ hlXc`kpf]k_\\m\ek%Flie\ok\m\eknXj9<FG<E @ej`[\k_\8ZX[\dpXk;\j`^eD`Xd`&9Xj\c#`e Jn`kq\icXe[#n_\i\X^iflgf]\d`e\ek[\j`^e k\XZ_\ij#ni`k\ijXe[dXb\ijZXd\kf^\k_\ikfXnXi[ Xgi`q\kfX[\j`^e`ejk`klk\n_fj\jkl[\ekjXi\

3_BeOpen Book_004_005_INTRO_About_all.indd 5

j_fn`e^gXik`ZlcXijki\e^k_`e`eefmXk`fe% J`o[\j`^ejZ_ffcjkffbgXik#\o_`Y`k`e^nfibYp k_\`idfjkgifd`j`e^jkl[\ekj`ek_\Zfek\okf] k_\`ccljki`flj[\j`^e]X`i1C\:XdYi\#9\c^`ld2 <Zfc\:XekfeXc\[Ă&#x2039;Xik[\CXljXee\<:8C # Jn`kq\icXe[2?fZ_jZ_lc\9Xj\c#Jn`kq\icXe[2 Bfejk]XZb#JkfZb_fcd#Jn\[\e2JXe[Y\i^@ejk`klk\ 8djk\i[Xd#K_\E\k_\icXe[j2K_\>cXj^fnJZ_ffc f]8ik#LB%K_\JXe[Y\i^@ejk`klk\`e8djk\i[Xd nfek_\gi`q\f]Xp\XiĂ&#x2039;j^l\jkc\Zkli`e^#n`k_ jg\Xb\ijf]`kjZ_f`Z\%N\XcjfYifl^_kIfe8iX[ [\j`^e\i #;Xe`\c:_XiepI:8 Xe[Ali^\e9\p JXe[Y\i^ kf^\k_\i]fiXgcXk]fid[`jZljj`fe# df[\iXk\[Ypgif]\jjfif]XiZ_`k\Zkli\Xe[[\j`^e ClZXjM\in\`a% K_\kfg`ZnXjĂ&#x2C6;<[lZXk`e^KfdfiifnĂ&#x2039;j@eefmXkfijĂ&#x2030;# n`k__\Xk\[[`jZljj`feXYflkn_\k_\ife\ZXek\XZ_ `eefmXk`fe% 8jpfli\X[k_`j#flie\okdXafim\ekli\n`ccY\ Zfd`e^kfc`]\1k_\9<FG<EJfle[GfikXc% <]]\Zk`m\cpXeXdY`k`fljdfY`c\cXYfiXkfip]fi \ogcfi`e^k_\Yfle[Xi`\jf]n_XkZXeY\XZ_`\m\[ n`k_jfle[k\Z_efcf^p%K_\cXe[dXib\m\ekf] k_\Cfe[fe;\j`^e=\jk`mXc#k_\GfikXcn`ccY\ `ejkXcc\[`eKiX]Xc^XiJhlXi\(0$)*J\gk\dY\i )'()kf^`m\XeXZk`m\[\dfejkiXk`fef][\j`^eĂ&#x2039;j kiXej]fidXk`feXcXY`c`k`\j%

K

_`jYffb`jk_\Ă&#x201D;ijkZ_Xgk\i `efli^cfYXcd`jj`feefkfecpkfkiXZbk_\^i\Xk `eefmXkfijf]flik`d\#Ylkkf_\cgYi`e^k_\`i k_`eb`e^kfc`]\% N\Xi\_l^\cpXdY`k`flj#YlkYpnfib`e^n`k_^i\Xk gXike\ij`ek\ieXk`feXccp#n\Xi\Xci\X[pY\^`ee`e^ kfj\\k_\`dgXZkf]fligifa\Zk%FligcXe`jkfb\\g ^ifn`e^#kiXm\cc`e^k_\^cfY\n`k_fliZfe]\i\eZ\j Xe[\o_`Y`k`fejkf^Xk_\idfi\`[\Xjk_XkXi\i`g\ ]fi`eZlYXk`feXe[[\m\cfgd\ek% N\Xcclj\>ff^c\Xe[=XZ\YffbXcck_\k`d\Y\ZXlj\ k_\pXi\^i\XknXpjf]Ă&#x201D;e[`e^k_`e^j#Yi`cc`Xek jpjk\dj%G\fgc\c`b\jpjk\djXe[nXekdfi\f] k_\d%9<FG<E`jj\kk`e^lgXjpjk\d#XjkilZkli\[ XggifXZ_kfZi\Xk`e^Xe[k_\elj`e^Xbefnc\[^\ YXebf]Zfek\dgfiXipXik#XiZ_`k\Zkli\Xe[[\j`^e% 9<FG<E`jefkXZfdd\iZ`Xcm\ekli\2efi`j`k [\j`^e\[kfY\XjfliZ\f]`eZfd\#]fik_fj\n_fj\ XZk`m`k`\j`kjlggfikj%@k_XjY\\eZi\Xk\[kffg\elg k_\nfic[f]Zfek\dgfiXip[\j`^ekf`eefmXkfij#kf _\cgk_\d]ifd[ifne`e^`ejfZ`Xce\knfibjXe[ j\XiZ_\e^`e\j%FliXjj\k`jXle`hl\#XZZ\jj`Yc\Xe[ ^ifn`e^[XkXYXj\f]XikXe[[\j`^egifa\Zkj#Ylk `dgfikXekcp#n\Xi\efk`ek_\Ylj`e\jjf]Zi\Xk`e^ `[\Xj#n\Xi\cffb`e^]fik_\d% K_\=le[Ă&#x2039;jk\XdĂ&#x2020;`kjXdYXjjX[fijĂ&#x2020;Xi\c\X[`e^ i\gi\j\ekXk`m\j`ek_\nfic[jf][\j`^e#Xik#Ylj`e\jj Xe[k_\d\[`X%K_\=le[Ă&#x2039;j`ejkild\ekjXi\ Xjpjk\df]Zfe]\i\eZ\j#Zfdg\k`k`fej#\o_`Y`k`fej# dXjk\i$ZcXjj\j#ZlckliXcXe[Xik\m\ekj%N\jkX^\ k_\j\`ek_\nfic[Ă&#x2039;jZi\Xk`m\_lYj#jfk_Xkn\ZXe ^`m\X_`^_cpm`j`Yc\gcXk]fidkfk_\Zlii\ekXe[ e\ok^\e\iXk`fef]`eefmXkfij%@k`j\jj\ek`Xc]filj kfY\lj\]lc#kfZi\Xk\gif[lZkjk_Xkn`cc_\cgpfl%N\ nXekkfY\ZXgk`mXk`e^Xe[\e^X^`e^#i\jfliZ\]lc Xe[`e^\e`fljXe[Xe[n\gifd`j\kfjligi`j\pfl% :fd\kfljn`k_pfli`[\XjXe[flii\j\XiZ_k\Xd n`cc^`m\pflXcck_\`ik`d\Xe[\og\ik`j\#jfk_Xkn\ ZXekipkfc`m\lgkfpflicXi^\i$k_Xe$c`]\[i\XdjXe[ \og\ZkXk`fej%

13/08/12 13.57


#FP1FO5P5)F'V5VSF

&-FOB#B5V3*OB

'PO%B5PSF%*#&01&/ *N1SFO%*5S*DF 'PVO%FSP'#&01&/ &O5SF1SFOFVS

-BT5PS*B%F-'V5VSPT*TDS*WFP((*

L

eXm\ek`eX[`Xee`]X Xe[XmX[`df[X[`i\Z_\\iXmXdf^`lek`XccX Ôe\[\ccXjkfi`X#Z_\cXjkfi`Xefe\j`jk\mX g`“%@gfjkdf[\ie`jk`j`jfefXggifgi`Xk`[` hl\jkX`[\X\cË_XeefljXkXZfd\dfk`mfg\i Zfjkil`i\leelfmfdfe[f%DX[fgflegfË hl\jkfg\ej`\ifj`…g\ijfg\ijkiX[XÆ…jkXkf [`jkilkkf[Xck\dgfjk\jjf%@j\Zfe[`#`d`elk` \`^`fie`_Xeefc\ekXd\ek\ZXeZ\ccXkfhl\jkX `gfk\j``ek\cc`^\ek\\#Zfd\jg\jjfXZZX[\# cËXiZ_`k\kkliXjfÔjk`ZXkX…jkXkXi`[fkkXXle ZfcfeeXkf[`]iXj`#gifÔc`\dlZZ_`[`dXZ\i`\% E\cY\e\\e\cdXc\#cXjkfi`Xefe…Ôe`kX2 `em\Z\…`c]lklifZ_\…Xii`mXkf%ßhlXj` `ii`c\mXek\`eZ_\Xeeff[\Z\ee`f[\ccËlck`df j\Zfcfj`Xk\eXk`#mf`#Zfd\cXdX^^`figXik\[` ef`#gifYXY`cd\ek\Xmi\k\]Xkkf`cZXcZfcfg\i jXg\i\Z_\\k~Xmi\jk\Xmlkfe\ccËXeef)'''% G\i`cZXcZfcfjXi~YXjkXkXleXdXeZ`XkX [`j\Zfe[`#dX…i`dXjkf`dgi\jjfe\ccX d\dfi`XZfd\leXg`\kiXd`c`Xi\`dg\i`kliX% @ej\i`k``eleXZfek`^l`k~`dgifmm`jX\ jkiXeX#cXmfjkiX\k~\^c`Xee`[\ccXÈZ`m`ck~É _XeefXg\ikfelfm\clZ\ek`gifjg\kk`m\g\i`c ]lklifÆcld`efjf#m`Z`ef\dfckfi\Xc\% @ehl\ccfjkiXmX^Xek\OO@j\ZfcfZ`jXi\YY\if jkXk\Zfj\jklg\]XZ\ek`1m`[\fZ_`XdXk\Xkl g\ikl#mfc`gi`mXk`e\ccfjgXq`f#d\[`Z`e\ `eZi\[`Y`c`\X`lkXek`ifYfk`qqXk`%DX`c )'''…Xii`mXkf\j\e\…Xe[Xkfj\eqX XggXi\ek\d\ek\gfikXi\Zfej„ZXdY`Xd\ek` [iXjk`Z`%F]fij\j`6@ZXdY`Xd\ek`j` XZZldlcXefXeef[fgfXeef\jfcf gif^i\jj`mXd\ek\`eÕl\eqXefcXefjkiXm`kX% ;Xk\leËfZZ_`XkXXcgXjjXkf2gf`^lXi[Xk\m` `ekfiefZfd\j\Xgi`jk\^c`fZZ_`g\icXgi`dX mfckX%=XZ\e[fcfZfii\kkXd\ek\#m`i\e[\i\k\ ZfekfZ_\jk`Xdf^`~m`m\e[fe\c]lklif% F^e`^`fiefjg\i`d\ek`Xdfk\Zefcf^`\# `[\\\XY`kl[`e`Z_\iXggi\j\ekXefle dfe[felfmf\Zfdgc\kXd\ek\[`m\ijf1

3_BeOpen Book_006_007_INTRO_Baturina_all.indd 6

`cZfdglk\in`i\c\jjjlccXjZi`mXe`XZ_\ glŽi`jgfe[\i\Xcc\[fdXe[\\i\g\i`i\ `e]fidXq`fe``egfZ_`j\Zfe[`2`[`jgfj`k`m` dfY`c`[`i`ZfefjZ`d\ekf[\cc\`ddX^`e` Z_\gfjjfefjZXkkXi\]fkf[\^c`\[`ÔZ`\[`i\ `dd\[`XkXd\ek\`cefd\[\ccËXiZ_`k\kkf2 XYY`Xdf`gfikX]f^c`g`\e`[`ZXik\[`gcXjk`ZX2 c\Z_`Xm`[\cc\XlkfXYXkk\i`Xjfef[`]ÔZ`c` [X[`jk`e^l\i\[X`gfikXZ_`Xm`%ß[`]ÔZ`c\ `ddX^`eXi\Zfd\gfk\jj`df]Xie\Xd\ef jfcf*'''^`fie`]X%@cefjkifdfe[ffiX… Zfj‰jkiXfi[`eXi`f\Z`ŽZ_\cfi\e[\kXekf [`m\ijf…Z_\`ZfeÔe`hlXj`efe\j`jkfef% J`jZfgi\Zfj‰Z_\efeZË\iXY`jf^ef[` Zfehl`jkXi\cfjgXq`fg\iZi\Xi\XckifjgXq`f `cc`d`kXkf%C\ZfefjZ\eq\jfef[`c`Y\if XZZ\jjfg\iZ_`lehl\XYY`X@ek\ie\k2^c` Xik`jk`[`m\ekXef]Xdfj`i\^`jkiXe[f`cfif jlZZ\jj`jl`G:2j`glŽm`X^^`Xi\g\iZ`kk~\ dlj\`j\eqXljZ`i\[`ZXjX% >iXq`\X@ek\ie\k#X`elfm`dXk\i`Xc`#XccX df[\cc`qqXq`fe\*;\XccX]XekXj`XZi\Xk`mX# `c[\j`^e#cËXiZ_`k\kkliX\cËXik\jkXeef kiXj]fidXe[f`cefjkifdfe[f`eleX jg\Z`\[`elfmX#\eklj`XjdXek\j\hl\eqX[` ÈI`kfiefXc]lklifÉ% EXkliXcd\ek\#efej`glŽ\jj\i\j\dgi\ ZfejXg\mfc`[\c]XkkfZ_\m`m`Xdfe\c]lklif% ßZfd\leXZXkXij`#leË\jgcfj`fe\[`\e\i^`X Z_\Z`Zfcg`jZ\`eZ\ik`dfd\ek`Æ\jfef dfd\ek`Z_\…`dgfikXek\i`Zfi[Xi\%DXklkkX hl\jkX\e\i^`X\`e]fidXq`fe`jfefleËXidXX [fgg`fkX^c`f#leXY\e\[`q`fe\#dXXeZ_\leX dXc\[`q`fe\g\icXefjkiX^\e\iXq`fe\%@[\\ jYXcfi[`k`m\\ZXgfcXmfi`[\ccËXik\\[\c[\j`^e gfjjfefXe[Xi\g\ij`e\ccË`dd\ejXfe[XkX[` `ddfe[`q`X`e]fidXk`mXZ_\jfdd\i^\Z_` XY`kXe\cc\d\^Xcfgfc`% LeYXdY`ef[`ki\Xee`…cËle`ZfZ_\j`j`X ]\idXkfX[XjZfckXi\Afj_lX9\cc#lef[\` g`“^iXe[`m`fc`e`jk`[\cdfe[f#d\eki\

jlfeXmX`eleXjkXq`fe\[\ccXd\kifgfc`kXeX [`NXj_`e^kfe;:%Hl\cY`dYf\iXcËle`Zf Z_\Xm\jj\leXd\ek\jl]ÔZ`\ek\d\ek\Xg\ikX [XefkXi\Z_\jkXmXXZZX[\e[fhlXcZfjX [`^iXe[\`ehl\ccËfiX[`glekXX]]fccXkX%ß [`]ÔZ`c\Xgi`ij`XccXelfmXi\Xck~#Xggi\qqXi\ `cld`efj`jgiXqq`[`kXc\ekf#efkXi\`c ZXdY`Xd\ekf#gifmXi\jfigi\jX%:`[\m\gli \jj\i\ledf[fg\ii\e[\i\`c]lklifgi\j\ek\ \ef`g`“i`Z\kk`m`Xc]lklifjk\jjf% 8Cfe[iX#`ehl\jkfd\j\[`j\kk\dYi\# jk`XdfZfccXYfiXe[fXccXgif[lq`fe\[` leÈgfikXc\jfefifÉ#cX]lkliX]ifek`\iX[\c jfle[[\j`^e%@c9<FG<EJfle[GfikXc i\jk\i~leXj\kk`dXeX`ek\iXXKiX]Xc^Xi JhlXi\#`edf[fZ_\klkk`gfjjXef\ekiXiZ` \gifmXi\cË\jg\i`\eqX[\c]lklif[\cjlfef% ßlef[\`df[`[Xef`gi\jZ\ckfg\iZ\iZXi\ [`gfikXi\`c]lklife\cgi\j\ek\\i\e[\icf XZZ\jj`Y`c\Xklkk`%HlXe[f`f\`d`\`Zfcc\^_` XYY`XdfZfd`eZ`XkfXg\ejXi\X9<FG<E#Z` j`Xdfi\j`Zfekf[`hlXekf]fjj\`dgfikXek\ efeZfeZ\ekiXij`jfcfjllej`e^fcfgif^\kkf# dXg`lkkfjkf`[\Xi\lej`jk\dXZf\i\ek\#leX jg\Z`\[`C\^fžX]ÔeZ_„klkkf]leq`feXjj\% 9<FG<Eg\id\kk\[`i\g\i`i\c\`[\\\gf` Zi\Xi\cË`e]iXjkilkkliXe\Z\jjXi`Xg\igfikXic\ XmXek`Ôef`e]fe[f% ;liXek\c\Zfe]\i\eq\[`D`cXefXYY`Xdf jZXdY`Xkfdfck\`[\\\c\d`^c`fi`jfefjkXk\ iXZZfck\`ehl\jkXglYYc`ZXq`fe\%>lXi[Xk\ Zfeg`“Xkk\eq`fe\#Z\iZXk\[`efeg\i[\im` e`\ek\2jfefZ\ikXZ_\kifm\i\k\`eklkkfle Yi`Z`fcf[`iXq`feXc`k~%ß`dgfikXek\X]]\iiXi\ `cj\ejf\[Xi\XckXc\ekfcXgfjj`Y`c`k~[` jm`clggXij`Æ\ZZfZfjX…9<FG<E% :`gi\Ô^^`Xdfhl\jkfZfdg`kfkXekf[`]ÔZ`c\ hlXekfX]]XjZ`eXek\g\iZ_„`c]lklif`e Zl`jk`Xdfm`m\e[ffiXefe…XYYXjkXeqX% Mf^c`XdfZfd`eZ`Xi\XcXmfiXi\jlc]lklif Z_\jkXg\i[`m\ekXi\gXik\[\ccXefjkiXjkfi`X%

13/08/12 13.57


&MFOB#BUVSJOB

5)F)*T5PS:P'5)F'V5VSF*T#F*O(XS*55FO5P%B:

8

Zflgc\f][\ZX[\jX^f `knXj]Xj_`feXYc\kfjXpk_Xkn\_X[Zfd\kf k_\\e[f]_`jkfip#k_Xk_`jkfipnXjefcfe^\i% Gfjk$df[\ie`jkjkffbk_`j`[\XXe[lj\[`kXj Xi\XjfekfZfejkilZkXe\nnfic[%9lkX]k\iX n_`c\k_\ZfeZ\gkcfjk`kjnXpÆ`knXj[\jkifp\[ Ypk`d\`kj\c]%J\Zfe[j#d`elk\jXe[[Xpjjcfncp gfc`j_\[XnXpk_\n`kkp_pgfk_\j`jXe[#Xjjf f]k\e_Xgg\ej#k_\jfg_`jk`ZXk\[XiZ_`k\Zkli\nXj i\[lZ\[kfXZfcfeeX[\f]g_iXj\j#ZfekflijXe[ Xg`c\f]ilYYc\% =fiY\kk\ifinfij\#_`jkfip_Xjefk\e[\[2k_\ ]lkli\_XjXii`m\[`ejk\X[%@kËjXcdfjk`ii\c\mXek `en_Xkp\Xifi[\ZX[\f]k_\cXjkZ\eklippfl n\i\Yfie#pfl#c`b\dfjkf]lj#gifYXYcp[`[k_\ dXk_jkfnfib_fnfc[pfln\i\^f`e^kfY\`ek_\ p\Xi)'''% K_\ZXcZlcXk`fekffbXdXkk\if]dfd\ekj#Ylk`k jklZb`epflid\dfipc`b\Xe\k\ieXcd`c\jkfe\% 9ifl^_k`ekfjl[[\e#Y`qqXi\Zfek`^l`kp#pfli fnep\XijXe[k_fj\f]ÊZ`m`c`qXk`feËfg\e\[lg j_`epe\nm`jkXj]fik_\]lkli\$Yi`^_k#Zcfj\Xe[ m\ipi\Xc%@ek_Xk]XekXjk`ZXc)(jkZ\eklipk_\i\ n\i\^f`e^kfY\XdXq`e^k_`e^j1]XZ\$kf$]XZ\ m`[\fZXcc`e^#gi`mXk\Õ`^_kj`ekfjgXZ\#`eZi\[`Yc\ d\[`Z`e\jXe[ifYfk`Z_\cg\ij%9lkk_\p\Xi )'''_XjY\\eXe[^fe\Xe[j\\d`e^cpYifl^_k ef[iXjk`ZZ_Xe^\%FidXpY\`k[`[6:_Xe^\j XZZldlcXk\p\Xifep\XiXe[fecp^iX[lXccpX]]\Zk flic`m\j%KipkfcffbYXZb2k_\ecffbXifle[pfl n`k_X]i\j_^Xq\%@]pfl[f`ki`^_k#pflËccj\\k_Xk n\Xi\Xci\X[pc`m`e^`ek_\]lkli\% <m\ip[Xpn\\og\i`\eZ\k\Z_efcf^`\j#`[\XjXe[ Zljkfdjk_Xki\gi\j\ekXZfdgc\k\cp[`]]\i\ek# e\nnfic[1Xn`i\c\jjZfdglk\ifeX[\jbk_Xk ZXeXejn\ihl\jk`fejXe[jfliZ\`e]fidXk`fe`e XdXkk\if]j\Zfe[j2`dX^\i\Zf^e`k`fedfY`c\ [\m`Z\jk_XkZXekXb\Xg_fkff]XYl`c[`e^Xe[ `dd\[`Xk\cpk\ccljk_\eXd\f]`kjXiZ_`k\Zk2fli nXcc\kjXi\]lccf]gcXjk`ZZXi[j2b\pjkfXYXkk\ip$ fg\iXk\[ZXiXi\[`]ÔZlckkfk\ccXgXik]ifdXb\p

3_BeOpen Book_006_007_INTRO_Baturina_all.indd 7

i`e^%@kËj_Xi[kf`dX^`e\_fnn\c`m\[n`k_flk `kXccfecp*'''[XpjX^f%Flinfic[`jjf \okiXfi[`eXipefn#Xe[n_XkdXb\j`k[`jk`eZk`m\ `jk_\i\Xi\XcdfjkefYfle[Xi`\j% @kkliejflkk_Xk[`[eËke\\[kfZfehl\iflk\i jgXZ\kfZi\Xk\e\n#Yfle[c\jjjgXZ\%Befnc\[^\ `jXZZ\jj`Yc\kf\m\ipfe\n_f_Xj`ek\ie\kXZZ\jj2 g\i]fid\ijY\Zfd\nfic[$]XdfljYpi\Zfi[`e^ k_\`i_`kjfe_fd\Zfdglk\ij2pflZXekiXm\c kfZ`k`\jXe[dlj\ldjn`k_flkc\Xm`e^pfli ÕXk%K_Xebjkfk_\`ek\ie\k#e\ndXk\i`Xcj#*; df[\c`e^Xe[Zi\Xk`m\`dX^`eXk`fe#[\j`^e# XiZ_`k\Zkli\Xe[XikXi\kiXej]fid`e^flinfic[ `ekfjfd\jfikf]\oZ`k`e^e\nj\hl\eZ\]ifd È9XZbkfk_\=lkli\É%F]Zflij\#n\ZXeËkXcnXpj Y\ZfejZ`fljf]k_\]XZkk_Xkn\Xi\c`m`e^`ek_\ ]lkli\%@kËjdfi\c`b\XZXk_Xij`j#Xe\ogcfj`fef] \e\i^pk_Xkjki`b\jljXkZ\ikX`edfd\ekjÆXe[ `kËj`dgfikXekkfi\d\dY\ik_fj\dfd\ekj%9lk Xcck_`j\e\i^pXe[`e]fidXk`fe`jX[flYc\$\[^\[ jnfi[#XYc\jj`e^Xe[XZlij\]fifli^\e\iXk`fe% 8dXq`e^`[\XjXe[dXjk\ig`\Z\jf]XikXe[ [\j`^eZXe^\kcfjk`ek_\_l^\k`[XcnXm\f] `e]fidXk`feXc^XiYX^\k_XkjnXdgjd\^Xcfgfc`j [n\cc\ij% 8k_i\\$p\Xifc[YfpnXjk_\fecpfe\n_f jkfgg\[kfc`jk\ekfAfj_lX9\cc#fe\f]k_\^i\Xk\jk m`fc`e`jkj`ek_\nfic[#gcXp`e^XkXd\kifjkXk`fe `eNXj_`e^kfe;:%K_Xkc`kkc\YfpnXjk_\fecp fe\fg\e\efl^_kfefk`Z\k_Xkjfd\k_`e^^i\Xk nXj_Xgg\e`e^`ek_\d`[jkf]XZifn[\[ilj_ _fli%@k`j_Xi[kfY\fg\ekfk_\e\ni\Xc`kp#kf Xggi\Z`Xk\k_fj\Yi`^_kjgXibjf]kXc\ek#kfefk`Z\ Z_Xe^\#kf\og\i`\eZ\jligi`j\%K_\i\e\\[jkfY\ XnXpf]dXb`e^k_\]lkli\dfi\fYm`fljXe[lj dfi\i\Z\gk`m\kf`k% @eCfe[fe#`eJ\gk\dY\i)'()#n\Xi\ ZfccXYfiXk`e^fek_\gif[lZk`fef]Xjfle[ gfikXc#k_\e\ok]ifek`\i`ejfle[[\j`^e%K_\9< FG<EJfle[GfikXcn`ccj`k`eKiX]Xc^XiJhlXi\ ]fiXn\\b#jfk_XkXepfe\ZXejk\g`ej`[\Xe[

\og\i`\eZ\k_\]lkli\f]jfle[%K_Xk`jfe\f]k_\ nXpjk_Xkn\Xi\kip`e^kfYi`e^k_\]lkli\`ekfk_\ gi\j\ek[XpXe[kffg\e`klgkf\m\ipfe\% N_\edpZfcc\X^l\jXe[@Y\^Xek_`eb`e^XYflk 9<FG<E#n\i\Xc`q\[_fn`dgfikXek`k`jefk aljkkf]fZljfeXj`e^c\gifa\Zk#YlkiXk_\ikf [\m`j\XZf_\i\ekjpjk\d#Xb`e[f]XC\^fžkf dXb\`kXccnfib%9<FG<E`jXYflkjfliZ`e^ `[\XjXe[k_\eZi\Xk`e^k_\`e]iXjkilZkli\kf ZXiipk_\dk_ifl^_% ;li`e^fliZfe]\i\eZ\j`eD`cXedXep`[\Xj n\i\\oZ_Xe^\[#k_\Y\jkf]n_`Z_pfln`ccj\\ `ek_`jglYc`ZXk`fe%KXb\XZcfj\icffb#kipefk kf[`jd`jjXepk_`e^2@Ëdjli\pflËccÔe[X^iX`e f]iXk`feXc`kp`e\m\ipk_`e^%@kËj`dgfikXekkf ^iXjgk_\d\Xe`e^Xe[^`m\kXc\ekXZ_XeZ\kf [\m\cfgÆk_XkËjn_Xk9<FG<E`jXccXYflk%N\ j\kflij\cm\jk_`j`ek\ej\cp[`]ÔZlckYlk]XjZ`eXk`e^ kXjbY\ZXlj\k_\]lkli\k_Xkn\Xi\c`m`e^k_ifl^_ efn`jefk\efl^_%N\nXekkfjkXiknfib`e^ fek_\]lkli\k_Xk`j^f`e^kfY\Zfd\gXikf]fli _`jkfip%

13/08/12 13.57


#FP1FO5P5)F'V5VSF

(*-%B#P+BS%*

%*SF55PSF3FT1POTB#*-F%F-4*T5FNB*/5&3/* $)*F'&%*5PSP'5)F*/5&3/*T:T5FNmT1V#-*DB5*POT

(-*FWFO5*%**O5FS/* */5FS/*&7FO5T

9

<FG<E…lefjgXq`f m`iklXc\Xg\ikf\[`Zfe]ifekf]iXgi\j\ek\ \]lklifZ_\i`ZXcZX\jXkkXd\ek\`k\d`# `ej\ejfcXkf#[\^c`\m\ek`Z_\f^e`Xeef @ek\ie`fi^Xe`qqXXD`cXef`eXgi`c\#[liXek\ cXj\kk`dXeX`ek\ieXq`feXc\[\c;\j`^e% CË<m\ekf[\c)'()XcZle\`ddX^`e`e\ccX gX^`eX[`[\jkiX _XX]]ifekXkf`cZfeZ\kkf [`C\^XZp\Z`f…[`\i\[`k~%C\\i\[`k~ Z_\Z``ek\i\jjXefjfefc\ZfefjZ\eq\#c\ jXg`\eq\m`jk\e\ccXgifjg\kk`mX[`le]lklif jfjk\e`Y`c\%J`Xdfhl`e[`fi^f^c`fj`[`Xm\i fjg`kXkf#gifgi`f`ehl\jkXfZZXj`fe\#cX gi`dX\jg\i`\eqX9<FG<EZ_\_Xd\jjfX Zfe]ifekf#jl`k\d`g`“XkklXc`[\c[`YXkk`kf ZlckliXc\#\jg\ik``ek\ieXq`feXc`%Jfef jkXk`dfjkiXk`\[`jZljj`gif^\kk`[`[\j`^e# XiZ_`k\kkliX#Xik\#Zfelefj^lXi[fXg\ikf jlcc\gifjg\kk`m\[\cc\elfm\^\e\iXq`fe`% ;XZ`ehl\Xee`@ek\ie`_XjZ\ckfZfd\j\[\ [\ccËXgglekXd\ekf[`Xgi`c\cËLe`m\ij`k~ JkXkXc\[\^c`Jkl[`[`D`cXef1i`k\e`Xdf `e]Xkk`Z_\j`X]fe[Xd\ekXc\`cZfe]ifekfZfe `^`fmXe`#Zfe^c`jkl[\ek`gifgi`fe\^c`Xee` ]fe[Xek`[\ccXcfif]fidXq`fe\%C\`ek\eq`fe` [`@ek\ie`\[`9<FG<Ej`jfefZfj‰ `eZfekiXk\`ehl\jkX]\c`Z\ZfccXYfiXq`fe\ Z_\j`…jef[XkX`eki\^`fieXk\[`[`YXkk`k`# Zfe]\i\eq\\i`Õ\jj`fe`jkiXk\^`Z_\%CË`[\X [`kiXjd\kk\i\mXcfi``e^iX[f[`Êi`dXe\i\Ë# leXjfikX[`\]ÔZXZ`d\dfi`\g\ile]lklif gfjj`Y`c\#…hl\ccfZ_\^iXegXik\[\cdfe[f [\ccËXiZ_`k\kkliX\[\c[\j`^ej`gifgfe\[` [\Ôe`i\f^^`jlccXjZ\eX[\cgif^\kkf\Z_\ @ek\ie`_XXjjlekfZfd\ÔcfZfe[lkkfi\[\cc\ gifgi`\Xkk`m`k~#f^^`Zfd\`egXjjXkf% :fe9<FG<EXYY`XdfX]]ifekXkfk\d` Z_`Xm\[\ccXZfek\dgfiXe\`k~Zfd\

3_BeOpen Book_008_009_INTRO_Bojardi_p8.indd 8

ÈIX^`fe\mfc\Jfjk\e`Y`c\É# ÈHlfk`[`Xef=\c`Z\É# ÈLe`ZfLe`m\ijXc\É#jm`clggXk``e kXmfc\ifkfe[\Zfe[\j`^e\i\XiZ_`k\kk`# Xik`jk`#`dgi\e[`kfi`#Z_\]#^`fieXc`jk`\`e [`jZljj`fe`Xg\ik\XlecXi^fglYYc`Zf% J\dgi\]\[\c`XccXgifjg\kk`mX[`fg\iXi\ e\ccXZ`kk~g\if]]i`i\le\m\ekfgif^\kklXc\ `e]fidXjg\i`d\ekXc\\k\dgfiXe\X XccË`ek\iXZ`kkX[`eXeqX\X^c`\jgfe\ek`[`hl\c mXi`\^Xkf\`ek\ieXq`feXc\gfgfcf[\c[\j`^e Z_\ZfcfiXD`cXeff^e`XeefX[Xgi`c\% CXZfccXYfiXq`fe\Zfe9<FG<E_X\jk\jfcX ÔcfjfÔX[\ccËXgglekXd\ekfXccX[`d\ej`fe\ [\cZfe]ifekfZlckliXc\\jgc`Z`kf\gleklXc\# jZXe[`kf[Xcc\Zfe]\i\eq\Z_\hl\jkËXeef _Xeefg\id\jjf[`Xggif]fe[`i\g\icX gi`dXmfckX`eZ_`Xm\k\fi`ZX#\j\dgi\ Xg\ikXXklkk`#`k\d`jg\Z`ÔZ`[\ccË\m\ekf# Z\iZXe[f[`f]]i`i\leXC\^XZpZ_\ gfjjX\jj\i\ljXkXZfd\dXk\i`Xc\g\icX Zfjkilq`fe\[`le]lklifgfjj`Y`c\#dX jfgiXkklkkfjfjk\e`Y`c\%

9

<FG<E`jXm`iklXcfg\ejgXZ\ f]`ek\iXZk`feY\kn\\egi\j\ekXe[]lkli\#gi\Z`j\cp i\kiXZ`e^k_\k_\d\j#`eXn`[\ij\ej\#f]k_\\m\ekj @ek\ie`_XjY\\efi^Xe`q`e^]fip\Xij[li`e^;\j`^e N\\b`eD`cXe%K_\\m\ek`e)'()jfd\g`Zkli\j e\okgX^\ XggifXZ_\[k_\ZfeZ\gkf]C\^XZp% K_\c\^XZpk_Xk`ek\i\jkjlj`jk_Xkf]befnc\[^\# j\\e`ek_\g\ijg\Zk`m\f]XjljkX`eXYc\]lkli\%Jfn\ Xi\gifl[k_Xkn\_Xm\_fjk\[#Xkk_`j\m\ek#k_\Ôijk 9<FG<E\og\i`\eZ\#n_`Z_^\e\iXk\[[`jZljj`fej

Xdfe^kXc\ek\[\og\ikjfek_\dfjkk`d\cpk_\d\j f]k_\ZlckliXc[\YXk\%K_\]fZljnXjfegifa\Zkjf] [\j`^e#XiZ_`k\Zkli\Xe[Xik#\ok\e[`e^k_\i\Xjfe`e^ kfk_\gifjg\Zkjf]e\n^\e\iXk`fej%K_`j`jXcjfn_p# ]fi,p\Xijefn#n\_Xm\Z_fj\ek_\JkXk\Le`m\ij`kp f]D`cXeXjflicfZXk`fe1n\Y\c`\m\k_\`ek\iXZk`fe n`k_jkl[\ekj#n`k_pfle^g\fgc\#`ek_\dfjk `dgfikXekp\Xijf]k_\`ikiX`e`e^#`jf]]le[Xd\ekXc `dgfikXeZ\%K_\`ek\ek`fejf]@ek\ie`Xe[9< FG<Ek_ljd\kXe[af`e\[]fiZ\j`eXjlZZ\jj]lc ZfccXYfiXk`fek_Xkle]fc[\[`ek_i\\[Xpjf][\YXk\j Xe[c\Zkli\j#jkiXk\^`Zi\Õ\Zk`fejXe[_pgfk_\j\j]fi k_\]lkli\%K_\`[\Xf]kiXejd`kk`e^[\j`^emXcl\j ZXgXYc\f]Êi\dX`e`e^Ë#\]]\Zk`m\d\dfi`\j]fiX gfjj`Yc\]lkli\#`jn_XkXcXi^\gXikf]k_\nfic[f] XiZ_`k\Zkli\Xe[[\j`^ej\kjflkkfXZZfdgc`j_fek_\ Zfek\dgfiXipjZ\e\%@ek\ie`_XjkXb\ek_`j`ek\ek`fe Xjk_\c\`kdfk`mf]`kj<m\ekj#Xcjf`ek_\gXjk1 d\dfipgifa\Zk\[kfnXi[jk_\]lkli\% N`k_9<FG<En\XggifXZ_\[b\pk_\d\jf]k_\ Zfek\dgfiXip\iX#c`b\ÈI\XjfeXYc\JljkX`eXYc\É# È;X`cp?XggpÉ#ÈLe`hl\Le`m\ijXcÉ#`eifle[ kXYc\[`jZljj`fejn`k_[\j`^e\ijXe[XiZ_`k\Zkj# Xik`jkj#\eki\gi\e\lij#Z_\]j#aflieXc`jkj#fg\ekf [`jZljj`fen`k_Xn`[\Xl[`\eZ\% @eb\\g`e^n`k_k_\g\ijg\Zk`m\f]fg\iXk`e^`ek_\ Z`kpkff]]\iX[\j`^e\m\ek`eXe\og\i`d\ekXc# k\dgfiXip]fid]fiXcck_\i\j`[\ekjXe[m`j`kfij f]k_XkmXi`\[#`ek\ieXk`feXcg\fgc\f][\j`^ek_Xk `emX[\jD`cXe\m\ipp\Xi`e8gi`c%K_\ZfccXYfiXk`fe n`k_9<FG<E_Xj\ok\e[\[k_\g_`cfjfg_pf]k_\ glYc`Z\m\ekkfk_\[`d\ej`fef]\ogc`Z`kZlckliXc Zfe]ifekXk`fe#]\Xkli`e^c\Zkli\jk_XkdX[\`k gfjj`Yc\]fik_\Ôijkk`d\#k_`jp\Xi#kfXggifXZ_k_\ jg\Z`ÔZk_\d\jf]k_\\m\ekfeXk_\fi\k`ZXcgcXe\# XcnXpjfg\ekfXcc#Xkk\dgk`e^kff]]\iXC\^XZpk_Xk ZXeY\lj\[XjdXk\i`Xc]fik_\ZfejkilZk`fef]X gfjj`Yc\ÆXe[_fg\]lccpY\kk\iÆ]lkli\%

13/08/12 13.53


(JMEB#PKBSEJ

2_BeOpen Book_008_009_INTRO_Bojardi.indd 9

10/08/12 20.48


#FP1FO5P5)F'V5VSF

n45"#*-*".06/"QPTTJCJMJU·EJDPNVOJDB[JPOF53"*1&/4"503*%&-13&4&/5& &%&-'65630"553"7&340DPOGFSFO[F FTQPTJ[JPOFFDPODPSTJBQSFNJo40550-*/&" &-&/"#"563*/"n%*3*(*".05655**/0453*4'03;*7&340-"3*$&3$"&*-3*$0/04$*.&/50 %&--&NJHMJPSJJEFFFJOOPWB[JPOJ"26&450130(&5501"35&$*1&3"//0*.*(-*03* 1&/4"503*%&-.0/%0 *26"-*$*"*65&3"//026*/%*"$"1*3&.&(-*0-"'6563" (&/&3";*0/&%**//07"503*&4$&(-*&3"//0*/4*&.&"/0*-&40-6;*0/*055*."-*1&3 NJHMJPSBSFMBRVBMJU·EFMMBOPTUSBWJUB#&01&/$0--"#03&3—$0/*13*/$*1"-*(07&3/* 1&3%*4$65&3&26&45&*%&&&-&1044*#*-*5—%*3&"-*;;"3-&o n8&&45"#-*4)"/PQQPSUVOJUZGPSDPNNVOJDBUJPO".0/(45$633&/5"/%'6563& l5)*/,&34m5)306()063DPOGFSFODFT FYIJCJUJPOT BOEBXBSETo4":4&-&/"#"563*/" n063'0$64*40/4&&,*/(065"/%3&8"3%*/(5)&CFTUJEFBTBOEJOOPWBUJPOT *OUFSOBUJPOBMMZSFOPXOFEDSFBUJWFT8*--5",&1"35*/5)*4130+&$5 )&-1*/(6450 *%&/5*':5)&/&95(&/&3"5*0/0'*//07"5034"/%5)&8":'038"3%'03JNQSPWJOH PVSRVBMJUZPGMJGF#&01&/8*--$001&3"5&8*5)(07&3/.&/54"306/%5)&803-%50 %*4$6445)&4&*%&"4"/%'*/%5)&0110356/*5*&450*.1-&.&/55)&.o <MB3FQVCCMJDB>

26"-Ÿ*-4&(/00-m&3&%*5—$)&7033&##&-"4$*"3&"*1045&3* n-"3*41045"Ÿ(*—/&-/0.&%&--".*"'0/%";*0/&#&01&/ &44&3&$*0ŸBQFSUJ BQFSTPOF JEFF FBVONPOEPNJHMJPSF*/6/"1"30-"&44&3&"1&35*"-DBNCJBNFOUP 7033&*13013*03*64$*3&"'"3&-"%*''&3&/;"$0/53*#6&/%0".0%*'*$"3&*4*45&.* $)&/0/'6/;*0/"/0&GBSFEFMNPOEPVOQPTUPNJHMJPSFJODVJWJWFSFo 8)"5*45)&-&("$::06806-%-*,&50-&"7&'035)&'6563& n5)&"/48&3*4"-3&"%:5)&3&*/5)&/".&0'.:'06/%"5*0/#&01&/  PQFOUPQFPQMF JEFBTBOEBCFUUFSXPSME*/4)035#&01&/50DIBOHF*806-%-*,& 50.",&"%*''&3&/$& $0/53*#65*/(50$)"/(&5)&4:45&.45)"5%0/05803, "/%50NBLFUIFXPSMEBCFUUFSQMBDFUPMJWFo <&-&/"#"563*/"B5P*/5FS/*>

2_BeOpen Book_010_011_INTRO_Quotes.indd 10

10/08/12 20.41


2VP5FT

n40/0$0/7*/5"$)&MFJEFFFJQFOTJFSJEFMMmVPNPoEJDF&-&/"#"563*/"n4*"/041&440 */'-6&/;"5*%"--m"41&5507*4*704&4*.0453"/0$04&033*#*-*"--&1&340/&  &44&45&44&%*7&/5"/0033*#*-*&"((3&44*7&-BCFMMF[[BJOWFDFDSFBVOBTPDJFU·QBDJGJDBo n*".$0/7*/$&%5)"5)6."/*%&"4"/%5)06()54o&-&/"#"563*/"4B:Tn"3&0'5&/ */'-6&/$&%#:5)&7*46"-*'1&01-&"3&4)08/)033*#-&5)*/(45)&/5)&:#&$0.& "((3&44*7&"/%)033*#-&5)&.4&-7&4#VUCFBVUZ POUIFPUIFSIBOE DSFBUFTBQFBDFGVMTPDJFUZo <'*OBO$*B-5*.&T>

n.*1*"$&*-.0%0*/$6*01&3"/0MFNFOUJEFJDSFBUJWJo)"%*$)*"3"50&-&/"#"563*/" n4"11*".0$)&lJMQFOTJFSPEFMEFTJHO¿TFNQSFMFHBUPBVOGVUVSPNJHMJPSFm &26&-4&/5*.&/50Ÿ*-.0503&$)&45""--"#"4&%*#&01&/o n*-*,&5)&8":5)"5DSFBUJWFTmNJOET803,o4"*%&-&/"#"563*/" n8&,/085)"5lEFTJHOUIJOLJOHJTBMXBZTMJOLFEUP BOJNQSPWFEGVUVSFm"/%*5*45)"54&/5*.&/55)"5*4 5)&%3*7*/('03$&#&)*/%#&01&/o <"35*O'PDPN>

2_BeOpen Book_010_011_INTRO_Quotes.indd 11

10/08/12 20.42


%FTJHO5IJOLJOHFOFP1SBHNB5JTNP

'SBODFTDP .PSBDF

#&01&/Â&#x;6/0 41";*0BQFSUP BMMBDPNVOJDB[JPOF  6/10/5& 53"-&(3"/%* 1&340/"-*5Â&#x2014; %&--"DVMUVSB JOUFSOB[JPOBMF DPOUFNQPSBOFB &-&/607&QSPNFTTF EFMMFHJPWBOJ HFOFSB[JPOJ */&6301" 3644*" FOFMSFTUPEFMNPOEP

#&01&/*4"/PQFO DPNNVOJDBUJPO TQBDF "#3*%(& #&58&&/ 5)&JOUFSOBUJPOBM HSFBUNJOET 0'0635*.& "/%5)&/&8  QSPNJTJOH  ZPVOHHFOFSBUJPOT */&6301&  3644*" BOEUIFSFTU PGUIFXPSME

%FTJHO5IJOLJOH USB4PTUFOJCJMJU¡ 'FMJDJU¡ 6OJDJU¡

E

\ccfjZ\eXi`f[\ccXZi`j` jkXeef\d\i^\e[f\j`^\eq\gif]fe[\[` i`Zfjk`klq`fe\[\cmXcfi\#XkkiXm\ijf`ckXc\ekf \cXgXjj`fe\elki`k``eleXgifjg\kk`mX[X Ă&#x160;[\j`^ek_`eb`e^Ă&#x2039;`eZl`c\g\ijfe\Zi\Xk`m\\ efejfcf`[\j`^e\if`Zi\Xk`m`[`gif]\jj`fe\  [`m\ek`efgfikXkfi`[`mXcfi`#[`leXm`j`fe\ [\cdfe[f#[`leXZXgXZ`k~[`i\Xc`qqXq`fe\ ZfeZi\kX% E\ccXi`Z\iZX[`elfm\]fid\[` giX^dXk`jdf#kifm`XdfefejfcfcĂ&#x2039;\e\i^`X \`cZXiXkk\i\[\cZi\Xk`mf#dXXeZ_\cX ZXgXZ`k~elfmX[`Z_`#XkkiXm\ijf`cgif^\kkf g\ijfeXc\\`cjlf]Xi\#j`[`dfjkiX`e^iX[f[` Xii`ZZ_`i\cXgifgi`X\j`jk\eqXj\eqXj\^l`i\ j\dgc`Z\d\ek\[`i\q`fe`^`~kiXZZ`Xk\[XXcki`%

;

\j`^eK_`eb`e^ Xe[e\f$giX^dXk`jd1jljkX`eXY`c`kp# _Xgg`e\jj#le`hl\e\jj% @ek_\Zi`j`jjZ\eXi`fgif]fle[e\\[j]fi i\Zfejk`klk`fef]mXcl\jXi\\d\i^`e^#k_ifl^_ kXc\ekXe[gXjj`feelikli\[YpXg\ijg\Zk`m\f] [\j`^ek_`eb`e^`en_`Z_Zi\Xk`m\g\fgc\efkaljk [\j`^e\ijfigif]\jj`feXcZi\Xkfij Y\Zfd\k_\ Y\Xi\ijf]mXcl\j#f]Xnfic[m`\nXe[XZXgXZ`kp ]fiZfeZi\k\i\Xc`qXk`fe% @eglijl`kf]e\n]fidjf]giX^dXk`jd#n\ Ă&#x201D;e[efkfecpk_\\e\i^pXe[Z_XiXZk\if]Zi\Xk`m\ g\fgc\#YlkXcjfk_\e\nXY`c`k`\jf]k_fj\n_f k_ifl^_Xg\ijfeXcgifa\ZkXe[`kjdXb`e^ZXe [\dfejkiXk\k_\gfjj`Y`c`kpf]\ei`Z_`e^fe\Ă&#x2039;jfne \o`jk\eZ\#n`k_flkj`dgcp]fccfn`e^k_\^l`[\c`e\j

=iXeZ\jZfDfiXZ\#jfZ`fcf^f#jZi`kkfi\\^`fieXc`jkX#gi\j`[\ek\[`&jfZ`fcf^`jk#ni`k\iXe[aflieXc`jk#Gi\j`[\ekf]=lkli\:feZ\gkCXY

4_BeOpen Book_012_015_Morace_INTRO.indd 12

10/08/12 20.48


%FTJHO5IJOLJOHBOEOFP1SBHNB5JTN

HFOFP1SBHNB5JTNP INSTALLAZIONE DI MARIO NANNI PER VIABIZZUNO IN VIA SAN MARCO A MILANO DURANTE IL FUORISALONE 2012. PROGETTO GIÃ&#x20AC; VINCITORE DEL CONCORSO DI IDEE YAP MAXXI-MOMA, ROMA 2011. MARIO NANNI INSTALLATION FOR VIABIZZUNO, VIA SAN MARCO, MILAN, DURING FUORISALONE 2012. THIS PROJECT PREVIOUSLY WON THE MAXXI-MOMA IDEAS CONTEST YAP, ROME 2011

4_BeOpen Book_012_015_Morace_INTRO.indd 13

10/08/12 20.48


%FTJHO5IJOLJOHFOFP1SBHNB5JTNP

-&/607&3&(0-& %&-(*0$0&.&3(0/0 %"--"/607" $0/$&;*0/& %&--"TPTUFOJCJMJU¡  %&--"GFMJDJU¡ QFSTPOBMF  %&--mVOJDJU¡ OFMNFSDBUPHMPCBMF %"--"%*.&/4*0/& 426*4*5".&/5& &$0/0.*$" $)&)"13&7"-40 /&(-*6-5*.* %&$&//* $*45*".0 */'"55*TQPTUBOEP q*/5&3.*/* %*1&3$&;*0/& $0--&55*7"q */6/"%*.&/4*0/& */$6*MBRVBMJU¡ VNBOBEFMMFSFMB[JPOJ FEFMMFFTQFSJFO[F  "$26*4*4$& 6/"'03;"6(6"-& 4&/0/."((*03& 3*41&550"--" 26"-*5Â&#x2014;."5&3*"-& %&*$0/46.*

Zl``Zfejld$Xlkfi`g\ejXefZfeZi\kXd\ek\ XccXgifgi`XhlXc`k~[`m`kX\[`\jg\i`\eqX# mXclkXe[f`cmXcfi\[`lef^^\kkf#[`le gif[fkkf#[`leX]fidXf[`ledXk\i`Xc\% @ehl\jkfi`g\ejXd\ekfXjjldfefelfmX Z\ekiXc`k~cXhlXc`k~[\ck\dgf#[\ccfjgXq`f \[\cZfigf#d\eki\j`i`[`d\ej`feXef` jf^e`\Zfefd`Z`#k\Zefcf^`Z`#Zfejld`jk`Z`% CXgifjg\kk`mX[`m\ekXhl\ccX[`leX Zfek\dgfiXe\`k~klkkĂ&#x2039;XckifZ_\YXeXc\\ jkXe[Xi[`qqXkX#Z_\gifgfe\cXi`mfclq`feXi`X ZXgXZ`k~#g\if^elef#[`i`kX^c`Xi\`ZfeĂ&#x201D;e` [\ccXgifgi`XefidXc`k~% CĂ&#x2039;`ek\cc`^\eqXi`Z_`\jkX`ehl\jkf \j\iZ`q`fgif^\kklXc\Â&#x2026;j]XZZ\kkXkX\ dlck`]fid\\efegi`m`c\^`XeÂ&#x201E;jfcfcĂ&#x2039;Xjg\kkf \dfk`mf#eÂ&#x201E;jfcfhl\ccfiXq`feXc\1cXjĂ&#x201D;[X [\Z`j`mXg\i`c]lklif[`m\ekX`ddX^`eXi\ g\iZfij`gif^\kklXc`#gif[lkk`m`#Zfdd\iZ`Xc`# Z_\jXgg`XefY`cXeZ`Xi\hl\jk`[`m\ij`Xjg\kk`1 jfjk\e`Y`c`k~#]\c`Z`k~#le`Z`k~#Zfjk`kl`iXeef c\[`i\q`fe`#`[i`m\i#`]XZ`c`kXkfi`g\i iX^^`le^\i\hl\jkfXdY`q`fjffY`\kk`mf% :`Â&#x17D;Zfdlehl\Zf`eZ`[\ZfeleXc\ekX# ]Xk`ZfjX#[`]Ă&#x201D;Z`c\i`Zfjkilq`fe\[`leX [`d\ej`fe\\k`ZX#e\ccXhlXc\cXZXgXZ`k~ [``jk`kl`i\i\cXq`fe`#[`i\jgfejXY`c`qqXi\ \[`Zfe[`m`[\i\gi\mXc^Xjlcc\j\dgc`Z` k\Zefcf^`\[\cgfk\i\\j\iZ`kXkfjlk\ii`kfi`# Zfdle`k~#`e[`m`[l`%

`e[`ZXk\[Ypfk_\ij%8cjf`eZfejldgk`fe#[\j`^e k_`eb`e^`j\d\i^`e^k_Xk`jZXgXYc\f]^iXjg`e^ k_\hlXc`kpf]gif[lZkj#YXj\[febefnc\[^\fi g\iZ\gk`fe#`ekl`k`fefiZlckli\% K_\Z_Xcc\e^\]fiYlj`e\jj\jfi`\ek\[kfnXi[j [\j`^ek_`eb`e^#Y\Zfd\jk_Xkf]^lXiXek\\`e^ Zljkfd\ijXef]]\i`e^f]gif[lZkjXe[j\im`Z\j ZXgXYc\f]gcXp`e^Xifc\f]d\[`Xk`feY\kn\\ek_\ _Xgg`e\jjf]g\fgc\#le[\ijkXe[`e^k_\e\nhlXc`k`\j 8eZ_\e\cZfejldf\d\i^\le[\j`^e f]c`]\#i\k_`eb`e^k_\jkXik`e^Zfe[`k`feji\hl`i\[kf k_`eb`e^`e^iX[f[`Zf^c`\i\cXhlXc`k~[\c \e^\e[\i_Xgg`e\jj#Xe[k_\ZfeZi\k\nXpjf]dXb`e^ gif[fkkfZ_\eXjZ\[XccXZfefjZ\eqXf[XccX k_\d_Xgg\e%K_`j`jn_\i\\m\ip[Xp`ek\cc`^\eZ\ g\iZ\q`fe\#[XccĂ&#x2039;`ekl`q`fe\f[XccXZlckliX% `jkiXej]fid\[`ekf[\j`^ek_`eb`e^#`ek_\dfd\ek CXjĂ&#x201D;[X[\ccĂ&#x2039;`dgi\jXfi`\ekXkXXc n_\eZfejld$XZkfijjkXikkfk_`ebZfeZi\k\cp [\j`^ek_`eb`e^[`m\ekXhl\ccX[`^XiXek`i\ kXYflkk_\`ifnehlXc`k`\jf]c`]\Xe[\og\i`\eZ\# X`gifgi`Zc`\ek`leXf]]\ikX[`gif[fkk`\ Xjj\jj`e^k_\mXcl\f]XefYa\Zk#Xgif[lZk#X]fidfi j\im`q``e^iX[f[`jmfc^\i\leilfcf[` XdXk\i`Xc%@ek_`ji\k_`eb`e^#k_\hlXc`k`\jf]k`d\# d\[`Xq`fe\kiXcX]\c`Z`k~[\cc\g\ijfe\# jgXZ\Xe[k_\Yf[pkXb\feXe\nZ\ekiXcgfj`k`fe# Zfdgi\e[\e[fc\elfm\hlXc`k~[`m`kX# n_`c\\Zfefd`Z#k\Z_efcf^`ZXcXe[Zfejld\i$jkXklj i`g\ejXe[fXcc\Zfe[`q`fe`[`gXik\eqX [i\XdjXi\i\Zfej`[\i\[%K_\g\ijg\Zk`m\Y\Zfd\j g\i\jj\i\]\c`Z`\Xcc\giXk`Z_\ZfeZi\k\ fe\f]XZfek\dgfiXipZfe[`k`fek_Xk`jefkYXeXc XkkiXm\ijfZl`i\e[\icXgfjj`Y`c\ Xe[jkXe[Xi[`q\[#gf`ek`e^kfk_\i\mfclk`feXip <ZZf[fm\cĂ&#x2039;`ek\cc`^\eqXhlfk`[`XeXj` kiXj]fidX`e[\j`^ek_`eb`e^#e\cdfd\ekf`e gfjj`Y`c`kp]fi\m\ipfe\kfj\kk_\Yfle[Xi`\jf]_`jfi

_\ifneefidXc`kp% K_\`ek\cc`^\eZ\i\hl`i\[`ek_`j[\j`^e \o\iZ`j\`jdlck`]XZ\k\[Xe[_Xjdlck`gc\]fidj1efk aljkk_\\dfk`feXcXjg\Zk#efkaljkk_\iXk`feXcXjg\Zk% K_\[\Z`j`m\Z_Xcc\e^\]fik_\]lkli\Y\Zfd\jkf `dX^`e\gXk_jf][\j`^e#gif[lZk`feXe[Zfdd\iZ\ k_XkXi\XYc\kfYXcXeZ\k_\j\[`]]\i\ekXjg\Zkj1 jljkX`eXY`c`kp#_Xgg`e\jjXe[le`hl\e\jjn`ccY\k_\ [`i\Zk`fej#k_\[i`m\ij#k_\]XZ`c`kXkfijkfXZ_`\m\k_`j XdY`k`flj^fXc%8cck_`j#`eXepZXj\#Zf`eZ`[\jn`k_X jcfn#[`]Ă&#x201D;Zlcki\ZfejkilZk`fef]Xe\k_`ZXc[`d\ej`fe# `en_`Z_k_\ZXgXZ`kpkf]fidi\cXk`fej_`gj#kf [`jki`Ylk\i\jgfej`Y`c`kpXe[kfj_Xi\#gi\mX`cj fm\ik_\d\i\k\Z_efcf^`\jf]gfn\i\o\iZ`j\[fm\i k\ii`kfi`\j#Zfddle`k`\jXe[`e[`m`[lXcj%

5)&/&836-&4 0'5)&(".& 463'"$&*/5)& /&8$0/$&15*0/ 0'TVTUBJOBCJMJUZ  QFSTPOBMIBQQJOFTT BOEVOJRVFOFTTJO UIFHMPCBMNBSLFU '30.5)&453*$5-: &$0/0.*$%*.&/4*0/ 5)"5)"413&7"*-&% 07&35)&-"45'&8 %&$"%&4 8&"3& /08NPWJOHq*/ 5&3.40'$0--&$5*7& 1&3$&15*0/q 508"3%4 "%*.&/4*0/ */8)*$)UIF IVNBORVBMJUZPG SFMBUJPOTIJQTBOE FYQFSJFODFT5",&4 0/&26"-*'/05 (3&"5&3'03$& 8*5)3&41&$5 505)&."5&3*"- 26"-*5:0' $0/46.15*0/

=fkf[`&g_fkfjYpFjj\imXkfi`f\Gif^iXddX[`I`Z\iZXĂ&#x2C6;Jki\\k9f[pJ`^eXcjĂ&#x2030;

4_BeOpen Book_012_015_Morace_INTRO.indd 14

10/08/12 20.48


4_BeOpen Book_012_015_Morace_INTRO.indd 15

10/08/12 20.49


4FOTJCMF4VTUBJOBCMF

Ÿ/&$&44"3*01"3-"3&%*nOVPWJQBSBEJHNJo 4&70(-*".0%"77&30QFOTBSFJOHSBOEF &%&44&3&BQFSUJBMGVUVSP/0/1044*".0 1*°3"(*0/"3&40-0*/5&3.*/*%*5&/%&/;& -"TPTUFOJCJMJU·/0/Ÿ6/"5&/%&/;" ŸVOQBSBEJHNB 6/"4035"%*%*.&/4*0/& 46$6*4*$0/5*/6&3—"-"703"3& 130#"#*-.&/5&1&37&/5* 7&/5*$*/26&  53&/5m"//*



3BHJPOFWPMFTPTUFOJCJMF 4FOTJCMF4VTUBJOBCMF 8&)"7&50505"-,"#065nOFXQBSBEJHNTo 8):%08&64&5)*45&3. #&$"64&*'8& 3&"--:8"/5505)*/,#*("/%#&01&/50 5)&'6563&8&$"//0-0/(&33&"40/0/-: */5&3.40'53&/%44VTUBJOBCJMJUZ*4/05" 53&/%*5*4BQBSBEJHN"40350'%*.&/4*0/ 0/8)*$)803,8*--$0/5*/6&50#&%0/&  130#"#-:'0358&/5: 58&/5:'*7&  5)*35::&"34

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 16

10/08/12 20.38


4FOTJCMF4VTUBJOBCMF

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 17

10/08/12 20.38


4FOTJCMF4VTUBJOBCMF

@

cgXiX^fe\g`“Zfii\kkf…hl\ccf ZfecXi`mfclq`fe\`^`\e`ZXXmm\elkXXccXÔe\ [\ccËFkkfZ\ekf%F^^`g`“e\jjlefgXicX[` `^`\e\Zfd\\c\d\ekf#Zfd\mXcfi\X^^`lekf [`legif[fkkf#dXj\legif[fkkfefe… `^`\e`ZfefeXii`mXe\XeZ_\jlcd\iZXkf%<ZZf# cXjfjk\e`Y`c`k~#e\`gifjj`d`Xee`#[`m\ek\i~ le^`m\e#le[Xkf[`]Xkkf#lem\if\gifgi`f ZXdY`Xd\ekf[Ë\gfZX% ;fYY`XdfljXi\c`e^lX^^`#cf^`Z_\ \gif^\kk`Z_\#]lfi`ljZ\e[f[XccXm`j`fe\ g`“`[\fcf^`ZX#\Zfcf^`jkX\d`c`kXek\ \eki`ef`eleË`[\X[`hlXc`k~[\ccXm`kX[fm\ cË`eefmXq`fe\efe…g`“g\igfZ_`ki\e[$j\kk\i [\ccXdf[X\[\c[\j`^e#dXZ`g\id\kk\[` jfgiXmm`m\i\%ßhlXcZfjXZ_\j`\jk\e[\X*-'— ^iX[`\Z`g\id\kk\[`i`[\Ôe`i\klkk``ZfeZ\kk` Z_`Xm\[\ccXefjkiXXkk`m`k~#Z_\j`X[\j`^ef dXib\k`e^%:`g\id\kk\[`i`[\Ôe`i\cË`[\X[` cljjf#cË`[\X[`\ZZ\cc\eqX#dXXeZ_\cË`[\X[` j\dgc`Z`k~\[`jkXe[Xi[% ;fYY`Xdf\jj\i\g`“Xlk\ek`Z`# jgfjkXiZ`e\ccX[`d\ej`fe\[\cjXg\i]Xi\#Z_\ j`Xjfjk\e`Y`c\dXZ_\Zfek`el`Zfdlehl\ XeZ_\XiX^`feXi\#cXmfiXi\jlcY\ccfZfe leË`ek\^iXq`fe\kiX\k`ZX\[\jk\k`ZX% =iXeZ\jZfDfiXZ\

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 18

K

_\dfjkXgkZfdgXi`jfe`jk_\ _p^`\e\i\mfclk`fek_Xk_Xgg\e\[Xkk_\\e[f] k_\(/''j%Kf[Xpeffe\kXcbjXYflk_p^`\e\Xj XeX[[\[mXcl\f]Xgif[lZk#Xe[`]Xgif[lZk`j efk_p^`\e`Z`k[f\jeËk\m\ei\XZ_k_\dXib\k% JljkX`eXY`c`kp#`ek_\p\XijkfZfd\#n`ccY\Zfd\X ^`m\e#`eXkil\\gfZ_XcZ_Xe^\% N\_Xm\kflj\cXe^lX^\j#cf^`ZjXe[gifa\Zkj k_Xk^\kXnXp]ifdk_\dfi\`[\fcf^`ZXc#\Zfcf^`jk# d`c`kXekXggifXZ_`e]Xmfif]Xe`[\Xf]hlXc`kpf]c`]\ n_\i\`eefmXk`fe`jefcfe^\i]fiX]\nki\e[j\kk\ij f]]Xj_`feXe[[\j`^e#Ylkjfd\k_`e^k_Xkg\id`kj ljkfjlim`m\%@k`jX*-'—`jjl\k_Xkc\kjlji\[\Ôe\ Xcck_\b\pZfeZ\gkjf]fliXZk`m`kp#n_\k_\i`k`j`e [\j`^efidXib\k`e^%@kXccfnjljkfi\m`j\k_\`[\X f]clolip#k_\`[\Xf]\oZ\cc\eZ\#YlkXcjfk_\`[\Xjf] j`dgc`Z`kpXe[jkXe[Xi[`qXk`fe% K_\i\`j^i\Xkgfk\ek`XckfY\dfi\Xlk_\ek`Z# kfdfm\`ek_\[`d\ej`fef]befn$_fn#dXb`e^`k jljkX`eXYc\YlkXcjf#`eXepZXj\#Zfek`el`e^kfk_`eb Xe[nfibfeY\Xlkp#n`k_Xe`ek\^iXk`fef]\k_`Zj Xe[X\jk_\k`Zj%=iXeZ\jZfDfiXZ\

10/08/12 20.38


4FOTJCMF4VTUBJOBCMF

=fkf[`&g_fkfjYpFjj\imXkfi`f\Gif^iXddX[`I`Z\iZXÈJki\\k9f[pJ`^eXcjÉ

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 19

10/08/12 20.38


4FOTJCMF4VTUBJOBCMF

)0"77*"50.0-5*QSPHFUUJ $)&/0/13&7&%&7"/0-"3&"-*;;";*0/& %*QSPEPUUJ ."1*65504503*'-&55&7"/0 46--"1044*#*-*5—%*DBNCJBSF JMNPEPJODVJMFQFSTPOFTJDPNQPSUBOP /&--"-0302605*%*"/*5—



4FOTJCMF4VTUBJOBCMF $-BSF#SBTT

*)"7&%0/&."/:QSPKFDUT5)"58&3& /0503("/*;&%50-&"%50QSPEVDUT  #65503&'-&$5*0/ 0/5)&1044*#*-*5:0'DIBOHJOHUIFXBZT QFPQMFCFIBWF*/&7&3:%":-*'&

:cXi\9iXjj#[\j`^e\i\&Xe[[fZ\ek\[`[\j`^e&j\e`fiklkfijZ_ffcf][\j`^eIfpXc:fcc\^\f]8ik#Cfe[iX&Cfe[fe

BeOpen Book_020_023_SensibleSustainable_Brass.indd 20

10/08/12 20.51


$-BSF#SBTT

*IBWFB/*()5."3&

â&#x20AC;&#x153;I HAVE A DREAMâ&#x20AC;? (HO UN SOGNO) Ă&#x2C6; LA FRASE CON CUI VIENE IDENTIFICATO IL DISCORSO TENUTO DA MARTIN LUTHER KING IL 28 AGOSTO DEL 1963 DAVANTI AL LINCOLN MEMORIAL DI WASHINGTON AL TERMINE DI UNA MARCIA DI PROTESTA PER I DIRITTI CIVILI. SE MARTIN LUTHER KING AI SUOI TEMPI AVESSE DETTO: â&#x20AC;&#x153;HO AVUTO UN INCUBO!â&#x20AC;? CHI SI SAREBBE MOSSO? â&#x20AC;&#x153;I HAVE A DREAMâ&#x20AC;? IS THE PHRASE THAT IDENTIFIES THE SPEECH GIVEN BY MARTIN LUTHER KING ON 28 AUGUST 1963 IN FRONT OF THE LINCOLN MEMORIAL IN WASHINGTON, AT THE CONCLUSION OF A CIVIL RIGHTS MARCH. IF MARTIN LUTHER KING HAD SAID â&#x20AC;&#x153;I HAVE A NIGHTMAREâ&#x20AC;? WHAT IMPACT WOULD IT HAVE HAD?

8

Y`klXkXX[`j\^eXi\ gif[fkk`#d`j\ek`mfX[`jX^`fg\iZ_Â&#x201E;cX dX^^`figXik\#ljXkX#Ă&#x201D;e`mX`e[`jZXi`ZX%@fXdf cXeXkliX\efemf^c`fj\ek`id`i\jgfejXY`c\ [\ccXjlX[`jkilq`fe\%Hl`e[`_f[\Z`jf[` gXik\Z`gXi\X`e`q`Xk`m\Z_\gifgfe\jj\if ledf[f[`\jj\i\[\j`^e\ij\eqXZi\Xi\le `dgXkkfe\^Xk`mfjlccĂ&#x2039;XdY`\ek\%?fjZfg\ikf gi\jkfZ_\\j`jk\lee\jjfdfckfjki\kkf]iX `dgXkkfXdY`\ekXc\\`dgXkkfjfZ`Xc\%D` jfefZ_`\jkX1Zfd\gfjjfĂ&#x2C6;Zi\Xi\Ă&#x2030;`edf[f jfjk\e`Y`c\#j\eqXc`d`kXid`Xi`[lii\`c[Xeef

BeOpen Book_020_023_SensibleSustainable_Brass.indd 21

]Xkkf[Xcd`fcXmfif6:fecĂ&#x2039;`[\XZ_\`c[\j`^e [\m\X`lkXi\Xi`jfcm\i\`gifYc\d`#jfef [`m\ekXkX#XCfe[iX#cXi\jgfejXY`c\[\ccX jfjk\e`Y`c`k~XccĂ&#x2039;`ek\ief[\c;\j`^e:fleZ`c% Gf`_fd\jjf`eg`\[`leĂ&#x2039; fi^Xe`qqXq`fe\Z_\j`Z_`XdXJ\\[ =fle[Xk`feJfZ`XcXe[<em`ifed\ekXc <ek\igi`j\n`k_;\j`^e #g\iZ_Â&#x201E;fidX`jXg\mf \jXkkXd\ek\ZfjXZĂ&#x2039;\iXY`jf^ef[`]Xi\1j\`c [\j`^e]XY\e\XcYlj`e\jj#g\iZ_Â&#x201E;`jfZ`Xc Ylj`e\jjefeljXef`c[\j`^eg\ii\Xc`qqXi\ gif^\kk`XmXeqXk`\j\ej`Y`c`XcjfZ`Xc\6

8

jXgif[lZk[\j`^e\i@]\ck leZfd]fikXYc\XYflkk_\]XZkk_Xkdfjkk_`e^j#feZ\ k_\pXi\lj\[#\e[lgXkk_\[ldg%@cfm\eXkli\ Xe[@[fefknXekkf]\\cc`b\@Xdi\jgfej`Yc\ ]fi`kj[\jkilZk`fe%Jf@[\Z`[\[kfgXik`Z`gXk\`e `e`k`Xk`m\jk_Xknflc[gifgfj\Xe\nnXpf]Y\`e^X [\j`^e\i#n`k_flkZi\Xk`e^e\^Xk`m\\em`ifed\ekXc `dgXZk%@jffe[`jZfm\i\[k_Xkk_\i\`jXm\ipZcfj\ Zfee\Zk`feY\kn\\e\em`ifed\ekXcXe[jfZ`Xc `dgXZk%@Xjb\[dpj\c]1_fnZXe@Ă&#x2C6;Zi\Xk\Ă&#x2030;`eX jljkX`eXYc\nXp#n`k_flkj`dgcpkip`e^kfc`d`kk_\ [XdX^\ZXlj\[Ypdpnfib6N`k_k_\`[\Xk_Xk

10/08/12 20.51


4FOTJCMF4VTUBJOBCMF

<g\iZ_„`[\j`^e\ijefeljXefcXcfif Xik\g\ijlggfikXi\`cjfZ`XcYlj`e\jj6 :fj‰iX^`fe\%Mf^c`fg`lkkfjkf[\` gXike\i$Zfdd`kk\ek`%@ehl\jkfdf[fefej` i`gif[lZ\`cZcXjj`ZfiXggfikf]iX[\j`^e\ij \Zc`\ek`1hl`j`kiXkkX[`cXmfiXi\`ej`\d\Zfe [`m\ij``ek\icfZlkfi`Z_\[`m\ekXefgXike\i# g\ifkk\e\i\jfclq`fe`Zfe[`m`j\#X]]ifekXe[f gifYc\d`Zfdle`%CXm\iXjÔ[X…1Zi\Xi\ hlXcZfjXZ_\j`X[\j`[\iXY`c\%J\mf^c`Xdf Z_\cX^\ek\ZXdY`cXdf[Xc`k~ZfeZl`jmfc^\ c\gifgi`\Xkk`m`k~hlfk`[`Xe\[fYY`Xdf]Xi\ `edf[fZ_\`elfm`ZfdgfikXd\ek`i`jlck`ef [`m\ik\ek`\[\j`[\iXY`c`%EXkliXcd\ek\` gifYc\d`Z_\Z`kifm`XdfX[X]]ifekXi\jfef g`lkkfjkfZfdgc\jj`#g\ihl\jkfdfk`mf cË`[\X[`cXmfiXi\`ej`\d\X[Xcki`\jg\ik` [`[`m\ij`j\kkfi`…[`m\ekXkXe\ck\dgf[`

]fZXc\`dgfikXeqX%Jg\jjf^c`XdY`\ekXc`jk` _XeefleXkk\^^`Xd\ekfifm`efjf1X[fiXef i`Zfi[XiZ`hlXekfcXj`klXq`fe\j`X[`jXjkifjX \hl\jkfZfe[lZ\Xi\Xq`fe`[\mXjkXek`% I`ljZ`k\X`ddX^`eXi\j\DXik`eClk_\i B`e^X`jlf`k\dg`Xm\jj\[\kkf1È?fXmlkf le`eZlYfÉ%:_`j`jXi\YY\dfjjf#`jg`iXkf [XccË`[\X[`le`eZlYf6<`e]Xkk`cl`_X [\kkf1È@f_flejf^efÉ#leXm`j`fe\%%%\_X [\jZi`kkfcXjlXm`j`fe\Z_\,'#-'Xee`]X XggXi`mX`dgfjj`Y`c\%F^^`cXjlXm`j`fe\ …[`m\ekXkXi\Xck~%Hl\ccfZ_\cl`_X]Xkkf …jkXkfZi\Xi\leË`ddX^`e\e\`efjki` Z\im\cc`#leXi\Xck~Z_\cXdX^^`figXik\ [\cc\g\ijfe\efe\iXe\XeZ_\i`ljZ`kXX[ `ddX^`eXi\[XjfcX%:fd\[\j`^e\ijef` [fmi\ddfjd\kk\i\[`[`j\^eXi\f^^\kk`#dX [fmi\ddfg`lkkfjkf^lXi[Xi\Xc]lklif\

Zi\Xi\`ddX^`eXi`g\ile]lklifjfjk\e`Y`c\% Hl\jkf…dfckf`dgfikXek\g\iZ_„c\m`j`fe` jfefdfckfg`“XkkiX\ek`[\^c`f^^\kk`\` [\j`^e\ijjfefXeZ_\dfckfYiXm`XZfe[lii\ c\g\ijfe\m`Z`efXcelZc\fZ\ekiXc\[\` gifYc\d`%GfjjfefXeZ_\Zi\Xi\gifkfk`g`g\i iXggi\j\ekXi\c\cfif`[\\#\gfjjfef]Xicf dfckfiXg`[Xd\ek\\`edf[f\Zfefd`Zf% @gif^\kk`jk`gfjjfef\jj\i\XeZ_\[\` d\[`Xkfi`ZlckliXc`% DXe\jjlefjkXgX^Xe[f`[\j`^e\ij g\igif^\kkXi\le]lklif[Xmm\if\Zf$ ZfdgXk`Y`c\%@cdfe[f[\ccË`e[ljki`XgX^X m\ZZ_`[\j`^e\ijg\iZfek`elXi\X[`j\^eXi\ gif[fkk`[`Zfejldfhlfk`[`Xe`%Hl`e[`cX d`Xjfclq`fe\…Z_\[fYY`Xdf`dgXiXi\ X]Xicfef`jk\jj`%%%:fj‰XYY`XdfZi\XkfcX efjkiX]fe[Xq`fe\%

kfZ_Xe^\k_\nXpk_\p[fk_\`i\m\ip[XpXZk`m`k`\j# n\_Xm\kfdXb\e\nY\_Xm`fij]leXe[[\j`iXYc\% F]Zflij\k_\gifYc\djn\_Xm\kf]XZ\Xi\hl`k\ Zfdgc\o#Xe[k_`j`jn_pk_\`[\Xf]nfib`e^ kf^\k_\in`k_\og\ikj]ifd[`]]\i\ekj\Zkfij_Xj Y\Zfd\ZilZ`Xccp`dgfikXek%<em`ifed\ekXc`jkj f]k\e_Xm\X[`jXjkifljXkk`kl[\1k_\pcfm\kfi\d`e[ ljf]_fnj\i`fljk_\j`klXk`fe`j#Xe[k_`jc\X[jkf k\ii`Yc\i\XZk`fej%N_Xknflc[_Xm\_Xgg\e\[`] DXik`eClk_\iB`e^#`e_`j]Xdfljjg\\Z_#_X[jX`[ È@_Xm\Xe`^_kdXi\É6N_fnflc[_Xm\i\jgfe[\[ kfk_Xk6@e]XZk_\jX`[#È@_Xm\X[i\XdÉ#X m`j`fe%%%Xe[_\[\jZi`Y\[_`jm`j`fe#n_`Z_j\\d\[ `dgfjj`Yc\,'fi-'p\XijX^f%Kf[Xp_`jm`j`fe_Xj Y\Zfd\i\Xc`kp%N_Xk_\[`[nXjkfZi\Xk\Xe`dX^\ `efliYiX`ej#Xi\Xc`kpdfjkg\fgc\_X[efkY\\e

XYc\kf\m\e`dX^`e\fek_\`ifne%8j[\j`^e\ijn\ e\\[kfjkfg[\j`^e`e^fYa\Zkj#Ylkn\j_flc[cffb kfk_\]lkli\Xe[Zi\Xk\`dX^\j]fiXjljkX`eXYc\ ]lkli\%K_`j`jm\ip`dgfikXek#Y\ZXlj\m`j`fejXi\ dlZ_dfi\Xgg\Xc`e^k_XefYa\ZkjXe[[\j`^e\ij Xi\Xcjfm\ip^ff[Xkc\X[`e^g\fgc\kfnXi[jk_\ Z\ekiXcZilof]gifYc\dj% K_\pZXeXcjfZi\Xk\gifkfkpg\jkfi\gi\j\ek k_\`i`[\Xj#Xe[k_\pZXe[f`k`eXm\ipiXg`[# \Zfefd`ZXcnXp%;\j`^e\ijZXeXcjfY\Zfd\ ZlckliXcd\[`Xkfij%9lkeffe\`jgXp`e^[\j`^e\ij kf[\j`^eXkilcp\ZfZfdgXk`Yc\]lkli\%K_\nfic[ f]`e[ljkipgXpjfc[[\j`^e\ijkfZfek`el\kf[\j`^e \m\ip[XpZfejld\i^ff[j%Dpjfclk`fe`jk_Xkn\ _Xm\kfc\Xiekf[f`kflij\cm\j%%% jfn\_Xm\Zi\Xk\[fli]fle[Xk`fe%

AL ROYAL COLLEGE OF ART IL DIPARTIMENTO SUSTAIN, DEDICATO ALLA SOSTENIBILITÀ, È DIRETTO DA CLARE BRASS. LÌ NASCONO PROGETTI COME IL LABORATORIO PER RIPARARE BICICLETTE NELLA CAMPAGNA O URBAN HONEY, PER INCORAGGIARE L’APICOLTURA IN CITTÀ. AT THE ROYAL COLLEGE OF ART THE SUSTAIN DEPARTMENT, DIRECTED BY CLARE BRASS, WORKS ON PROJECTS LIKE A BICYCLE REPAIR SHOP IN THE COUNTRY, OR THE URBAN HONEY PROJECT, TO ENCOURAGE BEEKEEPING IN THE CITY.

[\j`^ej_flc[_\cgkfjfcm\gifYc\dj#@Y\ZXd\k_\ g\ijfe]fZlj\[fejljkX`eXY`c`kp`ej`[\k_\;\j`^e :fleZ`c`eCfe[fe% K_\e@j\klgXefi^Xe`qXk`feZXcc\[k_\J\\[ =fle[Xk`feJfZ`XcXe[<em`ifed\ekXc<ek\igi`j\ n`k_;\j`^e #Y\ZXlj\Xkk_Xkgf`ek@be\n\oXZkcp n_XknXje\\[\[1`][\j`^e`j^ff[]fiYlj`e\jj# n_p[feËkjfZ`XcYlj`e\jj\jlj\[\j`^ekfdXb\ X[mXeZ\[#jfZ`Xccp\mfcm\[gifa\Zkj68e[n_p[feËk [\j`^e\ijlj\k_\`iXikkfjlggfikjfZ`XcYlj`e\jj6 K_`jnXjdpi\Xjfe`e^%@nXekgXike\i$Zc`\ekj%K_`j Xmf`[jk_\ZcXjj`Z[\j`^e\i$Zc`\eki\cXk`fej_`g1k_\ `[\X`jkfnfibkf^\k_\in`k_[`]]\i\ekZflek\igXikj n_fY\Zfd\gXike\ij#kfXZ_`\m\j_Xi\[jfclk`fej# XggifXZ_`e^ZfddfegifYc\dj%K_\i\XcZ_Xcc\e^\ `jkfZi\Xk\jfd\k_`e^[\j`iXYc\%@]n\nXekg\fgc\

BeOpen Book_020_023_SensibleSustainable_Brass.indd 22

10/08/12 20.51


$-BSF#SBTT

UN ESEMPIO DI COME SI POTREBBE LAVORARE APPLICANDO IL DESIGN THINKING ALLA SOTENIBILITÀ: CON IL NOSTRO PROGETTO FOOD LOOP VORREMMO CHE OGNI CONDOMINIO IN GRAN BRETAGNA TRASFORMASSE IN COMPOST I PROPRI AVANZI DI CIBO SUL POSTO, COSÌ DA POTER COLTIVARE FRUTTA E VERDURA VICINO ALLE PROPRIE CASE. ORGANIZZANDO UN SERVIZIO CHE SE NE POSSA OCCUPARE. POTREBBE DIVENTARE UN NUOVO MODELLO DI BUSINESS, SOSTENIBILE DAL PUNTO DI VISTA FINANZIARIO, RIPETIBILE OVUNQUE. UNA VOLTA TROVATA LA GIUSTA FORMULA PER UN CONDOMINIO, ALLORA POTREMMO RIPETERE L’ESPERIENZA IN MODO VIRTUOSO CREANDO APPUNTO UN FOOD LOOP. AN EXAMPLE OF HOW IT IS POSSIBLE TO WORK BY APPLYING DESIGN THINKING TO SUSTAINABILITY: WITH OUR FOOD LOOP PROJECT WE WANT EVERY APARTMENT BUILDING IN GREAT BRITAIN TO TRANSFORM FOOD WASTE INTO COMPOST, FOR THE CULTIVATION OF FRUIT AND VEGETABLES CLOSE TO HOME. THE IDEA IS TO ORGANIZE A SERVICE TO FACILITATE ALL THIS. IT COULD BECOME A NEW BUSINESS MODEL, SUSTAINABLE IN FINANCIAL TERMS AND REPEATED ANYWHERE. ONCE THE RIGHT FORMULA FOR AN APARTMENT BUILDING HAS BEEN FOUND, WE CAN REPEAT THE EXPERIENCE IN A VIRTUOUS WAY, CREATING A FOOD LOOP.

2_BeOpen Book_020_023_SensibleSustainable_Brass_p23.indd 23

13/08/12 13.52


4FOTJCMF4VTUBJOBCMF

Â&#x;*.1035"/5& $)&4*%*4$65"6/DBNCJP 130'0/%0/&-TJTUFNB EFMMBNPEB /&--&46& -0(*$)&&/&*460*$*$-* Â&#x;/&$&44"3*01"3-"3& %*FDPNPEBBUUJWJTUB  $0.&26"-$04"%*%*7&340 %"--mFDPEFTJHO



4FOTJCMF4VTUBJOBCMF 4BTT#SPXO

*5*4*.1035"/5 50%*4$644130'06/%DIBOHF */5)&GBTIJPOTZTUFN *54-0(*$ "/%*54$:$-&48&/&&%50 5"-,"#065BDUJWJTUFDPGBTIJPO  "440.&5)*/(5)"5$"/#& %*45*/(6*4)&% '30.FDPEFTJHO JXjj9ifne#\Zf]Xj_`feXZk`m`jk\[`i\kkfi\[\c&Xe[gi\j`[\ek[`i\Zkfif]K_\=Xj_`fe@ejk`klk\f]K\Z_efcf^pEPX=`i\eq\&`e=cfi\eZ\

BeOpen Book_024_027_SensibleSustainable_Brown.indd 24

10/08/12 11.36


4BTT#SPXO

IL LIBRO ”ECO MODA” SCRITTO DA SASS BROWN AFFRONTA IL TEMA DEL DESIGN SOSTENIBILE APPLICATO ALLA MODA. LA DESIGNER È ANCHE SCRITTRICE ATTIVA NEL MONDO ECOSOCIALE. THE BOOK ECO FASHION WRITTEN BY THE FASHION DESIGNER APPROACHES THE THEME OF SUSTAINABLE DESIGN APPLIED TO FASHION. SASS BROWN IS ALSO AN ACTIVE WRITER IN THE ECOSOCIAL WORLD.

BeOpen Book_024_027_SensibleSustainable_Brown.indd 25

10/08/12 11.36


4FOTJCMF4VTUBJOBCMF

C

XXdf[X\Zfcf^`ZXf\Zf$ ]Xj_`fe_XiX^^`lekfledfd\ekf[`jmfckX e\cjlfjm`clggf\lec`m\ccf[`Zfdgc\jj`k~\ iX]ÔeXk\qqXZ_\d\i`kX[`\jj\i\Zfdle`ZXkf% E\cZfek\dgfcXdf[X\Zfcf^`ZXZfek`elX X\jj\i\XjjfZ`XkXXgif[fkk`ld`c`#Zfd\c\ Yfij\[`alkX[\cZfdd\iZ`f\hlf\jfc`[Xc\2 leË`ddX^`e\Z_\…XjjfclkXd\ek\jlg\iXkX \efeiXggi\j\ekXk`mX[\ccËXkklXc\jkXkf[\c j\kkfi\#leXg\iZ\q`fe\Z_\mfii\`ZXdY`Xi\%8 kXc\jZfgf#`cd`fYcf^#`cj`kfN\Y\c\Xkk`m`k~ jl`jfZ`Xce\knfibZfd\=XZ\Yffb\Kn`kk\i jfef[\[`ZXk\XccËXkk`m`jdf#XccXgfc`k`ZX# ZlckliX#Xik\#df[X#[\j`^e\k\jj`c`%E\`d`\` gfjkd`ZfeZ\ekifjlcZfejldfjfjk\e`Y`c\ [\`ZXg`[`XYY`^c`Xd\ekfiXZZfekXe[fjkfi`\ [`YiXe[\cXY\cefeZ_„[\cefjkifiXggfikf dXk\i`Xc\Zfe`m\jk`k`2gXicf [\^c`XYlj`#dXXeZ_\ [\`jlZZ\jj`[\cc\Xkk`m`k~ [`cXY\cc`e^#jm`clggf\ gif[lq`fe\[\`efjki` ZXg`#j\eqXdX`g\i[\i\ [ËfZZ_`f`cYlfe[\j`^e% Le\j\dg`f[\c k`gf[`Xi^fd\ekfjlZl` d`ZfeZ\ekif…le^iXÔZf [\cEXk`feXcI\jfliZ\j ;\]\ej\:fleZ`cZ_\ dfjkiXcË`dgXkkf[\c gifZ\jjf[`gif[lq`fe\ [\ccËXYY`^c`Xd\ekf [XccË`e`q`fXccXÔe\#fjj`X [XccXZfck`mXq`fe\[\cc\ ÔYi\k\jj`c`ÔefXccf jdXck`d\ekf[\`m\jk`k` ljXk`\`e[\j`[\iXk`% >iXÔZ``e]fidXk`m`j\dgc`Z`Zfd\hl\jkf jg\jjfX`lkXefXZXg`i\\`e[`m`[lXi\c\ Xi\\`eZl`j`gfjjfefXggfikXi\d`^c`fi`\% GXicfXeZ_\dfckf[\cÈZXik\cc`ef[\` gi\qq`eXjZfjkfÉ[\`ZXg`[`XYY`^c`Xd\ekf# [\ccË\d`jj`fe\[`:F)e\ccËXkdfj]\iX#[\^c` XYlj`g\ig\kiXk`jlccXdXef[fg\iX#[\ccf jgi\Zf[`i`jfij\#[\ccË`ehl`eXd\ekf\[\c Zfek\elkf[`XZhlXm`iklXc\^\e\iXk`[XccX gif[lq`fe\[`XYY`^c`Xd\ekf#XZl`efe j`]Xi`]\i`d\ekfjlccË\k`Z_\kkX\Z_\efe m\e^fefgi\j``eZfej`[\iXq`fe\e\cgi\qqf% @cZfek\elkf[`XZhlXm`iklXc\…`chlXek`kXk`mf [`XZhlXlk`c`qqXkfg\igif[lii\leZXgf[` m\jk`Xi`f[XccXZfck`mXq`fe\[\cc\ÔYi\Ôef XcjlfjdXck`d\ekf%Le\j\dg`fZ_\Z`kf jg\jjfjfef`a\Xej[`[\e`d#lef[\`gif[fkk` Èg`“jgfiZ_`ÉZ_\j`gfjjXefkifmXi\e\`

BeOpen Book_024_027_SensibleSustainable_Brown.indd 26

leËXjjfZ`Xq`fe\Z_\_Xle`dgXkkfdfckf j`^e`ÔZXk`mfjlccËXdY`\ek\%CË`e[ljki`X kiX[`q`feXc\[\ccXdf[X…XeZ_\lej`jk\dX Z_\^\e\iXdfck`jgi\Z_`#Zfe`c(,[` hl\jk`XZXi`Zf[\cc\j`e^fc\]Xj`[\cZ`Zcf[` gif[lq`fe\%@eXcki`k\id`e`#`c(,[\^c` jgi\Z_`j`i\^`jkiXe\cc\]Xj`[`Zfck`mXq`fe\# glc`kliX#k`ekliX#k\jj`kliXfcXmfiXq`fe\ XdX^c`X#kX^c`f\`eÔe\ZlZ`kliX#`ekfkXc\ le\efid\hlXek`kXk`mf[`jgi\Z_`Hl\jkf …lej`jk\dXefejfjk\e`Y`c\Z_\i`Z_`\[\ ^iXe[`ZXdY`Xd\ek`Xklkk``c`m\cc`%:`jfef Zfdlehl\kXek`jj`d`[\j`^e\i[`kXc\ekfZ_\ jkXeefXggfikXe[fZXdY`Xd\ek`e\cj\kkfi\% ;\j`^e\iZ_\cXmfiXef`eleXd`i`X[\[` df[`[`m\ij`Z_\Zfdgi\e[fefcËlk`c`qqf[` ÔYi\fi^Xe`Z_\#gif[lq`fe`i\Xc`qqXk\Zfe \c\d\ek`[`i`Z`Zcf#ZXg`[` m\jk`Xi`f[`i\Zlg\iffZfd\ mX[`df[X[`i\lgZpZc\[# dXXeZ_\Zfdd\iZ`f\hlf\ jfc`[Xc\#jm`clggfjfjk\e`Y`c\ \elfm`Ylj`e\jjdf[\c% G\ijfeXcd\ek\Z\c\Yifc\ j`e^fc\`e`q`Xk`m\[XgXik\ [`Zfcfjj`\YiXe[[\cc\ gi`eZ`gXc`ZXk\e\efeZ_„` Ylj`e\jjdf[\cjfjk\e`Y`c` \[\Zfcf^`Z`%LeË`e`q`Xk`mX Z_\[`i\Z\ek\_Xfkk\elkf cXZfg\ikliX[\`gi`eZ`gXc` dXjjd\[`X…cX>i\\e :Xig\k:_Xcc\e^\[`C`m`X =`ik_#Zfeg\ijfeX^^`[\c ZXc`Yif[`>`fi^`f8idXe`# MXc\ek`ef\GXlcJd`k_Z_\ _Xeefklkk`ÔidXkfg\i ]Xi\[\j`^e[`c`m\ccf_Xlk\Zflkli\g\ic\`[X j`c`Zfj`%@d\[`X[`^`kXc`jfef`gi`d`d\qq` `e[fjjXi\jlci\[ZXig\kXcYiXZZ`f[\cdXi`kf [`Zfdle`ZXq`fe\X[\eleZ`Xi\^c`XYlj`jl` :fc`e=`ik_%8eZ_\CX:fejZ`flj:fcc\Zk`fe[` cXmfiXkfi`\jlccËXdY`\ek\#kiXd`k\^ifjj\ ?D#Z_\…^`~^`lekXXccXk\iqXjkX^`fe\#jkX ZXdgX^e\Z_\j`ZfeZ\ekiXefjl=XZ\Yffb# ]XZ\e[fgXjj`XmXek`\[…i\Xc`qqXkXZfeÔYi\ Kn`kk\i\`j`k`N\YXq`\e[Xc`#XmmXc\e[fj` fi^Xe`Z_\\dXk\i`Xc`i`Z`ZcXk`% [\ccX[\dfZiXk`qqXq`fe\[\ccË`e]fidXq`fe\ :`jfefZfj‰kXek\jkfi`\[\^e\[` Zfekif[`cfif\j\iZ`kXe[fgi\jj`fe`\ d\kk\e[fXccX^f^eXZ_`g\ig\kiXkXc`XYlj`%C\ \jj\i\iXZZfekXk\Z_\jfkkfc`e\XefZfd\cX jfZ`\k~Zfd\C\m`Ëj#?D#8idXe`\M\ijXZ\ df[X\Zfcf^`ZXefej`Xg`“fidX`jfcfleX k\e[\eqX#dXleXm\iX\gifgi`Xe\Z\jj`k~8` _Xeef\c`d`eXkfcXjXYY`XkliX[XcgifZ\jjf [\j`^e\ijg\kkXcXi\jgfejXY`c`k~[``dgXiXi\ [`[\Zfjkilq`fe\[\ccXgifgi`Xgif[lq`fe\ ^c`le`[X^c`Xcki`#[`[`j\^eXi\ZfedX^^`fi\ [`[\e`dgifgi`fXZXljX[`kXc`gi\jj`fe`# i\jgfejXY`c`k~\Zfeki`Yl`i\Xle]lklif d\eki\Xcki`#Zfd\;fcZ\>XYYXeX#efe g`“jfjk\e`Y`c\g\icXdf[XefeZ_„g\i`c _XeefXeZfiXZXg`kfcXkf% g`Xe\kX%@cd`filfcfZfej`jk\e\cZfdle`ZXi\ CË`e[ljki`Xk\jj`c\…Zfcg\mfc\[`\jj\i\ cX[`m\ij`k~\cXZi\Xk`m`k~[\`[\j`^e\i\[\cc\ cXj\Zfe[X]fek\[``ehl`eXd\ekfXcdfe[f# jfZ`\k~Z_\]XeeflecXmfifZ_\e\mXc^X [fgfcËX^i`ZfckliX%8cZle`k\jj`c`gf`jfef [Xmm\ifcXg\eX% XeZ_\ZcXjj`ÔZXk`Zfd\gif[fkk`X^i`Zfc`# ^lXi[XifYX[\ccXdX^^`figXik\[\ccX^\ek\% :`mf^c`fef#g\i\j\dg`f#ÔefX((%'''c`ki`[` XZhlXg\igif[lii\lej`e^fcfgX`f[`a\Xej J\j`Zfej`[\iXefjfcf^c`JkXk`Le`k`#f^e` Xeefm\e^fefm\e[lk`+,'d`c`fe`[`gX`X[` a\Xej#Z_\Zfii`jgfe[fefXZ`iZX(#+ki`c`fe`[` ^Xccfe`[`XZhlX 8eZ_\cXjXYY`XkliX…leXckif gifZ\jjfÈjgfiZfÉjg\jjflk`c`qqXkfg\icX gif[lq`fe\[`a\Xej`e[\e`d%CXjXYY`XkliX …`cgifZ\jjf`e[ljki`Xc\Z_\Zfej`jk\e\c [\Zfjkil`i\`ca\Xej\[…cXZXljXg`lkkfjkf Zfdle\[`leXgXkfcf^`Xi\jg`iXkfi`Xd\^c`f efkXZfd\j`c`Zfj`%Hl\jkfgifZ\jjf_Xle ZfjkfkXcd\ek\\c\mXkf`ek\id`e`[`m`k\ ldXe\Z_\cXKliZ_`Xcf_Xgif`Y`kf[fgf Z_\g`“[`+'cXmfiXkfi`j`jfefXddXcXk`[`

10/08/12 11.36


4BTT#SPXO

<

Zf]Xj_`fe_Xji\XZ_\[X nXk\ij_\[dfd\ek`e`kj[\m\cfgd\ek#Xe[Xc\m\c f]jfg_`jk`ZXk`fek_Xk[\j\im\jkfY\Zfddle`ZXk\[% 8kk_\jXd\k`d\#\Zf$]Xj_`feZfek`el\jkfY\ XjjfZ`Xk\[n`k__ldYc\gif[lZkj#jlZ_Xj]X`ikiX[\ YlicXgYX^j2Xe`dX^\k_Xk`j\ek`i\cpflkf][Xk\ Xe[efki\gi\j\ekXk`m\f]k_\Zlii\ekjkXk\f]k_\ `e[ljkip#Xg\iZ\gk`fe@nXekkfZ_Xe^\%Kfk_Xk\e[# dpYcf^#n\Yj`k\Xe[XjjfZ`Xk\[XZk`m`k`\jfejfZ`Xc e\knfibjjlZ_Xj=XZ\YffbXe[Kn`kk\i#Xi\[\mfk\[ kfXZk`m`jd#gfc`k`Zj#Zlckli\#Xik#]Xj_`fe#[\j`^e Xe[k\ok`c\j%@edpgfjkj@]fZljfek_\jljkX`eXYc\ Zfejldgk`fef]Zcfk_`e^#k_ifl^_k\cc`e^k_\jkfi`\j Xifle[YiXe[jXe[cXY\cj#Xe[flidXk\i`Xc Zfee\Zk`fekffliZcfk_`e^2[`jZljj`e^k_\XYlj\jXj n\ccXjk_\jlZZ\jj\j`ek_\cXY\c`e^#]XYi`ZXk`feXe[ gif[lZk`fef]fli^Xid\ekj#XcnXpjn`k_Xe\p\fe ^ff[[\j`^e% 8e\oXdgc\jf]k_\kpg\f]Zfek\ek@]fZljfe# `jXZ_XikYpk_\EXk`feXcI\jfliZ\j;\]\ej\:fleZ`c# n_`Z_j_fnjk_\`dgXZkf]Zcfk_`e^dXel]XZkli\]ifd \Xik_kf[`ik#`%\%]ifdk_\^ifnk_f]k_\ÔY\i#kfk_\ [`jgfjXcf]lenXek\[Xe[nfieZcfk_`e^%J`dgc\`e]f ^iXg_`ZjjlZ_Xjk_`jf]k\edXb\`k\Xj`\ikf^iXjgXe[ `[\ek`]pn_\i\`dgifm\d\ekjZXeY\dX[\%@XcjfkXcb XcfkXYflkk_\Ê_`[[\egi`Z\kX^Ëf]Zcfk_`e^#k_\:F) \d`jj`fej#cXYfiXYlj\j#i\jfliZ\nXjkX^\#gfcclk`fe# Xe[\dY\[[\[nXk\iZfek\ek^\e\iXk\[k_ifl^_ ^Xid\ekgif[lZk`fe#Xe[efkXccl[\[kffek_\cXY\cfi i\Õ\Zk\[`ek_\gi`Z\%K_\\dY\[[\[nXk\iZfek\ek#`j k_\Xdflekf]nXk\ilj\[kfgif[lZ\X^Xid\ek]ifd

BeOpen Book_024_027_SensibleSustainable_Brown.indd 27

k_\^ifnk_f]k_\ÔY\i#Xcck_\nXpkf[`jgfjXcf]k_\ ^Xid\ek%8e\oXdgc\@f]k\ekXcbXYflk#`j[\e`d a\Xej#fe\f]k_\È[`ik`\jkÉgif[lZkj`edfjkg\fgc\j nXi[ifY\%@kkXb\j#]fi\oXdgc\XjdlZ_Xj((#''' c`k\ijf]nXk\ikfgif[lZ\Xj`e^c\gX`if][\e`da\Xej N_`c\`ek_\LJXcfe\#+,'d`cc`fegX`ijf]a\Xej Xi\jfc[\XZ_p\Xi#Xdflek`e^kfXifle[(%+ki`cc`fe ^Xccfejf]nXk\ig\iXeld JXe[YcXjk`e^`jXefk_\i[`ikp`jjl\f]k\e `emfcm\[`ek_\gif[lZk`fef][\e`da\Xej%JXe[ YcXjk`e^`jk_\`e[ljki`XcgifZ\jjf][\ZfejkilZk`e^ [\e`d#Xe[XZfddfeZXlj\f]i\jg`iXkfip[`j\Xj\# fk_\in`j\befneXjj`c`Zfj`j%K_\gifZ\jj_XjjlZ_ X_`^__ldXeZfjkk_XkKlib\p_XjYXee\[`k#X]k\i dfi\k_Xe+'nfib\ij[\m\cfg\[j`c`Zfj`j%;`^`kXc d\[`X`jk_\gi`d\d\[`ld`ek_\Zfddle`ZXk`fe f]cXYfiXe[\em`ifed\ekXcXYlj\j#n`k_dXafi d\[`XZXdgX`^ejZ\ek\i`e^Xifle[=XZ\Yffb# Kn`kk\iXe[ZfigfiXk`fejfnen\Yj`k\j#lj`e^k_\ [\dfZiXk`qXk`fef]`e]fidXk`feX^X`ejkk_\dYp Xggcp`e^gi\jjli\Xe[j_Xd`e^XYlj\ij%:fdgXe`\j jlZ_XjC\m`Ëj#?D#8idXe`Xe[M\ijXZ\_Xm\Xcc YXee\[jXe[YcXjk`e^`ek_\[\ZfejkilZk`fef]k_\`i [\e`dgif[lZk`fe[l\kfk_`jgi\jjli\#Xck_fl^_ fk_\ijjlZ_Xj;fcZ\>XYYXeX_Xm\p\kkfjlZZldY% K_\k\ok`c\`e[ljkip`j^l`ckpf]Y\`e^k_\ j\Zfe[$cXi^\jkjfliZ\f]gfcclk`fe`ek_\nfic[# j\Zfe[fecpkfX^i`Zlckli\%N`k_jfd\k\ok`c\jXcjf ZcXjj\[X^i`ZlckliXc#k_\ZfdY`eXk`fef]n_`Z_`jX m\ipj`^e`ÔZXek`dgXZkfek_\\em`ifed\ek%K_\ dX`ejki\Xd]Xj_`fe`e[ljkip`jXcjfXm\ipnXjk\]lc

jpjk\d#n`k_(,f]nXjkX^\Zfjk\[`ekf\XZ_jkX^\f] k_\gif[lZk`feZpZc\%K_Xk`j(,f]nXjk\k_ifl^_ ^ifnk_#Zc\Xe`e^#[p`e^#n\Xm`e^fibe`kk`e^#Zlkk`e^ Xe[ÔeXccpj\n`e^#`ekfkXcXe\efidfljXdflek f]nXjkX^\K_`j`jXelejljkX`eXYc\jpjk\dk_Xk i\hl`i\jdXafiZ_Xe^\k_ifl^_flkk_\jpjk\d%K_\i\ Xi\_fn\m\iX^i\XkeldY\if]kXc\ek\[[\j`^e\ij dXb`e^Z_Xe^\n`k_`ek_`j`e[ljkip%;\j`^e\ij nfib`e^`eXdpi`X[[`]]\i\eknXpjk_Xk`eZcl[\k_\ lk`c`qXk`fef]fi^Xe`ZÔY\ij#i\ZpZc\[]XYi`ZXk`fej# lgZpZc\[^Xid\ekj#Xjn\ccXj]X`ikiX[\#jljkX`eXYc\ [\m\cfgd\ekXe[e\nYlj`e\jjdf[\cj%Kfk_Xk\e[ @Z\c\YiXk\`e[`m`[lXc`e`k`Xk`m\jYp_`^_jki\\k^`Xekj Xe[YiXe[j#Xjn\ccXjjljkX`eXYc\Xe[\Zfcf^`ZXc Ylj`e\jjdf[\cj%Fe\`e`k`Xk`m\^Xie\i`e^dXafi d\[`XZfm\iX^\i\Z\ekcp`jC`m`X=`ik_Ëj>i\\e:Xig\k :_Xcc\e^\#n`k_k_\c`b\jf]>`fi^`f8idXe`#MXc\ek`ef Xe[GXlcJd`k_Xccj`^e\[lgkfgif[lZ\Zflkli\ c\m\c[\j`^ej]fi_\ikfn\Xifek_\i\X[ZXig\k#Xe[ fek_\Xidf]_\i_ljYXe[:fc`e=`ik_%?DËj :fejZ`flj:fcc\Zk`fe#efn`e`kjk_`i[j\Xjfe`jXcjf dXb`e^_\X[nXp#Xe[`jdX[\n`k_fi^Xe`ZÔY\ij Xe[i\ZpZc\[dXk\i`Xcj%K_\i\Xi\jfdXepnfik_p jkfi`\jkfk\cc#n_`Z__`^_c`^_kk_\]XZkk_Xk\Zf]Xj_`fe `jefnn\ccY\pfe[Xki\e[#Ylk`j`ejk\X[Xe\Z\jj`kp ;\j`^e\ij_Xm\Xi\jgfej`Y`c`kpkfc\Xie]ifd\XZ_ fk_\i#kf[\j`^edfi\i\jgfej`Ycp#Xe[kfZfeki`Ylk\ kfXdfi\jljkX`eXYc\]lkli\]fi]Xj_`fe#Xjn\ccXj]fi fligcXe\k%Dpifc\`ek_Xk]lkli\`jkfZfddle`ZXk\ k_\[`m\ij`kpXe[Zi\Xk`m`kpf]k_fj\[\j`^e\ijXe[ ZfdgXepËj[f`e^nfik_n_`c\nfib%

10/08/12 11.36


4FOTJCMF4VTUBJOBCMF

4*1"3-"%*$3*4* %*HSBOEJDBNCJBNFOUJ %*OVPWJ QBSBEJHNJ4*1"3-"%*OVPWFJTUBO[FTPDJBMJ  %&--"/&$&44*5Â&#x2014;%*$0/4*%&3"3& -"TPTUFOJCJMJU·$0.&6/5&."$0/$6*%0##*".0 /&$&44"3*".&/5&$0/'30/5"3$* &26&450*.1"55" *..&%*"5".&/5&"/$)&46*QSPDFTTJFEVDBUJWJ $0.&%0##*".0'03."3&*GVUVSJQSPHFUUJTUJ 



4FOTJCMF4VTUBJOBCMF -V*TB$P--*OB

5)&3&*45"-,0'$3*4*4 NBKPSDIBOHFT OFXQBSBEJHNT  OFXTPDJBMEZOBNJDT 5)&/&&%50(&550(3*14 8*5)TVTUBJOBCJMJUZ5)*4)"4"/*..&%*"5& *.1"$50/&%6$"5*0/)084)06-%8&53"*/ EFTJHOFSTPGUIFGVUVSF 

Cl`jX:fcc`eX#Gfc`k\Ze`Zf[`D`cXef#gif]\jjfi\&]lccgif]\jjfi

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 28

10/08/12 18.02


-VJTB$PMMJOB

GREEN CAMPING ON THE EDGE OF THE CITY, WORKSHOP - ALDO CIBIC, TOMASO CORÀ - SCUOLA DEL DESIGN, POLITECNICO DI MILANO, NOVEMBRE 2009/ DESIGN SCHOOL, POLITECNICO DI MILANO, NOVEMBER 2009. ARCIPELAGO: FRANCESCO D’ONGHIA, CATERINA ROSA , SILVIA SALA, ILARIA SALVATORE, DARIA SVIDIR.

GREEN CAMPING ON THE EDGE OF THE CITY, WORKSHOP - ALDO CIBIC, TOMASO CORÀ - SCUOLA DEL DESIGN, POLITECNICO DI MILANO, NOVEMBRE 2009/ DESIGN SCHOOL, POLITECNICO DI MILANO, NOVEMBER 2009. GREEN CAMPING: LORENZO BITTO, LUCA COZZI, HYE YOUNG KIM, M.AMIN DANESHGAR, ANNALISA LEVER, DENISE LIGUORI.

Gif^\kkf&gifa\Zk:fck`mXe[f$:Xdglj9fm`jX#Gfc`k\Ze`Zf[`D`cXef#FikfZfdle`kXi`f&Zfddle`kp^Xi[\e%:ffi[`eXd\ekf&Zffi[`eXk`fe;Xm`[\=Xjj`

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 29

10/08/12 18.02


4FOTJCMF4VTUBJOBCMF

H

l\jkX…cXelfmXjÔ[X1 `c]lklifgif^\kk`jkXZXdY`\i~`c gifgi`filfcf#j`[fmi~fZZlgXi\[`gifYc\d` \gfZXc`\[fmi~kifmXi\jfclq`fe`j`jk\d`Z_\# d\jZfcXi\#ZfdY`eXi\[`jZ`gc`e\[`m\ij\% Jg\jjf`gif]\jj`fe`jk`j`Z_`l[fefe\`gifgi` ZXdg`[`jZ`gc`eXi`dXc\[`jZ`gc`e\jfef gif]fe[\\jki\kk\#È[\\gXe[eXiifnÉ#d\eki\ `gifYc\d`jfefXdg`#\j\efeZ`j`d\kk\ klkk``ej`\d\#j\efej`Z\iZX[`Xdgc`Xi\cf j^lXi[f#jXi~[`]ÔZ`c\kifmXi\[\cc\jfclq`fe`% @cgif^\kk`jkX[\m\[`m\ekXi\XeZ_\le Xkk`m`jkX#[\m\]Xi\c\Zfj\#[\m\\ekiXi\e\` gifZ\jj`#gifdlfm\e[f`ZXdY`Xd\ek`% 9`jf^eX`e`q`Xi\Xi`dYfZZXij`c\dXe`Z_\# jfgiXkklkkf`e@kXc`X2[\Z`j`mfXeZ_\`ck\dX [\ccXi`Z\iZX[`leXÈelfmX \jk\k`ZXÉ#efeZ\cfgfjj`Xdf [`d\ek`ZXi\#g\iZ_„[\j`^e j`^e`ÔZXXeZ_\Y\cc\qqX\jg\jjf ZfecXjfjk\e`Y`c`k~Z\cXj`Xdf legfË[`d\ek`ZXkX#XYY`Xdf Z\iZXkfjfclq`fe``eXcZle`ZXj` XeZ_\legfËgle`k`m\1\`em\Z\`c [\j`^e[\m\\jj\i\jfjk\e`Y`c\\ glŽ\jj\i\XeZ_\Y\ccf%CXi`Z\iZX \jk\k`ZXi`dXe\lef[\^c`fY`\kk`m` [\`gif^\kk`jk`#[\`[\j`^e\i%@c k\dXÈj\ej`Yc\Xe[jljkX`eXYc\É… `ek\i\jjXek\g\iZ_„le`jZ\`ck\dX [\ccXjfjk\e`Y`c`k~Xhl\ccf[\ccX iX^`fe\mfc\qqX%CX[\Ôe`q`fe\ [`Èj\ej`Yc\É`dgc`ZX#[Xle cXkf#\jj\i\iX^`fe\mfc`#g\ejXi\ gi`dX[`]Xi\#gi`dX[`gif^\kkXi\# [XccËXckifgifgfe\`cc\^Xd\Zfe`j\ej`#Zfe ^c`Xjg\kk`XeZ_\j\ejfi`Xc`[\cgif^\kkf\ [\cc\jfclq`fe`1kfZZXi\ZfedXef#\ekiXi\e\c d\i`kf[\cc\Zfj\% @ci`kfiefXcc\df[Xc`k~i\Xc`[\` gifZ\jj`gif[lkk`m`#kfZZXe[f`dXk\i`Xc`# jg\i`d\ekXe[f`gif[fkk`…`dgfikXek\2XcZle\ \jg\i`\eq\jmfck\Zfe^c`jkl[\ek`e\^c`lck`d` Xee`Z\cf_Xeef[`dfjkiXkf%I\Z\ek\d\ek\ XYY`XdfkiXj]fidXkf`cefjkifZXdglj`elef jgXq`fXg\ikf1`ZXdgljle`m\ij`kXi``ek\fi`X jfefclf^_`[fm\klkk`gfjjfef\ekiXi\#dX`e i\Xck~jg\jjf^\e\iXeflegfË[`k`dfi\#j`Xdf `e9fm`jX\efeklkk`^c`XY`kXek`[\ccXqfeX jfef\ekiXk`e\ci\Z`ekf[\cefjkifZXdglj%< XccfiXleXmfckXc`XYY`Xdf`em`kXk`#lejXYXkf dXkk`eX$`ck\dX\iXÈZ˅jgXq`fg\iklkk`É$\c` XYY`XdfZf`emfck``eleXj\i`\[``e`q`Xk`m\kiX Zl``cgif^\kkfg`cfkXÈZ˅^`Xi[`efg\iklkk`É2 Zfdgc\kXmXefcË`e`q`Xk`mXlenfibj_fgg\i

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 30

Zfcc\kk`m`Zfefik``e[`m`[lXc`#g\iZ_„…hl\jkf Z_\…\d\ijfXeZ_\[X^c`jkl[`Z_\jfefjkXk` ]Xkk`jlXcki\ZXj\_`jkfi`\j#Zfe[\cc\Xi\\ [\[`ZXk\Xci\cXo#Xcki\XccXjg\i`d\ekXq`fe\ Z_\fjg`k\i~nfibj_fg\cËXkk`m`k~[`[Xkk`ZX#\ Xcki\Xkki\qqXk\g\icfjgfik% Hl\jkf…jfcfle\j\dg`f1lej\d\% Lej\d\Z_\g\iŽglŽZi\jZ\i\\Z_\glŽ \jj\i\Zfck`mXkf%>`~XcZle`Xee`]XXYY`Xdf g\ejXkfXlegif^\kkfg`“Xdg`f#g\i[Xi\ jgXq`fX`j\d`\Xcc\g`ZZfc\g`Xek\Z_\[X \jj`gfjjfefZi\jZ\i\%<DL;<#È<d\i^`e^ Lj\i;\dXe[]fijljkX`eXYc\jfclk`fejÉ… legif^\kkf\lifg\fZ_\_fZffi[`eXkf#\ Z_\Z\iZXmX[`^\e\iXi\m`j`fe`gfj`k`m\\ efeZXkXjkifÔZ_\[\c]lklif#Z\iZXe[f[` `ddX^`eXi\jfclq`fe`jfjk\e`Y`c` `eg`ZZfcXjZXcX#`eZfek\jk`c`d`kXk`1 lk`c`qqXi\^c`jkl[\ek`[\cc\ jZlfc\[`[\j`^e`e[`m\ij\gXik` [Ë<lifgX%Gf`Z˅m\elkXcË`[\X[` Zfjkil`i\[\`e\knfib#[\cc\i\k`# [\cc\g`XkkX]fid\[`Zfe[`m`j`fe\# g\i]Xi\`edf[fZ_\hl\jk`g`ZZfc` j\^eXc`gfj`k`m`gfk\jj\ifm\e`i\ Xdgc`ÔZXk`2ÔefX[Xii`mXi\Xle e\knfib#Z_\…jkXkfZi\Xkf[Xc Gfc`k\Ze`Zf[`D`cXef^iXq`\XccX gXjj`fe\[`<q`fDXeq`e`#Z_\[` hl\jkfj`fZZlgX[Xdfck`Xee`% Hl\jkfe\knfibj`Z_`XdX;\j`j# È;\j`^e]fiJfZ`Xc@eefmXk`fe Xe[JljkX`eXY`c`kpÉ#\Zfgi\klkk`` Zfek`e\ek`#\[…`e^iXe[\Zi\jZ`kX1 efeZ`jfefYXii`\i\[``e^i\jjf#efe EX OSPEDALE PSICHIATRICO PAOLO PINI, MILANO, …leZclY\jZclj`mf#Z_`lehl\XYY`XZ_`\jkf[` 2003. ASSOCIAZIONE GIARDINO DEGLI AROMI \ekiXi\…jkXkfXZZ\kkXkf%<ZZf#`fg\ejfZ_\`c ORTI INDIVIDUALI IN GESTIONE AI CITTADINI gif^\kkf9<FG<Ej`Xlegif^\kkfZ_\mX[X`e DEL QUARTIERE DI AFFORI. FORMER PAOLO PINI PSYCHIATRIC HOSPITAL hl\jkX[`i\q`fe\#cXeZ`Xe[fcË`[\X[`Zfjkil`i\ MILAN, 2003 GIARDINO DEGLI AROMI ASSOCIATION leXg`XkkX]fidXg\id\kk\i\Xj`jk\dX ALLOTMENT GARDENS MANAGED BY THE CITIZENS kXc\ek`#`[\\2g\iZ_„j\imfefklkk\c\]fiq\# OF THE AFFORI NEIGHBOURHOOD. klkk\c\`[\\Z_\gfjjfef\jj\i\^\e\iXk\# ZfeZ_`j`fZZlgX[`cf^`jk`ZXe\ccËXk\e\f#Z_\ `eklkk\c\[`m\ij\gXik`[\cdfe[f#g\iÔef [fmi\YY\ifXcfifmfckXjlggfikXi\hl\jkX G_`c`gg\JkXiZb#cË`ZfeX[\c[\j`^eÔidXkf#_X `e`q`Xk`mX%J\cXgif^\kkXq`fe\\i\Xc`qqXq`fe\ i\Z\ek\d\ek\X]]\idXkfÈj\gXiXk`jYX^c`Xdf# [`lefikfliYXef#[`m\ekXleXjÔ[XZi\Xk`mX Z˅leXjX^^\qqXZfcc\kk`mXÉ#\g\ejfZ_\ \j`jk\d`ZX#XccfiXcXm`j`fe\[\c[\j`^e hl\jkfj`Xlej\^eXc\`dgfikXek\%@eÔe\# k_`eb`e^ki`fe]X1j`^e`ÔZX`ddX^`eXi\hlXc\ leËlck`dXZ`kXq`fe\i`Zfi[Xe[fleefjkif …`cj`jk\dX#`ccXpflk#`cgifZ\jjf#hlXc`jfef dX\jkif#8e[i\X9iXeq`#j`[`Z\Zfem`ekfZ_\ c\g\ijfe\#c\i`jfij\e\Z\jjXi`\#Z_`j\e\glŽ jk`XdfXYYXe[feXe[fcË\iX[\c[\j`^eÔidXkf# fZZlgXi\e\ck\dgf#hlXc`jfefc\k`d\$c`e\`e [\`^iXe[`\if`[\`[\j`^eZ_\mXeefjlcc\ legif^\kkfZ_\[fmi\YY\\jj\i\Zfdg`lkf`e Zfg\ik`e\[\cc\i`m`jk\#\jk`Xdf\ekiXe[f`e Z`ehl\Xee`%HlXcZfjX[`c`d`kXkf[Xcglekf[` leg\i`f[f[`[\j`^eg`“Xefe`df#le[\j`^e m`jkXjgXq`Xc\#dX[`cfe^\mf[Xcglekf[`m`jkX j]l^^\ek\#[\c`ZXkf\j\ej`Y`c\#Zfed\ef k\dgfiXc\%CË`[\X…hl\ccX[`ZfdY`eXi\fik` k\jkfjk\ife\\g`“`ek\cc`^\eqX%

`YXdY`e`\c\q`fe``ek\iXkk`m\#g\ij\^l\e[f cËfY`\kk`mf[`i\e[\i\`cZXdgljleclf^f [`i\cXq`fe\kiXjkl[\ek`#kiXjkl[\ek`\ gif]\jjfi`#dXXeZ_\kiXjkl[\ek`\Z`kkX[`e`% ;fgf`cgi`dfnfibj_fg#Zfd\jg\jjfXmm`\e\ e\`gif^\kk`[`jlZZ\jjf#efej`Xdfg`“i`ljZ`k` X[Xi^`eXi\`efjki`jkl[\ek`Z_\_Xeef[\Z`jf [`kiXj]fidXi\cËfikf[Xgif^\kkfk\dgfiXe\fX i\Xck~È`eg`XekXjkXY`c\É\d`_XeefkiXjZ`eXkf `ehl\jkXXmm\ekliXZf`emfc^\e[fgf`Xcki` jkl[\ek`#Xcki`[fZ\ek`[\cZXdglj`ek\i\jjXk` Xck\dX%<[…Zfj‰Z_\`c[\j`^e\i[`m\ekX ÈXkk`m`jkXÉ#j`i`dYfZZXc\dXe`Z_\\Z\iZX[` Zfjkil`i\`cgifZ\jjf[`Zf$[\j`^e`ej`\d\Xcc\ g\ijfe\[\chlXik`\i\#g\ileXi\Xc`qqXq`fe\ ZfeZi\kX2XYY`Xdf^`~gXicXkfZfe`ci\kkfi\\

10/08/12 18.02


-VJTB$PMMJOB

]XZ`c`kpXe[k_\p[iX^^\[d\Xcfe^fek_`jX[m\ekli\ `emfcm`e^fk_\ijkl[\ekjXe[fk_\i]XZlckpd\dY\ij n_fXi\`ek\i\jk\[`ek_`jk_\d\%K_`j`j_fnk_\ [\j`^e\iY\Zfd\jXeÈXZk`m`jkÉ#ifcc`e^lg_`jfi_\i jc\\m\jXe[kip`e^kfZfejkilZkk_\Zf$[\j`^egifZ\jj kf^\k_\in`k_e\`^_Yfi_ff[g\fgc\#]fiXZfeZi\k\ ^fXc%N\_Xm\Xci\X[pkXcb\[n`k_k_\i\ZkfiXe[ n`k_k_\le`m\ij`kpËjcf^`jk`ZXcjkX]]#n_fj_flc[ jlggfikk_`j`e`k`Xk`m\%@]k_\[\j`^eXe[ZfejkilZk`fe f]XZfddle`kp^Xi[\eY\Zfd\jXZi\Xk`m\Xe[ jpjk\d`ZZ_Xcc\e^\#k_\ek_\m`j`fef][\j`^ek_`eb`e^ ki`ldg_j1`kd\Xej`dX^`e`e^n_Xkjpjk\d#cXpflk# gifZ\jj#g\fgc\Xe[i\jfliZ\jXi\e\Z\jjXip#n_f n`ccZXi\]fik_\gcXZ\fm\ik`d\#n_Xk`jk_\k`d\c`e\ `eXgifa\Zkk_Xkj_flc[Y\Zfdgc\k\[`eÔm\p\Xij% Jfd\k_`e^f]c`d`k\[j`q\`ejgXk`Xck\idj#Ylkefk c`d`k\[`ek\idjf]k`d\%K_\`[\X`jkfZfdY`e\ Zfcc\Zk`m\^Xi[\ejn`k_`e[`m`[lXc^Xi[\ej#Y\ZXlj\ k_`j`jXcjfn_Xk\d\i^\[]ifdk_\ZXj\_`jkfi`\j jkl[`\[Ypk_\jkl[\ekj2k_\i\n`ccXcjfY\i\cXoXk`fe DOCKLANDS COMMUNITY GARDEN, MELBOURNE, 2010. URBAN REFORESTATION, ORTO COLLETTIVO CHE Xi\Xj#qfe\j]finfibj_fgjXe[\[lZXk`feXc SI FONDA SULLO SCAMBIO DI PIANTE, SEMENTI, PRODOTTI, STRUMENTI E CONOSCENZE CON LO SCOPO DI XZk`m`k`\j#Xi\Xj]fijgfikj% MIGLIORARE LA QUALITÀ DELLA VITA DEL QUARTIERE. K_`j`jaljkfe\\oXdgc\1Xj\\[%9lk`k`jX DOCKLANDS COMMUNITY GARDEN MELBOURNE, 2010 URBAN REFORESTATION j\\[k_XkZXe^ifn`ekfjfd\k_`e^kfY\elikli\[% COMMUNITY GARDEN BASED ON THE EXCHANGE OF PLANTS, SEEDS, PRODUCTS, TOOLS AND KNOWLEDGE 8]\np\XijX^fn\k_fl^_kf]XcXi^\igifa\Zk#kf WITH THE OBJECTIVE OF IMPROVING THE QUALITY OF LIFE IN THE NEIGHBOURHOOD. dXb\iffd]fij\\[jXe[j\\[c`e^jk_XkZXe^ifn ]ifdk_\d%<DL;<#È<d\i^`e^Lj\i;\dXe[ ]fijljkX`eXYc\jfclk`fejÉ#`jX<lifg\Xegifa\Zk@ Zffi[`eXk\[#n_`Z_Xkk\dgk\[kf^\e\iXk\gfj`k`m\ Xe[efe$ZXkXjkifg_`Zm`j`fejf]k_\]lkli\#kip`e^ kf`dX^`e\jdXcc$jZXc\jljkX`eXYc\jfclk`fej`e i\XjfeXYc\#k_`eb`e^Y\]fi\[f`e^#Y\]fi\[\j`^e`e^# c`d`k\[Zfek\okj1kflj\k_\jkl[\ekjf][\j`^ejZ_ffcj _`j`jk_\e\nZ_Xcc\e^\1`efli Xifle[<lifg\%K_`jc\[kfk_\`[\Xf]ZfejkilZk`e^ Ylk`kXcjfd\XejXc`ebn`k_k_\j\ej\j#n`k_k_\ m`\n#k_\ifc\f][\j`^e`ek_\]lkli\_XjkfZ_Xe^\ j\ejfi`XcXjg\Zkjf][\j`^eXe[f]jfclk`fej1kfkflZ_ e\knfibj#gcXk]fidj#kfXdgc`]pk_\j\jdXccgfj`k`m\ _`jifc\#ZfeZ\ekiXk`e^fe^\e\iXk`feXc`jjl\j# j`^eXcj%8e\knfib_XjY\\eZi\Xk\[Ypk_\D`cXe Ôe[`e^jpjk\dXk`Zjfclk`fej%K_\i\`jkXcbf]Xn`[\i k_`e^j#\ogcfi`e^k_\`i\]ÔZXZp% Gfcpk\Z_e`Zk_Xebjkfk_\gXjj`fef]Gif]%<q`f K_\i\kliekfi\Xcdf[\jf]gif[lZk`m\ m`j`fe#feXjpjk\djc\m\c#X^ifn`e^e\\[kfd`oXe[ DXeq`e`#n_f_XjY\\enfib`e^fek_\j\`jjl\j]fi gifZ\jj\j#kflZ_`e^dXk\i`Xcj#\og\i`\eZ`e^ ZfdY`e\[`]]\i\ek[`jZ`gc`e\j%Gif]\jj`feXcjf]k\e dXepp\Xij%K_`je\knfib`jZXcc\[;\j`j#È;\j`^e gif[lZkj#`j`dgfikXek#Xj[\dfejkiXk\[YpZ\ikX`e k\e[kfZcfj\k_\dj\cm\jf]]`ek_\`ifne[`jZ`gc`e\j# ]fiJfZ`Xc@eefmXk`feXe[JljkX`eXY`c`kpÉ#Xe[`k`j \og\i`\eZ\jn\_Xm\_X[n`k_k_\jkl[\ekj`ei\Z\ek Ylkk_fj\Ô\c[jXi\È[\\gXe[eXiifnÉn_`c\ ^ifn`e^]Xjk1k_\i\Xi\efYXii`\ij]figXik`Z`gXk`fe# p\Xij%Dfi\i\Z\ekcp#n\kiXej]fid\[fliZXdglj gifYc\dj#`ejk\X[#Xi\n`[\%@]n\[fefkaf`e]fiZ\j `k`jefkXe\oZclj`m\ZclY#Xepfe\ZXeaf`e%@k_`eb n\ZXeefkn`[\ek_\g\ijg\Zk`m\#Xe[`k^\kj_Xi[\ikf `ekfXefg\ejgXZ\1`ek_\fip#le`m\ij`kpZXdglj\j Xi\gcXZ\jk_XkXepfe\ZXenXe[\i`ekf#YlkXZklXccp k_Xk9<FG<E`jXcjfdfm`e^`ek_`j[`i\Zk`fe# Ôe[jfclk`fej% k_\p^\e\iXk\XY`kf]_\j`kXk`fe1n\Xi\`ek_\9fm`jX cXleZ_`e^k_\`[\Xf]ZfejkilZk`e^XgcXk]fidkfglk ;\j`^e\ijXcjfY\Zfd\XZk`m`jkj#k_\p_Xm\ kXc\ekjXe[`[\Xjkf^\k_\i2Y\ZXlj\n\e\\[Xcck_\ [`jki`ZkXe[Z\ikX`ecpefk\m\ip9fm`jXi\j`[\ek_Xj kf[fk_`e^j#\ek\igifZ\jj\j#gifdfk\Z_Xe^\j% ]fiZ\j#Xcck_\`[\Xjk_XkZXeY\^\e\iXk\[#`e[`]]\i\ek nXcb\[fekffliZXdglj%Jfn\[\Z`[\[kf`em`k\ N\_Xm\kfjkXikkfifcclgflijc\\m\j#\jg\Z`Xccp gXikjf]k_\nfic[%<m\eG_`c`gg\JkXiZb#k_\`Zfef] k_\d`e#fe\JXkli[Xpdfie`e^Æk_\k_\d\nXj `e@kXcp%8efk_\i[\Z`j`m\k_\d\`jk_\glijl`kf]X Y`^$eXd\[\j`^e#i\Z\ekcpjX`[ÈjkXp`e^j\gXiXk\[`j Èk_\i\Ëjiffd]fiXccÉÆkf^\k`emfcm\[`eXj\i`\j Èe\nX\jk_\k`ZjÉY\ZXlj\[\j`^eXcjfd\XejY\Xlkp# Xe\iifi#k_\i\`jjlZ_Xk_`e^XjZfcc\Zk`m\n`j[fdÉ# f]`e`k`Xk`m\j#`eZcl[`e^k_\g`cfkgifa\ZkÈk_\i\Ëj jfd\k_`e^n\f]k\efm\icffb[l\kfk_\]fZljfe Xe[@k_`ebk_`j`jXe`dgfikXekj`^eXc%=`eXccp#fe\ X^Xi[\e]fiXccÉ#Xjn\ccXjXnfibj_fg]fib`[j jljkX`eXY`c`kp%8kk`d\jn\cffb]fijfclk`fejk_Xk cXjkhlfk\#i\ZXcc`e^flid\ekfi8e[i\X9iXeq`#n_f Xe[`ek\iXZk`m\c\Zkli\j%K_\^fXcnXjkfdXb\ Xi\g\eXc`q`e^1`ejk\X[#[\j`^e_XjkfY\jljkX`eXYc\ jXpj_\`jZfem`eZ\[k_Xkn\Xi\c\Xm`e^k_\\iXf] k_\ZXdgljXgcXZ\f]i\cXk`fejY\kn\\ejkl[\ekj# Xe[Y\Xlk`]lcXjn\cc%N\Y\c`\m\X\jk_\k`Zi\j\XiZ_ j`^eXkli\[\j`^e#f]k_\^i\Xk[\j`^e_\if\j]\Xkli\[ gif]\jjfijXe[Z`k`q\ej%8]k\ik_\Ôijknfibj_fg#Xj i\dX`ejfe\f]k_\fYa\Zk`m\jf][\j`^e\ij%ÈJ\ej`Yc\ fedX^Xq`e\Zfm\ij#Xe[\ek\i`e^Xg\i`f[f]dfi\ f]k\e_Xgg\ejn`k_jlZZ\jj]lcgifa\Zkj#n\Zflc[ef Xe[jljkX`eXYc\É#`jXm\ipY\Xlk`]lck`kc\#Y\ZXlj\ cfe^\ii\`e`ek_\jkl[\ekj#n_f[\Z`[\[kfkiXej]fid Xefepdflj#Õ\\k`e^#[\c`ZXk\Xe[j\ej`Yc\[\j`^e# `kle[\ic`e\jknf`dgfikXekXjg\Zkj#kf^\k_\i%@ k_\^Xi[\ej]ifdXk\dgfiXipgifa\ZkkfXg\idXe\ek n`k_c\jjk\jkfjk\ife\Xe[dfi\`ek\cc`^\eZ\% n\ekkfcffblgk_\[\Ôe`k`fef]Èj\ej`Yc\É1`kd\Xej

K

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 31

10/08/12 18.02


4FOTJCMF4VTUBJOBCMF

6/"TPTUFOJCJMJU·QSPGPOEB Ÿ"--&3"%*$*%*0(/*4045&/*#*-*5— 40$*"-& &$0/0.*$" ".#*&/5"-&  &/&3(&5*$"6/"TPTUFOJCJMJU· $)&3*(6"3%"*-'6/;*0/".&/50 45&440%&--"/0453".&/5&$)& Ÿ'"55"%*FDDJUB[JPOFFQBVTF %*41";* 7605*&1*&/* %*FNP[JPOJFQFOTJFSP



4FOTJCMF4VTUBJOBCMF .BS*B4F#SF(PO%*

"QSPGPVOETVTUBJOBCJMJUZ 5)"5 *4"55)&30050'&7&3:'03. 0'40$*"- &$0/0.*$ &/7*30/.&/5"- "/%&/&3(:*5)"450%08*5) 5)&7&3:'6/$5*0/*/( 0'063.*/% 8)*$)*4."%&61 0'FYDJUFNFOUBOEQBVTFT  ("14"/%41"$&4'6-- 0'FNPUJPOBOEUIPVHIU

DXi`XJ\Yi\^fe[`#i\jgfejXY`c\YiXe[\hl`kp[`&MGf]YiXe[\hl`kpXe[Zfddle`ZXk`fejXkDfc\jb`e\

BeOpen Book_032_035_SensibleSustainable_Sebregondi.indd 32

10/08/12 20.51


.BSJB4FCSFHPOEJ

LA CARTA, I LIBRI, SONO GLI OGGETTI CHE HANNO CONSERVATO LA MEMORIA STORICA DELL’UMANITÀ, LE PAGINE BIANCHE SONO IL LUOGO DOVE QUESTA MEMORIA SI È POSATA E I TACCUINI SONO OGGETTI PER ORGANIZZARE PENSIERI, PER CONCEPIRE PROGETTI, PER DISPIEGARE CREATIVITÀ; SONO IL LUOGO DELLO SCHIZZO MA ANCHE DELL’OPERA, E SONO SOPRATTUTTO DESTINATI A NON ESSERE GETTATI, PERCHÉ SONO LORO CHE RACCONTANO LA NOSTRA STESSA STORIA. SONO PROGETTI PROFONDAMENTE INTIMI E IDENTITARI, ACCUMULATORI DI EMOZIONI CHE LIBERANO LA LORO CARICA NEL TEMPO, DA CUI DIFFICILMENTE CI SEPARIAMO. PAPER AND BOOKS ARE OBJECTS THAT HAVE CONSERVED THE HISTORICAL MEMORY OF HUMANKIND. THE WHITE PAGES ARE THE PLACE WHERE THIS MEMORY IS STORED, AND THE NOTEBOOKS ARE OBJECTS TO ORGANIZE THOUGHTS, TO INVENT PROJECTS, TO UNFOLD CREATIVITY. THE PLACE OF THE SKETCH BUT ALSO OF THE WORK. ABOVE ALL, THEY ARE NOT MADE TO BE DISCARDED, BECAUSE THEY NARRATE OUR HISTORY. THEY ARE VERY INTIMATE, IDENTITARY PROJECTS, ACCUMULATING EMOTIONS THAT CAN BE FREED UP AT A LATER DATE, FROM WHICH WE DO NOT WANT TO SEPARATE.

BeOpen Book_032_035_SensibleSustainable_Sebregondi.indd 33

10/08/12 20.51


4FOTJCMF4VTUBJOBCMF

…leXjfjk\e`Y`c`k~[\` g\ej`\i`#[\`j\ek`d\ek`\[\cc\gXjj`fe`Z_\ m`\e\gi`dX[`hlXcj`Xj`Xckifj`^e`ÔZXkf% E\ccXefjkiXXkk`m`k~[`Xq`\e[X#[` dXiZXDfc\jb`e\#ef`Z`[\[`Z_`XdfX f]]i`i\jgXq`Y`XeZ_`#jgXq`g\icXi`Õ\jj`fe\# g`XkkX]fid\Xg\ik\\hl`e[`clf^_`[fm\cX d\ek\glŽkifmXi\lei`gfjf\[fm\`g\ej`\i` gfjjfefgi\e[\i\]fidX% 8YY`Xdfklkk`Y`jf^ef#jfgiXkklkkf `ehl\jkfg\i`f[f#[`dfd\ek`[`gXljX#\Z` mfc^`XdfXeZ_\XccË`ekiXkk\e`d\ekfc\^^\if# X[\j\dg`fZ\iZXe[f[`]i\hl\ekXi\hl\ccf Z_\…jkXkflegXiX[`^dX[\c[\j`^e[\^c` Xee`gXjjXk`1`cÈc\jj`jdfi\É#Z_\f^^`[`m\ekX Èdfi\n`k_c\jjÉ#Z`f…dfckf[`g`“Zfed\ef% 8]]ifek`XdfZfj‰`ck\dX[\ccX jfjk\e`Y`c`k~gif]fe[X\[`\Zfcf^`X[\ccX d\ek\1`fZi\[fZ_\j`Xdfklkk`XccXi`Z\iZX [`\jg\i`\eq\Z_\XYY`Xeflej`^e`ÔZXkf#le j\ejf%@ck\id`e\Èj\ejfÉ`e`kXc`Xef#dXXeZ_\ `eXcki\c`e^l\#d\kk\`ej`\d\`ck\dX[\c Èj`^e`ÔZXkfÉZfehl\ccf[\ccXÈj\ejfi`Xc`k~É1 ^c`jkl[`[\cc\e\lifjZ`\eq\f^^`d\kkfef`e i`c`\mfgifgi`fcXZfee\jj`fe\gif]fe[XkiX Z\im\ccf\[\dfq`fe`#iXZZfekXefleXjkfi`X`e Zl`j`^e`ÔZXkf#g\ej`\if\j\ejfi`Xc`k~kifmXef leXZfee\jj`fe\[Xmm\ifgif]fe[X%CX j`e\jk\k`ZX#Z`f…cË`ej`\d\[\`,j\ej`#…Z`ŽZ_\ gf`[~`cj`^e`ÔZXkfgif]fe[fXcc\\jg\i`\eq\% GXicXmXdf[`jgXq`mlfk`g\ij\jk\jj`dX XeZ_\[``ekiXkk\e`d\ekfc\^^\if#[`i`Z\iZX [\cg`“Zfed\ef1]fij\…gifgi`fcXk\Zefcf^`X Xi\e[\i\f^^`gfjj`Y`c\hl\jkXfggfikle`k~# [\cg`“Zfe`cd\ef#\cXgfjj`Y`c`k~[`Xm\i\ \jg\i`\eq\Ôj`Z_\\gj`Z_`Z_\Zfe`cgfZf jgi\Zf#`cgfZfg\jf#`cgfZf`e^fdYif% LeXgX^`eXY`XeZXglŽ[`m\ekXi\ `cclf^fZ_\XZZf^c`\cXi`ZZ_\qqX [\ccË`ddX^`eXq`fe\#glŽ[`m\ekXi\cËfZZXj`fe\ [`leiXggfikfZi\Xk`mf#g\ijfeXc\#ZfecX eXkliX\`cgX\jX^^`fZ`iZfjkXek\2`efjki` jgfjkXd\ek`liYXe`f]]ifeffZZXj`fe`[` gXljX\[`i`Õ\jj`fe\#\^c`jgXq`c`d`eXc`f^^` jfefgXik`ZfcXid\ek\`dgfikXek`#jfef^c` `ek\ijk`q``eZl`gfjj`XdfZfccfZXi\hl\cc\ ]Xdfj\gXlj\\hl\^c`jgXq`mlfk``eZl` cË`ddX^`eXq`fe\gi\e[\Zfigf%<ZZfZ_\cX gX^`eXY`XeZXj`glŽi`\dg`i\[\ccXjkfi`X [`Z`XjZlef#[`m\ekX`cclf^f[\ccË`eZfekif ]fikleXkfZfecXgifgi`X`ddX^`eXq`fe\# dX[`m\ekXXeZ_\`cclf^f`eZl`j`i`Zi\Xle iXggfikfZfecXeXkliX#fggli\j`jZfgi\le kXc\ekf\leXgXjj`fe\#fj`kifmXZfccfZXq`fe\ Xlefj^lXi[fjlcgX\jX^^`fZ`iZfjkXek\

LO SFORZO DI MOLESKINE È SEMPRE QUELLO DI UN PACKAGING CHE PUÒ ESSERE RIUTILIZZATO TROVANDO FUNZIONI D’USO CHE DI NUOVO RE-INNESCANO UN CIRCOLO DI PENSIERO E DI SIGNIFICATO CHE DÀ PROFONDITÀ ALLE SINGOLE ESPERIENZE; SCATOLE CHE POSSONO DIVENTARE CONTENITORI DI TANTI ALTRI OGGETTI, FASCETTE CHE DIVENTANO SEGNALIBRI O PORTATRICI DI MESSAGGI CHE ACCOMPAGNANO IL NOSTRO QUOTIDIANO, NOTEBOOK CHE SONO ESSI STESSI DELLE BUSTE PRONTE A ESSERE SPEDITE, E COME NEL MONDO DELLA NATURA, TENDENZIALMENTE I NOSTRI OGGETTI VANNO IN GIRO PER IL MONDO ABBASTANZA NUDI. THE EFFORT IS ALWAYS TO MAKE PACKAGING THAT CAN BE REUSED, FINDING NEW FUNCTIONS, RE-TRIGGERING A CIRCUIT OF THOUGHT AND MEANING THAT GIVES DEPTH TO EXPERIENCE; FOR EXAMPLE, BOXES THAT CAN BECOME CONTAINERS FOR MANY OTHER OBJECTS, BANDS THAT BECOME BOOKMARKS, OR CARRY MESSAGES IN EVERYDAY LIFE, NOTEBOOKS THAT ARE THEIR OWN ENVELOPES, READY FOR MAILING. AS IN NATURE, OUR OBJECTS TEND TO MOVE AROUND THE WORLD IN A STATE OF RELATIVE NUDITY.

Z_\…[`m\ijf%:`jfefd`^c`X`X[``ddX^`e` ZXkkliXk\`ei\k\Z_\kifmXefjgXq`fjlgX^`e\ Y`XeZ_\#[`m\ekXe[fcËfZZXj`fe\[`iXZZfekXi\ hlXcZfjX1jfefg\i\j\dg`fcË`ddX^`e\[` leXgf\j`XYi\m\#[`le_X`bl^`Xggfe\j\# fjfefcXjfjk\e`Y`c`k~gif]fe[X[\`iX^^` [`leXY`Z`Zc\kkXZ_\_XcXjk\jjXgf\j`X[` le_X`blf[\ccX[`eXd`ZXjfjk\e`Y`c\[\` g\[Xc`%:fd\Xq`\e[Xef`XYY`XdfcX]fikleX [`cXmfiXi\Zfef^^\kk`Z_\jfefg\ejXk`# [`j\^eXk`\`ddX^`eXk`g\ii\jkXi\Zfeef` Xcle^f1jfeff^^\kk`Z_\m\e^fef[XleX ^iXe[\kiX[`q`fe\#`ck\dX[\ccXd\dfi`X\ [\ccË\i\[`k~…gXik`ZfcXid\ek\m`Z`efXcefjkif j\ek`i\#gifgfe`Xdff^^\kk`Z_\m\e^fef [XcfekXef\gfikXef`eÔc`^iXeXleXcle^X jkfi`X\leXcle^XkiX[`q`fe\%:˅hlXcZfjX Z_\XeZ_\Zfd\dXiZXZ`[`jk`e^l\\Z` ZfccfZXjllem\ijXek\[`m\ijf[Xhl\ccf[\ccX k\Zefcf^`X1XcZfekiXi`f[\ccXk\Zefcf^`X#Z_\ _XY`jf^ef[`Zfek`elX`eefmXq`fe\#\hl\jkf …`cjlf^iXe[\d\i`kf#dXXeZ_\]fij\`cjlf c`d`k\Z_\Xmfck\Zfjki`e^\XleËfYjfc\jZ\eqX g`Xe`ÔZXkX#`cefjkifcXmfifj`j`klX`em\Z\jlc m\ijXek\[\ccXZfek`el`k~%

2_BeOpen Book_032_035_SensibleSustainable_Sebregondi_p34.indd 34

G\ikfieXi\XcelZc\fZXc[f[\ccX jfjk\e`Y`c`k~#hl\ccfZ_\XeZ_\Zfd\dXiZX Z`jkXg`“XZlfi\#\Z_\Zi\[fj`XlegfËcX Z_`Xm\[\ccË`ek\iX`e`q`Xk`mX9<FG<E#[` legif^\kkfZ_\_XXdY`q`fe`Zfj‰^iXe[`# …gifgi`fcXZfe[`m`j`fe\2cfj_Xi`e^Zfd\ gXiX[`^dX[\cefjkifdf[f[`X^`i\#j`X[Xc glekf[`m`jkX[\ccXZfeZ\q`fe\#gif[lq`fe\# [`jki`Ylq`fe\[\`efjki`gif[fkk`#j`Xg\i klkkXcËXkk`m`k~jkiXfi[`eXi`XZ_\j`jmfc^\ fec`e\Z_\cXdXiZXDfc\jb`e\jfjk`\e\# XZZfdgX^eXe[f`cglYYc`ZfZ_\Z`XdX#\ Zfe`chlXc\[`Xcf^_`XdfZfjkXek\d\ek\`e leiXggfikf[`Zfdgc`Z`k~jl`Zfek\elk`# [Xe[flefjgXq`f[`m`j`Y`c`k~#lefjgXq`f[` Zfe[`m`j`fe\#[XZl`gXikfefXcki`gif^\kk`# Zfe\c\d\ek`Z_\jfefjZXi`ZXY`c`[Xcefjkif j`kf\Z_\jfefd\jj`X[`jgfj`q`fe\[XccX Zfddle`kpDpDfc\jb`e\2leX^iXe[\ hlXek`k~[`gif^\kk`Z_\#XgXik`i\[XccX jfcc\Z`kXq`fe\[`leXgX^`eXY`XeZX#jfef eXk``ekfief\]lfi`[\ccXdXiZX#gif^\kk`Z_\ Zfjk\^^`Xef\Z_\`jg`iXefXeZ_\]fik\d\ek\ `cefjkifcXmfif#Z_\Z`gfe^fefZfek`el\jÔ[\ e\c[`Xcf^fZfe`cefjkifglYYc`Zf%

13/08/12 13.53


.BSJB4FCSFHPOEJ

@

efliZfigfiXk\XZk`m`kpn`k_k_\ Dfc\jb`e\YiXe[#n\nfibfef]]\i`e^YcXebjgXZ\j ]fii\Õ\Zk`fe#fg\egcXk]fidjXe[k_ljgcXZ\jn_\i\ k_\d`e[ZXeÔe[i\jkXe[k_fl^_kjZXekXb\]fid% N\Xcce\\[Yi\Xbj#\jg\Z`Xccpkf[Xp#Xe[n\Xcjf cffbkfc`^_k\ek\ikX`ed\ek#]fi\oXdgc\Ypkip`e^kf i\kliekfXgXiX[`^df]k_\[\j`^ef]k_\gXjk1k_Xk Èc\jj`jdfi\É`jefnY\Zfd`e^Èdfi\n`k_c\jjÉ% K_`j`j_fnn\XggifXZ_k_\k_\d\f][\\g jljkX`eXY`c`kpXe[\Zfcf^pf]k_\d`e[1@Y\c`\m\n\ Xi\Xcccffb`e^]fi\og\i`\eZ\jk_Xk_Xm\d\Xe`e^# k_XkdXb\j\ej\%K_\k\idÈj\ejfÉ`e@kXc`Xe#Ylk Xcjf`efk_\icXe^lX^\j#ZfdY`e\jk_\`[\Xjf] Èd\Xe`e^ÉXe[k_Xkf]k_\Èj\ej\jÉ%E\lifjZ`\ek`ÔZ jkl[`\jkf[Xpi\m\Xck_\[\\gZfee\Zk`feY\kn\\e k_\YiX`eXe[\dfk`fej#eXiiXk`e^Xjkfip`en_`Z_ d\Xe`e^#k_fl^_kXe[j\ejfipg\iZ\gk`fe_Xm\X kilcp[\\gZfee\Zk`fe%JpeX\jk_\j`X#k_\j\kf]Xcc Ôm\j\ej\j#^`m\j[\\g\id\Xe`e^kf\og\i`\eZ\% N\kXcbXYflk\dgkpjgXZ\j]fiflij\cm\jYlkXcjf XYflkc`^_k\ek\ikX`ed\ek#k_\glijl`kf]dfi\n`k_ c\jj1g\i_Xgj`k`jgi\Z`j\cpk\Z_efcf^pk_XkdXb\j k_`jgfjj`Yc\efn#\eXYc`e^ljkf_Xm\g_pj`ZXcXe[ d\ekXc\og\i`\eZ\jn`k_c`kkc\nXjk\#c`kkc\n\`^_k# c`kkc\Ylcb%

BeOpen Book_032_035_SensibleSustainable_Sebregondi.indd 35

FRAN GIFFARD, ARTISTA INGLESE, DISEGNA E DIPINGE CON MATITE E ACQUARELLI SULLE PAGINE DELLE AGENDE MOLESKINE. CHIAMA QUESTE SERIE “OLD PAPER ALPHABET”. FRAN GIFFARD, AN ENGLISH ARTIST, DRAWS AND PAINTS WITH PENCILS AND WATERCOLORS ON THE PAGES OF MOLESKINE NOTEBOOKS. SHE CALLS THIS SERIES “OLD PAPER ALPHABET”.

8n_`k\gX^\ZXeY\XgcXZ\k_Xkn\cZfd\j k_\i`Z_e\jjf]k_\`dX^`eXk`fe%@kZXeY\Zfd\Xe fggfikle`kp]fiXZi\Xk`m\#g\ijfeXci\cXk`fej_`g n`k_eXkli\Xe[k_\jliifle[`e^cXe[jZXg\%Fli liYXedfm\d\ekjf]]\ifggfikle`k`\j]fii\jkXe[ i\Õ\Zk`fe#Xe[c`d`eXcjgXZ\jXi\gXik`ZlcXicp `dgfikXekkf[Xp#k_\^Xgj`en_`Z_n\ZXeÔk gXlj\j#k_fj\\dgkpjgXZ\j`en_`Z_`dX^`eXk`fe ZXeZfd\Xc`m\%K_\n_`k\gX^\ZXeY\Ôcc\[n`k_ k_\jkfipf]\XZ_f]lj#Y\Zfd`e^Xd\\k`e^gcXZ\ n`k_flifne`dX^`eXk`fe%@kZXeXcjfY\k_\gcXZ\ n_\i\fe\ZXei\Zi\Xk\Xi\cXk`fej_`gn`k_eXkli\# [`jZfm\iXkXc\ekfiXgXjj`fe#XgcXZ\kf`ej\ikX [`]]\i\ekb`e[f]^Xq\Xkk_\cXe[jZXg\Xifle[lj% K_\i\Xi\k_fljXe[jf]`dX^\jZXgkli\[Ypfli g\ijfeXc[XkXYXebjk_XkÔe[jgXZ\feYcXebgX^\j# gX^\jk_Xk^`m\ljXZ_XeZ\kfeXiiXk\jfd\k_`e^1 k_\`dX^\f]Xj_fikgf\d#XAXgXe\j\_X`bl# k_\[\\gjljkX`eXY`c`kpf]k_\jgfb\jf]XY`ZpZc\# k_Xk_Xjk_\jXd\gf\k`ZeXkli\XjX_X`blfik_\ jljkX`eXYc\[peXd`jdf]k_\g\[Xcj%8jXZfdgXep n\_Xm\k_\^ff[clZbkfnfibn`k_g`\Z\jk_XkXi\ ZfeZ\`m\[#[\j`^e\[Xe[\em`jX^\[kfjkXpn`k_ lj]fiXcfe^k`d\1fYa\Zkjk_XkZfd\]ifdX^iXe[ kiX[`k`fe%K_\k_\d\f]d\dfipXe[c\^XZp`j gXik`ZlcXiYpZcfj\kfflinXpf]k_`eb`e^#j`eZ\ n\Zi\Xk\k_`e^jk_XkZfd\]ifd]XiXnXpXe[ Zfem\pXcfe^_`jkfipXe[Xcfe^kiX[`k`fe%K_\i\ `jXcjfjfd\k_`e^XYflkfliYiXe[k_Xkj\kjlj XgXikXe[glkjljfek_\fggfj`k\j_fi\]ifdk_Xk f]k\Z_efcf^p1lec`b\k\Z_efcf^p#n_`Z_i\hl`i\j ZfejkXek`eefmXk`feÆXe[k_`j`j`kj^i\Xkd\i`k# YlkXcjfg\i_Xgj`kjc`d`kXk`fe#Xkk`d\jc\X[`e^kf gif^iXdd\[fYjfc\jZ\eZ\Æflinfib`jXdXkk\if] Zfek`el`kp%Nfib`e^n`k_gXg\iXe[efkaljk 9lkg\i_Xgj#kf^\kYXZbkfk_\Zfi\f]k_\ `jjl\f]jljkX`eXY`c`kp#fli^i\Xk\jkZfeZ\ieXj XYiXe[Xe[n_Xk@Y\c`\m\`jXcjfjfd\n_Xkk_\ b\pkfk_\\ek`i\9<FG<E`e`k`Xk`m\#`jj_Xi`e^2 j_Xi`e^XjXgXiX[`^df]flinXpf]XZk`e^#f] ZfeZ\`m`e^#gif[lZ`e^Xe[[`jki`Ylk`e^fli gif[lZkj#Xe[f]Xcck_\\okiXfi[`eXipXZk`m`kp k_XkkXb\jgcXZ\fec`e\n`k_k_\jlggfikf]k_\ Dfc\jb`e\kiX[\dXib#XZZfdgXep`e^k_\g\fgc\ n_fXggi\Z`Xk\fligif[lZkj#n`k_n_fdn\_Xm\ XZfejkXek[`Xcf^l\#Xi\cXk`fej_`gf]Zfdgc`Z`kp i\^Xi[`e^Zfek\ek#f]]\i`e^jgXZ\j]fim`j`Y`c`kp#]fi j_Xi`e^#kfkXcbXYflke\ngif[lZkj#n`k_\c\d\ekj k_XkZXeY\[fnecfX[\[]ifdflij`[\Xe[Xi\ dX[\XmX`cXYc\kfk_\DpDfc\jb`e\Zfddle`kp% DXepf]fligifa\Zkjk_XkjkXikn`k_k_\jk`dlcljf] XYcXebgX^\_Xm\Y\\eZi\Xk\[`ej`[\Xe[flkj`[\ k_\YiXe[#gifa\Zkjk_XkXZZfdgXepXe[`ejg`i\fli nfib#f]]\i`e^Zfek`el`e^Z_Xcc\e^\j`ek_\[`Xcf^l\ n`k_fliXl[`\eZ\%

10/08/12 20.52


%BJMZ)BQQZ

*-5&."%&--"GFMJDJU·Ÿ%*7&/5"50 /&(-*6-5*.*"//*6/HSBOEFUFNB"/$)& &$0/0.*$0 1&3$) "##*".0&41&35* &$0/0.*45* 40$*0-0(* 14*$0-0(*$)&45"//0 EFGJOFOEPJOVPWJTUBOEBSEEFMMBRVBMJU· %&--"7*5" /0/1"35&/%0 1*°%"-1*- %"-130%0550*/5&3/0-03%0 ."1"35&/%0%"--"QFSDF[JPOFEFMMBWJUB GFMJDFŸ6/&4&3$*;*0.0-50$0.1-&440  "/$)&4&.0-50"77*/$&/5&



2VPUJEJBOP'FMJDF %BJMZ)BQQZ 5)&5)&.&0'IBQQJOFTT */3&$&/5:&"34  )"4"-40#&$0.&"."+03&$0/0.*$*446&  #&$"64&8&)"7&&91&35&$0/0.*454  40$*0-0(*454 14:$)0-0(*4548)0"3& %&'*/*/(OFXTUBOEBSETPGRVBMJUZ 0'-*'& /0-0/(&345"35*/(8*5)(%1 (3044 %0.&45*$130%6$5 #6545"35*/(8*5)063 QFSDFQUJPOPGBIBQQZMJGF*5*4"7&3:$0.1-&9 #65"-407&3:$"15*7"5*/(&9&3$*4&

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 36

10/08/12 20.41


%BJMZ)BQQZ

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 37

10/08/12 20.41


%BJMZ)BQQZ

C

X]\c`Z`k~j`\jgi`d\j\dgi\ g`“e\ccX[`d\ej`fe\Èkiljkj_Xi`e^É1klkk\ c\i`Z\iZ_\Z_\e\^c`lck`d`[`\Z`Xee`jfef jkXk\i\Xc`qqXk\e\cdfe[f#[`dfjkiXefZ_\`c ZfeZ\kkfelfmf[`]\c`Z`k~efe…g`“gi`mXkf# efe…g`“jfcf`e[`m`[lXc\#Zfd\e\^c`Xee`Ë Ë/'\Ë0'#dX…]fik\d\ek\c\^XkfXccXZXgXZ`k~ \gfjj`Y`c`k~[`Zfe[`m`[\icX2`ehl\jkf j\ejfj`glŽ]Xi\cË\j\dg`f\dYc\dXk`Zf [\ccËXc`d\ekXq`fe\`eZl`cË\c\d\ekf[`]\c`Z`k~ Zfe[`m`jX\d\i^\Zfe^iXe[\]fiqX2hl\jkX …leX^iXe[\efm`k~#i`jg\kkfXccfjZ\eXi`f [\^c`Xee`gi\Z\[\ek`#…[Xmm\ifleelfmf gXiX[`^dX#Z_\j`ZfekiXggfe\#j`X]ÔXeZX `em\Z\XccXm`j`fe\[\cÈ]Xj_`fejpjk\dÉZ_\ gi`m`c\^`XcXgi`mXk`qqXq`fe\[\ccfjk`c\% CXdf[X_XkiX`eXkfg\iki\ekËXee` klkk`^c`Xcki`j\kkfi`jlleË`[\X[`]\c`Z`k~Z_\ g\iŽ\iXdfckf`e[`m`[lXc\#\iXc\^XkXXccffb g\ijfeXc\#XccXZXgXZ`k~[`gif[lii\j\^e` i`gfikXe[fc`e\ccË\jg\i`\eqX`e[`m`[lXc\%G\i cXmfiXi\jlccfj_Xi`e^#lk`c`qqXe[fXeZ_\` elfm`jkild\ek`Z_\cXk\Zefcf^`XZ`gifgfe\# ÔefX`jfZ`Xce\knfib#…g\iŽ`dgfikXek\`c mXcfi\[\cÈkiljkÉ1Z`f…cX[`d\ej`fe\[\ccX Ô[lZ`X#[\ccXZi\[`Y`c`k~#[\ccXc\Xck~#Z_\… dfckfcfekXeX[XleË`[\X[`Zfdle`ZXq`fe\ Z_\\iXklkkX]fe[XkXjlccË`ddX^`e\g`“Z_\ jlccXjfjkXeqX% J`[`Z\mXlek\dgfÈYXjkXZ_\j`gXic` [`k\2gf`Z_\j`gXic`Y\e\fdXc\efe…Zfj‰ `dgfikXek\É2\ZZf#j`XdffidX``eleXckif dfe[f#`eleXckifle`m\ijf[fm\`em\Z\j\j` gXicX[`k\…`dgfikXek\Z_\j\e\gXic`Y\e\ \jfgiXkklkkfj\e\gXic``ek\id`e`Xlk\ek`Z`# gXik\e[f[Xhl\ccfZ_\kl[Xmm\if]X`%@e hl\jkfdf[fcX[`d\ej`fe\[\cÈkiljkÉelki\ gf`cfÈj_Xi`e^É1\hl\jkf…lejXckfZ_\dfck\ Xq`\e[\[\mfefXeZfiXZfdgi\e[\i\%

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 38

?

Xgg`e\jj`j`eZi\Xj`e^cp \ogi\jj\[`ek_\[`d\ej`fef]Èkiljkj_Xi`e^É1 Xcck_\i\j\XiZ_fm\ik_\cXjkk\ep\Xij`ek_\ nfic[gf`ekjkfXe\nZfeZ\gkf]_Xgg`e\jjk_Xk `jefcfe^\igi`mXk\#efcfe^\i`e[`m`[lXc#Xj`e k_\(0/'jXe[(00'j#YlkZcfj\cpZfee\Zk\[kf k_\ZXgXZ`kpXe[gfjj`Y`c`kpf]j_Xi`e^2`ek_`j j\ej\#fe\\dYc\dXk`Z\oXdgc\`j]ff[#n_\i\k_\ \c\d\ekf]j_Xi\[_Xgg`e\jj\d\i^\jn`k_^i\Xk ]fiZ\%K_`j`jXe\n[\m\cfgd\ekn`k_i\jg\Zk kfk_\jZ\eXi`ff]k_\i\Z\ekgXjk%@k`jkilcpX e\ngXiX[`^d#k_Xk`jfggfj\[kffi#`ejk\X[# XZZfdgXe`\jk_\m`j`fef]k_\È]Xj_`fejpjk\dÉ# n_`Z__Xj]fZlj\[fek_\gi`mXk`qXk`fef]jkpc\% =Xj_`fe_Xj[i`m\eXcck_\fk_\ij\Zkfij]fi k_`ikpp\Xij#Xifle[Xe`[\Xf]_Xgg`e\jjk_Xk nXjm\ip`e[`m`[lXc#c`eb\[kfXg\ijfeXccffb# kfk_\ZXgXZ`kpkfgif[lZ\j`^ejXe[kfc`ebk_\d kf`e[`m`[lXc\og\i`\eZ\%Kfnfibfej_Xi`e^#fe k_\fk_\i_Xe[#n\e\\[kfXcjflj\k_\e\nkffcj f]]\i\[Ypk\Z_efcf^p#`eZcl[`e^jfZ`Xce\knfibj# Xe[k_\mXcl\f]ÈkiljkÉY\Zfd\jdlZ_dfi\ `dgfikXek1k_\[`d\ej`fef]]X`k_#f]Zi\[`Y`c`kp# cfpXckp#]Xi]ifdk_\`[\Xf]Zfddle`ZXk`fe YXj\[fecpfe`dX^\iXk_\ik_XejlYjkXeZ\% G\fgc\lj\[kfjXpÈ`k[f\jeËkdXkk\i n_Xkk_\pjXp#Xjcfe^Xjk_\pXi\kXcb`e^ XYflkpflÉ2Ylkkf[Xpn\Xi\`eXefk_\infic[# Xefk_\ile`m\ij\n_\i\`]k_\pkXcbXYflkpfl `k`j`dgfikXekk_Xkk_\p[fjf`egfj`k`m\Xe[ XYfm\XccXlk_\ek`Zk\idj#jkXik`e^n`k_n_Xk pfli\Xccp[f%K_ljk_\[`d\ej`fef]ÈkiljkÉ elikli\jÈj_Xi`e^É#Xe[k_`j`jXc\Xg]finXi[ k_XkZfdgXe`\j#]fi\oXdgc\#n`ccle[flYk\[cp _Xm\kfle[\ijkXe[%

10/08/12 20.41


3_BeOpen Book_036_041_DailyHappy_INTRO.indd 39

10/08/12 20.41


%BJMZ)BQQZ

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 40

10/08/12 20.41


%BJMZ)BQQZ

J`XdfZfem`ek`[`m`m\i\ledfd\ekf dfckfgXik`ZfcXi\#Zi\[`XdfZ_\hl\jkXefe j`XjfcfleË\gfZX[`ZXdY`Xd\ekf#dXle m\if\gifgi`fZXdY`Xd\ekf[Ë\gfZX#\`ck\dX [\ccX]\c`Z`k~gXjjX[XccXZi\Xk`m`k~[`8cY\ikf 8c\jj`XccË\ef^Xjkifefd`X[`:Xicf:iXZZf# [Xcdfe[f[\ccXgif^\kkXq`fe\X\ifeXlk`ZX \[\`kiXjgfik`ZfeMcX[`d`iG`ifabfmXc dfe[fYiXj`c`Xef[`<[jfeDXkjlfZ_\[`i`^\ klkkXcËXi\X[\j`^ei`Z\iZX\jm`clggf[\ccX >i\e[\e\\[\cYiXe[D\c`jjX#[XAlc`Xe JZ_eXY\cZfecXjlXZi\Xk`m`k~Xklkkfkfe[f# [XccËXik\XcZ`e\dX#lem\if\gifgi`fXik`jkX ^cfYXc\X*-'^iX[`ÔefX<c`f=`filZZ`\XccX jlXm`j`fe\c\^XkX[Xj\dgi\XleË`[\X[` ]\c`Z`k~\[`Xdfi\#efeXZXjfCfm\K_\iXgp# Z_\…`cjlflck`dfgif^\kkf#…]fik\d\ek\ c\^XkXXhl\jkX[`d\ej`fe\g\iXii`mXi\X leXg`ccfcX[`]\c`Z`k~Zfe>`lc`XKXZZ_`e`# Xjj`jk\ek\[\cZfijf[`]ff[[\j`^e[\c Gfc`k\Ze`Zf[`D`cXef% J`XdfZfem`ek`[`m`m\i\ledfd\ekf dfckfgXik`ZfcXi\#Zi\[`XdfZ_\hl\jkX efej`XjfcfleË\gfZX[`ZXdY`Xd\ekf#dX lem\if\gifgi`fZXdY`Xd\ekf[Ë\gfZX#\ `ck\dX[\ccX]\c`Z`k~gXjjX[XccXZi\Xk`m`k~ [`8cY\ikf8c\jj`#XccË\ef^Xjkifefd`X[` :Xicf:iXZZf#[Xcdfe[f[\ccXgif^\kkXq`fe\ X\ifeXlk`ZX\[\`kiXjgfik`ZfeG`ifabfmXc dfe[fYiXj`c`Xef[`<[jfeDXkjlfZ_\[`i`^\ klkkXcËXi\X[\j`^ei`Z\iZX\jm`clggf[\ccX >i\e[\e\#[XAlc`XeJZ_eXY\cZfecXjlX Zi\Xk`m`k~Xklkkfkfe[f#[XccËXik\XcZ`e\dX# lem\if\gifgi`fXik`jkX^cfYXc\X*-'^iX[` X<c`f=`filZZ`\cXjlXm`j`fe\j\dgi\c\^XkX XleË`[\X[`]\c`Z`k~\[`Xdfi\#efeXZXjf Cfm\K_\iXgp#Z_\…`cjlflck`dfgif^\kkf#… ]fik\d\ek\c\^XkfXhl\jkX[`d\ej`fe\g\i Xii`mXi\XleXg`ccfcX[`]\c`Z`k~[`>`lc`X KXZZ_`e`#Xjj`jk\ek\[\cZfijf[`]ff[[\j`^e [\cGfc`k\Ze`Zf[`D`cXef%=iXeZ\jZfDfiXZ\

N\Xi\Zfem`eZ\[k_Xkn\Xi\c`m`e^`eX m\ipgXik`ZlcXidfd\ek%N\Y\c`\m\k_`j`jefk aljkXe\iXf]Z_Xe^\#YlkXkil\Z_Xe^\f]\iX# Xe[k_\k_\d\f]_Xgg`e\jjZXeY\j\\e`ek_\ Zi\Xk`m`kpf]8cY\ikf8c\jj`#k_\n`e\Xe[Zl`j`e\ f]:Xicf:iXZZf#k_\nfic[f]X\ifeXlk`ZXe[ kiXejgfik[\j`^ef]G`ifabfm#k_\9iXq`c`Xenfic[ f]<[jfeDXkjlfn_f[`i\Zkjk_\\ek`i\[\j`^e I";Xi\Xf]>i\e[\e\Xe[k_\YiXe[D\c`jjX# Alc`XeJZ_eXY\cn`k__`j*-'—Zi\Xk`m`kp#]ifd XikkfZ`e\dX#Xkil\^cfYXcXik`jk%Fi<c`f =`filZZ`Xe[_`jm`j`fek_Xk_XjXcnXpjY\\e Zfee\Zk\[n`k_Xe`[\Xf]_Xgg`e\jjXe[cfm\2`k `jefZf`eZ`[\eZ\k_XkCfm\K_\iXgp#_`jcXk\jk gifa\Zk#`jZcfj\cpc`eb\[kfk_`j[`d\ej`fe%8cc k_\nXpkfk_\_Xgg`e\jjg`ccf]>`lc`XKXZZ_`e`# XiXgi\j\ekXk`m\f]k_\=ff[;\j`^eZflij\f]k_\ D`cXeGfcpk\Z_e`Z% N\Xi\Zfem`eZ\[k_Xkn\Xi\c`m`e^`eX m\ipgXik`ZlcXidfd\ek%N\Y\c`\m\k_`j`jefk aljkXe\iXf]Z_Xe^\#YlkXkil\Z_Xe^\f]\iX# Xe[k_\k_\d\f]_Xgg`e\jjZXeY\j\\e`ek_\ Zi\Xk`m`kpf]8cY\ikf8c\jj`#k_\n`e\Xe[Zl`j`e\ f]:Xicf:iXZZf#k_\nfic[f]X\ifeXlk`ZXe[ kiXejgfik[\j`^ef]G`ifabfm#k_\9iXq`c`Xenfic[ f]<[jfeDXkjlfn_f[`i\Zkjk_\\ek`i\[\j`^e I";Xi\Xf]>i\e[\e\#Alc`XeJZ_eXY\cn`k_ _`j*-'—Zi\Xk`m`kp#]ifdXikkfZ`e\dX#Xkil\ ^cfYXcXik`jk%Fi<c`f=`filZZ`Xe[_`jm`j`fe k_Xk_XjXcnXpjY\\eZfee\Zk\[n`k_Xe`[\Xf] _Xgg`e\jjXe[cfm\2`k`jefZf`eZ`[\eZ\k_Xk Cfm\K_\iXgp#_`jcXk\jkgifa\Zk#`jZcfj\cpc`eb\[ kfk_`j[`d\ej`fe%8cck_\nXpkfk_\_Xgg`e\jj g`ccf]>`lc`XKXZZ_`e`#XeXjj`jkXekf]k_\=ff[ ;\j`^eZflij\f]k_\D`cXeGfcpk\Z_e`Z% =iXeZ\jZfDfiXZ\

=fkf[`&g_fkfjYpFjj\imXkfi`f\Gif^iXddX[`I`Z\iZXÈJki\\k9f[pJ`^eXcjÉ

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 41

10/08/12 20.41


%BJMZ)BQQZ

26&--0$)&/0*DIFG.&55*".0/&-1*"550 Â&#x;DSFBUJWJU¡"5655050/%0 13&1"3*".0 $0.10/*".0 $0-03*".0 "##*".06/TFOTPFTUFUJDP.0-5041*$$"50  $)&1&3Š7"$0/$*-*"50$0/-"TPTUBO[B  1&33*64$*3&"%"3&'&-*$*5Â&#x2014;



%BJMZ)BQQZ $BS-P$SBDDP

*/5)&%*4) 8&DIFGT"%%DSFBUJWJUZ 8&13&1"3& 16550(&5)&3 $0-063 8&)"7&"7&3:."3,&%7*46"-4&/4& 8)*$) )08&7&3.645#&$0.#*/&%8*5)DPOUFOU

:Xicf:iXZZf#Z_\][\ci`jkfiXek\:iXZZf[`D`cXef&:_\]f]:iXZZfi\jkXliXek#D`cXe

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 42

10/08/12 11.36


$BSMP$SBDDP

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 43

10/08/12 11.36


%BJMZ)BQQZ

“IO LAVORO MAGARI PARTENDO DALLA FRUTTA O DALLA VERDURA ESSICCATA. VERDURA BANALE COME CAROTE, PATATE, ZUCCHINE, ASPARAGI, TUTTO QUELLO CHE C’È. ESSICCATE PERCHÉ IL CONCETTO È QUELLO DELLA CHIPS”. “I MIGHT WORK BY STARTING WITH DRIED FRUITS OR VEGETABLES, BANAL VEGETABLES, CARROTS, POTATOES, ZUCCHINE, ASPARAGUS, WHATEVER IS AVAILABLE, DRIED BECAUSE THE CONCEPT IS THAT OF CHIPS”.

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 44

10/08/12 11.36


@

ehl\jk`Xee`cË\ef^Xjkifefd`X …ZXdY`XkXgif]fe[Xd\ek\1e\ccXg\iZ\q`fe\# e\ccXZfejXg\mfc\qqX#e\`gifZ\jj`#e\c iXggfikfkiX^ljkf\[\jk\k`ZX%<ZZf#mfii\` gXik`i\gifgi`f[XccË\jk\k`ZX1`egXjjXkfÆ e\ccXjkfi`XÆcXZlZ`eX\iXklkkX\jk\k`ZX# \jg\jjf`ZlfZ_`\iXef[\^c`XiZ_`k\kk`# jfgiXkklkkf`e=iXeZ`X%@e@kXc`XlegfËd\ef# \iXefg`“ZlfZ_`#]fij\#g\iŽhl\ccfZ_\\iX `dgfikXek\g\ileZlfZf\iXZfjkil`i\le g`Xkkf#dfekXi\leXg`…Z\#Zfdgfii\le mXjjf`fZ_\]fjj\klkkX\jk\k`ZX%Gf`j\efe \iXYlfe`jj`dfgfZf`dgfikXmX#g\iZ_„cX Zfej\imXq`fe\efeZË\iX#`c]i\[[fefeZË\iX# g\iZl`Y`jf^eXmXfmm`Xi\ZfeXcki`kilZZ_`X hl\jkfgifYc\dX% CXi`mfclq`fe\Z_\j`…`ee\jZXkX ZfecXdf[\ie`k~_X`em\Z\`ekif[fkkf`c ZfeZ\kkf[`]il`Y`c`k~%@cZ`Yf…[`m\ekXkf

F

m\ik_\p\Xijk_\nfic[f] ]ff[Xe[n`e\_XjZ_Xe^\[iX[`ZXccp`ei\cXk`fe kfflig\iZ\gk`fej#XnXi\e\jj#`ek_\gifZ\jj\j`k ^f\jk_ifl^_#k_\i\cXk`fej_`gY\kn\\ekXjk\Xe[ X\jk_\k`Zj%JkXik`e^n`k_X\jk_\k`Zj`ek_\gXjk Æ_`jkfi`ZXccpÆZl`j`e\nXjjfZcfj\cpi\cXk\[kf X\jk_\k`Zjk_XkZ_\]jn\i\f]k\eXiZ_`k\Zkj#\jg\Z`Xccp `e=iXeZ\%K_`jnXjefkjfdlZ_k_\ZXj\`e@kXcp# n_\i\k_\i\n\i\dfi\Z_\]j#g\i_Xgj#Ylkn_XknXj `dgfikXeknXjkfZfejkilZkX[`j_#kfXjj\dYc\X ^iflg`e^#kfZfdgfj\XkiXpn`k_XkfkXccpX\jk_\k`Z XggifXZ_%K_\kXjk\nXjeËkk_Xk`dgfikXek%%%k_\i\ nXjefZfej\imXk`fe#efi\]i`^\iXk`fe#jfk_\p_X[kf lj\fk_\iki`Zbjkf^\kXifle[k_fj\gifYc\dj% K_\i\mfclk`fef]k_\df[\ie\iXnXj ]leZk`feXc`kp%=ff[_XjY\Zfd\Xc\^XZpj_Xi\[Yp Xcc#efkXe\og\i`\eZ\]fik_\gi`m`c\^\[]\n%J`eZ\ k_\eg\fgc\_Xm\Y\^lekfi\`ek\igi\kk_\kiX[`k`fe#

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 45

$BSMP$SBDDP

gXki`dfe`fZfe[`m`jf[Xklkk`\efe \jg\i`\eqXgi`m`c\^`XkX[`gfZ_`%<[Xc‰ j`…Zfd`eZ`XkfXi`mXclkXi\cXkiX[`q`fe\# cXÈZlZ`eXgfm\iXÉ[`klkk``^`fie`\[\` [`m\ij`k\ii`kfi`#g\iZl`ZË\iX`cefjkifZ`Yf [`ZXdgX^eX#Z_`Xd`XdfcfÈjXefÉ#g\iZl` Z_`cfZfck`mXmXgf`XeZ_\cfkiXj]fidXmXf Zfdlehl\cfZfejldXmX%<gf`XYY`Xdf`c gXjjX^^`fÈ[\ccXZi\jZ`kXÉ#e\^c`Xee`Ê-'&Ë.'# `cg\i`f[f[\cY\e\jj\i\#[fm\e\`i`jkfiXek` `dg\im\ijXmXcXgXeeX#gifjZ`lkkf\g`j\cc`# Z_\\iXleXifYXjZ_`]fjX#\iX[`ki\k`g`#\[ \iXefm\iXd\ek\[\`g`Xkk`fii`Y`c`1`fc`_f ]Xkk`\efeZXg`mfe\XeZ_\g\iZ_„c`]XZ\jj`# g\iŽ\iXZfj‰#efe…Z_\j`gfk\jj\g`“[`kXekf [`jZlk\i\%;Xc‰j`XdfgXjjXk`XleZfeZ\kkf [`ZlZ`eXdfckfg`“glc`kX#\jj\eq`Xc\# ZfeZi\kX#ZfeleËXkk\eq`fe\XccË\jk\k`ZX# g\iZ_„Zfdlehl\cXZlZ`eX…]XkkX[`]fidX

\[`Zfcfi\#dXZfele^iXe[\i`kfiefXccX jfjkXeqX#cXmfiXe[fjlcc\Zfej`jk\eq\ [`m\ij\#Zfegif]ld`#jXgfi`#^ljk`le`Z`2`c gXjjX^^`f…jkXkfm\iXd\ek\\gfZXc\%G\iZ_„ j`XdfgXjjXk`[XleZfeZ\kkfdfckfÈ^iXjjfÉ Z_\\iXhl\ccf[\ccXgXeeX\[\ccXi`ZZ_\qqX#X leZfeZ\kkfdfckfXjZ`lkkfÆj\mf`^lXi[Xk\ jl`efjki`g`Xkk`efeZ`jfefjXcj\#hlXj`#f cXjXcjX…le[\kkX^c`fgifgi`f[`Zfekfief# …leÔeXc\g\ii\Zlg\iXi\fg\ii`gi\e[\i\ [\k\id`eXk`jXgfi`%LeXmfckX`cg`Xkkf\iX cXjXcjX#`eYXj\XccXjXcjXj`[\k\id`eXmX cXZXk\^fi`X[\cg`Xkkf\jfgiXkklkkfcXjlX `dgfikXeqX1`cZ`Yf[`m\ekXmXdfckfg`“ `dgfikXek\e\cdfd\ekf`eZl`cfj`i`ljZ`mX Xi\e[\i\]il`Y`c\#XZZ\jj`Y`c\Xklkk`%CËXckX ZlZ`eX`em\Z\j\dYiXmX`eXZZ\jj`Y`c\#g\iZ_` ZfefjZ\mX)''`e^i\[`\ek`[`m\ij`#g\iZ_` Xm\mXm`X^^`Xkf%

k_\È_ldYc\]ff[Éf][Xp$kf$[Xpc`]\jg\Z`ÔZkf \XZ_Zflekip]ff[k_XkZXeY\ZXcc\[È_\Xck_pÉ# `eXj`klXk`fen_\i\k_\g\ijfen_f^i\n`kXcjf kiXj]fid\[`k`ekfjfd\k_`e^\[`Yc\fi#`eXepZXj\# Zfejld\[`k%K_\en\_Xm\k_\È^ifnk_ÉgXjjX^\# `ek_\(0-'jXe[(0.'j#k_\k`d\f]X]Õl\eZ\#n_\e i\jkXliXekjj\im\[lggXjkXn`k_Zi\Xd#g\XjXe[ _Xd#i\Xccp_fii`[jkl]]%@[`[`kkff#@[`[eËkbefn n_p#Ylkk_XknXjk_\nXp`knXjXe[k_\i\nXjef Xi^l`e^n`k_k_\j`klXk`fe%K_\en\dfm\[fekf XdlZ_Zc\Xe\i#dfi\\jj\ek`Xc#ZfeZi\k\Zl`j`e\# n`k_dfi\Xkk\ek`fekfX\jk_\k`Zj#Y\ZXlj\Zl`j`e\ `jXcjfXdXkk\if]]fidXe[Zfcfli2k_\i\nXjXcjf XdXafii\kliekfjlYjkXeZ\#nfib`e^fe[`]]\i\ek Zfej`jk\eZ`\j#XifdXj#ÕXmflij2k_`jnXjXkilcp \gfZ_XcZ_Xe^\%9\ZXlj\n\gXjj\[]ifdXm\ipÈ]XkÉ ZfeZ\gk#k_Xkf]Zi\XdXe[n\Xck_#kfXm\ip[ip fe\Æ`]pflcffbXkfli[`j_\j#k_\i\Xi\efjXlZ\j#

Xcdfjk#fik_\jXlZ\`jaljkX[\kX`cfek_\j`[\#X ÔeXc\kfi\`e]fiZ\fi\Z_fZ\ikX`eÕXmfij%ÆFeZ\ k_\[`j_nXjk_\jXlZ\#`k[\k\id`e\[k_\ZXk\^fip Xe[k_\`dgfikXeZ\f]k_\i\Z`g\%=ff[Y\ZXd\ dlZ_dfi\`dgfikXekn_\e`kY\ZXd\XmX`cXYc\Xe[ `e[\\[X]]fi[XYc\]fiXcc%?Xlk\Zl`j`e\jk`ccj\\d\[ `eXZZ\jj`Yc\i\j\im\[]fik_fj\]Xd`c`Xin`k_)'' [`]]\i\ek`e^i\[`\ekj#k_fj\n_f_X[kiXm\c\[% 8ZklXccp_Xlk\Zl`j`e\`jaljkk_\i\jlckf]Xe \og\i`\eZ\#f]k_\ZXgXZ`kpkfZ_Xe^\#kfX[Xgkkfi\Xc c`]\%Kf[Xpn\efcfe^\i\Xkk_\nXpn\[`[kn\ekp fik_`ikpp\XijX^fn\\Xk`eXZfdgc\k\cp[`]]\i\ek nXpjfd\k`d\jnfij\#Y\ZXlj\n\Xi\`eX_liip# fiY\ZXlj\n\Ëi\le`ejg`i\[%9lkn\f]k\e\XkYp cffb`e^Xkn_Xkjfd\fe\\cj\[f\j#k_`jfik_XkZ_\]# jfZffb`e^_XjY\Zfd\XdlZ_dfi\g\ijfeXck_`e^# n`k_Xg\ijfeXcm`j`fef]Xe`e^i\[`\ek% ?Xlk\Zl`j`e\_Xjd\klgn`k_dfi\

10/08/12 11.36


%BJMZ)BQQZ

@ei\Xck~#cËXckXZlZ`eX…jfcXd\ek\ `c]ilkkf[`leË\jg\i`\eqX#`c]ilkkf[`leX ZXgXZ`k~[`ZXdY`Xi\#[`X[\^lXij`Xhl\ccX Z_\…cXm`kXi\Xc\%F^^`efedXe^`Xdf g`“Zfd\j`dXe^`XmXm\ek`fki\ekËXee` ]X#dXe^`Xdf`edXe`\iXZfdgc\kXd\ek\ [`m\ijX#Xmfck\XeZ_\g\^^`fi\#g\icX]i\kkX# g\icXdXeZXeqX[`jk`dfc`#dXjg\jjf dXe^`XdfXe[Xe[fXm\[\i\Z_\ZfjX]X hl\ccXg\ijfeX#hl\ccfZ_\]#g\iZl`cXZlZ`eX …[`m\ekXkXleXZfjXdfckfg`“g\ijfeXc\# ZfeleXm`j`fe\g\ijfeXc\jlle`e^i\[`\ek\% CËXckXZlZ`eXj`…`eZfekiXkXZfecX ZlZ`eXg`“XZZ\jj`Y`c\#\`cc`m\ccfd\[`f[` ZfefjZ\eqX#[`\jg\i`\eqX#j`…`eeXcqXkf% G\iZl`gf`f^elef[`ef`ÆgXicf[\^c`Z_\] $Z\iZX[`\jgi`d\i\XkkiXm\ijfleZfeZ\kkf j\dgc`Z\leXgifgi`Xm`j`fe\[`ZlZ`eX% 8kkiXm\ijfcXi`c\kkliX[`XcZle``e^i\[`\ek` f[`XcZle\gi\gXiXq`fe`ef`gfjj`Xdf iX^^`le^\i\f^^`leglYYc`Zfdfckfg`“ mXjkf%G\iZ_„`cgifYc\dX[\ccXZlZ`eX\ [\`ZlfZ_``e^\e\iXc\…hl\ccf[`m`m\i\ `eledfe[flegfËZ_`ljf2ef``ei\Xck~ j`Xdf[\`[`jg\ejXkfi`[`]\c`Z`k~#g\iZ_„ Zfeklkk``g`Xkk`Z_\]XZZ`XdfÆ`\i`j\iX_f ZfekXkf#\iXefZ`iZX,,'g`Xkk`ljZ`k`[XccX ZlZ`eXÆj\+''jfefXii`mXk`X[\jk`eXq`fe\ …lejlZZ\jjf^iXe[`jj`df#mlfc[`i\ Xm\ii\^XcXkf[\`dfd\ek`le`Z`X[\cc\ g\ijfe\Z_\jfefm\elk\XiXZZf^c`\i\le dfd\ekf[`gXljXf[`Y\e\jj\i\XkkiXm\ijf legXjkf#\XkkiXm\ijfhl\jk`g`Xkk`_Xeef i`kifmXkf[\cc\j\ejXq`fe`f[\cc\\dfq`fe` Z_\dX^Xi`gfZfZË\ekiXefZfe`Zfek\elk` jg\Z`ÔZ`[\cg`Xkkf`ehl\jk`fe\#dXZ_\ jfcc\Z`kXefleXj\i`\[`i`Zfi[`#Z_\k`]Xeef j\ek`i\m\iXd\ek\Y\e\%CXjf[[`j]Xq`fe\ g`“^iXe[\…hlXe[f`cZc`\ek\mXm`X#\cf m\[`]\c`Z\#cfm\[`kiXj]fidXkfi`jg\kkfX hlXe[f…Xii`mXkf#kiX]\cXkf#[`]i\kkX#`e i`kXi[f#\efejX[fm\jkXi\%%%JlY`kf[fgf Zfd`eZ`Xdfef`Zfe`cg`Xkkf#Zfe`cd\el#\ c‰Xii`mXm\iXd\ek\`c[`Xcf^fZfecXg\ijfeX Z_\…[XmXek`X`efjki`fZZ_`\hl\ccfZ_\gf` Xe[`XdfXgifgfi^c`1\[…hl\jkXcXgXik\g`“ [\c`ZXkX[\cefjkifcXmfif#i`ljZ`i\X[\ekiXi\ e\ccXk\jkX[`Z_`…j\[lkf[XmXek`Xhl\c g`Xkkf#Z\iZXe[f[`]Xi^c`ZXg`i\hl\ccfZ_\ XYY`Xdf]Xkkf2hl\ccf…`cgXjjX^^`fgifgi`f g`“[`]ÔZ`c\1j`ZXcZfcXZ_\jl('g`Xkk`# j\(g`Xkkfi`dXe\ÔjjXkfe\ccXd\dfi`X [`Z_`cË_XdXe^`Xkf#…^`~lejlZZ\jjf \efid\#(jl('%8mfck\ZXg`kXXeZ_\)jl ('#*jl('#\hl\jkf[`g\e[\XeZ_\[XccX gi\[`jgfj`q`fe\[\cZc`\ek\#[Xcc\Xjg\kkXk`m\ \[Xcc\\jg\i`\eq\gi\Z\[\ek`[`Z_`]il`jZ\

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 46

[`hl\cg`Xkkf%I`Zfi[Xij`X[`jkXeqX[`k\dgf f[`jgXq`f#g\ileXg\ijfeXZ_\m`\e\[X leËXckiXZlckliXfZfeXcki\ljXeq\#i`Zfi[Xij` [`leg`Xkkf#[`leXgi\gXiXq`fe\c\^XkX XleXg\ijfeX#Zi\[fZ_\j`Xm\iXd\ek\ [`m\ik\ek\\[\eklj`XjdXek\#g\ief`…leX jf[[`j]Xq`fe\\efid\#g`“[`hlXcj`Xj`Xckif i`ZfefjZ`d\ekf[`Zi`k`ZXf[`glYYc`Zf% <jj\i\i`ZfefjZ`lk`g\ileg`Xkkf# g\ileXj\ejXq`fe\Z_\[liX`ekfiefX`*' j\Zfe[`hlXe[fmXY\e\#…[`]ÔZ`c`jj`df#\ i`ljZ`i\X]Xicf…g\ief`dfk`mf[`^iXe[\ fi^f^c`f%<hl\ccfZ_\ef`d\kk`Xdfe\c g`Xkkf…gifgi`fZi\Xk`m`k~Xklkkfkfe[f#e\c gi\gXiXicf#e\cZfdgficf#e\`Zfcfi`2XYY`Xdf lej\ejf\jk\k`Zfdfckfjg`ZZXkf#Zfdlehl\# XeZ_\j\Y`jf^eXZfeZ`c`XicfZfecXjfjkXeqX% ß`ehl\jkfj\ejfZ_\j`Xdf[\` dX\jki`#dfck`]Xeef`cgXiX^fe\ZfecX g`kkliX#dXe\ccXg`kkliXZ`jfefjfcXd\ek\ `Zfcfi`\c\]fid\#d\eki\ef`[fYY`Xdf XZZfdgX^eXi\`c^ljkf[`leXg\ijfeX%%%gf` `ei\Xck~`cefjkif…le^`fZXi\#Z\iZXe[f[` i\e[\i\klkkfXidfe`Zf\jfgiXkklkkf]XZ`c\ [Xf]]i`i\XcZc`\ek\%:i\[fZ_\f^^`cXZlZ`eX j`X`ciXZZfekf[`leXjkfi`X#`ciXZZfekf[` ledf[f[`fg\iXi\#[`kiXj]fidXi\#g\i [Xi\]\c`Z`k~%

X]]fi[XYc\Zffb`e^#Xe[k_\Xm\iX^\c\m\cf] befnc\[^\#f]\og\i`\eZ\#`j_`^_\iefn%Jf \XZ_f]ljZ_\]jki`\jkf\ogi\jj_`jfnem`j`fe f]Zffb`e^k_ifl^_Xj`dgc\ZfeZ\gk%K_ifl^_ k_\i\`ek\igi\kXk`fef]Z\ikX`e`e^i\[`\ekjfi gi\gXiXk`fejn\ZXeefni\XZ_XdlZ_n`[\i Xl[`\eZ\%9\ZXlj\k_\gifYc\dn`k_Zl`j`e\Xe[ Z_\]j`e^\e\iXc`jk_Xkn\c`m\`eXiXk_\iZcfj\[ nfic[2n\Xi\XZklXccpjlggc`\ijf]_Xgg`e\jj# Y\ZXlj\n`k_Xcck_\[`j_\jn\dXb\Æp\jk\i[Xp \m\e`e^@Zflek\[#XYflk,,'[`j_\jc\]kk_\ b`kZ_\eÆ`]+''_`kk_\`ikXi^\k`k`jX^i\XkjlZZ\jj# `kd\Xejpfl_Xm\^`m\ele`hl\dfd\ekjkfk_\ g\fgc\n_fZXd\kf\eafpXdfd\ekf]i\cXoXk`fe Xe[n\ccY\`e^k_ifl^_Xd\Xc#Xe[k_ifl^_k_\j\ [`j_\jk_\p_Xm\i\[`jZfm\i\[j\ejXk`fejfi\dfk`fe k_XkdXpefk_Xm\dlZ_kf[fn`k_k_\jg\Z`ÔZ Zfek\ekf]k_\[`j_\jk_\dj\cm\j#Ylkjk`dlcXk\X j\i`\jf]d\dfi`\jk_XkdXb\pfl]\\ci\Xccp^ff[% K_\Y`^^\jkjXk`j]XZk`fe`jn_\ek_\Zc`\ek^f\j XnXpXe[pflj\\k_Xkk_\pXi\_Xggp#pflj\\k_\p Xi\kiXej]fid\[j`eZ\k_\pXii`m\[#efcfe^\i]lcc f]jki\jj#cXk\#`eX_liip%%%8jjffeXjk_\pXi\ j\kkc\[n\Y\^`e#n`k_X[`j_#k_\d\el#Xe[Xkil\ [`Xcf^l\Y\^`ejn`k_k_fj\g\fgc\Xe[n_Xkn\Xi\ f]]\i`e^1k_`j`jk_\dfjk[\c`ZXk\gXikf]flinfib# kfdXeX^\kf^\k`ekfk_\_\X[f]jfd\fe\n_f`j j`kk`e^`e]ifekf]k_Xk[`j_#kf_\cg_`dle[\ijkXe[

10/08/12 11.36


$BSMP$SBDDP

“NOI CHEF IN REALTÀ SIAMO DEI DISPENSATORI DI FELICITÀ. LE PERSONE, ATTRAVERSO I NOSTRI PIATTI, RITROVANO DELLE SENSAZIONI O DELLE EMOZIONI CHE MAGARI POCO C’ENTRANO CON I CONTENUTI SPECIFICI DEL PIATTO IN QUESTIONE, MA CHE SOLLECITANO UNA SERIE DI RICORDI, CHE FANNO SENTIRE VERAMENTE BENE. LA SODDISFAZIONE PIÙ GRANDE È QUANDO IL CLIENTE VA VIA, E LO VEDI FELICE. WE ARE ACTUALLY SUPPLIERS OF HAPPINESS. THROUGH OUR DISHES PEOPLE HAVE REDISCOVERED SENSATIONS OR EMOTION THAT MAY NOT HAVE MUCH TO DO WITH THE SPECIFIC CONTENT OF THE DISHES THEMSELVES, BUT STIMULATE A SERIES OF MEMORIES THAT MAKE YOU FEEL REALLY GOOD. THE BIGGEST SATISFACTION IS WHEN THE CLIENT GOES AWAY AND YOU SEE THAT HE IS HAPPY”.

n_Xkn\_Xm\[fe\%K_Xk`jk_\kfl^_\jkgXjjX^\1n\ \jk`dXk\k_Xkflkf]('[`j_\j#`]fe\[`j_i\dX`ej `dgi`ek\[`ek_\d\dfipf]k_\[`e\i#`k`jXci\X[p Xe\efidfljjlZZ\jj%(flkf]('%8kk`d\j`kd`^_k Y\)flkf]('#*flkf]('#Xe[k_XkXcjf[\g\e[j fek_\dff[f]k_\Zc`\ek#_`j\og\ZkXk`fejXe[gXjk \og\i`\eZ\j% Kfi\d\dY\iX]k\ik`d\Xe[jgXZ\_Xm\ gXjj\[#]fiXg\ijfe]ifdXefk_\iZlckli\#fi n`k_[`]]\i\ekZljkfdj#kfi\d\dY\iX[`j_#X gi\gXiXk`fec`eb\[kfXg\ijfe¿@k_`ebk_`j`j i\Xccp]leXe[\oZ`k`e^%=filj`k`jXe\efidflj jXk`j]XZk`fe#dfi\k_XeXepfk_\i_fefii\Z\`m\[ ]ifdZi`k`ZjfiZljkfd\ij%9\`e^i\Zf^e`q\[]fiX [`j_#]fiXj\ejXk`fek_XkcXjkjXYflk*'j\Zfe[j XkY\jk#`jm\ip_Xi[%DXeX^`e^kf[f`kdXb\jlj m\ipgifl[%N_Xkn\glkfek_\gcXk\`jXcc$Xifle[ Zi\Xk`m`kp#`ek_\gi\gXiXk`fe#k_\Zfdgfj`k`fe# k_\Zfcfij2n\_Xm\XeflkjkXe[`e^X\jk_\k`Zj\ej\# k_fl^_`k_XjkfY\i\ZfeZ`c\[n`k_jlYjkXeZ\% K_`j`jn_XkdXb\jXdXjk\i¿dXepZfdgXi\ `kn`k_gX`ek`e^#Ylk`egX`ek`e^k_\i\Xi\aljk ZfcfijXe[]fidj#n_`c\n\_Xm\kfX[[kXjk\#kf XZZfdgXepXg\ijfeËjkXjk\%%%n_Xkn\[f`ji\Xccp X^Xd\#kip`e^kfdXb\\m\ipk_`e^_Xidfe`flj Xe[#XYfm\Xcc#\Xjpkff]]\ikfZc`\ekj%@Y\c`\m\k_Xk Zl`j`e\kf[Xp_Xjkfk\ccXjkfip#Xjkfipf]XnXpf] fg\iXk`e^#f]kiXej]fid`e^#kfYi`e^_Xgg`e\jj%

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 47

10/08/12 11.36


%BJMZ)BQQZ

/&--"$045*56;*0/&".&3*$"/" $mŸJMEJSJUUPBMMBSJDFSDB EFMMBGFMJDJU· Ÿ*-13*.0"35*$0-0 &.*4&.#3"7&3".&/5& *-1*°JNQPSUBOUF



%BJMZ)BQQZ &MJ0'*PSVDD*

5)&".&3*$"/$0/45*565*0/ 5"-,4"#065UIFSJHIUUPUIF QVSTVJUPGIBQQJOFTT*5*4*/5)& '*345"35*$-&"/%*5)*/,*5*4 WFSZJNQPSUBOU

<c`f=`filZZ`#`dgi\e[`kfi\&\ek\gi\e\li\&Xe[]Xj_`fe[\j`^e\i

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 48

COMUNICAZIONE DELLA COLLEZIONE LOVE THERAPY DI ELIO FIORUCCI. COMMUNICATION FOR THE LOVE THERAPY COLLECTION OF ELIO FIORUCCI.

10/08/12 11.46


&MJP'JPSVDDJ

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 49

10/08/12 11.46


%BJMZ)BQQZ

COMUNICAZIONE PER IL PRIMO ANNIVERSARIO DELLA COLLEZIONE LOVE THERAPY DI ELIO FIORUCCI. COMMUNICATION FOR THE FIRST ANNIVERSARY OF THE LOVE THERAPY COLLECTION OF ELIO FIORUCCI.

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 50

10/08/12 11.46


&MJP'JPSVDDJ

@

fZi\[fZ_\cX]\c`Z`k~j`XleX i`Z\iZXZfjkXek\[\cefjkifjg`i`kf%@ei\Xck~ efejXgg`XdfY\e\ZfjXZ`i\e[X[Xmm\if ]\c`Z`2f^e`mfckXZ_\i\Xc`qq`XdfleË\jg\i`\eqX gifm`Xdfelfm\j\ejXq`fe`\g\ej`XdfZ_\ hl\jkfj`XlegXjjfm\ijfcX]\c`Z`k~%@f#X[ \j\dg`f#m\e^f[XccXZXdgX^eX\g\id\ cX]\c`Z`k~…cXeXkliX#cXi\cXq`fe\Zfele XdY`\ek\eXkliXc\#Z_\efeZfefjZ\iŽdX` Y\e\Ôef`e]fe[f#dXZ_\iXggi\j\ekXle m\ifd`iXZfcf#f]]i\j\dgi\elfm`d`jk\i`# \Z_\glikifggfcXefjkiXZ`m`ck~efe_X i`jg\kkXkfÔef`e]fe[f%@e^\e\iXc\#gf`#Zi\[f Z_\g\icËlfdfcX]\c`Z`k~j`XÈefeXm\igXliXÉ% CXefjkiXm`kX…jkXkX[`]ÔZ`c\#]iX^`c\1XYY`Xdf `e`q`XkfcXefjkiX\j`jk\eqXZfdYXkk\e[f# [fd`eXk`[XccXgXliX%8YY`XdfZfdYXkklkf gi`dXkiXlfd`e`#gf`kiXki`Y“#gf`kiXZ`kk~# kiXeXq`fe`%;lehl\#cXm`kX[\cc\^\e\iXq`fe` gXjjXk\…jkXkXZfekiXjj\^eXkX[XccXgXliX# dXfiXj`…`ejkXliXkf`cdfe[`Xc`jdf#cX ^cfYXc`k~\hl\jkf[fmi\YY\gfikXi\XccXÔe\ [\cZfdYXkk`d\ekf%?fZfe`Xkfledfkkf1ÈÔe\ [\ccXgXliX#`e`q`f[\ccËXdfi\É% @cdfe[`Xc`jdf…leXZfjXY\cc`jj`dX# XeZ_\j\efecfZfdgi\e[`XdfXeZfiXY\e\1 Z`kf^c`\cXgfjj`Y`c`k~[\cc\^l\ii\#\Zi\[f Z_\j\jgXi`jZfefc\^l\ii\#`e`q`\i~cËXdfi\# cËXmm\ekf[`leXelfmX\iX#[fm\cX^\ek\ gfki~mfc\ij`Y\e\j\Zfe[f`gifgi`[\j`[\i`\ `cgifgi`fZlfi\#j\eqXg`“ZfeÔe`\jk\ZZXk`% :i\[fZ_\cXefjkiXZ`m`ck~j`jk`Xfi`\ekXe[f m\ijf`cY\e\1efe[fYY`XdfXm\i\gXliX[\c dfe[`Xc`jdf#[fYY`Xdf\jj\ie\Zfek\ek`% CXd`Xjkfi`X[``dgi\e[`kfi\_XXmlkf `e`q`fgifgi`fXe[Xe[fd\e\cfekXef#]lfi` [XccË@kXc`X%G\iZXjfXii`mX`XCfe[iX1\iX`c (0-,%C‰jZfgi``Z_\\j`jk\mXefXcki`df[`[` m`m\i\\g\ejXi\2kfieXkfXD`cXefgi\j`leX [\Z`j`fe\#d`[`jj`1ÈMf^c`fZi\Xi\leclf^f [fm\j`m`mX`edf[f[`m\ijf[Xcjfc`kfÉ% Mfc\mfi\Xc`qqXi\lee\^fq`fe\cZ\ekif[\ccX Z`kk~\mfc\mfZ_\`ehl\cgfjkfZ`]fjj\[`klkkf# dXjfgiXkklkkf[fm\mX\jj\iZ`8dfi\%Mfc\mf ]XiZXg`i\Xcc\g\ijfe\Z_\m\e[\i\d\iZ`efe \iXcXgi`dXe\Z\jj`k~#dXcXZfej\^l\eqX[` lej\ek`d\ekf[ËXdfi\\[`Zfdle`ZXq`fe\% :i\[fZ_\`cg`“^iXe[\Y`jf^ef[\ccËlfdfj`X hl\ccf[`Zfdle`ZXi\1Ôe\[\ccXgXliX#`e`q`f [\ccËXdfi\#Ôe\[\ccXgXliX#`e`q`f[\ccXm`kX% 8[`j\^eXi\hl\ce\^fq`fZ_`XdX`leX jZlcki`Z\dfckfefkX`ehl\^c`Xee`18dXc`X ;\cGfek\#lefjg`i`kfc`Y\if#efemfc\mfle XiZ_`k\kkf#efemfc\mfleXZfjX`e^\jjXkX#

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 51

@

Y\c`\m\k_Xkflijg`i`k`jZfejkXekcp j\XiZ_`e^_Xgg`e\jj%8ZklXccp#n\[fefkbefn n\ccn_XkdXb\jlji\Xccp_Xggp2\m\ipk`d\n\ _Xm\Xe\og\i`\eZ\#n\_Xm\e\n]\\c`e^jXe[n\ k_`ebk_`j`jXefk_\ijk\gkfnXi[j_Xgg`e\jj%=fi \oXdgc\#@Zfd\]ifdk_\Zflekipj`[\Xe[]fid\ _Xgg`e\jj`jeXkli\#k_\i\cXk`fej_`gn`k_XeXkliXc \em`ifed\ek#n_`Z_@n`cce\m\ibefnn\cc\efl^_# n_`Z__fn\m\ii\gi\j\ekjXkil\d`iXZc\#XcnXpj f]]\ije\ndpjk\i`\j#Xe[n_`Z_le]fikleXk\cp fliZ`m`c`qXk`fe_Xjefki\jg\Zk\[]lccp%@e^\e\iXc# k_\e#@Y\c`\m\k_Xk]fi_ldXej_Xgg`e\jj`jÈefk Y\`e^jZXi\[É%Flic`]\_XjY\\e[`]ÔZlck#]iX^`c\1n\ jkXik\[fli\o`jk\eZ\Ô^_k`e^#[fd`eXk\[Yp]\Xi% K_\i\n\i\Ô^_kjY\kn\\ed\e#k_\eY\kn\\eki`Y\j# k_\eY\kn\\eZ`k`\j#k_\eY\kn\\eeXk`fej%K_\c`]\ f]gXjk^\e\iXk`fejnXjdXib\[Yp]\Xi#Ylkefn ^cfYXc`jd_Xj\jkXYc`j_\[`kj\c]#Xe[k_`jj_flc[c\X[ kfk_\\e[f]Ô^_k`e^%@_Xm\[\m`j\[Xjcf^Xe1È\e[ f]]\Xi#Y\^`ee`e^f]cfm\É% >cfYXc`jd`jXY\Xlk`]lck_`e^#k_fl^_n\ [fefkle[\ijkXe[`kn\cc#p\k1`kkXb\jXnXpk_\ gfjj`Y`c`kpf]nXij#Xe[@Y\c`\m\k_Xkn_\enXij [`jXgg\Xi#cfm\n`ccY\^`e#k_\jkXikf]Xe\n\iX# n_\i\g\fgc\ZXecfm\\XZ_fk_\iXZZfi[`e^kfk_\`i fnen`j_\jXe[k_\`i_\Xik#n`k_flkXepYfi[\ij efi]\eZ\j%@Y\c`\m\fliZ`m`c`qXk`fe`jfi`\ek\[ kfnXi[j^ff[1n\dljkefk]\Xi^cfYXc`jd#n\dljk Y\_Xggpf]`k% Dp_`jkfipXjXYlj`e\jjdXeY\^Xen_\e @n\ekXnXp#n_\e@c\]k@kXcp%9pZ_XeZ\@^fkkf Cfe[fe1`knXj(0-,%K_\i\@[`jZfm\i\[k_Xkk_\i\ n\i\fk_\inXpjf]c`m`e^Xe[k_`eb`e^2YXZb`e D`cXe#@kffbX[\Z`j`fe#@jX`[kfdpj\c]1È@nXek kfZi\Xk\XgcXZ\n_\i\g\fgc\c`m\[`]]\i\ekcp]ifd ljlXcÉ%@nXek\[kfj\klgXjkfi\`ek_\_\Xikf] k_\Z`kpXe[@nXek\[\m\ipk_`e^kfY\`ek_\i\#Ylk \jg\Z`Xccpk_\i\_X[kfY\Cfm\%@nXek\[kfdXb\ g\fgc\le[\ijkXe[k_Xkj\cc`e^^ff[jnXjefkk_\ dX`ee\\[#Ylkk_\Zfej\hl\eZ\f]X]\\c`e^f]cfm\ Xe[Zfddle`ZXk`fe%@Y\c`\m\k_\^i\Xk\jke\\[f] dXe`jkfZfddle`ZXk\1\e[f]]\Xi#Y\^`ee`e^f] cfm\#\e[f]]\Xi#Y\^`ee`e^f]c`]\%

GRAFICHE DELLA COLLEZIONE/GRAPHICS FOR THE LOVE THERAPY DI/OF ELIO FIORUCCI.

10/08/12 11.46


%BJMZ)BQQZ

efemfc\mfcËXdY`\ek\k`g`Zf[\`clf^_`[` Zfdd\iZ`f[`XccfiX#mfc\mf`em\Z\dXleX jZXkfcX#leZfek\e`kfi\e\chlXc\gfk\jj\ XZZX[\i\[`klkkf%:fj‰#]l\c‰fi^Xe`qqXmXdf ZfeZ\ik`#g\iÔefe\cc\m\ki`e\#j`m\e[\mXef c`Yi`#dXefeZfd\`eleXc`Yi\i`Xj\i`X\ gXcl[XkX#j`m\e[\mXef[`jZ_`ÆX[[`i`kkliXc` Xe[XmfXgi\e[\i\`fXCfe[iX#ZfecXmXc`^`X# g\iZ_„]fjj\ifg`“XkklXc`%Klkkfhl\jkf]XZ\mX ZXg`i\Z_\hl\cclf^fefe\iX[\jk`eXkfjfcf XccXm\e[`kX#dX\iXleglekf[fm\kifmXij`# `eZfekiXij`g\i[`Xcf^Xi\#\iX`cZ\ekif[`leX Zfddle`kp[fm\c\g\ijfe\j`i`ZfefjZ\mXef% 8ZZX[\mXhl\jkXZfjX1dfck\g\ijfe\ ljZ`mXef[`Z\e[f1È:_\jkiXef#jfef\ekiXkf ^`“[`Zfi[X#legfËki`jk\\fiXd`kifmfX jfii`[\i\É%@cd`fe\^fq`f\iXk\iXg\lk`Zf g\iZ_„ZË\iXkXekfXdfi\\ef`efe\iXmXdfc‰ jfcfg\iZfdd\iZ`Xi\#dXg\iZ_„XdXmXdf jkXi\`ed\qqfXccX^\ek\% Jfefle^iXe[\k`d`[f\hl\ce\^fq`f ]lk\iXg\lk`ZfXeZ_\g\id\1d`]\Z\g\i[\i\ cXk`d`[\qqX#jd`j`[`Xm\i\gXliX[\^c`Xcki`% @em`XKfi`ef#XD`cXef#cXj\[\[`hl\ccX gi`dXZfddle`kp#Xm\mXdfi\Xc`qqXkfle g`Xefg\ic\d\iZ`#leg`Xefg\i`ci`jkfiXek\ \lelck\i`fi\g`Xefg\ilek\Xkif#g\i]Xi\ jg\kkXZfc`#Xm\mfZXg`kfZ_\fZZfii\mXZi\Xi\ leclf^f[fm\`eZfekiXij`\j\ek`ij``e j`ekfe`X%CXd`X`[\XÔjjX\iXZ_\cXdf[X [fm\jj\\jj\i\[\dfZiXk`ZX#g\ihl\jkf` gi\qq`\iXefdfckfXZZ\jj`Y`c`#[`jgfe`Y`c`X klkk`%@gif[fkk`[`m\ik\ek`#`ehlXcZ_\df[f i`mfclq`feXi`#dfckfZfcfiXk`\c‰i\jg`iXmX leËXkdfj]\iXZ_\Xckifm\efe\j`jk\mX% Klkk\Zfj\`eZi\[`Y`cd\ek\j\dgc`Z`1 XccfiX#X[\j\dg`f#cË`ZfeX[`Kfgfc`ef\iX [\jk`eXkX\jZclj`mXd\ek\X^c`XY`k`g\i YXdY`e`#ef`XYY`Xdf`e`q`XkfX[lk`c`qqXicX jlccËXYY`^c`Xd\ekfg\iX[lck`%@ehl\jkfdf[f Xmm`XddfleXg`ZZfcXi`mfclq`fe\#iX^Xqq\ ^iXe[`#X[lck\#Y\cc\#Zfej\e`dX^e`ÔZ`# `e[fjjXmXefc\dX^c`\kk\ZfejfgiXKfgfc`ef% Gf``a\Xej#Z_\Xd\g`XZ\mXefdfckf# dX`cd\iZXkf\iXdfefgfc`qqXkf[Xki\ dXiZ_`1C\m`Ëj#NiXe^c\i#C\\%9\e\#`ehl\^c` Xee`\ifjkXkfX@Y`qX#Xm\mfm`jkfiX^Xqq\Zfe

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 52

gXekXcfe`C\m`ËjlegfËZfejldXk`\j[ilZ`k`# dXZfecXm\jk`Y`c`k~[`leXY`kf[XcXmfif#Z_\ efe]XZ\mXi`jXckXi\Y\e\`cj\[\i\#leX[\cc\ Zfj\g`“Y\cc\Xcdfe[f%:fj‰c`[`j\^eX``f#`e df[fZ_\mXcfi`qqXjj\ifcXY\cc\qqX[\cZfigf ]\dd`e`c\%8YY`XdfgXjjXkfXee`m\e[\e[f [Xmm\ifd`c`fe`[`g\qq`\`cdXiZ_`f=`filZZ` j`…\jk\jf`eklkkf`cdfe[f% 8e[X`XE\nPfib\[\Z`j`[`Xgi`i\le glekfm\e[`kXXeZ_\c‰#e\cZ\ekif#jlccX,0 \j`dXjkiX[X#hlXj`[`]ifek\X9cffd`e^[Xc\j% :_`XdX`Xgif^\kkXicf8e[i\X9iXeq`#<kkfi\ JfkkjXjj\=iXeZfDXiXY\cc`%LeXelfmX jfigi\jX#gf`Z_„dX`Xmi\ddfg\ejXkf[` gfk\ijklg`i\hl\jkXZ`kk~#E\nPfib…gli j\dgi\E\nPfib1`em\Z\klkk``egifZ\jj`fe\ Xm\[\i\`cefjkife\^fq`f2kiX`gi`d`8e[p

Kf[\j`^ek_\jkfi\#@ZXcc\[XjZlcgki\jjn_f nXjm\ipn\ccbefne`ek_fj\p\Xij18dXc`X;\c Gfek\#X]i\\jg`i`k#@[`[efknXekXeXiZ_`k\Zk#@ [`[efknXekXepk_`e^j\m\i\#@[`[efknXekk_\ kpg`ZXc\em`ifed\ekf]kiX[`e^gcXZ\jf]k_\k`d\# `ejk\X[@nXek\[XYfo#XZfekX`e\in_\i\\m\ipk_`e^ Zflc[_Xgg\e%K_Xk`j_fn`knXjXe[n\fi^Xe`q\[ ZfeZ\ikjk_\i\#\m\e`ek_\n`e[fnj#n\jfc[Yffbj# Ylkefkc`b\`eXj\i`fljXe[gfdgfljYffbjkfi\# n\jfc[i\Zfi[jÆ@\m\en\ekkf^\kk_\ddpj\c]`e Cfe[fe#n`k_dpcl^^X^\#jfk_Xkk_\pn\i\i\Xccp lg$kf$[Xk\%8cck_`jdX[\g\fgc\le[\ijkXe[k_Xkk_\ jkfi\nXjefkfecp]fij\cc`e^#Ylk`knXjXnXk\i`e^ _fc\#XgcXZ\kfd\\kXe[kXcb#`knXjk_\Z\eki\f] XZfddle`kpn_\i\g\fgc\i\Zf^e`q\[\XZ_fk_\i% Fe\k_`e^_Xgg\e\[1dXepg\fgc\c\]kjXp`e^1È?fn jkiXe^\#@ZXd\`eXe[@nXjYcl\#iXk_\ijX[#Xe[ efn@Xdjd`c`e^É%Dpjkfi\nXjk_\iXg\lk`ZY\ZXlj\ k_\i\nXjdlZ_cfm\Xe[n\n\i\efkk_\i\aljkkf kiX[\#YlkY\ZXlj\n\cfm\[jkXp`e^n`k_g\fgc\% @Xdm\ipj_pXe[k_Xkjkfi\nXjk_\iXg\lk`Z Xcjf]fid\1`kdX[\d\cfj\dpj_pe\jj#@jkfgg\[ Y\`e^X]iX`[f]fk_\ij% @eM`XKfi`ef#D`cXe#k_\j`k\f]k_XkÔijk Zfddle`kp#fe\c\m\cnXj]fi^ff[j#fe\c\m\c]fik_\ i\jkXliXekXe[Xefk_\ic\m\c]fiXk_\Xki\#kfdXb\ \ek\ikX`ed\ek#@le[\ijkff[k_Xkn\e\\[\[kfj\k lgXgcXZ\n_\i\g\fgc\Zflc[d\\kXe[]\\c`ekle\% Fe\k_`e^nXjm\ipZc\Xikfd\1]Xj_`fe_X[kfY\ [\dfZiXk`Z#k_Xk`jn_pgi`Z\jn\i\i\XccpX]]fi[XYc\# XZZ\jj`Yc\]fi\m\ipYf[p%Gif[lZkjn\i\]le#jfd\_fn i\mfclk`feXip#m\ipZfcfi]lcXe[k_\Xkdfjg_\i\f]k_\ jkfi\nXjefkkfY\]fle[Xepn_\i\\cj\% @eZi\[`Ycpj`dgc\k_`e^j1k_\e#]fi\oXdgc\# k_\`Zfef]D`Zb\pDflj\nXj\oZclj`m\cp[\jk`e\[ kfZ_`c[i\eËjZcfk_\j#Xe[n\Y\^Xelj`e^`kfeX[lck XggXi\c%K_`jnXpn\ki`^^\i\[XjdXcci\mfclk`fe %%%Y`^#X[lck#Y\Xlk`]lc^`icj#n`k_nfe[\i]lcYi\Xjkj# nfi\D`Zb\pDflj\k$j_`ikj% K_\e[\e`d#n_`Z_@c`b\[m\ipdlZ_#Ylkk_\ dXib\knXjdfefgfc`q\[Ypk_i\\YiXe[j1C\m`Ëj# NiXe^c\i#C\\%N\cc#`ek_fj\p\Xij@_X[Y\\ekf @Y`qX#@jXn^`icjn`k_iXk_\infieXe[kXkk\i\[C\m`Ëj a\Xej#n_`Z_Ôkk\[c`b\nfib`e^Zcfk_\j#k_Xk[`[efk i\Xccpj_fnYfkkfdjn\cc#fe\f]k_\dfjkY\Xlk`]lc k_`e^j`ek_\nfic[%Jf@[\Z`[\[kf[\j`^ek_\d#`e XnXpk_Xk\e_XeZ\[k_\Y\Xlkpf]k_\]\dXc\Yf[p%

10/08/12 11.46


&MJP'JPSVDDJ

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 53

10/08/12 11.47


%BJMZ)BQQZ

ELIO FIORUCCI: DECORO PER L’EDIZIONE LIMITATA 2005 DELLA BOTTIGLIA CONTOUR DI COCA COLA LIGHT. ELIO FIORUCCI: DECORATION FOR THE 2005 LIMITED EDITION CONTOUR BOTTLE OF COCA COLA LIGHT.

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 54

10/08/12 11.47


&MJP'JPSVDDJ

NXi_fc#Z_\jZi`jj\e\cjlf[`Xi`f1ÈJfef jkXkfXm\[\i\`ce\^fq`f[`=`filZZ`#Z˅klkkf hl\ccfZ_\d`g`XZ\#Z`jfefXeZ_\Y\`iX^Xqq`É% 8e[pNXi_fcm\ee\gf`XccË`eXl^liXq`fe\ [`leXckifefjkifZ\ekifXCfj8e^\c\j\ jZi`jj\dfckfjlcdXiZ_`f=`filZZ`#i`YX[\e[f j\dgi\cXjlXX[\j`fe\\eklj`Xjk`ZX% EXkliXcd\ek\cXjlXfg`e`fe\ZfekXmXg`“[` hlXcj`Xj`glYYc`Z`k~% 8d\g`XZ\mXcXgcXjk`ZX#\^lXi[XmXdf ZfeefjkXc^`XXeZ_\X^c`Xee`HlXiXekX fg\iXmXdfjkiXe`d`oZ_\i`jlckXmXefgf` dfckf[ËXmXe^lXi[`X%@[\\Z_\m\e`mXef[X D\e[`e`#JfkkjXjj#D\dg_`j#8cZ_`d`X\[X klkk`ZfcfifZ_\Xm\mXef`cZfiX^^`f[`ifdg\i\ ZfekiX[`q`fe\\XY`kl[`e`Zfejfc`[Xk\% HlXcZ_\Xeef[fgf#Z_`XZZ_`\iXe[f Zfe@kXcfClg`^c`jg`\^XmfcXd`Xmfcfek~ [`Zfdle`ZXi\gif[fkk`#dXjfgiXkklkkf lefjg`i`kfÆcXmf^c`X[`jkXi\Xjj`\d\Æ XkkiXm\ijfleË`ZfeX%;fgfXcZle`^`fie`@kXcf d`gfikŽcË`ddX^`e\[`[l\Xe^`fc\kk`#lef Y`fe[f\lefdfif%>lXi[Xef`cZ`\cf#Zfj‰ Zfd\m\[\jj\ifhlXcZfjXZ_\glŽ\j`jk\i\ jfcfcXjj“\kiXjd\kkfefdfckfXdfi\%Jfef [`m\ekXk`]Xdfj``eklkkf`cdfe[f#kfck`[X leË`Zfef^iXÔXlegfËY`^fkkX#g\i\ekiXi\e\c d\iZXkf1jlcc\j_fgg`e^YX^#jlcc\dX^c`\kk\ [\cc\iX^Xqq\#\iXeflegfË[Xgg\iklkkf% Hl\jkfj`^e`ÔZXZ_\efeY`jf^eXXm\igXliX [`fjXi\#c\Zfj\gfjjXef\jj\i\i\`ek\igi\kXi\# jkiXmfck\1cXdX^c`\kkX[\`YXdY`e`X[[fjjf XleXiX^XqqXmXY\e\#^c`Xe^`fc\kk`]lfi` [XleXZ_`\jXmXeefY\e\#cXd`e`^feeX\c\ ^XdY\el[\g\ijkiX[XmXeefY\e\%D`jfef kifmXkfXcZ\ekif[`leXi`mfclq`fe\]XekXjk`ZX \`ehl\jkfe\^fq`f_f]Xkkf[`klkkf#klkkf Y\ccfe\cj\ejf[`i`mfclq`feXi`f#[`ifkkliX# kXek˅Z_\XeZfiXf^^`j`i`Zfi[X=`filZZ`Zfe efjkXc^`X% @cgi`eZ`g`f]fe[Xd\ekXc\Z_\mfii\` X]]\idXi\…hl\jkf1cX]\c`Z`k~…cËXdfi\%J\ efej`_XgXliXc\i`mfclq`fe`Xmm\e^fef# YXjkXifdg\i\^c`jZ_\d`#efe…m\ifZ_\ `cZfdd\iZ`f[\YYX\jj\i\]Xkkfe\`e\^fq` \e\`d\iZXk`#efe…m\ifZ_\cËXik\[\YYX \ekXi\jfcfe\cc\^Xcc\i`\\e\`dlj\`#\Z_\cX i\c`^`fe\[\YYXjkXi\jfcfe\cc\Z_`\j\%CXm`kX gi\m\[\Z_\klkkfj`Xle`kf#jfcfZfj‰cfjg`i`kf [\ccËlfdfglŽjgXq`Xi\%@f_fj\dgi\Z\iZXkf [`X^`i\Zfj‰#cË_f]Xkkfg\i`jk`ekf\hl\jkfd` _XgfikXkfX\jj\i\]\c`Z\%

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 55

=fip\XijXe[p\Xijn\jfc[d`cc`fejf]`k\djXe[k_\ =`filZZ`YiXe[Y\ZXd\befneXccfm\ik_\nfic[% @n\ekkfE\nPfibXe[[\Z`[\[@nXek\[kf fg\eXjkfi\k_\i\#[fnekfne#fe,0k_jki\\k#Xcdfjk fggfj`k\9cffd`e^[Xc\j%@Xjb\[8e[i\X9iXeq`# <kkfi\JfkkjXjjXe[=iXeZfDXiXY\cc`kf[\j`^e`k%@k nXjXefk_\ijligi`j\#Y\ZXlj\n\e\m\ik_fl^_kn\ nflc[Y\XYc\kfXdXq\k_`jZ`kp#E\nPfib`jE\n Pfib1_fn\m\i#k_\i\nXjXgifZ\jj`fekfj\\flijkfi\2 8e[pNXi_fcnXjfe\f]k_\ÔijkkfZfd\Xe[_\nifk\ `e_`j[`Xip1È@n\ekkfj\\k_\=`filZZ`jkfi\#k_\i\ `j\m\ipk_`e^@c`b\#k_\i\Xi\XcjfY\Xlk`]lc^lpjÉ% 8e[pNXi_fcZXd\kfk_\fg\e`e^f]Xefk_\ijkfi\`e Cfj8e^\c\jXe[nifk\Xcfkfek_\=`filZZ`YiXe[# XcnXpji\`k\iXk`e^_`j\ek_lj`Xjd]fi`k%F]Zflij\#_`j fg`e`fedXkk\i\[dfi\k_XeXepkpg\f]X[m\ik`j`e^% @c`b\[gcXjk`ZXe[n\cffb\[n`k_efjkXc^`X Xcjfkfk_\(0+'j#n\dX[\jkiXe^\d`okli\jk_Xk klie\[flkkfY\m\ipdlZ_XmXek$^Xi[\%@[\Xjk_Xk ZXd\]ifdD\e[`e`#JfkkjXjj#D\dg_`j#8cZ_`d`X Xe[]ifdXcck_fj\n_fn\i\YiXm\\efl^_kfYi\Xb n`k_kiX[`k`feXe[\jkXYc`j_\[_XY`kj% 8]\np\XijcXk\i#@nXjkXcb`e^n`k_@kXcfClg` Xe[\ogcX`e\[kf_`ddp[\j`i\kfZfddle`ZXk\ gif[lZkjYlk\jg\Z`XccpXjg`i`kÆk_\n`j_kfjkXp kf^\k_\iÆk_ifl^_Xe`Zfe%8]k\iX]\n[Xpj#@kXcf j_fn\[d\k_\g`Zkli\f]knfXe^\cj#fe\n`k_YcXZb _X`ijXe[fe\n`k_Ycfe[\_X`ij%K_\pcffbXkk_\ jbp#Xj`]k_\pj\\jfd\k_`e^k_XkZXefecpY\k_\i\# Xe[k_\`id\jjX^\`jXcfkf]cfm\%K_\p_Xm\Y\Zfd\ ]Xdfljnfic[n`[\#kXb\eXnXp]ifdZ_liZ_p `Zfef^iXg_pkf\ek\ik_\dXib\k1fej_fgg`e^YX^j# fe^`icjËk$j_`ikj#k_\pn\i\\m\ipn_\i\%K_`jd\Xej k_Xkpflj_flc[efkY\X]iX`[kf[Xi\#k_`e^jZXeY\ i\`ek\igi\k\[Xe[klie\[lgj`[\[fne1XZ_`c[i\eËj k$j_`ikfeX^`ic`jÔe\#Xe^\cjflkj`[\k_\Z_liZ_Xi\ Ôe\#Xd`e`$jb`ikXe[eXb\[c\^jfek_\ifX[Xi\Ôe\% @]fle[dpj\c]Xkk_\Z\eki\f]X]XekXjk`Zi\mfclk`fe Xe[`ek_`jjkfi\@[`[Xccjfikf]k_`e^j#\m\ipk_`e^ nXjY\Xlk`]lc`ek_\j\ej\k_Xk`knXji\mfclk`feXip# XYi\Xbk_ifl^_#`knXjjfkil\k_Xkg\fgc\jk`cc i\d\dY\i=`filZZ`n`k_efjkXc^`X% K_\dX`egi`eZ`gc\@nflc[c`b\kfjkXk\`jk_\ ]fccfn`e^1_Xgg`e\jj`jcfm\%@]pflXi\efkX]iX`[# i\mfclk`fej_Xgg\e#pflaljke\\[kf^fX^X`ejkk_\ dX`ejki\Xd#`k`jefkkil\k_XkkiX[\dljkY\ZXii`\[ flk`ejkfi\jXe[dXib\kj#`k`jefkkil\k_XkXik j_flc[fecpY\`e^Xcc\i`\jXe[dlj\ldj#Xe[k_Xk i\c`^`fedljkfecpjkXp`eZ_liZ_\j%8ZZfi[`e^kf c`]\#\m\ipk_`e^`jfe\#fecpk_`jnXp_ldXejg`i`k ZXe\ogXe[%@XcnXpjki`\[kfXZkk_`jnXp#@[`[`k `ejk`eZk`m\cpXe[k_`j_XjdX[\d\_Xggp%

10/08/12 11.47


%BJMZ)BQQZ

-BGFMJDJU·4*/653&%*nBTTBHHJoEJWJUB -"EJWFSTJU· "$$0-5"4&/;"1"63" 3&/%& $"1"$*%*DSFBSF %*TPHOBSFTFO[BMJNJUJ & 26*/%* EJFTTFSFGFMJDJ



%BJMZ)BQQZ &%TPO.B5TVP

)BQQJOFTT'&&%40/nUBTUFToPGMJGF %JWFSTJUZ "1130"$)&%8*5)065'&"3  )&-146450DSFBUF 50ESFBNXJUIPVUMJNJUT "/% 5)&3&'03& UPCFIBQQZ

<[jfeDXkjlf#Xik[`i\Zkfi[`&f]>i\e[\e\

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 56

10/08/12 20.38


J

&%TPO.B5TVP

\gXic`Xdf[`]\c`Z`k~efegfjj`XdfefegXicXi\[`[`d\ej`fe\fe`i`ZX#g\iZ_Â&#x201E;cX]\c`Z`k~Â&#x2026;jf^ef% <j\gXic`Xdf[`jf^e`d`m`\e\`ed\ek\`cĂ&#x201D;cdfdfe`df[`8b`iXBlifjXnX1le^iXe[\Ă&#x201D;cd[`le^iXe[\dX\jkif[\cZ`e\dXZ_\gifgfe\le ZfeZ\kkf[`jf^efdfckfm`Z`efXcd`f%@ehl\jkfĂ&#x201D;cdZfdgXi\cfjk\jjf8b`iXBlifjXnXZ_\[`Xcf^XZfeMXe>f^_%I\Xc`qqX`cjlfjf^ef[`leX m`kX`eleĂ&#x201D;cd%@jf^e`efe_Xeefc`d`k`#Zfd\[`Z\C\:fiYlj`\i%@fZi\[fZ_\`efjki`jf^e`gfjjXef\jj\i\c`d`kXk`jfcf[Xef`jk\jj`% 8eZ_\j\_fleX]XZZ`X^`Xggfe\j\`fjfefeXkf`e9iXj`c\#XjjfiY\e[f\`dgXiXe[fdfckf[Xhl\jkXZlckliX%<XccfiX[\mfX^^`le^\i\Z_\cX ]\c`Z`k~Â&#x2026;m`m\i\`eleGX\j\dlck`\ke`Zf%@c9iXj`c\Â&#x2026;leGX\j\`eZl`Zfem`mfef[`m\ij\\ke`\\`eZl`cX[`m\ij`k~gXjjXXkkiXm\ijfc\g\ijfe\\cX eXkliX%@ckXjjf[`Y`f[`m\ij`k~[\c9iXj`c\Â&#x2026;`cg`Â&#x201C;Xckf[\cdfe[f% CXhlXc`k~[\ccXd`Xm`kX#cX]\c`Z`k~#gXjjXXkkiXm\ijfcĂ&#x2039;`[\X[`Ă&#x2C6;XjjX^^`Xkfi\[`m`kXĂ&#x2030;#XjjX^^`Xe[fcX[`m\ij`k~\Z\iZXe[f[`Zi\Xi\XkkiXm\ijfcX [`m\ij`k~#j\eqXXm\ie\gXliX%@fjfefXii`mXkf`e>i\e[\e\e\^c`Xee`Ă&#x160;/'g\i[`j\^eXi\leXY`Z`Zc\kkX%

%SFBNT )B7FOP -*N*5T

IBQQJOFTT *4 UP%3&".

.:-*'&BT BMJGFUJNF 5"45&3

@

]n\kXcbXYflk_Xgg`e\jjn\ZXeefk_\cgYlkkXcbXYflk[i\Xdj#Y\ZXlj\_Xgg`e\jj`jX[i\Xd% 8e[`]n\kXcbXYflk[i\Xdj@Xdi\d`e[\[f]k_\Ă&#x201D;cdYp8b`iXBlifjXnX1X^i\XkĂ&#x201D;cdYpX^i\XkdXjk\if]Z`e\dX#n_`Z_gifgfj\jXZfeZ\gkf][i\Xdk_Xk`j m\ipZcfj\kfdpfne%@ek_`jĂ&#x201D;cd8b`iXBlifjXnX_`dj\c]Xgg\Xij#`eX[`Xcf^l\n`k_MXe>f^_%?\dXb\jk_\[i\Xdf]Xc`]\k`d\Zfd\kil\`eXĂ&#x201D;cd%;i\Xdj _Xm\efc`d`kj#XjC\:fiYlj`\ijXpj%@Y\c`\m\fecpn\ZXec`d`kfli[i\Xdj% K_fl^_@_Xm\XAXgXe\j\]XZ\@nXjYfie`e9iXq`c#Xe[@_Xm\XYjfiY\[Xe[c\XiekdXepk_`e^j]ifdk_XkZlckli\%Fe\f]k_\d`jk_\_Xgg`e\jjf]c`m`e^`eX dlck`\k_e`ZZflekip%9iXq`c`jXZflekipn_\i\dXep[`]]\i\ek\k_e`Z^iflgjZf\o`jk#n_\i\[`m\ij`kp`j\m\ipn_\i\`eg\fgc\Xe[eXkli\%9iXq`c_Xjk_\nfic[Ă&#x2039;j _`^_\jkc\m\cf]Y`f$[`m\ij`kp%K_\hlXc`kpf]dpc`]\#dp_Xgg`e\jj#Zfd\j]ifdk_`j`[\Xf]Ă&#x2C6;kXjk`e^c`]\Ă&#x2030;#jXmfi`e^[`m\ij`kp#Zi\Xk`e^k_ifl^_`k#n`k_flk]\Xi%@ Xii`m\[Xk>i\e[\e\`ek_\(0/'j#kf[\j`^eXY`ZpZc\% 8]k\ik_\Ă&#x201D;cd<%K%YpJg`\cY\i^\m\e^`icjnXek\[X9DO#YlkXkk_\k`d\k_fj\Y`b\jn\i\fecp]fiYfpj%@nXjXjb\[kf[\j`^efe\]fi^`icj%

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 57

10/08/12 20.38


%BJMZ)BQQZ

IBQQJOFTT*4

OFX

MJWFJOB .6-5*&5)/*$ DPVOUSZ ;fgf`cĂ&#x201D;cd<%K%[`Jg`\cY\i^XeZ_\c\iX^Xqq\ mfc\mXefXm\i\leXY`Z`Zc\kkX9do#dXXhl\` k\dg`\iXleXZfjXjfcfg\iiX^Xqq`\`fjfef jkXkfZ_`XdXkfg\i[`j\^eXi\leXY`Z`Zc\kkXg\i c\iX^Xqq\% <hl\jkX\iXcXjĂ&#x201D;[XZ_\_fX]]ifekXkfĂ&#x201D;e [XccĂ&#x2039;`e`q`f[\ccXd`XZXii`\iX[`[\j`^e\i\ gf`[`[`i\kkfi\[\ccXI`Z\iZX\Jm`clggf1 Zi\Xi\hlXcZfjX[`[Xmm\if`eefmXk`mf#e\c ZfeZ\gk#e\ccXi\Xc`qqXq`fe\#e\ccfjk`c\#e\ccX Zfdle`ZXq`fe\#e\ccXm\e[`kX%KlkkfZ`Â&#x17D;e\^c` Xee`d`_XgfikXkfXcXeZ`Xi\leelfmfYiXe[ Z_\dfck`ZfefjZfef\Z_\Â&#x2026;[`m\ekXkfe\^c` Xee``cĂ&#x201D;fi\XccĂ&#x2039;fZZ_`\ccf[`>i\e[\e\1gXicf[` D\c`jjXZ_\f^^`jkXm`m\e[flem\if\gifgi`f Yffd`ek\ieXq`feXc\% CXjkfi`XÂ&#x2026;hl\jkX1[fgfcXY`Z`Zc\kkX#hlXj` g\iZXjf`cgi\j`[\ek\[\c>ilggfd``em`kÂ&#x17D; X[`j\^eXi\ZXcqXkli\]\dd`e`c`\Xhl\` k\dg`Ă&#x2020;e\^c`Xee`Ă&#x160;/'Ă&#x2020;jXg\mfXdXcXg\eX `[\ek`Ă&#x201D;ZXi\cXjZXigX[\cg`\[\[\jkif[X hl\ccX[\cg`\[\j`e`jkif%Gifgi`fhl\jkfd` _Xg\id\jjf[`\ekiXi\e\cgif^\kkfZfelef jg`i`kfelfmf#j\eqXi\dfi\\gi\^`l[`q`% Gf`eXkliXcd\ek\_f[fmlkfXZhl`j`i\c\ ZfefjZ\eq\\c\Zfdg\k\eq\Z_\`cdfe[f [\ccXZXcqXkliXi`Z_`\[\%CĂ&#x2039;`[\XÂ&#x2026;j\dgi\jkXkX hl\ccX[`leljfi`mfclq`feXi`f[\ccXgcXjk`ZX e\ccXgif[lq`fe\[`ZXcqXkli\#lk`c`qqXe[f

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 58

`cZfcfi\#cX]XZ`c`k~[Ă&#x2039;ljf#X[[`i`kkliX`c gif]ldfc\D\c`jjXjfefc\le`Z_\jZXig\ Xcdfe[fX[\jj\i\gif]ldXk\ ZfdY`eXk` Zfe`c[\j`^ek_`eb`e^Z_\e\c]iXkk\dgf_f iX]]fiqXkfZf`emfc^\e[f^iXe[`[\j`^e\ie\ccX gif^\kkXq`fe\[`elfm`df[\cc`%Gifgi`fZfd\ _X]Xkkf8cY\ikf8c\jj`e\^c`f^^\kk`g\icX kXmfcX%<hl\jkfX`k\dg`\iXlejf^efZ_\ `ehl\jk`ki\ekĂ&#x2039;Xee`Â&#x2026;[`m\ekXkfi\Xc\%Klkkf Â&#x2026;Xmm\elkfXkkiXm\ijfcĂ&#x2039;`eZ`j`m`k~[`leĂ&#x2039;`[\X Z_\gf`Â&#x2026;jkXkXZfe[`m`jXZfe`[\j`^e\ig`Â&#x201C; `dgfikXek`[\cGX\j\\[\cdfe[f[X`]iXk\cc` :XdgXeXXQX_X?X[`[ \Zfe`Zc`\ek`[\c e\^fq`f#Z_\Â&#x2026;jkXkfZi\Xkfg\ejXe[fefeX lefjgXq`fZfdd\iZ`Xc\dXXleX^Xcc\i`X [Ă&#x2039;Xik\%<ZfjÂ&#x2030;Â&#x2026;eXkXcX>Xcc\i`XD\c`jjX# lefjgXq`fXgglekfg`Â&#x201C;j`d`c\Xleclf^f [`\jgfj`q`fe`ZlckliXc`Z_\XlefjgXq`f Zfdd\iZ`Xc\%CX>Xc\i`XD\c`jjX[`JXeGXfcf Â&#x2026;leXckifjf^ef1j`Xdffi^f^c`fj`[`cXmfiXi\ g\ileXdXiZXZfjÂ&#x2030;jk`dfcXek\%CX]\c`Z`k~ Â&#x2026;cXmfiXi\jlccĂ&#x2039;`eefmXq`fe\Xklkkfkfe[f% >Xcc\i`XD\c`jjXÂ&#x2026;jlccXIlXFjZXi=i\`i\#cX m`X[\ccXdf[XXJXeGXfcf%Jg\jjfZXdY`Xdf cĂ&#x2039;`e^i\jjf[\ccfjgXq`fZ_\[\m\i`dXe\i\ j\dgi\m`mf#\jj\e[fjkXkfg\ejXkfZfd\lef jgXq`fg\iZXdY`Xd\ek`ZlckliXc`% Ă&#x;ledf[fg\iZi\Xi\leclf^f[`gifjj`d`k~# Z_\Zf`emfc^XXeZ_\`cm`Z`eXkf%<c`Jl[YiXZbÂ&#x2026;#

X[\j\dg`f#leiX^XqqfZ_\XYY`Xdf`em`kXkfX ZfccXYfiXi\g\icX^Xcc\i`X[`E\nPfib% @cZfeZ\gkjm`clggXkfZfecl`Â&#x2026;jkXkf1^iXe[\ \dfq`fe\#gfZXk\Zefcf^`X% C\g\ijfe\fidX`jZXkkXef]fkf\c\ Zfe[`m`[fefZfe^c`Xd`Z`e\`jfZ`Xce\knfib \hl\jkfÂ&#x2026;hl\ccfZ_\XYY`XdfgifgfjkfXE\n PfibZfe\efid\jlZZ\jjf1cX^\ek\Zfe[`m`[\ c\\dfq`fe`cXjZ`Xe[fd\jjX^^`jl`Gfjk`k2`c m`[\fjlPflKlY\_XXmlkfg`Â&#x201C;[`led`c`fe\ [`m`j`k\%CX>Xcc\i`XD\c`jjX[`E\nPfibefe Â&#x2026;X]]Xkkfl^lXc\\e\XeZ_\j`d`c\Xhl\ccX[` JXeGXfcf%8eZfiXleXmfckXcXefjkiXjkiXk\^`X j\^l\`cĂ&#x201D;cf[\ccX[`m\ij`k~% @cZfeZ\gkÂ&#x2026;[`m\ijf\XeZ_\cfjgXq`fÂ&#x2026;[`m\ijf% 8JXeGXfcfcX^Xcc\i`Xi`Zfi[XlegX`f[` YiXZZ`XkXklXk\#Zfe`kXklX^^`Z_\ZXdY`Xef g\i`f[`ZXd\ek\\j`\ekiX[XccXkfj`e`jkif%CX >Xcc\i`X[`E%P%Â&#x2026;[`j\^eXkXg`lkkfjkfZfd\leX ZXm\ieXliYXeX#ZfeleX`[\X[`gifk\q`fe\%J` kifmXX>i\\e\p`eJf_f#]iXGi`eZ\\Jgi`e^ Jki\\k#[`]ifek\XleY\cc`jj`dfe\^fq`f[` c`Yi`%LeXj`klXq`fe\[`m\ijX#`eleZfek\jkf [`m\ijf#Zfelefjg`i`kf[`m\ijf#ZfeleX jkilkkliX[`m\ijX[Xcglekf[`m`jkX[\ccf jk`c\\[\ccĂ&#x2039;Xkdfj]\iX%<ggli\Â&#x2026;cfjk\jjf YiXe[%J`XdfcfekXe`Xee`clZ\[XccĂ&#x2039;`[\X[\c ]iXeZ_`j`e^\[\ccXi`g\k`Y`c`k~1\hl\jkfZi\[f Z_\j`X`cj\ek`\if[XYXkk\i\`e]lklif%

10/08/12 20.38


&%TPO.B5TVP

IBQQJOFTT*4 TÂ&#x161;PQBVMP

OFXZPSL

MELISSA GALLERY DI SAN PAOLO E NEW YORK. SI TRATTA DI CONCEPT E SPAZI TOTALMENTE DIVERSI TRA LORO, PERCHĂ&#x2030; UNO STESSO BRAND NON SIGNIFICA FRANCHISING E RIPETITIVITĂ&#x20AC;. THE MELISSA GALLERY IN NEW YORK IS NOT EQUAL OR EVEN SIMILAR TO THE ONE IN DI SAO PAULO, BECAUSE ONE BRAND DOES NOT MEAN FRANCHISING AND REPETITION.

K_`jnXjk_\Z_Xcc\e^\@]XZ\[Xkk_\jkXikf]dp ZXi\\iXjX[\j`^e\i#Xe[k_\eXj[`i\Zkfif]I";1kf Zi\Xk\jfd\k_`e^i\Xccp`eefmXk`m\#`e`kjZfeZ\gk# gif[lZk`feXe[jkpc\#`ek_\Zfddle`ZXk`fejXe[ k_\jXc\j%Fm\ik_\p\XijXcck_`jc\[d\kfcXleZ_ Xe\nYiXe[dXepg\fgc\befnXYflk#n_`Z_ _XjY\Zfd\k_\gi`[\f]>i\e[\e\1@Ă&#x2039;dkXcb`e^ XYflkD\c`jjX#n_`Z_`j^f`e^k_ifl^_Xkil\ `ek\ieXk`feXcYffdkf[Xp% K_`j`jk_\jkfip1X]k\ik_\Y`ZpZc\#XcdfjkYpZ_XeZ\ k_\gi\j`[\ekf]k_\ZfdgXepXjb\[d\kf[\j`^e jfd\nfd\eĂ&#x2039;j]ffkn\Xi#Xe[Xkk_\k`d\Ă&#x2020;`ek_\ (0/'jĂ&#x2020;@_Xi[cpbe\n_fnkfk\ccXi`^_kj_f\]ifd Xc\]kj_f\%K_XkXccfn\[d\kf\ek\ik_\gifa\Zkn`k_ Xe\njg`i`k#n`k_flkgi\ZfeZ\`m\[efk`fej%K_\ef] Zflij\@_X[kf^X`ebefnc\[^\Xe[\og\ik`j\%K_\ `[\X_XjXcnXpjY\\ekfdXb\i\mfclk`feXiplj\f] gcXjk`Z]fik_\gif[lZk`fef]]ffkn\Xi#lj`e^Zfcfi# \Xj\f]lj\#\m\eXifdXjD\c`jjXj_f\jXi\k_\ fecpg\i]ld\[j_f\j`ek_\nfic[%%% ZfdY`e\[n`k_ [\j`^ek_`eb`e^#i\`e]fiZ\[YpZXcc`e^`ec\X[`e^

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 59

[\j`^e\ijkfZi\Xk\e\ndf[\cj%AljkXj8cY\ikf 8c\jj`_Xj[fe\kfdXb\fYa\Zkj]fik_\kXYc\%8kk_\ k`d\k_`jnXjX[i\Xd#Xe[fm\ik_\cXjk*'p\Xij`k _XjY\Zfd\Xi\Xc`kp%<m\ipk_`e^_Xgg\e\[k_Xebj kfXe`eZ`j`m\`[\Xk_XknXjk_\ej_Xi\[n`k_k_\ dfjk`dgfikXek[\j`^e\ijf]k_\ZflekipXe[k_\ nfic[]ifdk_\:XdgXeXYifk_\ijkfQX_X?X[`[  Xe[n`k_k_\j_fgĂ&#x2039;jZc`\ekj#Xj_fgZi\Xk\[efkXjX Zfdd\iZ`XcjgXZ\#Ylkc`b\XeXik^Xcc\ip%K_Xk`j _fnk_\D\c`jjX>Xcc\ipnXjYfie%>Xc\i`XD\c`jjX `eJXfGXlcf`jXefk_\i[i\Xd1n\Xi\gifl[kf nfib]fijlZ_Xjk`dlcXk`e^YiXe[%K_\_Xgg`e\jj f]nfib`e^feXcc$Xifle[`eefmXk`fe%>Xc\i`X D\c`jjX`jfeIlXFjZXi=i\`i\#JXfGXlcfĂ&#x2039;j]Xj_`fe jki\\k%N\f]k\eZ_Xe^\k_\\ekiXeZ\kfb\\gk_`e^j c`m\cp#Y\ZXlj\`k`jXjgXZ\ZfeZ\`m\[]fiZlckliXc Z_Xe^\%@k`jXnXpf]Zi\Xk`e^XgcXZ\f]gifo`d`kp# kfXcjf^\kk_\e\`^_Yfij`emfcm\[%<c`Jl[YiXZb#]fi \oXdgc\#`jXpfle^dXen\_Xm\`em`k\[kfnfib n`k_lj]fik_\E\nPfib^Xcc\ip%?\[\m\cfg\[X ZfeZ\gkf]Y`^\dfk`fen`k_flkdlZ_k\Z_efcf^p%

*OOPWBUJPO

G\fgc\kXb\g`Zkli\jf]k_\gcXZ\kfj_Xi\n`k_k_\`i ]i`\e[jfejfZ`Xce\knfibj#Xe[k_`j`jn_Xkn\ _Xm\gifgfj\[`eE\nPfib#n`k_^i\XkjlZZ\jj1 g\fgc\j_Xi\k_\\dfk`fej#c\Xm`e^Gfjk$`kd\jjX^\2 k_\m`[\ffePflKlY\^fkfm\iXd`cc`fem`j`kj K_\D\c`jjX>Xcc\ip`eE\nPfib`jefk\hlXcfi \m\ej`d`cXikfk_\fe\`eJXfGXlcf%FeZ\X^X`e# flijkiXk\^p`jYXj\[fe[`m\ij`kp%K_\ZfeZ\gk`j [`]]\i\ek#k_\jgXZ\`j[`]]\i\ek%@eJXfGXlcfk_\ ^Xcc\ip`jc`b\XgX`if]kXkkff\[Xidj#n`k_kXkkffj k_Xkg\i`f[`ZXccpZ_Xe^\#Xe[pfl\ek\i]ifdk_\ c\]k%K_\>Xcc\ip`eE%P%`jc`b\XeliYXeZXm\ie# n`k_Xe`[\Xf]gifk\Zk`fe% @k`jfe>i\\e\Jk%`eJf?f#Y\kn\\eGi`eZ\Xe[ Jgi`e^#`e]ifekf]XY\Xlk`]lcYffbjkfi\% 8[`]]\i\ekj`klXk`fe#`eX[`]]\i\ekZfek\ok#n`k_X [`]]\i\ekjg`i`k#X[`]]\i\ekjkilZkli\`ek\idjf]jkpc\ Xe[Xkdfjg_\i\%9lk`k`jk_\jXd\YiXe[ N\Xi\c`^_kp\XijXnXp]ifdk_\`[\Xf]]iXeZ_`j`e^ Xe[i\g\k`k`fe1Xe[@k_`ebk_`j`jX^ff[gXk_]fi k_\]lkli\%

10/08/12 20.39


%BJMZ)BQQZ

-&$04&40/0%*7&/5"5&TFNQSFQJÐ DPNQMJDBUF&$04£/&"##*".0QFSTPJMTFOTP  OPOTPOPQJÐFGGJDBDJŸ"33*7"50 *-.0.&/50%*4&.1-*'*$"3-&%*1"44"3& %"-$0/$&550EFMMBNPEFSOJ[[B[JPOF BRVFMMPEFMMmJOOPWB[JPOF



%BJMZ)BQQZ 7-B%*N*S1*SP+,PW

5)*/(4,&&1(&55*/(NPSFDPNQMJDBUFE  "/%8&)"7&MPTUUIFJSTFOTF  UIFZBSFOPMPOHFSFGGFDUJWF 5)&5*.&)"4$0.&504*.1-*':5)*/(4 501"44'30.5)&$0/$&15PG NPEFSOJ[BUJPOUPUIBUPGJOOPWBUJPO

McX[`d`iG`ifabfm#`e[ljki`Xc[\j`^e\i\gi\j`[\ek\[`&Xe[gi\j`[\ekf]8jkiXifjjX

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 60

10/08/12 11.40


7MBEJNJS1JSPKLPW

“IL COLTELLINO SVIZZERO, QUELLO BASICO ERA SEMPLICE ED EFFICACE. MA QUANTO PIÙ LE COSE DIVENTANO COMPLICATE, TANTO MENO SONO EFFICACI. POCHI PER ESEMPIO SANNO CHE, DENTRO UN AEREO MODERNO, CI SONO CIRCA 700 KM DI CAVI E IN UN BOEING CI SONO CIRCA 350MILA PARTI CERTIFICATE”. “THE SWISS ARMY KNIFE, THE BASIC MODEL, WAS SIMPLE AND EFFECTIVE. BUT THE MORE COMPLICATED THINGS GET, THE LESS EFFECTIVE THEY ARE. FEW PEOPLE KNOW, FOR EXAMPLE, THAT INSIDE A MODERN AIRPLANE THERE ARE ABOUT 700 KM OF WIRES, AND IN A BOEING THERE ARE ABOUT 350,000 CERTIFIED PARTS”.

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 61

10/08/12 11.40


%BJMZ)BQQZ

;

\j`[\ifX]]ifekXi\`ck\dX [\ccËÈ`eefmXq`fe\É#leZfeZ\kkfdfckf`emf^X% HlXe[f\if^`fmXe\_fj\dgi\[\j`[\iXkfle Zfck\cc`efjm`qq\if#hl\ccfYXj`Zf#g\iZ_„\iX j\dgc`Z\\[\]ÔZXZ\% C\Zfj\jfef[`m\ekXk\j\dgi\g`“ Zfdgc`ZXk\\#Xmfck\#`ehl\jkfdf[fj\e\… g\ijf`cj\ejf%HlXekfg`“c\Zfj\[`m\ekXef Zfdgc`ZXk\#kXekfd\efjfef\]ÔZXZ`%Hl`e[` …Xii`mXkf`cdfd\ekf[`j\dgc`ÔZXic\%J\ i`ljZ`XdfXZfekifccXi\cXZfdgc\jj`k~#XccfiX XYY`Xdfm`ekf%:fd\gfjj`Xdfi`ljZ`iZ`6 KfieXe[fXccË\j\dg`f[\cZfck\cc`efjm`qq\if# j\cËf^^\kkf[`m\ekXg`“^iXe[\[\ccXdXef# XccfiXefe]leq`feXg`“#efe…g`“leZfck\ccf% J\g\ejXk\#X[\j\dg`f#X^c`X\i\`df[\ie`# gfZ_`jXeefZ_\Xccfif`ek\iefZ`jfef Z`iZX.''bd[`ZXm`1cX[`jkXeqXkiXDfjZX

@

nflc[c`b\kfXggifXZ_k_\k_\d\f] È`eefmXk`feÉ#XZfeZ\gkk_Xk`jdlZ_`emf^l\% N_\e@nXjpfle^@XcnXpjnXek\[XJn`jj 8idpbe`]\#k_\YXj`Zdf[\c#Y\ZXlj\`knXjj`dgc\Xe[ \]]\Zk`m\%K_`e^jXi\^\kk`e^dfi\Xe[dfi\Zfdgc`ZXk\[# Xe[k_\pcfj\k_\`id\Xe`e^%K_\dfi\Zfdgc`ZXk\[ k_\pXi\#k_\c\jj\]]\Zk`m\k_\pXi\%Jfk_\k`d\_XjZfd\ kfj`dgc`]pk_`e^j%@]n\ZXeZfekifcZfdgc\o`kpn\n`cc _Xm\^X`e\[Xm`Zkfip%9lk_fn6>\kk`e^YXZbkfk_\ Jn`jjbe`]\#`]k_\fYa\Zk^\kjY`^^\ik_Xepfli_Xe[ `kefcfe^\i]leZk`fej#`k`jefcfe^\iXbe`]\%K_`eb XYflkdf[\ieX`iZiX]k¿]\ng\fgc\befnk_Xkk_\i\Xi\ XYflk.''bdf]n`i\j`ej`[\XeX`igcXe\1k_\[`jkXeZ\ Y\kn\\eDfjZfnXe[Jk%G\k\ijYli^KfZ\ik`]pk_\ 8*/'df[\c`kkffbj`op\Xijkfle[\ijkXe[n_\i\Xcc

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 62

\JXeG`\kifYli^f%G\igfk\iZ\ik`ÔZXi\`c df[\ccf8*/'Z`jfefmfclk`j\`Xee`g\i ZXg`i\[fm\jkXmXefklkk``ZXm`%@ele9f\`e^ Z`jfefZ`iZX*,'d`cXgXik`Z\ik`ÔZXk\1…le f^^\kkf\]]\kk`mXd\ek\dfckfZfdgc\jjf% @eleXZ`kk~Zfd\KfbpfcXZfdgc\jj`k~ …c\kk\iXcd\ek\\jgcfjX#i\e[\e[fXjjX` [`]ÔZ`c\cËfi`\ekXd\ekf%D\eki\`cdfe[fjkX [`m\ekXe[fdfckfZfdgc`ZXkf#ef`Z_\ZfjX gfjj`Xdf]Xi\6CXefjkiXi`jgfjkX…Xgglekf1 `eefmXq`fe\%DXg\ief``eefmXq`fe\efe Zf`eZ`[\Zfedf[\ie`qqXq`fe\%J\^lXi[Xk\ XccXdf[\ie`qqXq`fe\m\[i\k\jfcfhlXek`k~ \ZZ\jj`m\[`df[\cc`#efm`k~\ZZ\k\iX%:fecX m\iX`eefmXq`fe\gfjj`Xdf`em\Z\jXckXi\ jlleXckifj`jk\dXÔj`Zf%<j\g\ej`XdfXc gi`dfdf[\ccf[`Xlkf[\ccX=fi[#cX]XdfjX =fi[K#[`(''Xee`]X#…g`“fd\efZfd\

leXdXZZ_`eX[`f^^`1_XhlXkkifilfk\#le mfcXek\[`^l`[X#lej\[`c\%E`\ek\…ZXdY`Xkf% @cdfe[f[\cc\Xlkfefej`…XeZfiX[`dfjkiXkf i\Xcd\ek\`eefmXk`mf% CXefjkiXjZ\ckX`eIljj`X#cXefjkiX le`ZXjZ\ckX#…cË`eefmXq`fe\2efegfjj`Xdf c`d`kXiZ`Xdf[\ie`qqXi\g\iZ_„8d\i`ZX# =iXeZ`X#>`Xggfe\cf_Xeef^`~]Xkkf#dfckf m\cfZ\d\ek\2ef`j`Xdfi`dXjk``e[`\kif\c` [fYY`XdfiX^^`le^\i\%G\iZ`Že\ccXefjkiX jZ\ckX]iXdf[\ie`qqXq`fe\\`eefmXq`fe\# XYY`XdfjZ\ckf`eefmXq`fe\%:_`Xi`kfhl\jkf glekf#Xii`m`XdfXccXd`XXkk`m`k~[`[\j`^e\i% @f]XZ\mf`c[`j\^eXkfi\[`Xlkf#`elek\XdZ_\ fg\iXmX[XXee``ehl\jkfj\kkfi\gif[lkk`mf% ?fcXmfiXkfg\i:`kif\e#g\iKfpfkX# ZfccXYfiXe[fXccXi\Xc`qqXq`fe\[`)'#*'#]fij\ (''df[\cc`%8ccXÔe\d`jfefZ_`\jkf1dX

k_\n`i\jn\i\%@eX9f\`e^k_\i\Xi\XYflk*,'#''' Z\ik`Ô\[gXikj1`k`j\]]\Zk`m\cpXm\ipZfdgc\ofYa\Zk% @eXZ`kpc`b\KfbpfZfdgc\o`kp_Xjc`k\iXccp\ogcf[\[# Xe[fi`\ekXk`fe`jm\ip[`]ÔZlck%N_`c\k_\nfic[^\kj dfi\Zfdgc`ZXk\[#n_XkZXen\[f6FliXejn\i`j `eefmXk`fe%9lk]filj`eefmXk`fe[f\jefkZf`eZ`[\ n`k_df[\ie`qXk`fe%@]pflcffbXkdf[\ie`qXk`fe pfln`ccj\\fecpXe\oZ\jj`m\hlXek`kpf]df[\cj#f] efm\ck`\j%%%n`k_kil\`eefmXk`fe#fek_\fk_\i_Xe[# n\ZXedXb\k_\c\XgkfXefk_\ig_pj`ZXcjpjk\d%Aljk Zfej`[\ik_\ÔijkZXidf[\cf]=fi[#k_\]XdfljDf[\c K#(''p\XijX^f¿`k`jdfi\fic\jjc`b\k_\ZXijf] kf[Xp1]flin_\\cj#Xjk\\i`e^n_\\c#X[i`m\iËjj\Xk% Efk_`e^_XjZ_Xe^\[%K_\nfic[f]XlkfdfY`c\j_Xjp\k kf[\dfejkiXk\k_Xk`k`ji\Xccp`eefmXk`m\

FliZ_f`Z\`eIljj`X#flifecpZ_f`Z\# `j`eefmXk`fe2n\ZXeefkc`d`kflij\cm\jkf df[\ie`q`e^#Y\ZXlj\8d\i`ZX#=iXeZ\Xe[AXgXe _Xm\Xci\X[p[fe\k_Xk#m\iphl`Zbcp2n\_Xm\cX^^\[ Y\_`e[Xe[n\_Xm\kfZXkZ_lg%Jf`efliZ_f`Z\ Y\kn\\egif^i\jjXe[`eefmXk`fen\_Xm\Z_fj\e `eefmXk`fe% ?Xm`e^\jkXYc`j_\[k_Xk#c\kËj^\kkfdpXZk`m`kp XjX[\j`^e\i%@lj\[kf[\j`^eZXij`eXk\Xdk_Xk _X[nfib\[`ek_Xkj\Zkfi]fidXepp\Xij%@nfib\[ ]fi:`kif\e#KfpfkX#ZfccXYfiXk`e^fe)'#*'# dXpY\\m\e(''df[\cj%@ek_\\e[@Xjb\[dpj\c]1 n_XkXd@[f`e^_\i\6@XddXb`e^fe\ZXiX]k\i Xefk_\i%%%Xe[@]fle[dpj\c]]XZ\[n`k_XZ_f`Z\% @Zflc[Zfek`el\#fi@Zflc[kipkfYl`c[jfd\k_`e^

10/08/12 11.40


7MBEJNJS1JSPKLPW

“PER QUANTO RIGUARDA I TRASPORTI SIAMO ANCORA LEGATI ALLE STRADE E LE STRADE SONO VINCOLANTI: SIAMO LEGATI ALLA RETE STRADALE, E POSSIAMO ANDARE SOLO DOVE CI SONO LE STRADE. NIENTE STRADA, NON CI ARRIVI! E QUANDO LA STRADA C’È SI RESTA INCASTRATI NEL TRAFFICO”. “WHERE TRANSPORTATION IS CONCERNED WE ARE STILL TIED TO ROADS AND ROADS ARE A LIMITATION: WE ARE TIED TO THE STREET NETWORK, AND WE CAN ONLY GO WHERE THERE ARE STREETS. IF THERE IS NO STREET YOU CAN’T GET THERE. BUT THEN YOU

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 63

10/08/12 11.40


%BJMZ)BQQZ

ZfjXjkf]XZ\e[fhl`6Jkf]XZ\e[fleËXckiXXlkf \gf`leËXckiX%%%ÔeZ_„d`jfefkifmXkf[`]ifek\ XleXjZ\ckX%GfjjfZfek`elXi\Zfj‰fggli\ Zfjkil`i\hlXcZfjX[`[`m\ijfg\icËldXe`k~1\ hl`Xii`m`XdfXccXhl\jk`fe\[\ccX]\c`Z`k~%8[ \j\dg`f#j\cXmfi`klkk``^`fie``eleËXq`\e[X# ]X`klkkf`c^`fiefXlkf\XccXÔe\[\ccX^`fieXkX k`Z_`\[`1Èjfef]\c`Z\6Églf`jZfgi`i\[`efe \jj\icf#g\iZ_„k`c`d`k`Xi\Xc`qqXi\cXjk\jjX ZfjXZ_\_X`]XkkfXeZ_\`\i`% @f_fjZ\ckf[`j\^l`i\leXm`X[`m\ijX X]]ifekXe[fcXjÔ[X[\ccË`eefmXq`fe\# Zfd`eZ`Xe[fXcXmfiXi\e\ccË`e[ljki`X X\ifjgXq`Xc\%FiXjk`Xdfgif^\kkXe[fleX elfmX^\e\iXq`fe\[`m\`Zfc`jgXq`Xc`#dfckf m\cfZ`#j`X^iXe[`Z_\g`ZZfc`%E\^c`lck`d` Z\ekfm\ek`Xee`XYY`XdfljXkfc\dXZZ_`e\# \[…`dgfikXek\i`Zfi[Xi\hlXekf]fjj`df ]\c`Z`hlXe[fXYY`Xdf]Xkkf`cgXjjX^^`f[Xc ZXmXccfXccËXlkfdfY`c\1hl\jkf…jlZZ\jjf`e [`\Z`Xee`%HlXe[f;X`dc\i`em\ekŽ`cdfkfi\ g\ilem\`ZfcfZ_\j`dlfm\mXj\eqXZXmXcc`# cX^\ek\cfXZZ\kkŽ\`em\ekËXee`XcdXjj`df Z`j`Xdf[`d\ek`ZXk`[\`ZXmXcc`%FiXj`Xdf

XcgXjjX^^`fjlZZ\jj`mf\hl\jkX…leXZfjX Z_\i`^lXi[X`ZXdY`Xd\ek`[\cdfe[f%G\i hlXekfi`^lXi[X`kiXjgfik`j`XdfXeZfiX c\^Xk`Xcc\jkiX[\\c\jkiX[\jfefm`eZfcXek`1 j`Xdfc\^Xk`XccXi\k\jkiX[Xc\\gfjj`Xdf Xe[Xi\jfcf[fm\Z`jfefc\jkiX[\%@eIljj`X# gi`dX[\ccXZi`j`#e\c)''/#XYY`Xdfjg\jf m\ek`d`c`fe`[`[fccXi``eXlkfdfY`c`\Xc k\dgfjk\jjfXYY`Xdfj`klXq`fe`#Zfd\`e J`Y\i`X#`eZl`c\jkiX[\giXk`ZXd\ek\efe \j`jkfef%8ccfjk\jjfk\dgfe\cc\Z`kk~Zfd\ DfjZXi`dXe`XdfYcfZZXk``ed\qqfXckiX]ÔZf% <XccfiX#\ZZfleXgfjj`Y`c\jfclq`fe\[Xmm\if `eefmXk`mX%@ddX^`eXk\lekX^c`X$\iYX% Gi\e[\k\lekX^c`X\iYX\]Xk\cf[`m\ekXi\leX jZfgXmfcXek\1[\Z`[`Xdf[`lk`c`qqXi\cXk\iqX [`d\ej`fe\%<XccXdXkk`eXk\e\mX`Zfe`c klfkX^c`X\iYX%Glf`mfcXi\Xc[`c~[\cÔld\ \j\glf`mfcXi\jfgiX`cÔld\Z`Žj`^e`ÔZX Z_\efe_X`Y`jf^ef[\cgfek\\[\ccXjkiX[X% ;fgfZfj‰kXek`Xee`[`[\j`^e[`XlkfdfY`c` jk`XdfÔeXcd\ek\[`Z\e[f1YXjkXXlkf% ;`d\ek`Z_`Xdfc\<jk`XdfcXmfiXe[fXjkiXe` f^^\kk`Z_\Xjjfd`^c`XefX[X\ifgcXe`#dX`e

i\Xck~efecfjfef%@ddX^`eXk\leËXlkfdfY`c\# lem\`ZfcfXhlXkkifgfjk`#Z_\glŽmfcXi\# Zfe`cgi\qqf[`leËXlkf%GiXk`ZXd\ek\Z˅ klkkf`elef1cXm\cfZ`k~[\cYlfe\ZXif X\i\f#[\Zfccf\Xkk\iiX^^`fm\ik`ZXc`#gi\qqf \Zfd]fik[\ccËXlkf\`eÔe\ledfkfi\Zfe [`m\ij`k`g`[`ZfdYljk`Y`c\1hlXcj`Xj`ZfjX glŽ\jj\i\YilZ`XkXe\cj\iYXkf`f#dX`c gifjj`dfgXjjX^^`fjXi~gXjjXi\[Xhl\jkf df[\ccf`Yi`[fXledf[\ccf\c\kki`Zf%Hl\jkf gXjjX^^`fjXi~`e\m`kXY`c\\efej`XdfZ\ikf ^c`le`Z`XcXmfiXiZ`%:fdlehl\XYY`Xdf kifmXkfledfkfi\[`\j\cZ_\j`gi\jkXX hl\jkX`dgi\jX\hl`e[`j`gfki~]Xi\Y\eq`eX gi\jjfhlXcj`Xj`[`jki`Ylkfi\Xcdfe[f%CX ZfjXg`“`ek\i\jjXek\…cXjlXm\cfZ`k~1Z`iZX ,''Z_`cfd\ki`fiXi`\m`X^^`XXleXXck\qqX [`Z`iZX/Z_`cfd\ki`#Xii`mXXleX[`jkXeqX[` )%'''#hl`e[`dfckfcfekXef#gfikXe[fÔefX, g\ijfe\\*''Z_`c`[`g\jf#Zfd\leXefidXc\ XlkfdfY`c\%@eZfeZclj`fe\cfjZfgf[\cefjkif k\Xd…Zi\Xi\le[`jgfj`k`mfZ_\k`g\id\kkX [`mfcXi\j\dgi\\fmlehl\#gifgfe\e[flef jkild\ekf[`c`Y\ik~1cXc`Y\ik~[`dlfm\ij`% “LO SCOPO DEL NOSTRO TEAM È CREARE UN DISPOSITIVO CHE TI PERMETTA DI VOLARE SEMPRE E OVUNQUE, PROPONENDO UNO STRUMENTO DI LIBERTÀ: LA LIBERTÀ DI MUOVERSI”. “THE PURPOSE OF OUR TEAM IS TO CREATE A DEVICE THAT WILL PERMIT YOU TO FLY ALWAYS AND EVERYWHERE, OFFERING A TOOL FOR FREEDOM: FREEDOM OF MOVEMENT”.

\cj\]fi_ldXeb`e[1Xe[_\i\n\^\kkfk_\hl\jk`fe f]_Xgg`e\jj%=fi\oXdgc\#`]pflnfibXcc[Xp`eX ZfdgXep#pfldXb\ZXij\m\ip[Xp#Xe[Xkk_\\e[ f]k_\[XppflXjbpflij\c]ÈXd@_Xggp6É#pfldXp [`jZfm\ipflXi\efk#Y\ZXlj\pflXi\aljk[f`e^k_\ jXd\k_`e^[XpX]k\i[Xp @Z_fj\kfkXb\X[`]]\i\ekgXk_#XggifXZ_`e^ k_\Z_Xcc\e^\f]`eefmXk`fe#jkXik`e^kfnfib`e k_\X\ifjgXZ\`e[ljkip%Efnn\Xi\nfib`e^feX e\n^\e\iXk`fef]jgXZ\ZiX]k#m\ip]Xjkfe\j#cXi^\ Xe[jdXcc%Fm\ik_\cXjk()'p\Xijn\_Xm\lj\[ ZXij#Xe[`k`j`dgfikXekkfi\d\dY\i_fn_Xggp n\n\i\n_\en\dX[\k_\gXjjX^\]ifdk_\_fij\ kfk_\XlkfdfY`c\1`k_Xgg\e\[`ealjkk\ep\Xij% N_\e;X`dc\i`em\ek\[k_\dfkfi]fiXm\_`Zc\ k_Xknflc[dfm\n`k_flk_fij\j#g\fgc\XZZ\gk\[`k Xe[`edXo`dldkn\ekpp\Xijn\]fi^fkXccXYflk _fij\j%Efnn\Xi\XkXefk_\igf`ekf]gXjjX^\#Xe[

2_BeOpen Book_060_065_DailyHappy_Pirojkov_p64-65.indd 64

k_`j_Xjkf[fn`k_Z_Xe^\j`eflinfic[%N_\i\ kiXejgfikXk`fe`jZfeZ\ie\[n\Xi\jk`cck`\[kfifX[j Xe[ifX[jXi\Xc`d`kXk`fe1n\Xi\k`\[kfk_\jki\\k e\knfib#Xe[n\ZXefecp^fn_\i\k_\i\Xi\jki\\kj% @eIljj`X#Y\]fi\k_\Zi`j`j#`e)''/n\jg\ek)' d`cc`fe[fccXijfeZXij#Xe[Xkk_\jXd\k`d\n\_Xm\ Xj`klXk`fe`eJ`Y\i`X`en_`Z_ifX[jgiXZk`ZXccp[f efk\o`jk%8kk_\jXd\k`d\#`eZ`k`\jc`b\DfjZfnn\ Xi\XcnXpjYcfZb\[`ekiX]ÔZJfn\e\\[Xgfjj`Yc\# kilcp`eefmXk`m\jfclk`fe%@dX^`e\XcXnedfn\i% KXb\XcXnedfn\iXe[dXb\`kY\Zfd\XÕp`e^ Yiffd1c\kËj[\Z`[\kflj\k_\k_`i[[`d\ej`fe%@ek_\ dfie`e^pfl^fflkn`k_pflicXnedfn\iPflZXe Õpfm\ik_\i`m\i#n_`Z_d\Xejpflefcfe^\ie\\[X Yi`[^\Xe[XifX[%8]k\ijfdXepp\Xijf]ZXi[\j`^e# n\Xi\ÔeXccpjXp`e^1\efl^_ZXijC\kËj]fi^\kk_\d 8e[n\Xi\nfib`e^fejkiXe^\fYa\Zkjk_Xki\j\dYc\ X`igcXe\j#YlkXZklXccpXi\efkX`igcXe\j%@dX^`e\Xe

13/08/12 13.54


7MBEJNJS1JSPKLPW

“DOPO COSÌ TANTI ANNI DI DESIGN DI AUTOMOBILI STIAMO FINALMENTE DICENDO: BASTA AUTO, DIMENTICHIAMOLE! E STIAMO LAVORANDO A STRANI OGGETTI CHE ASSOMIGLIANO AD AEROPLANI, MA IN REALTÀ NON LO SONO”. “AFTER SO MANY YEARS OF CAR DESIGN, WE ARE FINALLY SAYING: ENOUGH CARS! LET’S FORGET THEM! AND WE ARE WORKING ON STRANGE OBJECTS THAT RESEMBLE AIRPLANES, BUT ACTUALLY ARE NOT AIRPLANES”.

XlkfdfY`c\#Xm\_`Zc\n`k_]flij\Xkj#k_XkZXeÕp#n`k_ k_\jXd\gi`Z\XjXZXi%@kgiXZk`ZXccp_XjXcc`efe\1 k_\jg\\[f]X^ff[fc[X`igcXe\#m\ik`ZXckXb\f]]Xe[ cXe[`e^#k_\gi`Z\Xe[Zfd]fikf]XZXiXe[#ÔeXccp#X dfkfik_Xklj\j[`]]\i\ekkpg\jf]]l\c1Xepk_`e^ZXeY\ Ylie\[`ej`[\`k%9lkk_\e\okjk\gn`ccY\kfj_`]k]ifd k_`j_pYi`[df[\ckfXe\c\Zki`Zdf[\c%K_`jgXjjX^\ n`ccY\`e\m`kXYc\#Xe[n\Xi\Z\ikX`ecpefkk_\fecp fe\jnfib`e^fe`kN\_Xm\]fle[X[`\j\cdfkfik_Xk c\e[j`kj\c]kfk_`jZ_Xe^\#jfpflZXeÔcclgfe]l\cXk Xepj\im`Z\jkXk`fe`ek_\nfic[%K_\dfjk`ek\i\jk`e^ k_`e^`j`kjjg\\[1XYflk,''bd&_#kiXm\c`e^XkX _\`^_kf]XYflk/bd#]fiX[`jkXeZ\f]lgkf)'''bd# ZXiip`e^lgkf,g\ijfejXe[*''b^#c`b\XefidXc XlkfdfY`c\%@eZfeZclj`fe#k_\gligfj\f]flik\Xd `jkfZi\Xk\X[\m`Z\k_Xkn`ccg\id`kpflkfÕpXcnXpj Xe[\m\ipn_\i\#f]]\i`e^Xkffc]fi]i\\[fd1]i\\[fd f]dfm\d\ek%

2_BeOpen Book_060_065_DailyHappy_Pirojkov_p64-65.indd 65

13/08/12 13.54


%BJMZ)BQQZ

1&326"/503*(6"3%"JMUFNBEFMMBGFMJDJU· OFMRVPUJEJBOP *07*70*/6/"$"4"DPTÃDPNF MBWPHMJP -"7030OFMNPEPJODVJEFTJEFSP &40/0'0356/"501&3$) %*1*/(0 &'"$$*0-&$04&$0/6/m6/*$"-0(*$" IPWPHMJBEJGBSMF



%BJMZ)BQQZ +V-*BO4$)OB#F-

0/5)&5)&.&PGIBQQJOFTTJOFWFSZEBZMJGF  *-*7&*/")064&UIBUJTUIFXBZ*MJLFJU  *803,JOUIFXBZ*MJLFUPXPSL  "/%*".-6$,:#&$"64&*1"*/5 "/%%05)*/(48*5)+6450/&-0(*$ CFDBVTF*GFFMMJLFEPJOHUIFN

Alc`XeJZ_eXY\c#Xik`jkX\i\^`jkX&Xik`jkXe[ÔcddXb\i

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 66

13/08/12 13.55


+V-*BO4$)OB#F-

“IL PAZIENTE E IL DOTTORE”, 1978. OLIO, PIATTI E BONDO SU LEGNO. A DESTRA, ALCUNI PANNELLI CON PIATTI, ROTTI DOPO AVERLI DIPINTI “THE PATIENT AND THE DOCTOR”, 1978. OIL, PLATES, BONDO ON WOOD. RIGHT, SOME PANELS WITH DISHES, BROKEN AFTER HAVING PAINTED.

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 67

13/08/12 13.55


%BJMZ)BQQZ

@

f`ddX^`efZ_\cX]\c`Z`k~j`X c\^XkXXcdf[f`eZl`j`gXjjXcX^`fieXkX% Dfckfjg\jjfhlXe[f[\`^`fmXe`Xik`jk`j` cXd\ekXefg\iZ_„efe_XeefXYYXjkXeqX jgXq`fe\ccfifg`ZZfcfjkl[`f\efei`\jZfef hl`e[`Xm\[\i\`ccfifcXmfif#`fjl^^\i`jZf cfif[`gfikXicf]lfi`\[`g`e^\i\XccË\jk\ief# g\iZ_„Zfj‰gfjjfef`e[`\ki\^^`Xi\#g\i m\[\i\d\^c`f#\gfjjfeflk`c`qqXi\cXclZ\ [\c^`fief%E\c(0./_f]XkkflehlX[if Z_`XdXkfÈK_\gXk`\ekXe[k_\[fZkfiÉÈ@c gXq`\ek\\`c[fkkfi\É i\Xc`qqXkfZfeg`Xkk` ifkk`#`eZfccXk`jlccXjlg\iÔZ`\#\`fjkXmf Z\iZXe[fledf[f[`]Xi\lehlX[ifZ_\efe Xm\jj`dX`m`jkfgi`dX%<if`eleXZXd\iX[` XcY\i^fX9XiZ\ccfeX#_fd`jliXkfcËXidX[`f \gf`jfefXe[XkfXZXjX#_fZfdgiXkfXcZle` g`Xkk`XccXJXcmXk`fe8idp#c`_fifkk`Zfele dXik\ccf\gf`c`_f`eZfccXk`\`eÔe\Z`_f [`j\^eXkfjfgiX%?fi\Xc`qqXkfXeZ_\XcZle` gXee\cc`jl`hlXc`_fgf`XkkXZZXkfg`Xkk` ifkk`#dX[fgfXm\ic`[`g`ek`1hl`e[`jfef [\`j\dgc`Z`gXee\cc`#dXXd\j\dYiXefle gfËZfd\]f^c`\#Zfd\gXik\[`le\c\d\ekf eXkliXc\%8d\g`XZ\[`g`e^\i\XccË\jk\ief% D`g`XZ\cË`[\X[`Xm\igi\jfhlXcZfjX[XleX Z`kk~d\[`k\iiXe\X\[`Xm\icfgfikXkf`ele clf^f^cXZ`Xc\%

@

`dX^`e\_Xgg`e\jj`jZfee\Zk\[ n`k__fnpfljg\e[pfli[Xp% F]k\e#n_\epfle^Xik`jkjZfdgcX`e Y\ZXlj\k_\p[feËk_Xm\\efl^_jgXZ\`ek_\`i jkl[`fXe[ZXeËkj\\k_\`infib#@k\cck_\dkf kXb\`kflkj`[\Xe[kfgX`ekflkk_\i\#jfk_\e k_\pZXejk\gYXZbkfj\\`kY\kk\i#`e[Xpc`^_k% @e(0./@dX[\XgX`ek`e^ZXcc\[ÈK_\gXk`\ek Xe[k_\[fZkfiÉ#n`k_Yifb\e[`j_\j^cl\[fekf k_\jli]XZ\%@nXjkip`e^kfÔe[XnXpkfdXb\ XgX`ek`e^k_Xk@_X[e\m\ij\\eY\]fi\%@nXj `eX_fk\ciffd`e9XiZ\cfeX#@d\Xjli\[k_\ nXi[ifY\Xe[k_\e@n\ek_fd\#Xe[Yfl^_k jfd\[`j_\jXkk_\JXcmXk`fe8idpjkfi\%@Yifb\ k_\dn`k_X_Xdd\iXe[^cl\[k_\dXe[[i\nfe kfgf]k_\d%@XcjfdX[\jfd\gXe\cjfen_`Z_@ XkkXZ_\[Yifb\e[`j_\j#YlkX]k\i_Xm`e^gX`ek\[ k_\d1jfk_\pn\i\j`dgc\gXe\cj#Ylkkfd\k_\p cffb\[XY`kc`b\c\Xm\j#c`b\gXikf]jfd\k_`e^ eXkliXc%@c`b\gX`ek`e^flk[ffij%@c`b\k_\`[\X

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 68

:Ë\iXef(/jZlckli\Z_\\iXefjkXk\ g`XqqXk\XJX`ekDfi`kqZfd\legi\j\g\\ jfefjkXk\cXjZ`Xk\c~g\ile`ek\if`em\ief% Dfck\Zfj\_XeefXZ_\m\[\i\Zfe`c [`jcfZXd\ekf\ZfecËfjj\imXi\c\Zfj\`e le[`]]\i\ek\Zfek\jkf%;\`mXj`Z_\_f kifmXkf`eKfjZXeX#[\`]Xcj`Z_\_fkifmXkf `elee\^fq`f[`]\iiXd\ekX1c`_fZfg\ik`[` Yifeqf\c`_f]Xkk\[`m\ekXi\m\i`[`elfmf Zi\Xe[fleXjZlckliX#d\kk\e[fc`lef jfgiXXccËXckif% CXdX^^`figXik\[\cc\Zfj\Z_\Z` Z`iZfe[X…jkXkXi\Xc`qqXkXg\icXgif[lq`fe\# dXhl\ccfZ_\]XZZ`f`fcf]XZZ`fjfckXekfjl i`Z_`\jkX#fZfdlehl\g\iXd`Z`#\hl`e[` jg\jjf…i\Xc`qqXkXXdXef% ?f[`j\^eXkfXccË`e`q`f[\cOOj\Zfcf leXZXjX`e=cfi`[X#`jg`iXe[fd`Xccfjk`c\

XiZ_`k\kkfe`Zf`kXc`Xef\dXifZZ_`ef% HlXe[f\if`e<^`kkf_fXZhl`jkXkf[\cc\ m\c\[X`dXi`eX`[`=XclbXg\ejXe[f1g\iZ_„ [fmi\`]Xi\[\`ZcXjj`Z`hlX[i`]XZ\e[fe\[\` i\kkXe^fc`#hlXe[f`em\Z\gfki\`j]ilkkXi\ hl\jk\m\c\g\i]Xi\[\`hlX[i`X]fidX[` m\cX6LeX[\cc\YXiZ_\j`Z_`XdXmXAXe\% :fj‰_fg\ejXkfXccXZXekXek\Xe^cf$ ]iXeZ\j\\_fk`kfcXkf`cZ`ZcfAXe\9`ib`e% >c`jk\jj`hlX[i`jfefjkXk`gf``ej\i`k``e leXckifjgXq`f1`cGXcXqqfM\e\q`XXIfdX% CXefq`fe\[`k\dgf…hlXcZfjX[`dfckf `dgfikXek\g\id\%?fcË`dgi\jj`fe\Z_\ efejk`XdfXe[Xe[f[Xe\jjleXgXik\e\c ]lklif%;`]XkkfZi\[fefeZ`j`Xle]lklif\ Zi\[fXeZ_\Z_\efeZ`j`XlegXjjXkf#dX jfcf`cgi\j\ek\#le\k\iefgi\j\ek\`eZl` m`m`XdfXccË`eÔe`kf%Hl\jkfgfki\YY\\jj\i\ Xi^fd\ekXkf`edXe`\i\[`m\ij\#Zfd\ g\ejXe[fXccXefjkiXZfek`elX\mfclq`fe\% IXZZfekfleXjkfi`X1leXmfckXhlXe[f \ifYXdY`efd`fgX[i\jkXmX^l`[Xe[f g\iXe[Xi\[Xd`Xq`X\[XcÔe\jki`efm`[` XcZle\ZXY`e\k\c\]fe`Z_\#c\_f^lXi[Xk\ \gf`c\XYY`Xdfjlg\iXk\1Xhl\cglekf _fg\ejXkfZ_\gi`dX\iXef`c]lklif\gf` `cgXjjXkf#Z_\m`jk\[X[XmXek`\iXef`c ]lklif#dXgf`leXmfckXgXjjXk\\iXef`c

JULIAN SCHNABEL ALL’OPERA ALL’APERTO, 1981 JULIAN SCHNABEL PAINTING OPENAIR, 1981

f]_Xm`e^kXb\ejfd\k_`e^]ifdXD\[`k\iiXe\Xe Z`kpXe[Yifl^_k`kkfX^cXZ`XcgcXZ\%K_\i\ n\i\(/jZlcgkli\jgcXZ\[XkJX`ekDfi`kq#c`b\X eXk`m`kpjZ\e\#Xe[c\]kk_\i\]fik_\n_fc\n`ek\i% Cfkjf]k_`e^j_Xm\kf[fn`k_i\cfZXk`fe#n`k_ fYj\im`e^k_`e^j`eX[`]]\i\ekZfek\ok%MXj\j@ ]fle[`eKljZXep#]Xb\j@]fle[`eX_Xi[nXi\ jkfi\1@Zfm\i\[k_\dn`k_Yifeq\Xe[dX[\k_\d Y\Zfd\i\Xc#Zi\Xk`e^XjZlcgkli\#glkk`e^k_\d fekfgf]\XZ_fk_\i% Dfjkf]k_\k_`e^jXifle[lj_Xm\Y\\e Zi\Xk\[]figif[lZk`fe#Ylkn_Xk@[f@fecp[f Ypi\hl\jk#fi]fi]i`\e[j#Xe[f]k\e`k`j[fe\Yp _Xe[% @[\j`^e\[X_flj\`e=cfi`[X#k_`eb`e^ XYflk@kXc`XeXe[DfifZZXeXiZ_`k\ZkliXcjkpc\j% N_\e@nXj`e<^pgk@Yfl^_kjX`cj]ifdk_\ jX`cfijf]=XclbX#k_`eb`e^1n_pj_flc[@dX[\ ZcXjj`ZgX`ek`e^j#i\ZkXe^c\j#n_\e`ejk\X[@Zflc[ lj\k_\j\jX`cjkfdXb\jX`c$j_Xg\[gX`ek`e^j6

Fe\f]k_\YfXkjnXjZXcc\[AXe\#jfk_\Ôijkfe\ @k_fl^_kf]nXj9`ib`eXe[k_Xk`jn_p@ZXcc\[ k_\nfibAXe\9`ib`e#Y\ZXlj\`kj\\d\[c`b\X nXpf]\jkXYc`j_`e^X[`Xcf^l\n`k_<^pgk%K_\ jXd\gX`ek`e^jn\i\k_\e`ej\ik\[`eXefk_\i jgXZ\1GXcXqqfM\e\q`X`eIfd\%K_\efk`fe f]k`d\`jjfd\k_`e^m\ip`dgfikXek]fid\%@ _Xm\k_\`dgi\jj`fek_Xkn\Xi\^f`e^efn_\i\ `ek_\]lkli\%@e]XZk#@Y\c`\m\k_\i\`jef]lkli\ Xe[Xcjfk_\i\`jefgXjk#Ylkaljkk_\gi\j\ek#Xe \k\ieXcgi\j\ek`en_`Z_n\c`m\`eÔe`k\cp%K_`j Zflc[Y\Xi^l\[`e[`]]\i\eknXpj#c`b\k_`eb`e^ XYflkflife^f`e^\mfclk`fe%C\kd\k\ccXjkfip1 feZ\#n_\e@nXjXYfp#dp]Xk_\inXj[i`m`e^fe k_\nXpkffliXlekËj_flj\#Xe[]ifdk_\n`e[fn f]k_\ZXi@jXnjfd\g_fe\Yffk_j%@cffb\[Xk k_\dXe[k_\en\gXjj\[k_\d1Xkk_Xkgf`ek@ k_fl^_kk_XkY\]fi\k_\pn\i\k_\]lkli\#Xe[k_\e k_\pn\i\k_\gXjk%J\\eX_\X[f]lj#k_\pn\i\ k_\]lkli\#YlkX]k\in\_X[gXjj\[k_\dk_\p

13/08/12 13.55


+V-*BO4$)OB#F-

SOTTO E SOPRA. “QUANDO ERO IN EGITTO HO ACQUISTATO DELLE VELE DAI MARINAI DI FALUKA E HO PENSATO: PERCHÈ DOVREI FARE DEI CLASSICI QUADRI FACENDONE DEI RETTANGOLI QUANDO INVECE POTREI SFRUTTARE QUESTE VELE PER FARE DEI QUADRI A FORMA DI VELA? UNA DELLE BARCHE SI CHIAMAVA JANE. DOVRESTE CONSIDERARE LE DIMENSIONI DI QUESTO QUADRO, LE DOVRESTE PERCEPIRE E POI VEDIAMO COME GLI STESSI QUADRI SONO STATI INSERITI IN UN ALTRO SPAZIO, IN QUESTO CASO PALAZZO VENEZIA A ROMA”. BELOW AND ABOVE. “WHEN I WAS IN EGYPT, I PURCHASED SAILS FROM THE FALUKA SAILORS AND I THOUGHT: WHY SHOULD I MAKE CLASSIC PAINTINGS CUTTING THEM IN RECTANGULAR SHAPES WHEN I COULD USE THOSE SAILS TO MAKE PAINTINGS IN THE SHAPE OF A SAIL? ONE OF THE BOATS WAS CALLED JANE. YOU SHOULD CONSIDER THE SIZE OF THIS PAINTING, YOU SHOULD PERCEIVE IT AND THEN LET US SEE HOW THE SAME PAINTINGS HAVE BEEN PLACED IN A DIFFERENT SPACE, IN THIS CASE PALAZZO VENEZIA IN ROME”. A DESTRA. “QUESTO È SOLO IL DISEGNO DELLA SEDIA CHE HO FATTO L’ALTRO GIORNO CON LEGNO, GESSO E POI RICOPERTA DI BRONZO AL QUALE POI HO ATTACCATO DEI PON PON E INFINE L’HO DIPINTA CON DEI COLORI DI CIRCA SESSANTA ANNI FA RECUPERATI DAL MERCATO DI FALUKA”. RIGHT. “THIS IS JUST THE DRAWING OF THE CHAIR I MADE THE OTHER DAY WITH WOOD, GYPSUM AND THEN I COVERED IT WITH BRONZE ON WHICH I THEN HUNG POMPOMS AND FINALLY I PAINTED IT WITH SOME COLOURS THAT DATE BACK TO SIXTY YEARS AGO, WHICH I FOUND AT THE FALUKA MARKET”.

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 69

13/08/12 13.55


%BJMZ)BQQZ

gXjjXkf\Z_\hl`e[``fefe\j`jk\mf[Xmm\if g\iZ_„\ifgXjjXkf[XlefXccËXckifj\eqX i\e[\id\e\Zfekf%Hl`e[`Z`ŽZ_\g\ejX`]l Z_\[fm\mf]Xi\[\`hlX[i`g\igfk\i]\idXi\ `ck\dgf#]\idXi\`cgi\j\ek\\gf`gfk\icf i`m`j`kXi\% 8[\j\dg`f#ledfeXjk\if[\c(+0)# XJ`m`^c`X#gi`dX\iXleZfem\ekf#gf`… [`m\ekXkflei`]l^`fg\icË\j\iZ`kf%@f_f cXjZ`Xkfklkkfhl\ccfZ_\_fkifmXkfe\c dfeXjk\if#dX_f]Xkkf[\`hlX[i`\c`_f Xgg\j`X`dli`1)+jkXq`fe`[\ccXm`XZilZ`j# `em\Z\Z_\(+%:Ë\iXlehlX[ifZ_`XdXkf :fik\j\leXckif9\e\[`Z\e[f:cXiX%Hl`e[` fmm`Xd\ek\`cm`X^^`f…jkXkfhlXcZfjX[` dfckf`dgfikXek\g\id\% IXZZfekfleËXckiXjkfi`X1_f[`j\^eXkf \]XkkfZfjkil`i\le\[`ÔZ`fXE\nPfib% GiXk`ZXd\ek\_fd\jjflegXcXqqf m\e\q`XefjfgiXXhl\ccf`eZl`m`m\mf\ ZË\iXefXcki\[l\g\ijfe\Z_\m`m\mXef`e hl\ccfjkXY`c\Zfed\%ß`ek\i\jjXek\g\iZ_„ efej`XdfdX`Xe[Xk`dfckfcfekXe`ZfecX dXZZ_`eX[\`j\^e`#\X[\j\dg`fcX^\ek\j` …[`d\ek`ZXkXZfd\cXmfiXi\ZfecfjklZZf% LeXZfjXZ_\[Xmm\ifefed`g`XZ\…Z_\ hlXe[fd`^lXi[f`e^`if\m\[fklkk`hl\jk`

\[`ÔZ`]Xkk`[`m\kif#`eklkkf`cdfe[f#XE\n PfibZfd\X?fe^Bfe^#Zfj‰Zfd\XD`cXef1 j\^lXi[Xk\[XccËXckfm\ijf`cYXjjfj\dYiXef klkk`l^lXc`%:˅leXjkXe[Xi[`qqXq`fe\ ^cfYXc\XeZ_\e\cdf[f[`Zfjkil`i\^c` \[`ÔZ`#ljXe[fdXk\i`Xc`Zfd\`cm\kif \lk`c`qqXe[fjk`c`Z_\[\Ôe`i\`^\e\i`Z` \ef`fj`\`fhl`e[`_fmfclkfZi\Xi\le \[`ÔZ`fg\igfk\iXe[Xi\`e[`\kife\ck\dgf# kXekf[Xj\dYiXi\g`“m\ZZ_`f[\^c`Xcki` gXcXqq`[\chlXik`\i\%G\ihlXekfi`^lXi[X `ck\dX[\ccX]\c`Z`k~e\chlfk`[`Xef#`fm`mf `eleXZXjXZfj`Zfd\cXmf^c`f\cXmfife\c df[f`eZl`[\j`[\if\jfef]fikleXkf[` Xm\iXmlkfXZZ\jjfXhl\ccXgfikXXkkiXm\ijf cXhlXc\k`…ZfeZ\jjf[`g`e^\i\\]Xi\Zfj\ Z_\efe_XeefXckiXcf^`ZXj\efehl\ccXZ_\ j`_Xmf^c`X[`]Xic\%8mfck\]XZZ`f`ci\^`jkX\ d`…ZXg`kXkf[`^`iXi\leÔcdZ_\j`Z_`XdX ÈK_\[`m`e^Y\ccXe[k_\Ylkk\iÕpÉÈCf jZX]Xe[if\cX]Xi]XccXÉ %?fÔe`kf[`^`iXi\ `cÔcdZ`iZX('^`fie`gi`dX[\cgi\m`jkf# hl`e[`Z\iZXmfleËXckiXcfZXk`fe\ZË\iX hl\jkXj`^efiXZ_\Xm\mXXmlkfleefeef Z_\c\Xm\mXcXjZ`XkfleXZXjXd\iXm`^c`fjX \hlXe[fXe[X`c~kifmX`Z_\`ehl\jkXZXjX \iXg`\ef[`cXjki\k`gf^iXÔZ_\[\c(0((Z_\

gf`\iXcËXeef`eZl`\iXeXkfd`fgX[i\%%% \Xd\hl\jk\cXjki\\iXefj\dYiXk\Zfd\ [\`hlX[i`#hl`e[`gi`dX_f]Xkkf`k`kfc` g\i`cÔcd\gf`e\_f]Xkkf[\`hlX[i`% <ZZf#hl`e[``fm\[fhlX[i`fmlehl\%%% DXX[\jjfgXic`Xdf[\ck\dgf%E\c(/,' Z`]lcXgi`dXi`mfclq`fe\ZfecXZXikX[` >\fi^\NXj_`e^kfeZ_\XZZ\kkXmXcXi\jX[` :ifdn\cc1cË_fd\jjXe\cd`fl]ÔZ`f[fm\j` kifmXmXXeZ_\leXZXgiX`dYXcjXdXkXZfe leZfe`^c`\kkfjlccXk\jkX%?fd\jjfcXZXgiX \`cZfe`^c`fjfgiXcXk\jkX[`NXj_`e^kfe \:ifdn\cc%LeXc\kkliXZ_\Zfej`^c`f m`mXd\ek\Xklkk`…Z_`XdXkXÈ@ek_\_Xe[f] ;Xek\É[`E`ZbKfjZ_\j\j\Xm\k\hlXcZ_\ [fdXe[Xjl[`mf`#jl;`f\jlccË\k\ie`k~# [`^e`k~\g\ZZXkfi`#XccfiXc‰gfki\jk\kifmXi\ [\cc\i`jgfjk\%@eZfeZclj`fe\%@ffjj\imf c\Zfj\\kifmf[\cc\Zf`eZ`[\eq\#[\cc\ jfmiXggfj`q`fe`#[\cc\j`d`c`kl[`e`%%% MX[f`e^`if\fjj\imfc\Zfj\Z_\ j\dgi\d`i`Zfi[XefhlXcZfjËXckifZ_\_f ^`~m`jkf[XhlXcZ_\XckiXgXik\#Zfd\j\j` i`^\e\iXjj\if1\hl\jkf[fmi\YY\\jj\i\ XZZ\kkXkf% @ehl\jkXjfZ`\k~efemXc\g`“`c [`jZfijf[\cZ_`cf_X]Xkkfgi`dX#dX

PAGINA A LATO. “IL LETTO CHE HO CREATO UN BEL PO’ DI TEMPO FA, MI SEMBRA PER GIANNI VERSACE. È FATTO DI BRONZO E DI UN ACCIAIO PARTICOLARMENTE DURO E LA CASA DI CAMPAGNA IN CUI VIVO. ANCHE LÌ FUORI DIPINGO” (MONTAUK, LONG ISLAND). OPPOSITE PAGE. “THE BED I CREATED A LONG TIME AGO, I GUESS IT WAS FOR GIANNI VERSACE. IT IS MADE OF BRONZE AND A PARTICULARLY HARD STEEL AND THE COUNTRYHOUSE WHERE I LIVE. I ALSO PAINT OUT THERE” (MONTAUK, LONG ISLAND).

n\i\k_\gXjk#jf@[`[efki\Xccp\o`jk#Y\ZXlj\@ _X[jc`gg\[]ifdfe\kfk_\fk_\in`k_flk\m\e i\Xc`q`e^`k% Jf@k_fl^_kXYflkdXb`e^gX`ek`e^jk_Xk Zflc[jkfgk`d\#jkfgk_\gi\j\ek#Xe[c\kpfl i\m`j`k`k% =fi\oXdgc\#XdfeXjk\ip]ifd(+0)#`e J\m`cc\2Ôijk`knXjXdfeXjk\ip#k_\eXi\]l^\ ]fik_\Xidp%@c\]k\m\ipk_`e^@]fle[`ek_\ dfeXjk\ip#Ylk@dX[\gX`ek`e^jXe[_le^k_\d fek_\nXccj1)+jkXk`fejf]k_\Zifjj#`ejk\X[ f](+%K_\i\nXjXgX`ek`e^ZXcc\[:fik\j#Xe[ Xefk_\iZXcc\[9c\jj\[:cXiX%JffYm`fljcpk_\ ki`gnXjjfd\k_`e^m\ip`dgfikXek]fid\% 8efk_\ijkfip1@[\j`^e\[Xe[_X[ ZfejkilZk\[XYl`c[`e^`eE\nPfib%GiXZk`ZXccp# @glkXM\e\k`XegXcXqqffekfgf]k_\Yl`c[`e^ n_\i\@c`m\[#Xe[k_\i\n\i\knffk_\ig\fgc\ n_fc`m\[`ek_XkYl`c[`e^n`k_d\%@k`j `ek\i\jk`e^Y\ZXlj\n\_Xm\e\m\i^fkk\em\ip]Xi n`k_k_\dXZ_`e\ipf]j`^ej#]fi\oXdgc\g\fgc\ _Xm\]fi^fkk\e_fnkfnfibn`k_jklZZf% Fe\k_`e^@i\Xccp[feËkc`b\`jn_\e@

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 70

cffbXifle[Xe[j\\Xcck_\j\Yl`c[`e^jdX[\ f]^cXjj#Xccfm\ik_\nfic[#`eE\nPfibfi ?fe^Bfe^#fi`eD`cXe1`]pflcffblg]ifd Y\cfnk_\pXccj\\dk_\jXd\%K_\i\`jX^cfYXc jkXe[Xi[`qXk`fe#\m\e`ek_\nXpf]ZfejkilZk`e^ Yl`c[`e^j#lj`e^dXk\i`Xcjc`b\^cXjjXe[jkpc\j@ nflc[[\Ôe\Xj^\e\i`ZXe[Yfi`e^#jf@nXek\[ kfZi\Xk\XYl`c[`e^kfY\XYc\kf^fYXZb`ek`d\# kfdXb\`kj\\dfc[\ik_Xek_\fk_\iYl`c[`e^j `ek_\e\`^_Yfi_ff[%Fek_\k_\d\f]\m\ip[Xp _Xgg`e\jj#@c`m\`eX_flj\k_\nXp@nXek`k#@ nfibk_\nXp@nXekkf#Xe[@XdclZbpkf_Xm\ XZZ\jjkfk_Xk[ffik_ifl^_n_`Z_pflXi\Xccfn\[ kfgX`ekXe[kf[fk_`e^jk_Xk_Xm\effk_\icf^`Z k_Xepfli[\j`i\kf[fk_\d%Jfd\k`d\j@[`i\Zk Ôcdj#Xe[@j_fkfe\ZXcc\[ÈK_\;`m`e^9\cc Xe[k_\9lkk\iÕpÉ%@Ôe`j_\[j_ffk`e^XYflk(' [XpjX_\X[f]jZ_\[lc\#jf@cffb\[]fiXefk_\i cfZXk`fe#Xe[k_\i\nXjk_`jcX[pn_f_X[_X[ X^iXe[]Xk_\in_f_X[c\]k_\i\XdXim\cflj _flj\#Xe[n\ek@n\ekkfj\\_\ik_\i\n\i\ k_\j\kpgf^iXg_`ZgcXk\j]ifd(0((#n_`Z_`jk_\ p\Xidp]Xk_\inXjYfie%%%k_fj\gcXk\jj\\d\[

c`b\gX`ek`e^j#kfd\#jfÔijk@lj\[k_\d]fi k_\k`kc\jf]k_\Ôcd#Xe[k_\e@dX[\k_\d`ekf gX`ek`e^j%Jf@j\\gX`ek`e^j\m\ipn_\i\%%%9lk efnc\kËjkXcbXYflkk`d\%@e(/,'Z`]lcXgi`dX i`mfclq`fe\ZfecXZXikX[`>\fi^\NXj_`e^kfe Z_\XZZ\kkXmXcXi\jX[`:ifdn\cc1@_X[`dX^\j f]>\fi^\NXj_`e^kfeXe[:ifdn\cc`edpf]ÔZ\% @Xcjf_X[X^fXkXe[XiXYY`k#jkl]]\[%@glkk_\d fm\ik_\_\X[jf]NXj_`e^kfeXe[:ifdn\cc%@ jkife^cpi\Zfdd\e[k_Xkpfli\X[È@ek_\?Xe[ f];Xek\ÉYpE`ZbKfjZ_\j#Xe[`]pfl_Xm\ hl\jk`fejXYflkpflij\cm\j#>f[Xe[\k\ie`kp# [`^e`kpXe[j`ee\ij#pflZXeÔe[jfd\Xejn\ij k_\i\%@eZfeZclj`fe1@fYj\im\k_`e^jXe[Ôe[ Zf`eZ`[\eZ\j#fm\icXgj#j`d`cXi`k`\j%%%@^fXifle[ Xe[fYj\im\k_`e^jXe[k_\pXcnXpji\d`e[d\ f]jfd\k_`e^\cj\@_Xm\Xci\X[pj\\ejfd\gcXZ\# Xj`]k_\p_X[Y\\ei\^\e\iXk\[1Xe[n\j_flc[ XZZ\gkk_Xk%@ek_`jjfZ`\kpk_\[`jZljj`feXYflk n_f[`[n_XkÔijk`jefcfe^\imXc`[%DXpY\n\ j_flc[kXcbXYflkn_fnXjk_\cXjkfe\kf[f`k% K_`j`jXjfikf]dpfg`X%G\fgc\Xi\Zfe]fid`e^ `eXnXp@Ôe[iXk_\ilj\c\jj1dXpY\]fifk_\i

13/08/12 13.55


+V-*BO4$)OB#F-

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 71

13/08/12 13.55


%BJMZ)BQQZ

SED MODIT PELENTESTIS EOSA NONSEDIS DELIS ESTEM DELENIMETUS MO BLATEM RERUMEN SED MODIT PELENTESTIS EOSA NONSEDIS DELIS ESTEM DELENIMETUS MO BLATEM RERUMEN

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 72

13/08/12 13.55


+V-*BO4$)OB#F-

ZXjfdX`Z_`cf_X]Xkkfg\ilck`df#\ hl\jkX…leXjfikX[`d`fg`X%CX^\ek\j` jkXZfe]fidXe[f`eledf[fZ_\`fkifmf g`lkkfjkf`elk`c\1dX^Xi`g\iXcki\g\ijfe\ hl\jkf]leq`feX#dXefeg\id\Z_\[\mf Zfjkil`id`cXd`Xi\Xck~g\ijfeXc\%=fij\ hl\jkX…cXiX^`fe\g\iZl`gXicf[`]\c`Z`k~# Z\iZf[`Zi\Xi\cXd`Xi\Xck~g\ijfeXc\\Zfj‰# g\i\j\dg`f#gfjjfj\[\id`j\eqXZ_\cXclZ\ j`Xkifggf]fik\fdX^Xi`gfjjfZfekifccXi\`c jlfef[\ccXZXjX`eZl`m`mf%%%

G\iŽ_Xeefj\dgi\Z\iZXkf[` [`jjlX[\id`[Xc]Xi\hl\ccfZ_\jkXmf]XZ\e[f% :_\]fjj\ifZXj\fZfj\%@fZi\[fZ_\cX ^\ek\Z\iZ_`j\dgi\[`]\idXik`hlXe[fmlf` ]Xi\[\ccËXik\#\j\k`Z_`\[fef[`]Xi\leÔcd k`[XiXeefd\efjfc[`[`hl\cc`Z_\k`j\imfef g\i]Xicf%:`jfef[l\df[`[`]Xi\c\Zfj\Xc dfe[f1]Xi\Zfj\Z_\gfjjfef\jj\i\lk`c`\ ^lXi[Xi\e\cgifgi`fXe^fc`efg\ikifmXi\ hlXcZfjXZ_\`ei\Xck~glŽjgXcXeZXi\Xklkkf leelfmfdfe[f[`Xcki\g\ijfe\Z_\dX^Xi`

g\fgc\`knfibj#Ylkefk]fid\#Y\ZXlj\@_Xm\kf ZfejkilZkdpfneg\ijfeXci\Xc`kp%DXpY\k_`j `jn_p@kXcbXYflk_Xgg`e\jj#@kipkfZi\Xk\dp g\ijfeXci\Xc`kpXe[jf#]fi\oXdgc\#@ZXej`k [fnen`k_flkk_\c`^_kY\`e^kffjkife^#fidXpY\ @ZXeZfekifck_\jfle[`ek_\_flj\n_\i\@c`m\%%% 9lkg\fgc\_Xm\XcnXpjki`\[kf[`jZfliX^\d\ ]ifd[f`e^n_Xk@nXj[f`e^% N_\k_\i_flj\jfik_`e^j%@Y\c`\m\g\fgc\ XcnXpjkipkfjkfgpfln_\epflnXekkfdXb\ Xik#Xe[`]k_\pXjbpflkfdXb\XÔcdk_\pn`cc ^`m\pflc\jjdfe\pk_Xepfle\\[kfdXb\`k% K_\i\Xi\knfnXpjf][f`e^k_`e^j`ek_\

nfic[1kf[fk_`e^jk_XkZXeY\lj\]lcXe[cffb Xkpflifnec`kkc\Zfie\ikfÔe[jfd\k_`e^k_Xk ZXeXZklXccpfg\elgXn_fc\e\nnfic[f]fk_\i g\fgc\#fidXpY\k_\pZXecffb`ekfk_XkjXd\ Zfie\i%K_\i\Xi\[`]]\i\ekZ_Xe^\j`ec`]\1@ Z_ffj\kfkXb\fe\jk\gXkXk`d\#Ylk@[f`kfe dpfne#Xe[\m\ek_fl^_k_\p_Xm\Xjb\[d\kf dXb\k_`e^j]fik_\dXib\k#@_Xm\e\m\i[fe\ `k%<m\ipg`\Z\f]]lie`kli\@ZfejkilZk#\m\ip gX`ek`e^@dXb\#@k_`eb@_Xm\[fe\`eXm\ip gXik`ZlcXinXp#Xe[`]@c`b\[`kjfdlZ_Z\ikX`ecp jfd\fe\\cj\n`ccc`b\`kkff% DXpY\k_Xk`ji\Xc_Xgg`e\jj%

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 73

i`\jZfefX^lXi[Xi\[\ekifhl\ccfjk\jjf Xe^fcf%:`jfef[`m\ij`ZXdY`Xd\ek`e\ccX m`kX1`fjZ\c^f[`]Xi\legXjjf[fgfcËXckif# dXcf]XZZ`fg\iZfekfd`f\XeZ_\j\hlXcZ_\ mfckXd\cf_XeefZ_`\jkfefe_fdX`]Xkkf gif[lq`fe`g\i`cd\iZXkf%F^e`dfY`c\Z_\ Zfjkil`jZf\f^e`hlX[ifZ_\i\Xc`qqf#j\ekf [`Xm\icfZfjkil`kf`eledf[fkXcd\ek\ gXik`ZfcXi\\Z_\d`g`XZ\mXZfj‰kXekf#Z_\ j`ZliXd\ek\XeZ_\XhlXcZleXckifg`XZ\i~% <]fij\hl\jkX…cXm\iX]\c`Z`k~%

ESTERNO E INTERNO DI PALLAZZO CHUPI, EDIFICIO RESIDENZIALE COSTRUITO NEL WEST VILLAGE A NEW YORK, RICONOSCIBILE PER LA TINTA ROSA. PALAZZO CHUPI, RESIDENTIAL BUILDING IN THE WEST VILLAGE, NEW YORK, WITH DISTINCTIVE PINK PAINTING, EXTERIOR AND INTERIOR.

13/08/12 13.55


%BJMZ)BQQZ

/&(-*"//*m/&)0GBUUFnEJUVUUJJDPMPSJo *.6-5*1-*%m"35& *-7"40%*%BMÃ$0/(-*".*  *-#0--*503&.&-0%*040%*4BQQFS&10*)0 */$0/53"504PUUTBTT $BTUJHMJPOJ .FOEJOJ 3PTTJ  (SBWFT 4UBSDL .BSJ'*/03" "-"703"3&  .*40/013013*0%*7&35*50



%BJMZ)BQQZ "-#&35P"-FTT* DONATA FANTONI (INDA), LUIS SABANÈS (LAUFEN), ALBERTO ALESSI (ALESSI), PEKKA PAASIKIVI (ORAS), STEFANO GIOVANNONI

© GIUSEPPE PINO

*/5)&4*%*%nBMMTPSUTPGUIJOHTo "35.6-5*1-&4 %BMÃ1058*5))00,4  5)&.&-0%*$,&55-&#:4BQQFS"/%5)&/*.&5 4PUUTBTT $BTUJHMJPOJ .FOEJOJ 3PTTJ (SBWFT 4UBSDL  .BSJ40'"3 "5803,  *)"7&3&"--:&/+0:&%.:4&-'

8cY\ikf8c\jj`#`dgi\e[`kfi\\8dd`e`jkiXkfi\;\c\^Xkf[`8c\jj`&\eki\gi\e\liXe[:<F8c\jj`

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 74

13/08/12 13.59


"MCFSUP"MFTTJ

DISEGNO LA CONICA DI ALDO ROSSI, ARCHIVIO ALESSI. LA CONICA DEL 1984 È UNA CAFFETTIERA ESPRESSO PRODOTTA DA ALESSI IN ACCIAIO INOSSIDABILE CON FONDO IN RAME. LA CONICA DRAWING BY ALDO ROSSI, ALESSI ARCHIVE. LA CONICA, 1984, IS AN EXPRESSO COFFEE MAKER IN STAINLESS STEEL WITH COPPER BASE, PRODUCED BY ALESSI.

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 75

13/08/12 13.59


%BJMZ)BQQZ

FIAT PANDA ALESSI, DESIGN STEFANO GIOVANNONI, 2004. PHOTO ALESSI ARCHIVE.

HOT BERTAA, DESIGN PHILIPPE STARCK, 1990. BOLLITORE/KETTLE.

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 76

13/08/12 13.59


Xq`\e[XeXjZ\e\ccX mXcc\JkifeX#leXZfeZXdfckfjki\kkXjlc cX^f[ËFikX#Z`iZX(''Z_`cfd\ki`Xefi[[` D`cXef%Hl`\iXjfikX#Z`iZXki\j\Zfc`]X# leXkiX[`q`fe\gif[lkk`mX[`g`ZZfc`f^^\kk` `ec\^ef\`ed\kXccfg\icXZXjX\cXZlZ`eX% <ekiXdY``d`\`efee`m\e`mXef[Xhl\jkX kiX[`q`fe\1`cgX[i\[`d`XdX[i\8c]fejf 9`Xc\kk`]lcË`em\ekfi\#`c[`j\^eXkfi\\`c gif[lkkfi\[\ccXfdfe`ZXZX]]\kk`\iXdfckf gfgfcXi\\ZfefjZ`lkX2cËXckifefeef#gXk\ief# ]fe[ŽcËXq`\e[X8c\jj`#e\c(0)(%@c[\j`^e#Zfe `cj\ejfZ_\j`[~f^^`Xhl\jkfk\id`e\#]l `ekif[fkkf[Xd`fgX[i\:Xicf#Z_\[`j\^eŽ cXdX^^`figXik\[\`gif[fkk`8c\jj`e\^c` Xee`Ê*'%Dfckffi^f^c`fjf[\cjlflck`df gif^\kkf19fdY…#lej\im`q`f[Xk…$ZX]]…#`e gif[lq`fe\XeZfiXf^^`%E\^c`Xee`Ê,'#d`f gX[i\#j\Zfe[fcXkiX[`q`fe\[\cc\Xq`\e[\ [`hl\cg\i`f[f#Z_\`f[\Ôe`jZfcX]XYYi`ZX [\c[\j`^e`kXc`Xef# Z_`XdŽ[`m\ij`XiZ_`k\kk` \[\j`^e\i#Xgif^\kkXi\ g\icl`% @cd`f[\jk`ef#[` cXmfiXi\`ehl\jkfZfek\jkf# `ehl\jkfXdY`\ek\ Zi\Xk`mf#\iXj\^eXkfÔe [XccËfi`^`e\%G\icXm\i`k~ cËXdY`\ek\[\`ZXjXc`e^_`# Xcd\efe\^c`Xee`Ê.'# hlXe[f_f`e`q`Xkf`f# \iXlegfË^i`^`f#gifgi`f d\kXccli^`Zf\Xd\gXi\mX g`lkkfjkfef`fjf1Zfj‰ k\ekX`[`Xmm\ekliXid` `efg\iXq`fe``eefmXk`m\ `eefmXk`m\g\im\[\i\ j\i`ljZ`mfXi\e[\i\cXj`klXq`fe\g`“ [`m\ik\ek\#`eeXeq`klkkfg\id\#Z_\Z` cXmfiXmf[\ekif%@cgi`dfk\ekXk`mf#`e]Xkk` ]lefd`eXkf8c\jj`[ËXgi\j1cË`[\X\iX[` ljXi\c\dXZZ_`e\[\ccXefjkiX]XYYi`ZX g\igif[lii\Æ`em\Z\[\`jfc`k`ef`fj`jj`d` mXjjf`#j_Xb\i#ZX]]\kk`\i\#k\`\i\\Zfj‰m`XÆ m\i\\gifgi`\fg\i\[ËXik\1f^^\kk`ZfeZ\g`k` efeg`“[X[\j`^e\ie„[XXiZ_`k\kk`# dX[XXik`jk`#ZfecËle`ZX[`]]\i\eqXZ_\ jXi\YY\ifjkXk`i\Xc`qqXk`[Xcc\dXZZ_`e\ dle`k\[`jkXdg``e[ljki`Xc`#`eleeld\if mfclkXd\ek\efec`d`kXkf[`\j\dgcXi`% <iXcË`[\X$[\Z`jXd\ek\lkfg`ZX$[\ccËXik\ g\iklkk`1`e]Xkk`\iXefm\e[lk`Xcgi\qqf [`leefidXc\dXel]Xkkf%CËfg\iXq`fe\]l gi\j\ekXkXe\c(0.(\YXjkXifefgfZ_`d\j`

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 77

g\iZ_`Xi`i\Z_\j`kiXkkXmX[`le\efid\ Õfg#`cgi`df[`dfck`d`\`Õfg %@cglYYc`Zf efedfjkiXmXe\jjle`ek\i\jj\g\i`d`\` gfm\i`dlck`gc`[ËXik\#kXekfZ_\d`fgX[i\ d`]\idŽ\efed`cXjZ`Žg`“Xe[Xi\XmXek` e\ccËXld\ekXi\cXZfcc\q`fe\#Z_\e\cc\d`\ `ek\eq`fe`jXi\YY\jkXkXdfckfg`“i`ZZX% :fj‰#X[\j\dg`f#efe_fgfk\`d\kk\i\`e gif[lq`fe\`cdlck`gcf[`JXcmX[fi;Xc‰#Z_\ Xm\mX[`j\^eXkfg\id\leY\cc`jj`dff^^\kkf% J`Z_`XdXmXÈ%%%g\k`kmXj\jli\egifYc\d [\kfgfcf^`\e\^Xk`m\É%CXgXik\Z\ekiXc\ [\ccËfg\iX\iXle^iXe[\g\kk`e\[fiXkfZfe` [\ek`XZl`\iXefjXc[Xk`[\^c`\efid`Xd`g\i cXg\jZX[\cjXcdfe\#Z_\i\e[\mXefXeZ_\ cËf^^\kkfg`lkkfjkfg\i`Zfcfjf[XdXe\^^`Xi\% D`fgX[i\#[lehl\#d`YcfZZŽ\efe i`ljZ``Xgif[lii\`cdlck`gcf[`;Xc‰%DXefe i`ljZ‰X]\idXid`gi`dXZ_\ZfdgiXjj`Y\e ,'d`cX[`hl\jk`Xd`[Xlegif[lkkfi\[`

BANANA FAMILY, ARCHIVIO ALESSI. “BANANA FAMILY”, DESIGN DI STEFANO GIOVANNONI CON LA COLLABORAZIONE DI RUMIKO TAKEDA, 2009. PROGETTO IN COLLABORAZIONE CON IL NATIONAL PALACE MUSEUM DI TAIWAN. LA SCIMMIA, CHE È UNO DEGLI ANIMALI PIÙ AMATI NELLA CULTURA CINESE E ORIENTALE, CELEBRATO SIA NELLE OPERE ARTISTICHE CHE NEGLI OGGETTI LEGATI ALL’IMMAGINARIO POPOLARE, DIVENTA UN’ ICONA CARATTERIZZANTE. BANANA FAMILY, ALESSI ARCHIVE. “BANANA FAMILY”, DESIGN BY STEFANO GIOVANNONI WITH THE COLLABORATION OF RUMIKO TAKEDA, 2009. PROJECT IN PARTNERSHIP WITH THE NATIONAL PALACE MUSEUM, TAIWAN. THE MONKEY IS ONE OF THE MOST BELOVED ANIMALS IN CHINESE AND EASTERN CULTURE, CELEBRATED IN WORKS OF ART AND IN POPULAR OBJECTS. HERE IT BECOMES A CHARACTERIZING ICON.

@

"MCFSUP"MFTTJ

n`cck\ccpflXYflkk_\nfic[`en_`Z_@ _Xm\giXZk`ZXccpXcnXpjc`m\[#eXd\cpk_\ZfdgXep@ ile2Xe[#Ôijkf]Xcc#XYflkdp]Xd`cp#Y\ZXlj\8c\jj` `jX]Xd`cpYlj`e\jj#n`k_Xcck_\gifjXe[Zfejf]k_Xk Zfe[`k`fe%@_Xm\_X[kfZfd\kf^i`gjn`k_dp]Xk_\i# dpleZc\#dpZflj`ej#Xe[n`k_k_\gcXZ\#MXcc\ JkifeX#Xm\ipeXiifnmXcc\pfeCXb\FikX#XYflk (''bdefik_f]D`cXe%8Yflkk_i\\Z\ekli`\jX^f# k_`jgcXZ\jkXik\[XkiX[`k`fef]gif[lZk`fef]jdXcc fYa\Zkj`enff[Xe[d\kXc]fik_\_fd\Xe[b`kZ_\e% 9fk_dp^iXe[]Xk_\ijZXd\]ifdk_`jkiX[`k`fef] MXcc\JkifeX1dpdfk_\iËj]Xk_\i#8c]fejf9`Xc\kk`# nXjXe`em\ekfi#Xe[k_\[\j`^e\iXe[gif[lZ\if] k_`jgfglcXiZf]]\\dXb\i#n_`c\dpfk_\i^iXe[]Xk_\i nXjk_\]fle[\if]fliZfdgXep#`e(0)(%;\j`^e#Xj n\lj\k_\k\idkf[Xp#Y\^Xen`k_dp]Xk_\i:Xicf# n_f[\j`^e\[dfjkf]k_\8c\jj`gif[lZkj`ek_\ (0*'j%M\ipgifl[f]_`jcXk\jkZi\Xk`fe]fi8c\jj`# Xk\XXe[Zf]]\\j\im`Z\ZXcc\[9fdY…Æn_`Z_`jjk`cc `egif[lZk`fekf[Xp% @ek_\(0,'j_\Y\^XekfZXcc`e \ok\ieXcXiZ_`k\Zkjfi[\j`^e\ij kfZi\Xk\gif[lZkj% Dp]Xk\nXjkfnfib `ek_`j\em`ifed\ek%K_\ _flj\nXi\jj\Zkfi#Xkc\Xjk `ek_\(0.'j#nXjXZklXccp hl`k\[lcc#jf@ki`\[kfcXleZ_ `eefmXk`m\fg\iXk`fej#kfj\\ `]@Zflc[dXb\k_\j`klXk`fe Xc`kkc\dfi\]le#j`eZ\@_X[ kfnfib`ej`[\`k%K_\Ôijk fg\iXk`fe#`e]XZk#nXjZXcc\[ 8c\jj`;Ë8gi\j2k_\`[\XnXjkf lj\k_\dXZ_`e\jf]fli]XZkfip kfgif[lZ\kil\Xiknfibj# `ejk\X[f]k_\ljlXcYfi`e^ kiXpj#j_Xb\ij#Zf]]\\gfkj# k\XgfkjXe[jffe%Nfibjef cfe^\iZi\Xk\[Yp[\j`^e\ijfiXiZ_`k\Zkj#YlkYp Xik`jkj%K_\fecp[`]]\i\eZ\nXjk_Xkk_\pnflc[ lj\`e[ljki`XcdXZ_`e\ip#Xe[k_\\[`k`fejnflc[ efkY\c`d`k\[%@knXjXm\iplkfg`Xe`[\X#Xik]fi \m\ipYf[p%K_\g`\Z\jn\i\jfc[XkefidXcgi`Z\j#k_\ fg\iXk`fenXjgi\j\ek\[`e(0.(Xe[`kfecpkffbX ]\ndfek_jkfi\Xc`q\k_Xk`knXjX_l^\Õfg#k_\Ôijk f]XccdpÕfgj2g\fgc\n\i\efk`ek\i\jk\[`edpgffi Xikdlck`gc\j#jfdp]Xk_\iglkXjkfgkf`k#_\[`[eËk c\kd\^ffe\ogXe[`e^k_\Zfcc\Zk`fe#jf@[`[eËk^\kX Z_XeZ\#]fi\oXdgc\#kfglkk_\dlck`gc\YpJXcmX[fi ;Xcˆ`ekfgif[lZk`fe% ;Xcˆ_X[Zi\Xk\[XY\Xlk`]lcnfib]fid\# ZXcc\[È%%%g\k`kmXj\jlilegifYc…d\[\kfgfcf^`hl\ e\^Xk`m\É%K_\Z\ekiXcgXikf]_`jdlck`gc\nXjXcXi^\ ^`c[\[ZfdYkfn_`Z_\efidfljjXcdfeÔj_`e^_ffbj n\i\n\c[\[#dXb`e^`km\ip[Xe^\ifljkf_Xe[c\%

13/08/12 13.59


%BJMZ)BQQZ

Fjcf#jg\Z`Xc`qqXkfe\ccXg\jZXXcjXcdfe\% <,'d`cXXd`^`XZZ`fefXeZfiXe\cefjkif dX^Xqq`ef#g\iZ_„#[fgf;Xc‰#_fcXmfiXkf ZfeZ\ek`eX`X[`Xlkfi`[`m\ij`dXe\jjlef_X kifmXkflej`jk\dXg\ii`Z`ZcXi\^c`Xd`%@f\if dfckf[`m\ik`kf%Dfckfd\ef[`m\ik`k`\iXef^c` Xeq`Xe`[\ccË8c\jj`Z_\d`m\[\mXef]Xi\[\cc\ Zfj\jkiXe`jj`d\X`cfiffZZ_`% E\^c`Xee`Ê.'gf`\YY`leX^iXe[\ ]fikleX1cXgfjj`Y`c`k~[`cXmfiXi\Zfe`^iXe[` dX\jki`[\c[\j`^e`kXc`Xef#gi\jjfZ_„klkk`# `e`q`Xe[f[X<kkfi\JfkkjXjjfI`Z_Xi[JXgg\i# Xlkfi\[\ccXgi`dXZX]]\kk`\iX8c\jj`% G\i`cgi`dfYfcc`kfi\[ËXZhlX[\ccX 8c\jj`g\ejXddfZ_\JXgg\i]fjj\`c[\j`^e\i ^`ljkf2Xhl\ccË\gfZXjkXmXdf]XZ\e[fY\` gif^\kk`Zfecl`#\XZZ\kkŽgfe\e[fleX Zfe[`q`fe\1mfc\mXZi\Xi\leYfcc`kfi\dlck`$ j\ejfi`Xc\\efejfcfg\iZ\g`Y`c\[XckXkkf\ [XccXm`jkX%8ZZ\kkX`Zfeg`XZ\i\#j\efeZ_\cX jlX`ek\eq`fe\\iXhl\ccX[`Zi\Xi\leYfcc`kfi\ Z_\#hlXe[fcËXZhlXYfcc`mX#\d\kk\jj\leX d\cf[`X2Z`f…#`em\Z\[\`jlfe`j^iX[\mfc`# Xej`f^\e`#gif[fkk`[X`Yfcc`kfi`ÔefX[XccfiX jlcd\iZXkf#`cjlfYfcc`kfi\#`cefjkifYfcc`kfi\# [fm\mXgif[lii\leXdlj`ZX2\efejfcf#leX d\cf[`XZ_\^c`i`Zfi[Xjj\cXjlX`e]Xeq`X% HlXe[Ë\iXYXdY`efJXgg\im`m\mX`ele m`ccX^^`fm`Z`efXJkfZZXi[X[fm\jZfii\mX leÔld\jlZl`gXjjXmXleYXkk\ccfXmXgfi\ Z_\jg\jjfÔjZ_`XmX#\cl`mfc\mXZ_\ef`e\ i`gif[lZ\jj`df`cjlfef%Hl\jkf[\mË\jj\i\ hlXcZfjXZ_\_XXZ_\]Xi\ZfecX]\c`Z`k~%;fgf Z`iZX[l\Xee`[`i`Z\iZX#`d`\`k\Ze`Z`efe Xm\mXefXeZfiXkifmXkf`cdf[f[`jf[[`j]Xi\ JXgg\i#\Zfj‰]l`Zfjki\kkf#j\dgi\[Xd`f gX[i\\[Xd`fq`f#Xd\kk\i\[XgXik\`c gif^\kkf\g\ejXi\X[Xckif2j\efeZ_\#[fgf Z`iZXXeZfiXleXeef\d\qqf#XZZX[[\Z_\ leX[\cc\jfi\cc\[`I`Z_Xi[#Z_\m`m\mX`e >\idXe`X#kifmŽZXjlXcd\ek\#e\ccX]fi\jkX e\iX#leg`ZZfcfXik`^`Xefgif[lkkfi\[` Zfi`jk`%FiX#`Zfi`jk`#jfefklY`Z`e`Z_\_Xeef XccË`ek\iefleXc`e^lX`ej`d`cfif\m\e^fef ljXk`g\ig\i[Xi\`cÈcXÉX^c`jkild\ek` dlj`ZXc`%;fgfdfck\e\^fq`Xq`fe`Zfe`c g`ZZfcfXik`^`Xef[\ccX]fi\jkXe\iXÆ`k\[\jZ_` efejfefdfckf\cXjk`Z`ÆcfZfem`eZ\ddfX gif[lii\[l\jg\Z`Xc`m\ij`fe`[\`jlf`Zfi`jk` efeg`“`eÈcXÉ#dX`eÈd`É\Èj`É#`edf[f kXc\Z_\#`ej\i`k`e\cÔjZ_`\kkf#e\cZfg\iZ_`f [\cYfcc`kfi\#hlXe[fcËXZhlXYfcc`mX#`[l\ Zfi`jk`gif[lZ\jj\ifleXd\cf[`X%Gf`cf dXe[Xddf`egif[lq`fe\\[`m\ekŽlef[\^c` f^^\kk`g`“`dgfikXek`[\ccË8c\jj`#XeZfiXf^^` `egif[lq`fe\%Le^iXe[\jlZZ\jjf#dXZfe hlXcZ_\gifYc\dX]leq`feXc\%Gf`Z_…hl\jk` Y\cc`jj`d`Zfi`jk`efe\iXefjkXk`Zi\Xk`Zfe cfjZfgf[`\jj\i\`ej\i`k``eleÔjZ_`\kkf[`

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 78

Yfcc`kfi\#Xj\Zfe[X[\ccX[li\qqX[\ccËXZhlX [`Z_`cfljX#[fgfhlXcZ_\d\j\j`fjj`[Xef# \hl`e[`efe]leq`feXefg`“%CX]leq`fe\ [`Yfcc`i\cËXZhlX\iXj\dgi\g\i]\kkXdXcX ]leq`fe\g`“`dgfikXek\#j\Zfe[fJXgg\i#\ jfe[ËXZZfi[fXeZ_Ë`f#Z_\…hl\ccX[`gif[lii\ legfË[`^`f`X#legfË[`Y\cc\qqXdlj`ZXc\ jZfdgXi`mX%;XXccfiX#d\kk`Xdf`ef^e` jZXkfcX[l\[fgg`Zfi`jk`Z_\jfef]XZ`c`jj`d` [Xkf^c`\i\\jfjk`kl`i\% 8Z_`cc\:Xjk`^c`fe`…leXckif ^iXe[\dX\jkifZfeZl`XYY`XdfcXmfiXkf% F^elef[`hl\jk`^iXe[`XiZ_`k\kk`_X cXjZ`XkfleË`dgifekXdfckf]fik\jlcYiXe[ Zfdgc\jj`mf[\ccËXq`\e[X#hl\jkf…jlZZ\jjf g\ief`[\ccX8c\jj`dXXeZ_\g\iklkk``d`\` Zfcc\^_`[\cc\È]XYYi`Z_\[\c[\j`^e`kXc`XefÉ%

“ANNA G.-PROUST” DESIGN ALESSANDRO MENDINI, 2003 (1994). CAVATAPPI IN POLIAMMIDE E ZAMA CROMATA, DECORO “PROUST.” ARCHIVIO ALESSI. “ANNA G.-PROUST” DESIGN ALESSANDRO MENDINI, 2003 (1994). CORCKSCREW IN PA AND CHROME-PLATED ZAMAK, “PROUST” DECORATION. ALESSI ARCHIVE.

;Xcˆ\ogcX`e`e^k_\`dgfikXeZ\f]k_fj\_ffbj kfk_\m\ippfle^8cY\ikf% Dp]Xk_\ijkfgg\[ d\#YlkXkk_Xkgf`ekn\_X[Xci\X[pYfl^_k ,'#'''f]k_fj\Ôj__ffbj]ifdk_\dXel]XZkli\i `eFjcf%N\jk`cc_Xm\k_\d`eflinXi\_flj\# Y\ZXlj\X]k\i;Xcˆ@_Xm\nfib\[n`k__le[i\[j f][`]]\i\ekXlk_fij#Ylkeffe\_Xj]fle[XnXpkf i\ZpZc\k_fj\_ffbj%@_X[Xcfkf]]le#Ylkk_\fc[\i ^\e\iXk`fek_fl^_k@nXjZiXqp% @ek_\(0.'j@_X[Xjkifb\f]clZb#Y\ZXlj\ @_X[k_\Z_XeZ\kfnfibn`k_k_\^i\XkdXjk\ijf] @kXc`Xe[\j`^e#giXZk`ZXccpXccf]k_\d#jkXik`e^n`k_ <kkfi\JfkkjXjj#Xe[k_\eI`Z_Xi[JXgg\i#n_f [\j`^e\[k_\Ôijk8c\jj`Zf]]\\gfk% =fik_\Ôijk8c\jj`k\Xb\kkc\n\k_fl^_k JXgg\inXjk_\i`^_k[\j`^e\i2Xkk_\k`d\n\n\i\ [f`e^jfd\^i\Xkgifa\Zkjn`k__`d%9lk_\j\kfe\ Zfe[`k`fe1È`k`jefk\efl^_kfdXb\Xe`Z\b\kkc\¿@ nXekkfdXb\Xdlck`j\ejfi`XcfYa\Zk#k_Xk`emfcm\j dlck`gc\j\ej\j#efkaljkkflZ_Xe[j`^_kÉ%Fe gXg\ik_Xkjfle[\[Ôe\#Ylkn_Xk_\nXek\[nXj ]fik_\k\Xb\kkc\kfgcXpXd\cf[pn_\ek_\nXk\i Yf`c\[2`ejk\X[f]k_\ljlXc`ii`kXk`e^jfle[jdX[\ Ypk\Xb\kkc\jfek_\dXib\kXkk_\k`d\#_`jb\kkc\# flib\kkc\#nXjjlggfj\[kfdXb\dlj`Z#Xd\cf[p _\i\d\dY\i\[]ifd_`jZ_`c[_ff[`eXm`ccX^\ e\XiJklkk^Xik#n_\i\k_\i\nXjXi`m\iXe[XYfXk k_XkdX[\fecpk_`jdlj`Z%8]k\iXYflkknfp\Xijf] i\j\XiZ_dpk\Z_e`Z`Xejjk`cc_X[eËk]fle[XnXpkf dXb\`knfib#jf@nXj]fiZ\[ÆX^X`eYpdp]Xk_\i Xe[dpleZc\Ækfglkk_\gifa\ZkXj`[\%K_\e#X p\XiXe[X_Xc]cXk\i#fe\f]JXgg\iËjj`jk\ijn_f c`m\[`e>\idXep]fle[XZiX]kjdXe`ek_\9cXZb =fi\jkn_fbe\n_fnkfdXb\jlZ_[\m`Z\j%?\ jg\Z`Xc`q\[`eg`kZ_$g`g\j#k_\b`e[dlj`Z`Xejlj\ kfkle\lg%8]k\i\e[c\jje\^fk`Xk`fejn`k_k_`j Xik`jXe#n\Zfem`eZ\[_`dkfdXb\knfjg\Z`Xc g`kZ_$g`g\j#efkn`k_k_\efk\8Ylkn`k_<Xe[9% @]n\`ej\ik\[k_\d`ej`[\k_\Zfm\if]k_\k\Xb\kkc\# Xd\cf[p_Xgg\e\[%K_\en\gif[lZ\[k_\k_`e^# Xe[`kY\ZXd\fe\f]8c\jj`Ëjdfjk`dgfikXek gif[lZkj%@k`jjk`ccY\`e^dX[\kf[Xp#Xe[`k`jX ^i\XkjlZZ\jj#Xcjf`eZfdd\iZ`Xck\idj#k_fl^_`k _Xj_X[jfd\]leZk`feXcgifYc\dj%N_Xk_Xgg\ej6 J`eZ\k_fj\[Xde\[g`kZ_$g`g\jn\i\efkdX[\ kfY\`ej\ik\[`eXk\Xb\kkc\#[\g\e[`e^fek_\ _Xi[e\jjf]k_\nXk\ik_\pnflc[fo`[Xk\X]k\iX ]\ndfek_jXe[jkfgnfib`e^%PflZflc[XcnXpj Yf`cnXk\i#n_`Z_`jk_\dfjk`dgfikXek]leZk`fe# XZZfi[`e^kfJXgg\i#Xe[@X^i\\#nXjkfgif[lZ\ XY`kf]afp#XY`kf]dlj`ZXc\eafpd\ekk_XknXjef cfe^\ik_\i\%J`eZ\k_\en\_Xm\Y\\eglkk`e^knf [flYc\g`kZ_$g`g\j`e\XZ_Yfo#jfpflZXe\Xj`cp i\gcXZ\k_\k_`e^% 8Z_`cc\:Xjk`^c`fe``jXefk_\i^i\XkdXjk\i n`k_n_fdn\nfib\[%<XZ_f]k_\j\^i\Xk XiZ_`k\Zkj_Xjc\]kXjkife^dXibfeflifm\iXcc YiXe[#n_`Z__Xgg\e\[]filjXk8c\jj`#YlkXcjf ]fiXccdpZfcc\X^l\j`ek_\@kXc`Xe[\j`^e]XZkfi`\j%

13/08/12 13.59


"MCFSUP"MFTTJ

SCHIZZO LA CUCINA ALESSI BY VALCUCINE, ORAS. DI ALESSANDRO MENDINI. ARCHIVIO ALESSI.LA CUCINA ALESSI BY VALCUCINE, ORAS. DESIGN ALESSANDRO MENDINI CON GABRIELE CENTAZZO. SKETCH LA CUCINA ALESSI KITCHEN BY VALCUCINE, ORAS. BY ALESSANDRO MENDINI. ALESSI ARCHIVE.LA CUCINA ALESSI KITCHEN BY VALCUCINE, ORAS. DESIGN ALESSANDRO MENDINI WITH GABRIELE CENTAZZO

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 79

13/08/12 13.59


%BJMZ)BQQZ

MISTER MEUMEU, DESIGN PHILIPPE STARCK, 1992. FORMAGGIERA CON GRATTUGIA/PARMESAN CHEESE CELLAR WITH GRATER.

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 80

13/08/12 13.59


"MCFSUP"MFTTJ

CËXckifdX\jkif…8c\jjXe[ifD\e[`e`# Z_\#[`]Xkkf#…`c[\j`^eg`“m`Z`efXd\\hl\ccf Zfe`chlXc\cXeZ`f\jm`clggf`gif^\kk`g`“ [`]ÔZ`c`#g`“gXiX[fjjXc`#Zfd\g\i\j\dg`f# cË8c\jjf]fef#lejXjjf]fefZ_\XYY`Xdf jm`clggXkfXjj`\d\X[l\Zfejlc\ek`# eXkliXcd\ek\jg\Z`Xc`jk`#[`jXo%J`kiXkkX#^iXe cle^X#[\cjXjjf]fefg`“ZfjkfjfXcdfe[f g\iZ_„…klkkf]XkkfXdXef\[…jkXkfi\Xc`qqXkf jlccX^f[ËFikX[fm\Z˅leXkiX[`q`fe\[` gif[lq`fe\[`jXjjf]fe`Xek`ZX[`[l\Z\ekf Xee`% 8c\jjXe[ifD\e[`e`…j\dgi\jkXkf dfckfÔ\if[`\jj\i\Zfej`[\iXkfle[\j`^e\i Z_\[`j\^eXZfj\Z_\efej`m\e[fef#Z`f…Zfe le^ljkfkifggfjfÔjk`ZXkfg\i`cglYYc`Zf efidXc\#`cZ_\…kfkXcd\ek\m\if%<ËZ\ikf Z_\ZfecXd`XZfccXYfiXq`fe\hl`e[`Z`Xee` ]X_XZi\Xkf8eeX>#Z_\…gf`jkXkf`cefjkif Y\jk$j\cc\ig\idfck`#dfck`Xee`\#[fgfle gfË[`k\dgf#gf`Z_„8eeX>j`j\ek`mXlegfË jfcXXYY`Xdf[\Z`jf[`[Xic\leÔ[XeqXkf# \XccfiXXYY`XdfZi\Xkf8c\jjXe[ifD#\[X XccfiXm`mfefXjj`\d\#Xeq`jg\jjfcX^\ek\ ZfdgiX[l\ZXmXkXgg`#Z_\…leËXjjli[`k~% Gf`8c\jjXe[ifD…m\e[lkfXeZ_\`e[`m\ij\ m\ij`fe`#Xk`iXkliXc`d`kXkX% 8c[fIfjj`…jkXkflef[\`ki\g\ijfeX^^` Z_\g`“_XeefiXggi\j\ekXkfg\i8c\jj`^c` Xee`Ê/'2Xm\mXleËfjj\jj`fe\g\ic\ZX]]\kk`\i\ \`cjlflck`dfgif^\kkfg\i8c\jj`8c[f… dfikfe\c(00. …leXg\ekfcXZ_\j`Z_`XdXcX ZlY`ZX#\Z_\iXggi\j\ekXZfd\[`i\cËlck`df fdX^^`f[`Ifjj`Xcdfkkf]leq`feXc`jkXÈ]fid ]fccfnj]leZk`feÉ#\jj\e[fcXg\ekfcX`[\Xc\ g\iZlfZ\i\`Ègfdf[fi`ZlY`Z`É% @cj\Zfe[f^iXe[\kXc\ekfZfeZl` XYY`XdfZfccXYfiXkfe\^c`Xee`Ê/'…D`Z_X\c >iXm\j#gf`#Xd\k~[\c[\Z\ee`f_f`eZfekiXkf g\icXgi`dXmfckX`c[\j`^e\i]iXeZ\j\ G_`c`gg\JkXiZb#Z_\…XeZ_\dfckf[`m\ik\ek\ e\ccË`em\ekXi\`efd`[\`gifgi`f^^\kk`X[ \j\dg`f#Al`ZpJXc`]f`c]XdfjfYfcc`kfi\ Z_\efe_XdX`]leq`feXkf#?fk9\ikX#fcX ]fidX^^`\iXZfdY`eXkXZfeleX^iXkkl^`XZ_\ j`Z_`XdXD`jk\iD\ld\l % :fdlehl\#lef[\`gif^\kk`g`“ [`m\ik\ek`#j\Zfj‰gfjjf[`i\#[\ccXd`Xjkfi`X …jkXkfhl\ccf[\cmXjf<Zfcf#ZfeleXckif ^iXe[\dX\jkif[\c[\j`^e`kXc`Xef1<eqfDXi`% J`XdfXccË`e`q`f[\^c`Xee`Ê0'#[X[`m\ij`Xee` <eqf`ej`jk\mX#g\i[XigifmX[\ccXefjkiX j\ej`Y`c`k~XccË\Zfcf^`X1Xmi\ddf[fmlkf d\kk\i\`egif[lq`fe\lemXjfg\iÔfi`[` jlXZfeZ\q`fe\#]Xkkfi`Z`ZcXe[fYfkk`^c`\[` gcXjk`ZXljXk\%:`XYY`XdfcXmfiXkflegfË# `ci`jlckXkf6IXZZf^c`\i\klkk\c\Yfkk`^c`\ ljXk\#cXmXic\#j\ZZXic\#kX^c`Xic\j\Zfe[fc\ `jkilq`fe`[\cdX\jkif#\gf`d\kk\i^c`leY\c

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 81

gXZbX^`e^1legi\qqfZ_\`cglYYc`Zfefe jXi\YY\jkXkf[`jgfjkfXgX^Xi\%8ccfiX#Zfe legfË[`[`]ÔZfck~#jfefi`ljZ`kfXZfem`eZ\i\ <eqfZ_\#`ehl\jkfZXjf#`cm\ifgif[fkkf [fm\mXi`dXe\i\jfcf`cc`Yi\kkf[``jkilq`fe`# Z_\`e]Xkk`XYY`Xdfd\jjf`egif[lq`fe\\ m\e[lkfg\i[`m\ij`Xee`%LeXY\ccX^iXÔZX ]XkkX[Xccfjk\jjfDXi`\e\cc`Yi\kkfZ`jfef [`j\^e`]Xkk`XdXef[Xcl`#Z_\jg`\^XefZfd\ Z`XjZlefglŽXlkf$gif[lii\lemXjfgXik\e[f [Xcc\Yfkk`^c`\[`gcXjk`ZX%<Z˅leXY\cc`jj`dX \k`Z_\kkXZ_\#leXmfckXÔe`kf`cgifZ\jjf[` Xlkfgif[lq`fe\#j`glŽXkkXZZXi\XcmXjf#X k\jk`dfe`XeqX[`\jj\i\`egfjj\jjf[`le fi`^`eXc\gif[fkkf8c\jj`[`j\^eXkf[Xc^iXe[\ dX\jkifDXi`% J‰#[\mfgifgi`f[`i\Z_\#`eÔe[\`Zfek`# ÔefiXd`jfef[`m\ik`kf#XeZ_\j\_f]Xkkfle Y\cgfË[`]Xk`ZX%<Ëhl\jkX…]fij\cXdXe`\iX d`^c`fi\[`iXZZfekXi\cX]\c`Z`k~%

ALESSIWATCHES. PHOTO FABRIZIO BERGAMO. UNA DELLE PRIME OPERAZIONI DI LICENSING REALIZZATE DA ALESSI È STATA LA CREAZIONE DEL MARCHIO ALESSIWATCHES CON IL LANCIO DELLA PRIMA COLLEZIONE NEL 2002. ONE OF THE FIRST LICENSING OPERATIONS BY ALESSI WAS THE CREATION OF THE ALESSIWATCHES BRAND AND THE LAUNCH OF ITS FIRST COLLECTION IN 2002.

8c\jjXe[ifD\e[`e``jk_\dXjk\iXe[ [\j`^e\iZcfj\jkkfdpj\ej`Y`c`k`\j#n`k_n_fdn\ _Xm\cXleZ_\[Xe[[\m\cfg\[k_\dfjk[`]ÔZlck# \m\egXiX[fo`ZXcgifa\Zkj#c`b\k_\8c\jjf]fef%K_\ 8c\jjf]fef`jXjXofg_fe\n\_Xm\[\m\cfg\[kf^\k_\i n`k_knfjg\Z`Xc`jkj%@k`jk_\dfjk\og\ej`m\jXo`ek_\ nfic[#Y\ZXlj\`k`j\ek`i\cpdX[\Yp_Xe[XkCXb\ FikX#n_\i\k_\i\`jXcfZXckiX[`k`fef]dXb`e^k_\j\ `ejkild\ekj%8c\jjXe[ifD\e[`e`_XjXcnXpjY\\e m\ipgifl[f]k_\]XZkk_Xk_\`jZfej`[\i\[X[\j`^e\i n_fdXb\jk_`e^jk_Xk[feËkj\cc#k_`e^jk_XkXi\kff jfg_`jk`ZXk\[]fiXefidXcXl[`\eZ\#n_`Z_`jkil\¿ Ylkn`k_dpZfccXYfiXk`fe#Ô]k\\ep\XijX^f_\Zi\Xk\[ 8eeX>#n_`Z__XjY\\efe\f]fliY\jkj\cc\ij]fi dXepp\Xij#Xe[cXk\in\[\Z`[\[kfZi\Xk\XÔXeZ„]fi _\i#8c\jjXe[ifD%J`eZ\k_\ek_\p_Xm\c`m\[kf^\k_\i# Xe[`e]XZkg\fgc\f]k\eYlpYfk_f]k_\j\ZfibjZi\nj# n_`Z_`jXY`kXYjli[%K_\i\Xi\Xcjfc`d`k\[\[`k`fej% 8c[fIfjj`nXjfe\f]k_\k_i\\g\ijfeXc`k`\j k_XkY\jki\gi\j\ek\[8c\jj``ek_\(0/'j2_\nXj fYj\jj\[n`k_Zf]]\\gfkj%?\gXjj\[XnXp`e(00.#Xe[ _`jcXjkgifa\Zk]fi8c\jj`nXjXgXeZXcc\[CX:lY`ZX# _`jcXjkki`Ylk\kfk_\dfkkfÈ]fid]fccfnj]leZk`feÉ# j`eZ\`k`jk_\`[\Xcgfkn`k_n_`Z_kfZffbZlY`ZXc kfdXkf\j% K_\j\Zfe[dXafikXc\ekf]k_\(0/'jnXj D`Z_X\c>iXm\j¿k_\e#_Xc]nXpk_ifl^_k_Xk [\ZX[\#@d\kk_\=i\eZ_[\j`^e\iG_`c`gg\JkXiZb ]fik_\Ôijkk`d\%?\`em\ekjm\ipXdlj`e^eXd\j ]fi_`jgifa\Zkj%=fi\oXdgc\k_`jfe\`jZXcc\[Al`Zp JXc`]#Xe[k_`j`jk_\gifa\Zk2Xe[k_`jcXi^\b`kZ_\e ZfcXe[\i#C\:_`ef`j2_\i\`j_`j]Xdfljk\Xb\kkc\k_Xk e\m\infib\[#k_\?fk9\ikXX2Xe[k_`j`jXZ_\\j\ [`j_ZfdY`e\[n`k_XZ_\\j\^iXk\i#ZXcc\[D`jk\i D\ld\l % Fe\f]k_\dfjkXdlj`e^gifa\Zkjf]dp_`jkfip nXjk_\<ZfcfmXj\#[fe\n`k_Xefk_\i^i\XkdXjk\i f]@kXc`Xe[\j`^e#<eqfDXi`%N\Ëi\Xkk_\jkXikf]k_\ (00'j%=fidXepp\Xij<eqfDXi``ej`jk\[k_Xk8c\jj`# kfgifm\`kjjfZ`XcXe[\Zfcf^`ZXcZfdd`kd\ek#j_flc[ gif[lZ\XmXj\_\_X[[\j`^e\[#dX[\n`k_i\ZpZc\[ gcXjk`ZYfkkc\j%N\nfib\[fe`k]fiXn_`c\%K_\i\jlck6 >Xk_\i`e^Xcck_fj\lj\[Yfkkc\j#nXj_`e^k_\d#[ip`e^ k_\d#Zlkk`e^k_\dXZZfi[`e^kfDXi`Ëj`ejkilZk`fej# k_\eglkk`e^k_\d`ejfd\e`Z\gXZbX^`e^¿`kXccZfjk kffdlZ_#g\fgc\nflc[eËkY\n`cc`e^kfgXpjlZ_X _`^_gi`Z\%N`k_jfd\[`]ÔZlckp@dXeX^\[kfZfem`eZ\ <eqfDXi`k_Xk`ek_`jZXj\k_\i\Xcgif[lZknflc[ _Xm\kfY\Xe`ejkilZk`fedXelXc#Xe[`ek_\\e[k_Xk `jaljkn_Xk_Xgg\e\[#n\gif[lZ\[Xe[jfc[`k]fi dXepp\Xij%K_\^iXg_`Z[\j`^e`jYpDXi`_`dj\c]# Xe[k_\Yffbc\kZfekX`ej_`j[iXn`e^j#\ogcX`e`e^ _fnXepfe\ZXedXb\XmXj\Yp_`dj\c]#jkXik`e^n`k_ gcXjk`ZYfkkc\j%8e[k_\i\`jXi\Xccpe`Z\cXY\cpflZXe glkfek_\mXj\n_\e`k`j[fe\#kfj_fnk_Xk`k`jXe fi`^`eXc8c\jj`gif[lZk[\j`^e\[Ypk_\^i\XkdXjk\i DXi`%8cckfc[@dljkjXp@_Xm\_X[Xcfkf]]le# k_fl^_`k_XjXcjfY\\eXcfkf]nfib%DXpY\k_`j`jk_\ Y\jknXpkfeXiiXk\k_\`[\Xf]_Xgg`e\jj%

13/08/12 13.59


%BJMZ)BQQZ

/PO$m¿OVMMBEJQJÐ2605*%*"/0 &'&-*$&EFM1"/&3JQFSDPSSFOEPOF 03*(*/& 4503*" 3*5* 53"%*;*0/* FJOUFSBHFOEPDPOMBTPDJPMPHJB FMmBOUSPQPMPHJBTJJNQBSBBnDVDJOBSF JOTJFNFo*%&/5*5—F%*7&34*5·



%BJMZ)BQQZ (*V-*B5B$$)*O*

/PUIJOHDPVMECFNPSF&7&3:%": "/%)"11:UIBO#3&"%3FUSBDJOH JUT03*(*/ )*4503: 3*56"-4 "/%53"%*5*0/4 JOUFSBDUJOH XJUITPDJPMPHZBOEBOUISPQPMPHZ  XFDBOMFBSOUPnDPPLUPHFUIFSo *%&/5*5:"/%%*7&34*5:

>`lc`XKXZZ_`e`#]ff[[\j`^e\i

BeOpen Book_082_083_DailyHappy_Tacchini.indd 82

10/08/12 14.31


(*V-*B5B$$)*O*

E

\cZfijf[`]ff[[\j`^e k\elkf[Xcgif]\jjfi>`Xee`<d`c`fJ`dfe\kk` XcGfc`k\Ze`Zf[`D`cXefj`cXmfiXXccX gif^\kkXq`fe\[\^c`Xkk`Xc`d\ekXi`#`ek\iX^\e[f ZfecXjfZ`fcf^`X#cËXekifgfcf^`X#cXjkfi`X% GXik\e[f[Xchlfk`[`Xef\[XccX]\c`Z`k~# XYY`XdfgifgfjkfleË\j\iZ`kXq`fe\jlcgXe\ XccË`e`q`f[\ccXjlXjkfi`X%@cgXe\…c\^Xkf [Xj\dgi\Xi`k`\kiX[`q`fe`#XccXiXZZfckX [\`Z\i\Xc`#Xcc\jkX^`fe`\XccfjZXe[`ij`[\c k\dgf2XcgXe\jfefc\^Xk\gXifc\Zfd\ Èhlfk`[`XefÉ\ÈZfdgXeXk`ZfÉ1`cgXe\hl`e[` …lef[`hl\^c`Xc`d\ek`[`Zl`cXefjkiX d\dfi`XZfej\imXkiXZZ\#ZfekiX[`q`fe` Z_\i`X]ÔfiXef%>c`lfd`e`[\cE\fc`k`Zf#Z_\ XY`kXmXefcXd\qqXcleX]\ik`c\#Xm\mXefX [`jgfj`q`fe\dfck`Z\i\Xc`Z_\`dgXiXifef gi\jkfXi`ZfefjZ\i\\XkiXj]fidXi\`eYif[f \gXe\%F^^`gfjj`Xdf[`i\Z_\^c`lfd`e` jZfgi`ifefhlXj`jlY`kf`cmXcfi\[\`Z\i\Xc`# Zfd`eZ`Xe[fXkiXkkXic`g\id`^c`fiXie\cX hlXc`k~2`ci`em\e`d\ekf[`i\jk`[`gXe\#[XkX cXeXkliX[\ccËXc`d\ekf#…dfckfiXiX% E\c(0.-#e\ccXjkXq`fe\e\fc`k`ZX[` KlXe#…jkXkXi`em\elkXleXgX^efkkX[`]fidX Z`iZfcXi\Z_\_X[`dfjkiXkfZfd\Ôe[Xc@M d`cc\ee`f8%:%`e<lifgXj`gif[lZ\jj\le gXe\]Xkkf[`]Xi`eX[`]ild\ekf\^iXef%@ gi`d`Xjm`clggXi\leËXik\[\ccXgXe`ÔZXq`fe\ ]lifef`^i\Z`#Z_\Zfe]\q`feXmXefg`“[`.' k`g`[`gXe\#i\Xc`qqXe[f[XcMj\Zfcf8%:%m\i`\ gifgi`dlc`e`%E\ccXZlckliX^i\ZXklkkfZ`ŽZ_\ ilfkXmX`ekfiefXcc\jZ\ck\Xc`d\ekXi`m\e`mX Zf[`ÔZXkfXkkiXm\ijfleZfdgc\jjfj`jk\dX[` j\^e`\[`j`dYfc`#Z_\Xe[XmXefX`[\ek`ÔZXi\ `cdf[\ccf[`m`kX^i\Zf2efeXZXjf`^i\Z`# g\i[`jk`e^l\ij`[X`YXiYXi`#j`Z_`XdXmXef ÈdXe^`Xkfi`[`gXe\É% @i`jlckXk`[\ccË\j\iZ`kXq`fe\Z_\^c` jkl[\ek`_Xeefi\Xc`qqXkf…legXe\Zfd\j` ]XZ\mXe\cE\fc`k`Zf%CË\j\iZ`kXq`fe\Zfej`jk\mX e\cdXZ`eXi\`c^iXefg\i]Xie\]Xi`eX#Zi\Xi\ `cc`\m`kfdX[i\[XccX]\id\ekXq`fe\[`hl\jkX ]Xi`eX#\leXmfckXZfdgfjkfcË`dgXjkf# X[fkkXi\`cd\kf[f[`ZfkkliXZ_\m\e`mX lk`c`qqXkfXccfiX1efe\j`jk\e[fXcZlek`gf [`]fief#j`ZlfZ\mXcË`dgXjkfXkkfiefXle jXjjfkfe[\^^`Xek\#^\e\iXcd\ek\[`Ôld\# Z_\gi`dXm\e`mXXiifm\ekXkfe\c]lfZf%E\c gifZ\jjf[`j`dYfc`qqXq`fe\Xc`d\ekXi\cËlfdf `[\ek`ÔZX`cgXe\Zfd\hlXcZfjX[`Ylfef[X g\ejXi\\Ylfef[XdXe^`Xi\%E\\j`jkfef `eÔe`k\m\ij`fe`#c\^Xk\Xjkfi`\i`k`\kiX[`q`fe`# \gifgi`fg\iZ_„gi\j\ek\fmlehl\…j`dYfcf [`Z`ŽZ_\g\ief`…hlfk`[`Xef\]\c`Z\%

2_BeOpen Book_082_083_DailyHappy_Tacchini_p83.indd 83

LA PANETTERIA. POSTER DIDATTICO, STAMPA A COLORI, D. LORDEY. ST. GERMAINEN-LAYE (EDIZ. M.D.I.) 1964. THE BAKER. EDUCATIONAL POSTER, COLOUR PRINT D. LORDEY. ST. GERMAINEN-LAYE (EDITIONS M.D.I.) 1964.

@

efli]ff[[\j`^eZflij\ kXl^_kYp>`Xee`<d`c`fJ`dfe\kk`Xkk_\ D`cXeGfcpk\Z_e`Z#n\nfibfek_\[\j`^ef] elki`k`feXcXZk`fej#`ek\iXZk`e^n`k_jfZ`fcf^p# Xek_ifgfcf^p#_`jkfip% JkXik`e^n`k_k_\\m\ip[Xp[`d\ej`fe Xe[_Xgg`e\jj#n\_Xm\gifgfj\[fe\o\iZ`j\ XYflkYi\X[Xkk_\jkXikf]`kj_`jkfip%9i\X[_Xj XcnXpjY\\ec`eb\[kfi`klXcjXe[kiX[`k`fej# k_\_Xim\jkf]^iX`e#k_\j\Xjfej#k_\gXjj`e^ f]k`d\2n\\m\ekXcbXYflkfliÈ[X`cpÉYi\X[% JfYi\X[`jfe\f]k_\elki`k`feXc\c\d\ekj Zfej\im\[`ed\dfip#n`k_kiX[`k`fejk_XkZfd\ YXZbkfk_\jli]XZ\efnXe[k_\e%K_\d\ef] k_\Jkfe\8^\#`ek_\=\ik`c\:i\jZ\ek#_X[dXep Z\i\XcjXe[jffec\Xie\[kfi\Zf^e`q\k_\d Xe[kfkiXej]fidk_\d`ekfjflgXe[Yi\X[% Kf[Xpn\ZXejXpk_Xk_ldXeY\`e^jXcdfjk `dd\[`Xk\cp[`jZfm\i\[k_\mXcl\f]Z\i\Xcj# jkXik`e^kfnfibfek_\dkf`dgifm\k_\`i hlXc`k`\j2^`m\ek_\eXkli\f]Yi\X[`k`jm\ip iXi\kfÔe[kiXZ\jf]`k`eXiZ_X\fcf^`ZXc[`^j% @e(0.-#Xkk_\E\fc`k_`Zj`k\f]KlXe#X Z`iZlcXicfX]f]Yi\X[nXj]fle[#[\dfejkiXk`e^

k_Xkj`eZ\k_\+k_d`cc\ee`ld9:`e<lifg\ Yi\X[_XjY\\egif[lZ\[#lj`e^n_\Xk%K_\ Ôijkkf[\m\cfgk_\Xikf]Yi\X[YXb`e^n\i\k_\ >i\\bj#n_fdX[\fm\i.'kpg\j#Yl`c[`e^kil\ d`ccj]fidXb`e^ÕflijkXik`e^`ek_\,k_Z\eklip 9:%@e>i\\bZlckli\\m\ipk_`e^XjjfZ`Xk\[n`k_ elki`k`feXcZ_f`Z\jnXj\eZf[\[`eXZfdgc\o jpjk\df]j`^ejXe[jpdYfcj#n_`Z_flkc`e\[ k_\>i\\bdf[\cf]c`]\2`k`jefZf`eZ`[\eZ\k_Xk k_\>i\\bj#kfj\kk_\dj\cm\jXgXik]ifdk_\ YXiYXi`Xej#ZXcc\[k_\dj\cm\jÈ\Xk\ijf]Yi\X[É% @ek_\\o\iZ`j\#k_\jkl[\ekjdX[\Yi\X[Xj `knXj[fe\`ek_\Jkfe\8^\%K_\p_X[kf^i`e[ k_\n_\XkkfdXb\Õfli#Zi\Xk\c\Xm\e`e^Yp ]\id\ekXk`fe#be\X[k_\[fl^_#Xe[lj\XZffb`e^ d\k_f[]ifdk_Xkk`d\1j`eZ\k_\i\n\i\effm\ej# k_\[fl^_nXjZffb\[feXifle[\[jkfe\#ljlXccp ]ifdXi`m\i#n_`Z_nXj[`i\Zkcp_\Xk\[feXÔi\% @eelki`k`feXcjpdYfc`jd#dXe`[\ek`Ô\jYi\X[ Xjjfd\k_`e^^ff[kfk_`ebXYflkXe[kf\Xk% K_\i\Xi\`eÔe`k\m\ij`fej#Zfee\Zk\[kfjkfi`\j# i`klXcjXe[kiX[`k`fej#Xe[gi\Z`j\cpY\ZXlj\`k`j \m\ipn_\i\#Yi\X[`jXjpdYfc]filjkf[Xpf]Xcc k_Xk`j[X`cpXe[_Xggp%

13/08/12 13.51


6OJRVF6OJWFSTBM

6OJDJU·FVOJWFSTBMJU· *-5&."Ÿ"''"4$*/"/5&1&3$) 13010/& 26&--"$)&/0*%&'*/*".0MBTFDPOEB HMPCBMJ[[B[JPOF5655*$0/04$*".0 -"13*."(-0#"-*;;";*0/& '034& -"1044*".0%&'*/*3&*/6/"1"30-"  BNFSJDBOJ[[B[JPOFEFMNPOEP P.D%POBMEJ[[B[JPOF4&1"3-*".0 %*45*-*"-*.&/5"3*



6OJDP6OJWFSTBMF 6OJRVF6OJWFSTBM 6OJRVFBOEVOJWFSTBM 5)&5)&.&*4'"4$*/"5*/(#&$"64& *510*/54508)"58&.*()5$"-- UIFTFDPOEHMPCBMJ[BUJPO8&"--,/08"#065 5)&'*345 8)*$).*()5#&46..&% 61"4UIF"NFSJDBOJ[BUJPOPGUIFXPSME PSJUT.D%POBMEJ[BUJPO *'8&"3&5"-,*/( "#065&"5*/()"#*54

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 84

10/08/12 20.49


6OJRVF6OJWFSTBM

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 85

10/08/12 20.50


6OJRVF6OJWFSTBM

8

^c``e`q`[\^c`Xee` Ë0'hlXcZlefg\ejŽZ_\`cdfe[fj`jXi\YY\ fdfcf^Xkf#le`]fidXkfeXkliXcd\ek\ ^lXi[Xe[fXc^iXe[\gfk\i\\Zfefd`Zf# ÔeXeq`Xi`fZ_\Xii`mXmX[Xfcki\fZ\Xef# f^^`gfjj`Xdf[`i\Zfej`Zli\qqXZ_\hl\ccX gi\m`j`fe\efej`…Xmm\iXkX%Efej`…Xmm\iXkX g\iZ_„\j`jkfefkXek\i\Xck~#gfjj`Xdf gXicXi\[`leX^cfYXc`k~dlck`gfcXi\#\j`jkfef Zlckli\#GX\j`Z_\jkXeefZi\jZ\e[f#Z_\efe j`c`d`kXefXj\^l`i\`cdf[\ccfXd\i`ZXeff`c df[\ccffZZ`[\ekXc\f`cdf[\ccf\lifg\f% ;fYY`XdfiX^`feXi\jlleXelfmX ]fidX[`^cfYXc`qqXq`fe\#\ef`gifgfe`Xdf hl\jkfgXiX[`^dXZ_\ZXgfmfc^\`cZcXjj`Zf jcf^XeÊk_`eb^cfYXcp#XZkcfZXccpË#cfjcf^Xe [\ccXgi`dX^cfYXc`qqXq`fe\%@cg\ej`\if ^cfYXc\`ei\Xck~efe\j`jk\%Klkk``g\ej`\i`\ klkk\c\\jg\i`\eq\jfefj\dgi\cfZXc`% ßZfd\[`i\leXÔj`fcf^`Xle d\kXYfc`jdfZ_\Zfdlehl\…cfZXc\%@cm\if ^iXe[\k\dX…Zfd\]XZZ`XdfXcXmfiXi\#X^`i\ \gifgfiZ`e\cdfe[f^cfYXc\XkkiXm\ijfle g\ej`\ifcfZXc\%<[…hl`Z_\\d\i^\hl\jkX Z_\efe…leËXek`efd`XdX…lekXe[\d Èle`hl\Xe[le`m\ijXcÉ%

8

kk_\jkXikf]k_\(00'j jfd\k_fl^_kk_\nfic[nXj^f`e^kfY\Zfd\ jkXe[Xi[`q\[Xe[le`]fid#k_Xebjkfk_\^i\Xk \Zfefd`ZXe[ÔeXeZ`Xcgfn\ik_XkXii`m\[]ifd fm\ij\Xj%9lkkf[Xpn\ZXejkXk\#n`k_Z\ikX`ekp# k_Xkk_Xk_Xjefk_Xgg\e\[%@k_XjeËkkXb\egcXZ\ Y\ZXlj\k_\i\Xi\dXepi\Xc`k`\j#Xdlck`gfcXi ^cfYXc`jd#n\d`^_kjXp%:fleki`\jk_XkXi\ ^ifn`e^Xe[[fefkj`dgcp`d`kXk\k_\8d\i`ZXefi FZZ`[\ekXcfi<lifg\Xedf[\c% N\_Xm\kfk_`ebXYflkXe\n]fidf] ^cfYXc`qXk`fe%N\d`^_kgifgfj\XgXiX[`^dk_Xk i\m\ij\jk_\ZcXjj`Zjcf^XeÊk_`eb^cfYXc#XZkcfZXcË# k_Xkf]k_\Ôijk^cfYXc`qXk`fe%>cfYXck_`eb`e^ [f\jeËki\Xccp\o`jk%8cck_fl^_kjXe[\og\i`\eZ\j Xi\XcnXpjcfZXcfi#Xkc\Xjk#k_\`ig_pj`fcf^pXe[ d\kXYfc`jdk_Xk#`eXepZXj\#`jcfZXc% K_\kil\k_\d\`j_fnn\ZXedXeX^\kf nfib#kfXZk#kfgi\j\ekflij\cm\j`ek_\^cfYXcnfic[ k_ifl^_cfZXck_`eb`e^%K_`j`jn_\i\#`ejk\X[f]X j\kf]fggfj`k\j#XZfdgc\d\ekXipgX`i\d\i^\j1 Êle`hl\Xe[le`m\ijXcË%

UN PICCOLO CONTRIBUTO CHE ARRIVA DAL MONDO DELLA COMUNICAZIONE PUBBLICITARIA: I PERSONAGGI DI UN PAESINO SICILIANO DI POCHE MIGLIAIA DI ABITANTI DIVENTANO POSSIBILI PORTATORI DI FASHION TREND NEL MONDO. A SMALL CONTRIBUTION THAT ARRIVES FROM THE WORLD OF ADVERTISING COMMUNICATIONS: THE PERSONALITIES OF A SMALL TOWN IN SICILY BECOME POSSIBLE CARRIERS OF FASHION TRENDS IN THE WORLD.

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 86

10/08/12 20.50


6OJRVF6OJWFSTBM

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 87

10/08/12 20.50


6OJRVF6OJWFSTBM

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 88

10/08/12 20.50


6OJRVF6OJWFSTBM

Hl\ccfZ_\f^^``cd\iZXkf[\ccX Zi\Xk`m`k~Z`jkX[`Z\e[f…Z_\g`“j`…le`Z`# g`“j`_XcXZXgXZ`k~[`kiX[lii\c\gifgi`\ iX[`Z`ZlckliXc`\g`“j`m`\e\XZZ\kkXk`e\c dfe[fj\j`^XiXek`jZ\cXhlXc`k~% G\iXee`XYY`Xdfg\ejXkfZ_\g\i [`]\e[\i\cXefjkiX`[\ek`k~Z`[fm\jj`df Z_`l[\i\#Z`[fm\jj`dfXiifZZXi\`eleX [`]\jXg\i[\ek\[\ck\ii`kfi`f`ehlXekf k\ii`kfi`f%Efe…Zfj‰#`ck\ii`kfi`f… ^\e\iXk`mf%ß^\e\iXk`mf[``ek\cc`^\eqX#[` g\ej`\i`#[`gif^\kk`#g\iŽY`jf^eXX]]ifekXi\ `cdfe[f%;fYY`Xdfd`jliXiZ`ZfeleX [`d\ej`fe\Z_\…le`m\ijXc\%J`ZliXd\ek\ `ehl\jkXd`jj`fe\c\elfm\k\Zefcf^`\ X`lkXef%8`lkXefg\iZ_„XZfjkfq\ifZ` Zfej\ekfef[`\jj\i\cfZXc`\^cfYXc`e\ccf jk\jjfk\dgf%G\id\kkfef[`Zfek`elXi\ X[\jj\i\ef`jk\jj`#hl`e[`cXmfiXi\Xc dXjj`dfjlccXefjkiXjf^^\kk`m`k~#dXe\ccf jk\jjfk\dgf[`m\ek`XdfgifkX^fe`jk`# `dd\[`XkXd\ek\jlcgXcZfjfZ`Xc\ [\ccËXjZfckf#[\ccËfjj\imXq`fe\#[\cZfe]ifekf \hl\jkX…leXgfjj`Y`c`k~XjjfclkXd\ek\ jkiXfi[`eXi`X%8eZ_\j\efeYXjkX#g\iZl``c m\if^iXe[\k\ii`kfi`f…hl\ccf[\`c`e^lX^^` Zi\Xk`m`[\`Zf[`Z`\[\`gif^\kk`% <ZZfXccfiXhl`[`m\ekX`ek\i\jjXek\ ÈcË`dgfcc`eXq`fe\Zi\Xk`mXÉ%Hl\ccfZ_\]X`c Zfc`Yi‰f`cm\ekfhlXe[fjgfjkX`cgfcc`e\[X leÔfi\XccËXckif\g\id\kk\cX^\e\iXq`fe\ [`]fid\elfm\#`fZi\[fZ_\f^^``[\j`^e\i# ^c`XiZ_`k\kk`#`Zi\Xk`m`j`XeflegfËZfd\ [\`Zfc`Yi‰Z_\gfjjfefjgfjkXij`%Efe…jfcf \Zc\kk`jdfdX…leXZXgXZ`k~[``ee\jkf%E\c d\[`k\iiXe\f…j\dgi\jkXkfZfj`#efeZ˅ elccX[`elfmf`ehl\jkfg\iZfijfle`hl\Xe[ le`m\ijXc#cË`dgfikXek\…\jj\i\ZfejXg\mfc` \i`ljZ`i\X[Xm\i\^c`jkild\ek`XeZ_\ ZlckliXc`g\igfk\icf^\jk`i\% =iXeZ\jZfDfiXZ\

N_Xkk_\Zi\Xk`m`kpdXib\k`jjXp`e^kf[Xp `jk_Xkk_\dfi\le`hl\pflXi\#k_\dfi\pfl_Xm\ k_\ZXgXZ`kpkfkiXejcXk\pflifneZlckliXciffkj# k_\dfi\pfln`ccY\XZZ\gk\[`ek_\nfic[Xjcfe^Xj ^lXiXek\\jf]hlXc`kpXi\dX`ekX`e\[% =fip\Xijn\k_fl^_kk_Xkkf[\]\e[fli `[\ek`kpn\_X[kfZcfj\flij\cm\jf]]#kfj\klg YXii`ZX[\jf]]lk`c\[\]\ej\f]k_\k\ii`kfipXj jlZ_%9lkk_`j`jefkk_\ZXj\#Y\ZXlj\k_\k\ii`kfip `j^\e\iXk`m\%@k^\e\iXk\j`ek\cc`^\eZ\#k_fl^_kj# gifa\Zkj#Ylk`k_XjkfZfd\kfk\idjn`k_k_\nfic[% N\_Xm\kfk\jkflij\cm\jX^X`ejkXle`m\ijXc [`d\ej`fe%E\nk\Z_efcf^`\jZXeZ\ikX`ecp_\cgflk n`k_k_`jd`jj`fe%K_\p_\cgY\ZXlj\Xkq\ifZfjk k_\pXccfnljkfY\cfZXcXe[^cfYXcXkk_\jXd\k`d\% K_\pXccfnljkf^ffeY\`e^flij\cm\j#kfnfibXk k_\_`^_\jkc\m\cf]flijlYa\Zk`m`kp#n_`c\Xkk_\ jXd\k`d\`dd\[`Xk\cpY\Zfd`e^gifkX^fe`jkjfe k_\jfZ`XcjkX^\f]c`jk\e`e^#fYj\imXk`fe#[`jZljj`fe Xe[k_`j`jXeXYjfclk\cp\okiXfi[`eXipgfjj`Y`c`kp k_fl^_`k`jefk\efl^_%Jfk_\dX`ek\ii`kfip`jk_Xk f]k_\Zi\Xk`m\cXe^lX^\jf]Zf[\jXe[gifa\Zkj% K_`jZXedXb\ÊZi\Xk`m\Zifjj$gfcc`eXk`feË `ek\i\jk`e^#n_Xkk_\_ldd`e^Y`i[Xe[k_\n`e[ [fn_\ek_\pdfm\k_\gfcc\e]ifdfe\Õfn\ikf Xefk_\i#g\id`kk`e^k_\^\e\iXk`fef]e\n]fidj% @Kf[Xpk[\j`^e\ij#XiZ_`k\ZkjXe[fk_\iZi\Xk`m\ g\fgc\ZXedfm\c`b\_ldd`e^Y`i[j%K_`j`jefkaljk \Zc\Zk`Z`jd#`k`jXcjfXZXgXZ`kp]fi^iX]k`e^%@ek_\ D\[`k\iiXe\Xek_`e^j_Xm\XcnXpjY\\ec`b\k_Xk% K_\i\`jefk_`e^e\n`ek_`jle`hl\Xe[le`m\ijXc gXk_%N_Xk`j`dgfikXek`jkfY\XnXi\#Xe[kf dXeX^\kf_Xm\k_\kffcj#`eZcl[`e^ZlckliXcfe\j# kfdXeX^\k_\j`klXk`fe%=iXeZ\jZfDfiXZ\

=fkf[`&g_fkfjYpFjj\imXkfi`f\Gif^iXddX[`I`Z\iZXÈJki\\k9f[pJ`^eXcjÉ

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 89

10/08/12 20.50


6OJRVF6OJWFSTBM

%"-16/50%*7*45"%&-%&4*(/*-1"3"%*(." nVOJDPFVOJWFSTBMFoŸ4*$63".&/5&6/.0%0#3*--"/5& %*DSFBSFPQQPSUVOJU·DPNNFSDJBMJ Ÿ453"5&(*$0 /0/40-030."/5*$0 1"35&4&.13& 1&3© %"-DPODFUUPEJJEFOUJU·



6OJRVF6OJWFSTBM *-TF$SBX'PS%

© STEF BAKKER

'30."%&4*(/7*&810*/55)&n6OJRVF6OJWFSTBMo 1"3"%*(.*46/%06#5&%-:"#3*--*"/58": 50DSFBUFDPNNFSDJBMPQQPSUVOJUJFT JUJT453"5&(*$ /05+64530."/5*$ #65*5"-8":4)"45045"358*5)5)&DPODFQUPGJEFOUJUZ

@cj\:iXn]fi[#`ek\i`fi[\j`^e\i\&Xe[Zi\Xk`m\[`i\Zkfi

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 90

10/08/12 11.42


*-TF$SBX'PS%

© YVONNE MULLOCK

A FOGO ISLAND È IN ATTO UN PROGETTO PER TRASFORMARE L’ISOLA, CHE UNA VOLTA VIVEVA DI PESCA DEL MERLUZZO, IN UN LUOGO DA VISITARE VALORIZZANDO LE RISORSE LOCALI: TESSUTI E PATCHWORK FATTI A MANO. A PROJECT IS NOW UNDERWAY TO TRANSFORM FOGO ISLAND, WHICH ONCE SURVIVED ON COD FISHING ALONE, INTO A PLACE TO VISIT, MAKING USE OF LOCAL RESOURCES: HANDMADE FABRICS AND PATCHWORKS.

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 91

10/08/12 11.42


6OJRVF6OJWFSTBM

C

\:fiYlj`\i…lelfdfZ_\ _XgXjjXkfYlfeXgXik\[\ccXjlX\j`jk\eqX XgXicXi\[\ccXdXZZ_`eX[\ccXm`kX X]]\idXe[f1È8ccXÔe\cXm`kX_Xj\dgi\ iX^`fe\\cËXiZ_`k\kkliX_Xj\dgi\kfikfÉ% JkiXeXd\ek\efejfefhl\jk\c\Zfj\g\i c\hlXc`…f^^`i`Zfi[Xkf%F^^`…gfjj`Y`c\ \jj\i\Èle`hl\Xe[le`m\ijXcÉ#\jj\i\ cfZXc`\le`m\ijXc`#jfgiXkklkkf^iXq`\XccX i`mfclq`fe\Z_\XYY`Xdfm`jjlkfe\cdfe[f [\cc\Zfdle`ZXq`fe`%8m\mXiX^`fe\DXij_Xcc DZCl_XehlXe[fgXicŽe\`gi`d`Xee`Ë-' [`lem`ccX^^`f^cfYXc\%F^^`…gfjj`Y`c\ Zfdle`ZXi\c\Xkk`m`k~#^c`jk`c`\`gif^\kk` cfZXc``dd\[`XkXd\ek\`eklkkf`cdfe[f# Zfd\j\]fjj`dfe\ccfjk\jjfclf^f#\hl\jkf]X leX^iXe[\[`]]\i\eqX%8eq``cgXiX[fjjf…Z_\ gifgi`f^c`\c\d\ek`cfZXc`gfjjfefXii`mXi\ ]XZ`cd\ek\`eXcki\cfZXc`k~#d\eki\Z`ŽZ_\… i\Xc`qqXkf`ek\ieXq`feXcd\ek\i\jkXjg\jjf c\^XkfXleclf^f%

C

© YVONNE MULLOCK

\:fiYlj`\ijg\ekdlZ_f]_`j \o`jk\eZ\kXcb`e^XYflkk_\dXZ_`e\f]c`]\#jXp`e^1 È`ek_\\e[#c`]\`jXcnXpji`^_kXe[k_\XiZ_`k\Zk`j XcnXpjnife^É%JkiXe^\cp\efl^_#k_\i\Xi\efkk_\ k_`e^j]fin_`Z__\`ji\d\dY\i\[kf[Xp%%%Kf[Xp `k`jgfjj`Yc\kfY\Èle`hl\Xe[le`m\ijXcÉ#cfZXc Xe[le`m\ijXc#\jg\Z`Xccpk_Xebjkfk_\i\mfclk`fe f]Zfddle`ZXk`fej%DXij_XccDZCl_XenXj i`^_kn_\e_\kXcb\[XYflkX^cfYXcm`ccX^\#YXZb `ek_\\XicpJ`ok`\j%Kf[Xpn\ZXe`dd\[`Xk\cp Zfddle`ZXk\XYflkcfZXcXZk`m`k`\j#jkpc\jXe[ gifa\ZkjXccfm\ik_\nfic[#Xj`]n\n\i\Xcc`ek_\ jXd\gcXZ\#Xe[k_`jdXb\jXY`^[`]]\i\eZ\%K_\ gXiX[fo`jk_XkcfZXc\c\d\ekjZXe\Xj`cpi\XZ_ fk_\icfZXc`k`\j#n_`c\n_Xk`jdX[\`ek\ieXk`feXccp f]k\ei\dX`ejc`eb\[kffe\gcXZ\%=ifdX[\j`^e

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 92

;Xcglekf[`m`jkX[\c[\j`^e`cgXiX[`^dX Le`hl\Le`m\ijXc#Z_\glŽkiXj]fidXij` `egif^\kk`X[\^lXk`Xcc\Èe`ZZ_`\[`dXjjXÉ# …j`ZliXd\ek\ledf[fYi`ccXek\[`Zi\Xi\ fggfikle`k~Zfdd\iZ`Xc`1…jkiXk\^`Zf# efejfcfifdXek`Zf%>c`\c\d\ek`jg\Z`ÔZ` [\cc\jfkkfZlckli\jfef[`]ÔZ`c`[XZfg`Xi\ \Xdd\kk`Xdfcf1cXi`mfclq`fe\`e[ljki`Xc\ _XZXdY`XkfXeZ_\hl\jk\Zfj\1:`eX#@e[`X# 9iXj`c\%Efegfjj`Xdfg`“Zfdg\k\i\`e k\id`e`[`m\cfZ`k~#gi\qqf#efm`k~fhlXek`k~% [fYY`Xdf`em\ekXi\Xcki`df[`\efe… jfcfleXi`Õ\jj`fe\g\jj`d`jkX1cXi`Z\iZX [`leX`[\ek`k~…j\dgi\jkXkXZ\ekiXc\`e dfck`clf^_`e\cdfe[f%@ehl\jkfj\ejf… jkiXk\^`Zf`cgif^\kkf[`=f^f@jcXe[#leX elfmXk\iiX#legfjkfZ_\j`ZliXd\ek\[\m\ cXmfiXi\jlccX[\Ôe`q`fe\[`leX`[\ek`k~%ß legif^\kkfXchlXc\XYY`XdfZfccXYfiXkfZfe leXZffg\iXk`mXjfZ`Xc\[\ccË`jfcX\Zfele XiZ_`k\kkf[\ccXE\n]fle[cXe[%

m`\ngf`ekk_\Le`hl\Le`m\ijXcgXiX[`^d#n_`Z_ ZXeY\kiXej]fid\[`ekfgifa\Zkj]fiÈdXjje`Z_\jÉ# `jle[flYk\[cpXYi`cc`XeknXpkfZi\Xk\Zfdd\iZ`Xc fggfikle`k`\j1`k`jjkiXk\^`Z#efkaljkifdXek`Z%K_\ jg\Z`ÔZ\c\d\ekjf]jlYZlckli\jXi\_Xi[kfZfgp#Xe[ n\d`^_kXjn\ccX[d`k`k2k_\`e[ljki`Xci\mfclk`fe _XjXcjfZ_Xe^\[k_\j\k_`e^j%:_`eX#@e[`X#9iXq`c%%% n\ZXeefcfe^\iZfdg\k\`ek\idjf]jg\\[#gi`Z\# efm\ckpfihlXek`kp%%%jfn\_Xm\kf`em\ekfk_\i nXpjK_`j`jefkaljkXg\jj`d`jk`Z`[\X1k_\j\XiZ_ ]fiXe`[\ek`kp_XjXcnXpjY\\eZ\ekiXc#`edXep gcXZ\j`ek_\nfic[%@ek_`jj\ej\k_\=f^f@jcXe[ gifa\Zk`jjkiXk\^`Z#Xe\ncXe[#XgcXZ\k_Xk_Xjkf nfibfek_\[\Ôe`k`fef]Xe`[\ek`kp%N\_Xm\nfib\[ fek_`jgifa\Zkkf^\k_\in`k_XjfZ`XcZffg\iXk`m\]ifd k_\`jcXe[Xe[XeXiZ_`k\Zk]ifdE\n]fle[cXe[% @k`jXgcXZ\k_Xke\\[jkfY\Zfddle`ZXk\[kf k_\i\jkf]k_\nfic[#Y\ZXlj\`kfeZ\c`m\[feZf[ Ôj_`e^#Xe[kf[Xp`k_XjkfÔe[mXc`[Xck\ieXk`m\j `efi[\ikfjlim`m\1k_\\Zfefdp_XjZfccXgj\[Xe[ k_\pfle^\i^\e\iXk`fejXi\^iX[lXccpc\Xm`e^k_\ `jcXe[%Fe\f]k_\gfjj`Yc\jkiXk\^`\j`jgi\Z`j\cp kfkiXej]fidk_\`jcXe[`ekfXgcXZ\kfm`j`k#n_\i\ cfZXcg\fgc\ZXe\ogi\jjk_\`i`[\ek`kpn`k_gi`[\#`e X[`^e`Ô\[#jljkX`eXYc\nXp%Jfn\_Xm\Zfe[lZk\[ i\j\XiZ_#XYflkk_\g\fgc\Xe[n_Xkk_\pZXe[f¿ n\[`jZfm\i\[k_Xkk_\pXi\]lccf]i\jfliZ\j#n`k_ Xm\ipjg\Z`ÔZcfZXc`[\ek`kp#Xe[Xi\XYc\kfdXb\ ]XYi`Zj#gXkZ_nfibj#dXep_Xe[dX[\k_`e^jK_\ XiZ_`k\ZkYl`ckjfd\_flj\j]fiXik`jkj#n`k_k_\X`d

ßleclf^fZ_\_XY`jf^ef[`\jj\i\ Zfdle`ZXkfXci\jkf[\cdfe[fg\iZ_„ leXmfckXm`m\mX[\ccXg\jZX[\cd\iclqqf \f^^`[\m\kifmXi\mXc`[\Xck\ieXk`m\g\i jfgiXmm`m\i\1cXcfif\Zfefd`X…Xg\qq`\c\ ^`fmXe`^\e\iXq`fe`jkXeefgif^i\jj`mXd\ek\ XYYXe[feXe[fcË`jfcX%LeX[\cc\gfjj`Y`c` jkiXk\^`\…gifgi`fhl\ccX[`kiXj]fidXi\ cË`jfcX`eleclf^f[Xm`j`kXi\#[fm\`cfZXc` gfjjXef\jgi`d\i\cXcfif`[\ek`k~Zfe fi^f^c`f#^lX[X^eXe[f`edf[f[`^e`kfjf \jfjk\e`Y`c\%:fj`XYY`Xdfi\Xc`qqXkfleX i`Z\iZX#XYY`Xdf`e[X^Xkfjl^c`lfd`e`\c\ Zfj\Z_\gfk\mXef]Xi\\XYY`XdfjZfg\ikf Z_\jfefg`\e`[`i`jfij\#i`ZZ_`[`leX `[\ek`k~cfZXc\dfckfjg\Z`ÔZX#ZXgXZ`[` i\Xc`qqXi\k\jjlk`#gXkZ_nfib#klkk\Zfj\ ]Xkk\XdXef%CËXiZ_`k\kkf_XZfjkil`kf XcZle\ZXj\g\iXik`jk`XccfjZfgf[`Xkk`iXi\ Zi\Xk`m`jlccË`jfcXglekXe[fjlccXm`j`Y`c`k~% CXmfiXe[fZi\Xk`mXd\ek\jl^c`\[`ÔZ`

PAGINA A LATO, ARTIST’S STUDIO A FOGO, NEWFOUNDLAND NEXT PAGE, ARTIST’S STUDIO, FOGO, NEWFOUNDLAND

f]XkkiXZk`e^Zi\Xk`m\g\fgc\kfk_\`jcXe[#kf^`m\ `km`j`Y`c`kp%Nfib`e^Zi\Xk`m\cpfek_\Yl`c[`e^j# n\]fle[XnXpkfdXb\k_\dZfdgXk`Yc\n`k_k_\ `e_XY`kXekj#n`k_flkcfj`e^Xgg\Xc%N\_X[kfÔe[ Xd`o\[jfclk`felj`e^g`\Z\jk_Xkn\i\Xci\X[pfe k_\`jcXe[Xe[dXk\i`Xcjn`k_n_`Z_kfdXb\Z_X`ij# Y\eZ_\jXe[fk_\ifYa\Zkj#Zi\Xk`e^Xe\knfibf] [\j`^e\ijn_fjkXikn`k_k_`jm`j`feXe[Zfd\kf nfib`e[`m`[lXccpn`k_cfZXcXik`jXej%K_\gifa\Zk `jXcdfjkÔe`j_\[#Xe[@Xdm\ipZli`fljkfj\\ k_\i\jlckj2k_\`[\Xf]Zi\Xk`e^Xm`iklfljZ`iZl`k kfjlggfikk_\cfZXc\Zfefdp_Xj[\Ôe`k\cpY\\e dX`ekX`e\[% B\\g`e^k_\nfic[kf^\k_\ik_Xebjkf[\j`^e`j jfd\k_`e^XdXq`e^Xe[jkiXk\^`Z1`kZXccj]fiYlj`e\jj j\ej\Xjn\ccXjX\jk_\k`Zj%@cfm\k_`jg_iXj\1È@

10/08/12 11.42


*-TF$SBX'PS%

XYY`XdfkifmXkfledf[fg\ii\e[\ic` ZfdgXk`Y`c`Zfe^c`XY`kXek`#j\eqXg\i[\i\[` XkkiXkk`mX%;fm\mXdfkifmXi\leXjfclq`fe\ d`jkXlk`c`qqXe[fg\qq`Z_\^`~j`kifmXmXef jlccË`jfcX\dXk\i`Xc`ZfeZl`]Xi\j\[`\# gXeZ_\#\Xcki`f^^\kk`#Zi\Xe[flee\knfib[` [\j`^e\iZ_\ÆgXik\e[f[Xhl\jkXm`j`fe\Æ m\e`jj\ifXcXmfiXi\`e[`m`[lXcd\ek\Zfe^c` Xik`^`Xe`cfZXc`%@cgif^\kkf…fidX`hlXj`Ôe`kf \jfefdfckfZli`fjX[`m\[\ie\`i`jlckXk`#dX j`ZliXd\ek\…jkXkXi`jg\kkXkXcXgi\d\jjX [`Zi\Xi\leZ`iZfcfm`iklfjfZ_\jfjk\e\jj\ cË\Zfefd`X[\cclf^f% K\e\i\`ej`\d\`cdfe[f^iXq`\Xc[\j`^e… hlXcZfjX[`gfik\ekfjf#[`jkiXk\^`Zf1Z`mlfc\ Ôlkfg\i`cYlj`e\jjfcki\Z_\g\icËXjg\kkf \jk\k`Zf%8[fifhl\jkX]iXj\1È@f_fm`jkf `c]lklif\[…dfckfj`d`c\Xcgi\j\ek\#dX jfcfg`“cle^fÉ\hl\jkXd`j\dYiXj`XcX hl\jk`fe\1jg\jjfcX^\ek\g\ejXXc]lklif Zfd\XhlXcZfjX[`dfckf[`m\ijf\Xmfck\cf…#

_Xm\j\\ek_\]lkli\Xe[`k`jaljkc`b\k_\gi\j\ek# fecpcfe^\iÉ#Xe[k_`jj\\djkfY\k_\hl\jk`fe1 g\fgc\f]k\ek_`ebXYflkk_\]lkli\Xjjfd\k_`e^ m\ip[`]]\i\ek#Xe[Xkk`d\j`k`j#Y\ZXlj\k_\i\Xi\ k_`e^jk_XkZXeY\[`]]\i\ekXe[k_Xkn\ZXeefk Zfekifc%9lkdXepf]k_\k_`e^jn\[fkf[Xpn\n`cc Zfek`el\kf[f`ek_\]lkli\%DpXggifXZ_kf[\j`^e `jkfj\\Yl`c[`e^jXe[k_\`i`ek\i`fijXjXefe^f`e^ \o`jk\eZ\1k_\p_Xm\XgXjk#Xgi\j\ekXe[X]lkli\# k_\ple[flYk\[cp_Xm\Xc`]\%K_`jYi`e^jljYXZb kfk_\hlfk\]ifdC\:fiYlj`\i@d\ek`fe\[Xkk_\ Y\^`ee`e^%@XdefkefjkXc^`Z#Ylk@Xcjfk_`ebk_\ gi\j\ekXci\X[pf]]\ijljXcck_\Xejn\ij%N\Xi\ `dd\ij\[`eXgifZ\jjf]fe^f`e^Z_Xe^\Xe[@ Y\c`\m\`k`j`ek\i\jk`e^kfZfejkilZkn_Xk@ZXccXc`]\ ]iXd\1`%\%jfd\k_`e^g\fgc\ZXe`e_XY`k#Ylkk_Xk

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 93

10/08/12 11.42


6OJRVF6OJWFSTBM

“QUESTA È UNA CASA CHE ABBIAMO COSTRUITO QUASI 10 ANNI FA: ERA RIVOLTA A RAGAZZI CHE LAVORAVANO NEL MONDO DEI MEDIA, DELLA PUBBLICITÀ E DEL CINEMA. ABBIAMO COSTRUITO PER LORO UNA CLUB-HOUSE E UN HOTEL COSÌ CHE POTESSERO SENTIRSI A LORO AGIO. È DIVENTATO UN LUOGO QUASI LEGGENDARIO, CON LA SUA DIVERTENTE PISCINA SUL TETTO. C’ERANO STANZE IN CUI POTEVI PORTARE I BAMBINI, ALTRE IN CUI PORTARE LA TUA RAGAZZA, ALTRE ANCORA DOVE FARE DELLE RIUNIONIE POI, VELOCEMENTE, CHIUDERE UNA PARTE DELLO SPAZIO CON LE TENDE E DIVERTIRTI”. “THIS IS A HOUSE WE BUILT ABOUT TEN YEARS AGO: IT WAS FOR YOUNG PEOPLE WORKING IN THE WORLD OF MEDIA, ADVERTISING AND CINEMA. WE BUILT THEM A CLUBHOUSE AND A HOTEL WHERE THEY WOULD FEEL COMFORTABLE. IT BECAME AN ALMOST LEGENDARY PLACE, WITH ITS AMUSING ROOFTOP POOL. THERE WERE ROOMS WHERE YOU COULD BRING KIDS, OTHERS WHERE YOU COULD BRING YOUR GIRL, OR ROOMS WHERE YOU COULD HAVE A MEETING AND THEN QUICKLY CLOSE PART OF THE SPACE WITH CURTAINS TO HAVE FUN”. © MARTYN THOMPSON

g\iZ_„Z`jfefZfj\Z_\gfjjfef\jj\i\[`m\ij\ \Z_\efegfjj`XdfZfekifccXi\#dXdfck\ [\cc\Zfj\Z_\]XZZ`Xdff^^`Zfek`el\i\dfX ]Xic\`e]lklif%@cd`fXggifZZ`fXc[\j`^e… hl\ccf[`m\[\i\^c`\[`ÔZ`\`cfif`ek\ie`Zfd\ leË\j`jk\eqXZfek`elX1_XeeflegXjjXkf#le gi\j\ek\\le]lklif\j`ZliXd\ek\_XeefleX m`kX%<hl`i`kfieXcXZ`kXq`fe\[`C\:fiYlj`\i Z_\_fi`Zfi[Xkf`eXg\ikliX% EfejfefefjkXc^`ZX#dXg\ejfXeZ_\ Z_\`cgi\j\ek\Z`f]]iXklkk\c\i`jgfjk\% J`Xdf`dd\ij``elegifZ\jjf[`Zfek`elf ZXdY`Xd\ekf\`fZi\[fj`X`ek\i\jjXek\ Zfjkil`i\hl\ccXZ_\`fZ_`XdfleXZfie`Z\ g\icXm`kX1Z`f…hlXcZfjXZ_\cX^\ek\gfjjX XY`kXi\#dXZ_\gfjjXXeZ_\kiXj]fidXij`# \mfcm\e[fj`XeZ_\j\eqX`cefjkif`ek\im\ekf% 8ccXÔe\Y`jf^eXZfdgi\e[\i\Z_\^c`\[`ÔZ` jfef`gfjk``eZl`m`m`Xdf#dXXck\dgfjk\jjf jfefc\^Xk`XccXk\iiX#hl`e[`#hlXe[fgXicf © MARTYN THOMPSON

© MARTYN THOMPSON

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 94

10/08/12 11.43


*-TF$SBX'PS%

© LISA COHEN

[`leXZfie`Z\g\icXm`kX#g\ejfXhlXcZfjX Z_\i`jg\kk`^c`\[`ÔZ`#c\ZXiXkk\i`jk`Z_\[\c clf^f#cX]leq`feXc`k~[Ëljf%Hl\jkf…Z`ŽZ_\ [fmi\YY\Xdgc`ÔZXi\cXm`kXZ_\j`jmfc^\ XccË`ek\ief[`le\[`ÔZ`f#XZZ\eklXe[f\[Xe[f ]fidXXc^\e`ljcfZ`% @c[\j`^e…Zfd\lec`e^lX^^`f`e*[# Xii`mXXccXÔe\[\cefjkifgifZ\jjf#efe XccË`e`q`f1i\Xc`qq`Xdfj\dgi\leX^iXe i`Z\iZXgifg\[\lk`ZXgi`dX[``ddX^`eXi\ leXZfjkilq`fe\\hl\jkfj`^e`ÔZX\jj\i\ Xg\ik`1ljXi\`efjki`j\ej`%@f[`Zfj\dgi\ Z_\XYY`Xdf[l\fZZ_`#[l\fi\ZZ_`\\leX YfZZX\[fmi\ddfljXic``ehl\ccXjk\jjX gifgfiq`fe\1^lXi[Xk\\XjZfckXk\gi`dX[` jXckXi\Xcc\ZfeZclj`fe`%J\Z`g\ejXk\Y\e\ …hlXcZfjXZ_\glŽ\j`jk\i\Xc[`c~[\ccf jk`c\1\j`jkfefgj`Zfcf^`X\dXib\k`e^#dX XeZ_\cËXe`dX[`leclf^f%HlXe[fg\ejf Xc[\j`^e[\^c`f^^\kk``em\Z\Z_\[\^c` jgXq`#d`dlfmfe\ccXjk\jjX[`i\q`fe\#dX fmm`Xd\ek\ZfehlXcZ_\[`]]\i\eqX1efe_X` leclf^fjlZl`cXmfiXi\#dX_X`Zfdlehl\ cXZlckliX[\ccËXq`\e[X#ZfefjZ``cZfek\jkf `eZl`m\ii~`ej\i`kf\fmm`Xd\ek\cXZlckliX jk\jjX[\ccËf^^\kkf#Z`f…`cdf[f`eZl`…ljXkf \XZfjXj\im\% <XeZ_\hl\jkX[`m\ekXleXjÔ[X\ZZ`kXek\1 j\dgi\jlcÔcf[\ccËle`Zf\[\ccËle`m\ijXc\%

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 95

STOCCOLMA. PROGETTO PER MATHIAS DAHLGREN, CHEF SVEDESE REALIZZATO INTERPRETANDO LA SUA PERSONA, LA SUA STORIA E LA SUA FILOSOFIA RIGUARDO AL CIBO. LO SPAZIO NON ESISTE INDIPENDENTEMENTE DA LUI E SOPRATTUTTO ESPRIME I SUOI VALORI E PUÒ EVOLVERSI. STOCKHOLM. PROJECT FOR MATHIAS DAHLGREN, THE SWEDISH CHEF, DONE BY INTERPRETING HIS PERSONALITY, HIS HISTORY AND HIS PHILOSOPHY OF FOOD. THE SPACE DOES NOT EXIST APART FROM HIM. ABOVE ALL, IT EXPRESSES HIS VALUES AND CAN EVOLVE.

ZXeXcjfY\kiXej]fid\[#\mfcm`e^#\m\en`k_flkfli `ek\im\ek`fe%@ek_\\e[#n\_Xm\kfle[\ijkXe[k_Xk Yl`c[`e^jXi\gcXZ\j`en_`Z_n\c`m\#YlkXkk_\jXd\ k`d\k_\pXi\Zfee\Zk\[kfk_\\Xik_#jfn_\e@kXcb XYflkXc`]\]iXd\@Xdk_`eb`e^f]jfd\k_`e^k_Xk i\jg\ZkjYl`c[`e^j#k_\Z_XiXZk\i`jk`Zjf]k_\gcXZ\# k_\lj\]lc]leZk`fej%K_`j`jn_Xkj_flc[Xdgc`]pk_\ c`]\k_Xk_Xgg\ej`ej`[\XYl`c[`e^#XZZ\eklXk`e^Xe[ ^`m`e^]fidkfk_\^\e`ljcfZ`% ;\j`^e`jc`b\X*;cXe^lX^\#`kZfd\jXkk_\\e[f] fligifZ\jj#efkXkk_\Y\^`ee`e^1n\XcnXpjZfe[lZk ^i\Xkgi\gXiXkfipi\j\XiZ_gi`fikf`dX^`e`e^X ZfejkilZk`fe#Xe[k_`jd\XejY\`e^fg\e1lj`e^fli j\ej\j%@XcnXpjjXpn\_Xm\knf\p\j#knf\XijXe[ fe\dflk_#Xe[n\j_flc[lj\k_\dgifgfik`feXk\cp1 cffb`e^Xe[c`jk\e`e^Y\]fi\aldg`e^kfZfeZclj`fej% @]pflk_`ebXYflk`k#`k`jjfd\k_`e^k_XkZXe\o`jk Y\pfe[jkpc\1k_\i\Xi\gjpZ_fcf^pXe[dXib\k`e^# Ylkk_\i\`jXcjfk_\jflcf]XgcXZ\%N_\e@k_`eb XYflkk_\[\j`^ef]fYa\Zkj`ejk\X[f]jgXZ\j#@dfm\ `ek_\jXd\[`i\Zk`fe#YlkfYm`fljcpn`k_jfd\ [`]]\i\eZ\j1pfl[feËk_Xm\XgcXZ\fen_`Z_kfnfib# Ylk`eXepZXj\pfl_Xm\k_\Zlckli\f]k_\ZfdgXep# pflbefnk_\Zfek\ok`en_`Z_`kn`ccY\`ej\ik\[ Xe[#fYm`fljcp#k_\Zlckli\f]k_\fYa\Zk`kj\c]#`%\%k_\ nXp`en_`Z_`k`jlj\[#n_Xk`k`j^ff[]fi%K_`jkff Y\Zfd\jXe\oZ`k`e^Z_Xcc\e^\#XcnXpjXcfe^k_\\[^\ f]k_\le`hl\Xe[k_\le`m\ijXc%

10/08/12 11.43


6OJRVF6OJWFSTBM

-"TFNQMJDJU· -"2605*%*"/*5— -&'03.& "3$)&5*1&45"//04*$63".&/5&"--"#"4& %&-/04530-"7030-"4&.1-*$*5—Ÿ.0-50 3*$$")"*/4 6/"TUSBPSEJOBSJBRVBMJU· 3*41&55"&$63"-&$04& 3*41&55"&$63" -"7*5""1"35*3&%"26&450Ÿ1044*#*-& QSPHFUUBSFRVBMDPTBEJVOJDPFVOJWFSTBMF1&3$)  -"4&.1-*$*5—)"*-7"/5"((*0%*&44&3& $0.13&4"&DBQJUBJOUVUUFMFDVMUVSF



6OJRVF6OJWFSTBM 1BP-B/BWPOF%BO*F-3P[FOT[5SPD)

© F. MANTOVANI

4JNQMJDJUZ &7&3:%":-*'& "3$)&5:1"- '03.46/%06#5&%-:'03.5)&#"4*4 0'063803,4*.1-*$*5:*47&3:3*$) *5$0/5"*/4"/FYUSBPSEJOBSZRVBMJUZ *53&41&$54"/%$"3&4'035)*/(4 '03-*'&45"35*/('30.)&3& *5*41044*#-& 50EFTJHOTPNFUIJOHVOJRVFBOEVOJWFSTBM #&$"64&4*.1-*$*5:)"45)&"%7"/5"(& 0'#&*/(VOEFSTUPPEJOBMMDVMUVSFT GXfcXEXmfe\#XiZ_`k\kkf&XiZ_`k\Zk\&Xe[[\j`^e\i ;Xe`\cIfq\ejqkifZ_#Xik[`i\Zkfi[`&f]D\iZ`GXi`j

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 96

13/08/12 13.59


1BPMB/BWPOF%BOJFM3P[FOT[USPDI

POSATE DA INSALATA IN LEGNO LACCATO SU VASSOIO IN ARGENTO MARTELLATO. DESIGN PAOLA NAVONE. SALAD SERVING SET, MADE OF LAQUERED WOOD ON A HAMMERED SILVER TRAY. DESIGN PAOLA NAVONE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 97

13/08/12 14.00


6OJRVF6OJWFSTBM

:

`g`XZ\Z_`XdXi\cXefjkiX g`ZZfcXjkfi`XÈjgfe^\[\j`^eÉ%G\iZ_„`c efjkifdf[f[`cXmfiXi\…legfËZfd\hl\ccf [`leXjgl^eX%:`jm\^c`Xdf\Zfd`eZ`Xdf jlY`kfX[XjjfiY`i\fmlehl\`ddX^`e`#]fid\# Zfcfi`#f[fi`\`dgi\jj`fe`%F^e`^`fief# )+fi\jl)+#()d\j`XccËXeef%Klkk\hl\jk\ Zfj\mXeefXÔe`i\XccXi`e]ljX`ele^ifjjf ÈY`[fe\ÉZ_\…cXefjkiXk\jkX% F^e`mfckXZ_\cXmfi`Xdfjlle gif^\kkf#Z`ŽZ_\j\im\\d\i^\`edf[f `dd\[`Xkf\eXkliXc\%CË`[\Xgi\e[\]fidX% <iX^`~c‰[XhlXcZ_\gXik\% <hl\jkXg`ZZfcXdX^`XZ`jfigi\e[\ f^e`mfckX% CXjgl^eX…g\id\lef^^\kkf j`dYfc`Zf%ßlef^^\kkfeXkliXc\#le`m\ijXc\# [\dfZiXk`Zf#]Xd`c`Xi\#\Zc\kk`Zf\Xjlfdf[f `ife`Zf%@ejfjkXeqX…ledX^e`ÔZf\j\dg`f [`È]i`\e[cp[\j`^eÉ#Zfd\d`g`XZ\g\ejXi\ Z_\j`Xefklkk\c\Zfj\Z_\]XZZ`Xdf1]Xd`c`Xi`# [\c`ZXk\#gf\k`Z_\#dX`X^^i\jj`m\%:fj\[Xcc\ ]fid\`ekl`k`m\#j\dgc`Z`%HlXj`YXeXc`% J\dgc`Z`k~g\ief`…leXgXifcXi`ZZX [``jg`iXq`fe\%Efej`^e`ÔZXd\[`fZi`k~# dfefkfe`X#Zfem\eq`feXc`k~#i`eleZ`X%ß leË`[\XZ_\_XXZ_\]Xi\Zfe`ci`jg\kkfg\i c\Zfj\\Zfe`c]XjZ`ef[\ccXd\dfi`X%<efe \jZcl[\XjjfclkXd\ek\gf\j`X#Y\cc\qqX\ `ife`X% KlkkfZ`ŽZ_\]XZZ`XdfeXjZ\[XccX Zli`fj`k~%LeXZli`fj`k~legfËdXe`XZXc\# hlXj`[XXekifgfcf^`%CËf^^\kkf[\cefjkif `ek\i\jj\efe…`cZfdgfikXd\ekf[\^c` lfd`e`e\cc\[`m\ij\Zlckli\#dXc\Zfj\ [Xcfifgif[fkk\Z_\jfef`c]ilkkf[`leX Zi\Xk`m`k~j\eqXefd\%:`X]]XjZ`eXef^c` f^^\kk`[\ccXm`kXhlfk`[`XeX#\jgi\jj`fe`[` lj`Xek`Z_`#e\Z\jjXi`#ZfejXg\mfc`%@efjki` j`k`[`i`Z\iZXjfefc\g`Xqq\#`YXqXi#`dlj\`# `e\^fq`#`d\iZXk`#`jlb#c\jkiX[\#`ZfeZ\ik`# c\YXeZXi\cc\#`jlg\id\iZXk`#c\jÔcXk\[` df[XZfd\c\]\jk\[`gX\j\%Klkk`clf^_``e Zl`Xmm\e^fef`eZfejXg\mfcd\ek\`eZifZ` jkiXfi[`eXi`[`ZlckliXdXk\i`Xc\%JfkkfZXjXf `eclf^_`cfekXe`jj`d`efe…`dgfikXek\%

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 98

N

\c`b\kfZXccflic`kkc\ jkfipÈjgfe^\[\j`^eÉ%9\ZXlj\flinXpf] nfib`e^`jXY`kc`b\Xjgfe^\%N\nXb\lgXe[n\ `dd\[`Xk\cpjkXikkfXYjfiY`dX^\j#]fidj#Zfcfij# jd\ccjXe[`dgi\jj`fej%<m\ip[Xp#)+_flijX [Xp#()dfek_jXp\Xi%8cck_\j\k_`e^j\e[lg`e k_XkY`^Y`ek_Xk`jfli_\X[% <m\ipk`d\n\nfibfeXgifa\Zkn_Xk`j e\\[\[\d\i^\j`eXe`dd\[`Xk\#eXkliXcnXp%K_\ `[\XkXb\j]fid%@knXjXci\X[pk_\i\#jfd\gcXZ\% 8e[k_`jc`kkc\Y`kf]dX^`Zjligi`j\jlj\m\ipk`d\% =fid\#k_\jgfe^\`jXjpdYfc`ZfYa\Zk% @k`jeXkliXc#le`m\ijXc#[\dfZiXk`Z#]Xd`c`Xi# \Zc\Zk`ZXe[`ife`Z#`e`kjnXp%@ejlYjkXeZ\`k`jX dX^e`ÔZ\ek\oXdgc\f]È]i`\e[cp[\j`^eÉ#Xj@c`b\ kfk_`ebXcck_\k_`e^jn\[fXi\1]Xd`c`Xi#[\c`ZXk\# gf\k`Z#e\m\iX^^i\jj`m\%K_`e^jn`k_`ekl`k`m\# j`dgc\]fidj%8cdfjkYXeXc% J`dgc`Z`kp#]filj#`jXnfi[i`Z_`e `ejg`iXk`fe%@k[f\jeËkd\Xed\[`fZi`kp# dfefkfep#Zfem\ek`fe#jXZi`ÔZ\%@k`jXe`[\Xk_Xk _Xjkf[fn`k_i\jg\Zk]fik_`e^jXe[k_\Z_Xidf] d\dfip%@kXYjfclk\cp[f\jefk\oZcl[\gf\kip# Y\XlkpXe[`ifep% <m\ipk_`e^n\[fZfd\j]ifdZli`fj`kp# XiXk_\idXe`XZXcZli`fj`kp#c`b\k_Xkf]Xe Xek_ifgfcf^`jk%K_\fYa\Zkf]fli`ek\i\jk`j efkk_\Y\_Xm`fif]_ldXeY\`e^j`e[`]]\i\ek Zlckli\j#Ylkk_\k_`e^jk_\pgif[lZ\#k_\i\jlck f]eXd\c\jjZi\Xk`m`kp%N\Xi\]XjZ`eXk\[Ypk_\ fYa\Zkjf]\m\ip[Xpc`]\#\ogi\jj`fejf]XeZ`\ek Zljkfdj#e\Z\jjXip#XnXi\%FligcXZ\jf]i\j\XiZ_ Xi\jhlXi\j#dXib\kj#dlj\ldj#j_fgj#jki\\kj# ZfeZ\ikj#b`fjbj#jlg\idXib\kj#]Xj_`fej_fnj# iliXcZ\c\YiXk`fe1XccgcXZ\jn_\i\\okiXfi[`eXip _pYi`[j#f]dXk\i`XcZlckli\_Xgg\ealjk%I`^_k [fnejkX`ijfi`e]XiXnXpcXe[j%

13/08/12 14.00


1BPMB/BWPOF%BOJFM3P[FOT[USPDI

ALCUNE IMMAGINI DI INTERIORS. IN BASSO A SINISTRA DODO-POMELLATO SHOP, LONDON 2011. DESIGN PAOLA NAVONE. SOME INTERIORS IMAGE. BOTTOM LEFT, DODO-POMELLATO SHOP, LONDON 2011. DESIGN PAOLA NAVONE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 99

13/08/12 14.00


6OJRVF6OJWFSTBM

COLLEZIONE DI PIATTI IN PORCELLANA DECORATA SOTTO SMALTO, BLU COBALTO CUCCHIAIO DA RISO IN ACCIAIO LUCIDO. DESIGN PAOLA NAVONE, PRODUZIONE DRIADE. PORCELAIN UNDERGLAZED DISH COLLECTION COBALT BLUE COLOR POLISHED STAINLESS STEELE RICE SPOON. DESIGN PAOLA NAVONE, MANUFACTURED BY DRIADE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 100

13/08/12 14.00


1BPMB/BWPOF%BOJFM3P[FOT[USPDI

LAPU LAPU, PRESINA A FORMA DI PESCE IN SILICONE DI PAOLA NAVONE PER HABITAT. ALCUNI OGGETTI REINTERPRETATI DA PAOLA NAVONE: “TROVO CHE SIA BELLISSIMO QUANDO UN ELEMENTO CHE APPARTIENE A UN LUOGO SI SPOSTA, VIENE RIUSATO, RIGENERATO PER DIVENTARE UN’ALTRA COSA ALTROVE”. LAPU LAPU FISH SHAPED SILICONE MITT BY HABITAT, DESIGN PAOLA NAVONE. A COMPOSITION OF OBJECTS CREATED BY PAOLA NAVONE: “I LOVE IT WHEN AN ELEMENT THAT BELONGS TO ONE PLACE IS MOVED, REUSED, REGENERATED TO BECOME SOMETHING ELSE, ELSEWHERE WHEN AN OBJECT LEAVES ITS PLACE OF ORIGIN AND BECOMES A PRODUCT MADE OF MANY STORIES, RELATIONSHIPS, PATHS OF VOYAGES”.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 101

:fd\\ZZ\eki`Z`ÈXekifgfcf^`[\cc\Zfj\É j`XdfgfikXk`hlXj`[Ë`jk`ekfX[XjjfZ`Xi\# ZfekXd`eXi\\`Yi`[Xi\`ddX^`e`#Zfcfi`# dXk\i`Xc`\f^^\kk`gifm\e`\ek`[Xdfe[` [`m\ij`m`Z`e`\cfekXe`%J\eqX^\iXiZ_`\[` k\dgff[`mXcfi\%:fj‰gi\e[fefm`kXZfj\ le`Z_\\`eXjg\kkXk\%:fj\Z_\_XeefkXek\ m`k\[XiXZZfekXi\Zfd\Z_`kfieX[Xlecle^f m`X^^`fgfikXe[fj`[`\kiflegfË[`jkfi`X [\cdfe[f%?fe^Bfe^#`cD\[`k\iiXe\f#` EXm`^c`#cË8]i`ZX#E\nPfib#`cEfi[<lifgX# cË@e[`X#`9XcZXe`#GXi`^`#cXK_X`cXe[`X#f`c jlg\id\iZXkfjfkkfZXjX% @cm`X^^`f…hlXcZfjX[XZl``cefjkif cXmfif#\cXd`Xm`kXg\ijfeXc\#efegfjjfef gi\jZ`e[\i\%ß`cd`fdf[f[`i\jg`iXi\% M`X^^`f`ek\jfZfd\]fidX[`g\ej`\if%:fd\ df[f[`\jj\i\%Efe`dgfikXhlXekfcfekXef% :fd\fZZ_`fefdX[\Z_\efejd\kk\dX`[` ^lXi[Xi\#[`XjjfiY`i\#[`jklg`ij`#[`Zi\Xi\ Zfee\jj`fe`kiXc\Zfj\g`“[`m\ij\%Kifmf Z_\j`XY\cc`jj`dfhlXe[fle\c\d\ekfZ_\ XggXik`\e\Xleclf^fj`jgfjkX#m`\e\i`ljXkf# i`^\e\iXkfg\i[`m\ekXi\leËXckiXZfjXXckifm\

C`b\\ZZ\eki`ZÈXek_ifgfcf^`jkjf]k_`e^jÉn\ Xcdfjk`ejk`eZk`m\cpjkXikkfXjjfZ`Xk\#ZfekXd`eXk\ Xe[ZfdY`e\`dX^\j#Zfcflij#dXk\i`XcjXe[ fYa\Zkj]ifd[`]]\i\eknfic[j#e\XiXe[]Xin`k_flk iXeb`e^k_\dYpk`d\fimXcl\%Jfle\og\Zk\[# le`hl\k_`e^jXi\Yfie%K_`e^jk_Xk_Xm\dXep c`m\jkfeXiiXk\#c`b\jfd\fe\YXZb]ifdXcfe^ ki`g#Yi`e^`e^YXZbXY`kf]k_\_`jkfipf]k_\ nfic[%?fe^Bfe^#k_\D\[`k\iiXe\Xe#k_\ZXeXcj f]D`cXe#8]i`ZX#E\nPfib#Efik_\ie<lifg\# @e[`X#k_\9XcbXej#GXi`j#K_X`cXe[#fik_\ jlg\idXib\kXifle[k_\Zfie\i% K_\mfpX^\`jjfd\k_`e^k_XkZXeefkY\ j\gXiXk\[]ifdflinfib#fi]ifddpg\ijfeXcc`]\% KiXm\cj\\eXjXk_fl^_k]fid%8nXpf]Y\`e^%@k [f\jeËkdXkk\i_fn]Xipfl^f%C`b\XefdX[`Z\p\ k_Xke\m\ijkfgjcffb`e^#XYjfiY`e^#Y\`e^XdXq\[# Zi\Xk`e^Zfee\Zk`fejXdfe^k_\n`[\jkiXe^\f] k_`e^j%@cfm\`kn_\eXe\c\d\ekk_XkY\cfe^jkf fe\gcXZ\`jdfm\[#i\lj\[#i\^\e\iXk\[kfY\Zfd\

13/08/12 14.00


6OJRVF6OJWFSTBM

LIVING ROOM A PARIGI CON OGGETTI DI SERIE RE-INTERPRETATI DA PAOLA NAVONE. PARISIENNE LIVING ROOM, WITH PRODUCTION OBJECTS CUSTOMIZED BY PAOLA NAVONE.

HlXe[flef^^\kkfcXjZ`XcXjlX fi`^`e\\[`m\ekXlegif[fkkf]Xkkf[`kXek\ jkfi`\#i\cXq`fe`\g\iZfij`%=Xkkf[`m`X^^` Xgglekf% @Yi`[Xi\…led\kf[f[`cXmfifZ_\ Xd`Xdfdfck`jj`df%@Yi`[Xi\mlfc[`i\ d\kk\i\\c\d\ek`dfckf[`m\ij``elej`e^fcf f^^\kkf%D`jZ_`Xi\`elele`ZfXdY`\ek\ f^^\kk`XggXi\ek\d\ek\[`jZfi[Xek`#cfekXe` e\ccfjgXq`f\e\ck\dgf%=Xi[`Xcf^Xi\ j\eqXZfekiX[[`q`fe\`cgi\j\ek\\`cgXjjXkf Xe[Xe[fXc[`~[\ccXj\dgc`Z\Z`kXq`fe\ m`ekX^\% @cdf[fg`“eXkliXc\\[`m\ik\ek\g\i `Yi`[Xi\`gif^\kk`…cXmfiXi\XcÔXeZf[` Xcki\g\ijfe\%G\ijfe\[`m\ij\g\iZlckliX# ]fidXq`fe\\[\jg\i`\eq\#dXc\^Xk\ [XccË`jk`ekfXccXZfee\jj`fe\#[XccËXdfi\g\i `cd\ck`e^gfkZlckliXc\#Z_\g\ief`mlfc [`i\Xii`ZZ_`d\ekf%;Xcc\[`m\ij`k~gfjjfef eXjZ\i\Zfj\`eZi\[`Y`c`\Y\cc`jj`d\% ;`d\ek`ZXmfcË`ife`X%8ccË`ife`Xklkkf …ZfeZ\jjf%J`gfjjfefjg`e^\i\^c`f^^\kk` [`klkk``^`fie`ÔefXcc\cfifg`“\jki\d\ gfjj`Y`c`k~j\dXek`Z_\%DfjkiXi\Zfd\ e\jjlefj`\iXdX``ddX^`eXkf[`m\[\i\ XeZ_\c\Zfj\g`“YXeXc`%JfkkfjfgiX%=lfi` jZXcX%=lfi`clf^f% <jl^^\i`i\c\kkli\elfm\\[`m\ij\ [\ccXi\Xck~% CË`ife`X…]fe[Xd\ekXc\%Ef` Z\iZ_`Xdf[`efe]XicXdXeZXi\dX`e\` efjki`gif^\kk`%

jfd\k_`e^\cj\#\cj\n_\i\n_\eXefYa\Zkc\Xm\j `kjgcXZ\f]fi`^`eXe[Y\Zfd\jXgif[lZkdX[\f] dXepjkfi`\j#i\cXk`fej_`gj#gXk_jf]mfpX^\j% N\cfm\kfdXb\_pYi`[j%@kd\Xejglkk`e^ m\ip[`]]\i\ek\c\d\ekj`ekfXj`e^c\fYa\Zk% D`o`e^XggXi\ekcp[`jZfi[XekfYa\Zkj`eXj`e^c\ \em`ifed\ek#k_`e^jk_XkXi\[`jkXek]ifd\XZ_ fk_\i`ejgXZ\Xe[k`d\%KfZi\Xk\X[`Xcf^l\ n`k_flkZfekiX[`Zk`fejY\kn\\egi\j\ekXe[gXjk# ^f`e^Y\pfe[d\i\m`ekX^\Z`kXk`fej%K_\dfjk eXkliXcXe[Xdlj`e^nXpkfdXb\_pYi`[gifa\Zkj `jkfnfibn`k_fk_\ig\fgc\#g\fgc\]ifd[`]]\i\ek Zlckli\j#YXZb^ifle[jXe[\og\i`\eZ\j#c`eb\[

YpXe`ejk`eZk]fiZfee\Zk`e^k_`e^j#k_\cfm\ f]k_\ZlckliXcd\ck`e^gfk#n_`Z_`jXjfliZ\f] \ei`Z_d\ek%@eZi\[`Yc\#Y\Xlk`]lck_`e^jZfd\flk f][`m\ij`kp% @nXj]fi^\kk`e^k_\gXikXYflk`ifep# k_fl^_%<m\ipk_`e^`jg\id`kk\[`]k_\i\`j`ifep% PflZXeglj_\m\ip[XpfYa\Zkjkfk_\\oki\d\ c`d`kjf]k_\`ij\dXek`Zgfk\ek`Xcj_fn`e^\m\e k_\dfjkYXeXck_`e^j`eXnXpefYf[p_X[\m\i `dX^`e\[%Lgj`[\$[fne%Flkf]jZXc\%Flkf]gcXZ\% Jl^^\jk`e^e\n#[`]]\i\ek`ek\igi\kXk`fejf]i\Xc`kp% @ifep`j]le[Xd\ekXc%N\_fg\`k`je\m\icXZb`e^ `efligifa\Zkj%

PAGINA A LATO, TEMPORARY SHOP DODO-POMELLATO, MILANO 2010. DESIGN PAOLA NAVONE. NEXT PAGE, DODO-POMELLATO TEMPORARY SHOP, MILANO 2010. DESIGN PAOLA NAVONE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 102

13/08/12 14.00


1BPMB/BWPOF%BOJFM3P[FOT[USPDI

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 103

13/08/12 14.00


6OJRVF6OJWFSTBM

-mFDMFUUJTNP.*"11"35*&/&1&3$6-563" &1&3&41&3*&/;"F*-SBQQPSUPUSBJOEVTUSJB FBSUJHJBOBUP $04£*5"-*"/0 )"$".#*"50-".*"*%&" %*n4&3*&o*-$0/'*/&53"6/*$0&6/*7&34"-&7*&/& $"/$&--"50%"--"TJOUFTJ"--"'*/&%&--"7030 4*"33*7""$"1*3&26"-$04"*/1*°."40-0BMMBGJOF



6OJRVF6OJWFSTBM 1B5S*D*B6S2V*P-B

© ALESSANDRO PADERNI

&DMFDUJDJTN*41"350'.:$6-563&"/%&91&3*&/$&  "/%UIFSFMBUJPOTIJQCFUXFFOJOEVTUSZBOEDSBGUT  &41&$*"--:*/*5"-: )"4$)"/(&%.:*%&" 0'n4&3*"-130%6$5*0/o5)&#03%&3-*/&#&58&&/ 6/*26&"/%6/*7&34"-(&54&3"4&%#:TZOUIFTJT */5)&&/% :066/%&345"/%40.&5)*/(NPSF #650/-:BUUIFFOEPGUIFXPSL

GXki`Z`XLihl`fcX#XiZ_`k\kkf&XiZ_`k\Zk\&Xe[[\j`^e\i

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 104

13/08/12 13.57


@

1BUSJDJB6SRVJPMB

fjfefÔ^c`X[\cgfjkdf[\ief# \hl\jkfg\id\…`dgfikXek\%CË\Zc\kk`jdfd` XggXik`\e\g\iZlckliX\g\i\jg\i`\eqX1jfef jgX^efcXdXm`mf\cXmfif`e@kXc`X[Xg`“[` ),Xee`%CXd`X]fidXq`fe\gif]\jj`feXc\ …`kXc`XeX#X[[`i`kkliXd`cXe\j\#dXc\d`\ iX[`Z`jfefXjjfclkXd\ek\jgX^efc\%Jfef jkXkX]fidXkXe\cg\i`f[f[\cgfjkdf[\ie#Zfe C\Xie`e^]ficXjM\^Xj[`9fYM\ekli`#Zfe `cN`dN\e[\ij[`GXi`jK\oXj%:fe;Xm`[ 9pie\#leXckifg\ijfeX^^`f]fe[Xd\ekXc\g\i cXd`X\[lZXq`fe\#XjjfclkXd\ek\kiXjm\ijXc\% HlXe[f`fjfefXii`mXkXXD`cXefZË\iXef [l\Zfj\d\iXm`^c`fj\%;XlecXkfJfkkjXjj& D\dg_`j\D\e[`e`&8cZ_`d`X#[XccËXckif :Xjk`^c`fe`XccËle`m\ij`k~\DX^`jki\kk``e Y`Z`Zc\kkX1j\^eXc`]fik`jj`d`Z_\\ekiXmXef `eZfekiXggfj`q`fe\Zi\Xe[flefjZ\eXi`f X]]XjZ`eXek\%

ISTALLAZIONE “OSSIMORI”. PRODUZIONE BUDRI. GALLERIA CASABELLA LABORATORIO, MILANO, 2011. INSTALLATION “OSSIMORI”. PRODUCED BY BUDRI. CASABELLA LABORATORIO GALLERY, MILAN, 2011.

@

XdX[Xl^_k\if]k_\gfjkdf[\ie# Xe[k_`j`j`dgfikXek]fid\%@Xd\Zc\Zk`ZYp eXkli\1JgXe`j_#Ylk@c`m\Xe[nfib`e@kXcp# ]fi),p\Xijefn%Dpgif]\jj`feXcYXZb^ifle[ `j@kXc`Xe#\m\eD`cXe\j\#YlkdpiffkjXi\ XYjfclk\cpJgXe`j_%@ZXd\lg`ek_\gfjkdf[\ie \iX#n`k_C\Xie`e^]ifdCXjM\^XjYp9fY M\ekli`#n`k_k_\N`dN\e[\ijf]GXi`jK\oXj% N`k_;Xm`[9pie\#Xefk_\i]le[Xd\ekXcÔ^li\ f]dpYXZb^ifle[%N_\e@i\XZ_\[D`cXek_\i\ n\i\knfnfe[\i]lck_`e^j%Fek_\fe\_Xe[# JfkkjXjj&D\dg_`jXe[D\e[`e`&8cZ_`d`X# fek_\fk_\i:Xjk`^c`fe`Xkk_\le`m\ij`kpXe[ DX^`jki\kk`fe_`jY`ZpZc\1m\ipjkife^j`^eXcj k_Xkf]k\eZcXj_\[#Zi\Xk\[X]XjZ`eXk`e^jZ\e\% @nXj`ek_\d`[[c\#n`k_dpJgXe`j_iffkj% D`cXenXj]XjZ`eXk`e^`ek_\(0/'j1`knXj^f`e^ k_ifl^_Xm\ip^ff[dfd\ek%

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 105

13/08/12 13.58


6OJRVF6OJWFSTBM

<`f\ife\cd\qqf#Zfec\d`\fi`^`e` jgX^efc\%D`cXef\iXX]]XjZ`eXek\e\^c` Xee`FkkXekX1m`m\mXledfd\ekf[Xmm\if d\iXm`^c`fjf%<gf`ZË\iXefc\cXdgX[\[` [\j`^ee\cc\ZXj\[`g\ijfe\efidXc`1cX GXi\ek\j`efe\iXgf`Zfj‰ZXiX#cXkifmXm` `eZXjX[`dfck`Xd`Z`\[\iXlef^^\kkfZ_\ efeXm\mfdX`m`jkf`eJgX^eX%@eJgX^eX efeXYY`Xdfhl\jkX[`j`emfckliXe\` Zfe]ifek`[\cgif^\kkf[\ccXZXjX%<gf`ZË\iX cXGc`X#cXj\[`Xg`\^_\mfc\#[Xc]iXeZ\j\ gc`XYc\#\k\cXkifmXm`[`\kifc\gfik\[\cc\ ZlZ`e\XZXjX[`dfckX^\ek\#\[\iXef[l\ f^^\kk`g\id\XjjfclkXd\ek\d`cXe\j`Z_\ d`_Xeefdfckf\[lZXkf% @cglYYc`Zf`eZi`j`e\cdfe[fXggi\qqX hlXclehl\ZfjXXYY`Xled`e`df[` hlXc`k~\jk\k`ZX#]leq`feXc\%8ggi\qq`Xdf ]fidlc\elfm\[`hlXclehl\k`gf\Zfcfi\# [\j`[\i`XdfcË`ek\im\ekf[\`[\j`^e\i#\Z` jfef^\e\iXq`fe`Z_\Xii`mXef[`\kif[`d\ Z_\XmiXeefleËXdg`\qqX[`m\[lk\XeZfiX g`“`ek\i\jjXek\%@ciXggfikfkiX`e[ljki`X\ Xik`^`XeXkf#Z_\…Zfj‰`kXc`Xef#_XZXdY`XkfcX d`X`[\X[\ccXÈj\i`\ÉZfeZl`d`jfefkifmXkX jg\jjfXZfe]ifekXid`1g\icXdfjkiX[\ccX 9`\eeXc\[`M\e\q`Xd`_XeefZ_`\jkf[` i\Xc`qqXi\ZfeDliXefleX]Xd`^c`X[`f^^\kk`% @dX\jki`m\kiX`cXmfiXefZfecX]fieXZ\ XccËXcYX#\Z`j`XdfkifmXk`Xi\Xc`qqXi\leX j\i`\[`mXj`Xcc\j\`[\cdXkk`efkiXj]fidXe[f `[`j\^e``edXk\i`X#Zfe^c`jZ_`qq`i\Xc`qqXk` jlcgXm`d\ekf% Hl\ccfZ_\…[Xmm\if`ek\i\jjXek\[` hl\jkfcXmfifkiXcËle`Zf\cËle`m\ijXc\…cX j`ek\j`1XccXÔe\[\ccXmfif#klXii`m`XZXg`i\ hlXcZfjX`eg`“%DXjfcfXccXÔe\%:fd\ e\ccË\jg\i`\eqX[\cdXidf%LedXk\i`Xc\ kXcd\ek\Zfjkfjf#kXcd\ek\gfk\ek\#[Xefe mfc\icfX]]ifekXi\%G\iŽ#gf`#hlXe[f`eZfeki` Z_`Z`cXmfiX[Xmm\if#Xik`^`Xe`ZfeZXgXZ`k~ k\Ze`Z_\`dgi\jj`feXek`#ZXg`jZ`Z_\efeglf` jfkkiXik`XccË\j\iZ`q`f1…leXgfjj`Y`c`k~Z_\ [fYY`Xdf[`]\e[\i\Xklkk``Zfjk`% 8hl\jkfgifgfj`kflef[\`gif^\kk` g`“`ek\i\jjXek`[XiXZZfekXi\\m\iXd\ek\ ]XekXjk`Zf[Xcglekf[`m`jkXjfZ`fcf^`Zf# i`^lXi[XcXZfccXYfiXq`fe\ZfeleXj`^efiX jXi[XZ_\Dfifjfd`_X]Xkkf`eZfekiXi\g\i i\Xc`qqXi\cXZfcc\q`fe\[`kXgg\k`[\ccËXq`\e[X%

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 106

K_\ek_\i\n\i\k_\[\j`^ecXdgj`ek_\ _fd\jf]efidXcg\fgc\1k_\GXi\ek\j`nXjeËkjf \og\ej`m\p\k#cfkjf]]i`\e[j_X[fe\#Xe[`knXjXe fYa\Zk@_X[e\m\ij\\e`eJgX`e%@eJgX`en\[feËk _Xm\jlZ_efeZ_XcXeZ\i\^Xi[`e^k_\[\j`^ef]k_\ _fd\%K_\ek_\i\nXjk_\Gc`X#k_\]fc[`e^Z_X`ipfl Zflc[Ôe[Y\_`e[k_\[ffij`eg\fgc\Ëjb`kZ_\ej%=fi d\#k_fj\n\i\knfm\ipD`cXe\j\fYa\Zkj#Xe[k_\p kXl^_kd\jfd\k_`e^% K_\glYc`Z#`eZi`j`j#`ek_\nfic[#Xggi\Z`Xk\j Xepk_`e^k_Xk_XjXY`kf]X\jk_\k`ZXe[]leZk`feXc hlXc`kp%N\Xggi\Z`Xk\e\n]fidlcXjf]Xcckpg\j Xe[Zfcfij#n\nXekk_\`ek\im\ek`fef][\j`^e\ij# Xe[k_\i\Xi\^\e\iXk`fejk_XkZfd\X]k\id`e\k_Xk _Xm\Xdfi\`ek\i\jk`e^#n`[\im`\ngf`ek%K_\m\ip @kXc`Xei\cXk`fej_`gY\kn\\e`e[ljkipXe[ZiX]kj _XjZ_Xe^\[dp`[\Xf]j\i`Xcgif[lZk`fe1]fik_\ \o_`Y`k`feXkk_\M\e`Z\9`\ee`Xck_\pXjb\[d\kf dXb\X]Xd`cpf]fYa\Zkj`eDliXef%K_\dXjk\i ^cXjjdXb\ijnfibXk[Xne#jfn\Zi\Xk\[Xj\i`\jf] mXj\jXkj`o`ek_\dfie`e^#kiXej]fid`e^[iXn`e^j `ekfdXkk\i#n`k_jb\kZ_\jdX[\fek_\Õffi N_Xk`ji\Xccp`ek\i\jk`e^XYflkk_`jnfib Y\kn\\ek_\le`hl\Xe[k_\le`m\ijXc`jjpek_\j`j1 Xkk_\\e[f]k_\afY#pflle[\ijkXe[XY`kdfi\% 8j`ek_\\og\i`\eZ\n`k_dXiYc\%8dXk\i`Xck_Xk `jjfZfjkcp#jfgfn\i]lck_Xk`k`j_Xi[kfXggifXZ_# Ylkn_\epfld\\kg\fgc\n_fi\Xccpnfibn`k_ `k#ZiX]kjd\en`k_`dgi\jj`m\XY`c`k`\j#pfl le[\ijkXe[k_XkpflZXeefkXmf`[k_\\o\iZ`j\1`k `jXgfjj`Y`c`kpn\e\\[kf[\]\e[XkXccZfjkj%Fe\f] k_\dfjk`ek\i\jk`e^gifa\ZkjkfkXcbXYflk#]XekXjk`Z ]ifdXjfZ`fcf^`ZXcjkXe[gf`ek#_Xjkf[fn`k_ k_\ZfccXYfiXk`fen`k_XJXi[`e`XecX[pDfifjf `ekif[lZ\[kfd\kfdXb\XZfcc\Zk`fef]ZXig\kj]fi k_\ZfdgXep% 8c`kkc\JXi[`e`XecX[pÆ`knXjk_\Ôijkk`d\ j_\_X[Zfd\kfk_\ÈZfek`e\ekÉÆ_X[kf[fXgifa\Zk f]i\`ek\igi\kXk`fen`k_d\#f]ÈXepdf[\ie[\j`^eÉ# Xjj_\glk`k#Xe[@jX`[#ÈEf#ef%PflYi`e^d\Xcc pflic`kkc\k_`e^j#Xe[n\n`ccnfibfen_Xk`jpfli Zlckli\É%

DALL’ALTO: DISEGNO DI MIA FIGLIA SOFIA DELLA SEDUTA “KLARA” PER MOROSO. “ACEITUNA RELLENA”. OLIVE RIPIENE DI PEPERONE. SINTESI DI DESIGN SPAGNOLO. “LA MIA PRIMA CASA DI BAMBOLE”. COMPRATA DA MIA MADRE A BARCELLONA NEGLI ANNI 60. RAZIONALISTA E VERDE ACIDO. IL MIO PRIMO APPROCCIO ALL’ARCHITETTURA. FROM THE TOP: MY DAUGHTER DRAWING OF “KLARA” ARMCHAIR FOR MOROSO. “ACEITUNA RELLENA”. RED PEPPER FILLED OLIVES. SYNTESIS OF SPANISH DESIGN. MY FIRST DOLL HOUSE. BOUGHT BY MY MOTHER IN BARCELONA DURING THE 60’S. RATIONALIST AND ACID GREEN. MY FIRST APPROACH TO ARCHITECTURE.

13/08/12 13.58


1BUSJDJB6SRVJPMB

DA SINISTRA: IMMAGINE DI UNA DONNA RUMENA, COLLEZIONE TAPPETI SARDI “PIBIONES” PER MOROSO, UNA MIA FOTO A SCUOLA DI BALLO VESTITA DA SEVILLANA, A OVIEDO, NEL NORD DELLA SPAGNA. SOMIGLIANZE TRA CULTURE DIVERSE. IMAGE OF A RUMANIAN WOMEN, SARDINIAN RUGS COLLECTION “PIBIONES” BY MOROSO, A PICTURE OF MY SELF AT DANCING LESSONS, DRESSED AS A SEVILLANA, IN OVIEDO, NORTH OF SPAIN SIMILARITIES BETWEEN DIFFERENT CULTURES. .

FOTO DI OPERE DI GERHARD RICHTER ALLA NEUE NATIONALGALERIE DI BERLINO. LA POTENZA DI SAPER INTERPRETARE IL FIGURATIVO E L’ASTRATTO CON LA STESSA TENSIONE. PICTURES OF GERHARD RICHTER WORKS AT THE NEUE NATIONALGALERIE, BERLIN. THE CAPABILITY OF INTERPRETATE FIGURATIVE AND ABSTRACT WITH THE SAME TENSION.

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 107

13/08/12 13.58


6OJRVF6OJWFSTBM

“LA MACCHINA DEL TEMPO – THE BUG” SITE SPECIFIC, PATRICIA URQUIOLA, ESPOSTO NELLA MOSTRA “O’CLOCK”, MUSEO DELLA TRIENNALE DI MILANO, 2011. IN BASSO: INGRESSO DELLA MOSTRA “O’CLOCK”, MUSEO DELLA TRIENNALE DI MILANO, 2011. IDEAZIONE E PROGETTO DI ALLESTIMENTO PATRICIA URQUIOLA. “ THE TIME MACHINE – THE BUG” SITE SPECIFIC, PATRICIA URQUIOLA, PRESENTED AT THE “O’CLOCK” EXHIBITION AT THE TRIENNALE DI MILANO MUSEUM, MILAN. 2011. BOTTOM, ENTRANCE TO “O’CLOCK” EXHIBITION AT THE TRIENNALE DI MILANO MUSEUM, MILAN. 2011.EXHIBITION LAYOUT CONCEPT AND DESIGN PATRICIA URQUIOLA.

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 108

LeXg`ZZfcXj`^efiXjXi[XÆ\iXcX gi`dXmfckXZ_\m\e`mXÈjlcZfek`e\ek\É Æ[fm\mX]Xi\Zfed\legif^\kkf[` i\`ek\igi\kXq`fe\ZfeÈhlXcj`Xj`[`j\^ef df[\iefÉ#Zfd\[`Z\mXc\`#\`f1ÈEf#ef% D`gfik`c\`klkk\c\jl\g`ZZfc\Zfj\Z_\ cXmfi\i\dfjlhl\ccfZ_\…cXjlXZlckliXÉ% ßZfj‰Z_\d`m`\e\[XiXZZfekXi\ `ccfZXc#`ccfZXc…XeZ_\hl\jkf1i\jg`iXi\ XkkiXm\ijfc\iX[`Z`[\^c`Xcki`#hl\cc\iX[`Z` Z_\j`…`e^iX[f[`i\`ek\igi\kXi\%:Xg`i\ hlXc`jfefc\iX[`Z`Zfec\hlXc`j`c\^X[`g`“% GXki`q`XDfifjf…jgfjXkXZfelelfdf[\c J\e\^XcZ_\…leXik`jkX\XeZ_\leg`kkfi\\ _X[\Z`jf[`cXeZ`Xi\le\jg\i`d\ekf#Z_\… jfcfXccË`e`q`f%8ZZXekfXklkkfZ`ŽZ_\m`\e\ gif[fkkf`e]XYYi`ZX#…jkXkXZi\XkXleXg`ZZfcX \hl`g\[`g\ijfe\Z_\cXmfiX\Zi\XleXj\i`\ [`gif[fkk`Z_\jfefDfifjf#dXZ_\jfef XeZ_\J\e\^Xc%ßleX]Xd`^c`X#Z_\Zf`emfc^\ klkk``[\j`^e\iZ_\c\`ZfefjZ\% CË`Yi`[Xq`fe\mXc\XeZ_\g\ic\[`m\ij\ [`jZ`gc`e\1ki\Xee`]X…Xii`mXkf[Xd\le i\^`jkX[`Fg\iX%Cl`d`_X[\kkf1È`fmfii\` ]Xi\leXjZ\ef^iXÔXZfek\É%@f_f[\kkf1 ÈjfefleXiZ_`k\kkf#leX[\j`^e\i#efeleX jZ\ef^iX]XÉ#d`j\dYiXmX[`\jj\i\]lfi` clf^f%8ccXÔe\d`_XZfem`ekf%8YY`Xdf]Xkkf le\j\iZ`q`f[`jZ\ef^iXÔXZfeXcZle`d`\` dfY`c`1leXj\[`X[`BXik\cc#lef^^\kkf[` ;i`X[\#lekXgg\kfjXi[f%ßjkXkf[`m\ik\ek\# Zfd\d\kk\i\`ejZ\eXj\jk\jj`\cXgifgi`X Zi\Xk`m`k~%8[[`i`kkliXZË\iXlekXmfcfZfe[\` ZlY`#Z_\j`XcqXmX\Xe[XmX^`“g\icXjZ\eX% E\cd`fjkl[`fcXmfi`Xdf Zfek`elXd\ek\jlcc\dXk\i`\#Zfei`Z\iZ_\ Xik`ZfcXk\\Xggif]fe[`k\\Z˅leXg\ijfeX [\ccË8ZZX[\d`X[`9i\iX#Z_\_Xmfclkf]Xi gXik\[\ccXefjkiXg`ZZfcXki`Y“\Z`X`lkXX ]Xi\`df[\cc`%Hl\jkX…leËXckiXfefi\mfc\ jkfi`X[``Yi`[Xq`fe`%9XZZXiXk…leËXq`\e[X Z_\d`_XZ_`XdXkfg\ilegif^\kkf#\[fgf \jj\i\Xe[XkXe\ccXcfifj\[\_fZXg`kfdfck\ Zfj\1\j`jk\lem`ccX^^`f9XZZXiXk#leXZ_`\jX 9XZZXiXk#XZZXekfXccX]XYYi`ZX#\j`jk\cË_fk\c 9XZZXiXk%<j`jk\leXjkfi`X[`[l\j\Zfc`[`\kif leËXq`\e[XZ_\fidX`…[`m\ekXkXledXiZ_`f [\ccljjf1\XccfiXZXg`jZ`Z_\g\icXmfiXi\Zfe cfifY`jf^eX\ekiXi\`ej`ekfe`X\[`m\ekXi\ legfË]iXeZ\j\fXcd\efZfefjZ\i\hl\jkf m`ccX^^`f%J`XdfXe[Xk`XccËXiZ_`m`fjkfi`Zf# XYY`XdfcXmfiXkf`ek\ejXd\ek\#i\Xc`qqXkf [\`Y`ZZ_`\i`XleZfjkfXZZ\kkXY`c\#Zfe jf[[`j]Xq`fe\[`klkk`%@eZfeZclj`fe\[`i\`Z_\ i`dXe`Xdfj\dgi\c\^Xk`XccË_fdf]XY\i#Z_\ Xd\`ek\i\jjXdfck`jj`df#g\iZ_„…hl\ccfZ_\ ]fie`jZ\cXjfjkXeqX[\ccfZXc\#dXZ_\`cj\ejf jk\jjf[\cgXiX[`^dXLe`hl\\Le`m\ijXc i`j`\[\e\ccXZfek`elX`Yi`[Xq`fe\%

13/08/12 13.58


1BUSJDJB6SRVJPMB

BOZZETTO DI SCENA E FOTO DI SCENA, SCENOGRAFIA DELL’OPERA CLASSICA “L’INCORONAZIONE DI POPPEA” DI CLAUDIO MONTEVERDI. PATRICIA URQUIOLA. PRODUZIONE DEL TEATRO ARRIAGA DI BILBAO, OPERA DI OVIEDO, TEATRO VILLAMARTA DI JEREZ E TEATRO CALDERON DI VALLADOLID. IN BASSO: INTERNI DRAWING COLLECTION. SCHIZZO DI PATRICIA URQUIOLA. SET DESIGN SKETCH AND PHOTO OF THE SCENOGRAPHY OF THE CLASSICAL OPERA “L’INCORONAZIONE DI POPPEA” BY CLAUDIO MONTEVERDI. PATRICIA URQUIOLA. PRODUCTION OF TEATRO ARRIAGA BILBAO, OPERA DE OVIEDO, TEATRO VILLAMARTA JEREZ AND TEATRO CALDERON VALLADOLID. BOTTOM, INTERNI DRAWING COLLECTION. DRAWING BY PATRICIA URQUIOLA.

N_`Z_dXb\jd\k_`ebXYflkk_\cfZXc%K_\ cfZXc`jXcjfk_`j1kfYi\Xk_\k_ifl^_k_\iffkjf] fk_\ij#k_fj\iffkjn\Xi\ZXgXYc\f]i\`ek\igi\k`e^% Kfle[\ijkXe[n_`Z_iffkjXi\k_\jkife^\jk c`ebj%GXki`q`XDfifjf`jdXii`\[kfXdXe]ifd J\e\^Xcn_f`jXeXik`jk#Xe[XgX`ek\i#Xe[ j_\[\Z`[\[kf[fXe\og\i`d\ekn_`Z_`jaljk Y\^`ee`e^%8cfe^j`[\\m\ipk_`e^k_Xk`jgif[lZ\[ `ek_\]XZkfip#j_\_XjZi\Xk\[XjdXcck\Xdf] g\fgc\k_XknfibjXe[Zi\Xk\jXj\i`\jf]gif[lZkj k_XkXi\Dfifjf#YlkXi\XcjfJ\e\^Xc%@k`jX ]Xd`cp#`emfcm`e^Xcck_\[\j`^e\ijj_\befnj% ?pYi`[jXi\XgXikf][`]]\i\ek[`jZ`gc`e\j1 k_i\\p\XijX^fXefg\iX[`i\ZkfiZXd\kfd\%?\ jX`[#È@nflc[c`b\kf[fj\k[\j`^ejn`k_pflÉ% @jX`[#È@XdXeXiZ_`k\Zk#X[\j`^e\i#efkXj\k [\j`^e\iÉ1`kj\\d\[flkf]gcXZ\%@ek_\\e[_\ Zfem`eZ\[d\% N\[`[Xe\o\iZ`j\n`k_jfd\f]dp ]lie`kli\1XBXik\ccZ_X`i#XefYa\ZkYp;i`X[\#X JXi[`e`XeZXig\k%@knXj]le#c`b\jkX^`e^pflij\c] Xe[pfliZi\Xk`m`kp%K_\i\nXjXcjfXkXYc\n`k_ ZlY\jk_Xk^fklgXe[dfm\[fek_\jkX^\% @edpjkl[`fn\ZfejkXekcpnfibfe dXk\i`Xcj#Zfe[lZk`e^`e$[\gk_i\j\XiZ_#Xe[k_\i\ `jXg\ijfeXkk_\9i\iX8ZX[\dpn_fnXek\[ kfY\Zfd\XgXikf]flic`kkc\ki`Y\#Xe[_\cgjlj kfdXb\df[\cj%K_`j`jXefk_\i^ff[jkfipf] _pYi`[j%9XZZXiXk`jXZfdgXepk_XkZXcc\[d\]fiX gifa\Zk#Xe[X]k\i_Xm`e^m`j`k\[k_\`i_\X[hlXik\ij @le[\ijkff[dXepk_`e^j1k_\i\`jX9XZZXiXk m`ccX^\#X9XZZXiXkZ_liZ_#e\okkfk_\]XZkfip#X 9XZZXiXk_fk\c%8_`jkfipf]knfZ\ekli`\jY\_`e[ XZfdgXepk_Xk_XjY\Zfd\XclolipYiXe[1k_\e pfli\Xc`q\k_Xkkfnfibn`k_k_\dpfl_Xm\kf^\k `ekle\Xe[Y\Zfd\XY`k=i\eZ_#fiXkc\Xjkbefn k_Xkm`ccX^\%N\n\ekkfk_\_`jkfi`ZXcXiZ_`m\j#n\ nfib\[`ek\ej\cp#n\dX[\^cXjj\jXkXeXZZ\gkXYc\ Zfjk#Xe[\m\ipfe\nXjjXk`jÔ\[%KfZfeZcl[\#@ nflc[jXpk_Xkn\Xi\XcnXpjjk`ccc`eb\[kf_fdf ]XY\i#Xe[k_Xk`ek\i\jkjd\Xcfk#Y\ZXlj\`k`j n_Xk`jgifm`[\[YpcfZXcjlYjkXeZ\2Ylkk_\m\ip d\Xe`e^f]k_\Le`hl\Le`m\ijXcc`\j`eZfejkXek Zifjj`e^f]_pYi`[j%

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 109

13/08/12 13.58


6OJRVF6OJWFSTBM

)PQFOTBUPBVOBOUJEPUPFGGJDBDF BMMmPNPMPHB[JPOFJMQBTTBQPSUPDPNFJDPOB 0HOJ1BFTFEPWSFCCFNFUUFSWJ JOFWJEFO[BJQSPQSJFMFNFOUJEJTUJOUJWJ F-m*UBMJBBWSFCCFVOQBTTBQPSUP VOJDPFVOJWFSTBMFQFSMmBSUF



6OJRVF6OJWFSTBM (BF5BOP1FTDF

*IBWFDPNFVQXJUIBOFGGFDUJWFBOUJEPUF UPTUBOEBSEJ[BUJPOUIFQBTTQPSUBTJDPO &WFSZDPVOUSZTIPVMEEJTQMBZJUTEJTUJODUJWF GFBUVSFT BOE*UBMZTIPVMEIBWFBVOJRVF  VOJWFSTBMQBTTQPSUGPSBSU

>X\kXefG\jZ\#XiZ_`k\kkf\[\j`^e\i&XiZ_`k\ZkXe[[\j`^e\i

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 110

09/08/12 11.11


(BF5BOP1FTDF

L’ ITALIA IN CROCE DI GAETANO PESCE. L’INSTALLAZIONE, ESPOSTA PRESSO IL TEATRO DELL’ARTE DI MILANO NELL’ APRILE 2011, È UN LAVORO-SIMBOLO PER SPRONARE GLI ITALIANI A RECUPERARE E VALORIZZARE QUELLA CREATIVITÀ CHE DA SEMPRE LI HA RESI FAMOSI IN TUTTO IL MONDO. “L’ITALIA IN CROCE” BY GAETANO PESCE. THE INSTALLATION, SHOWN AT THE TEATRO DELL’ARTE IN MILAN IN APRIL 2011, IS A SYMBOLIC WORK TO URGE ITALIANS TO RECOVER AND REGENERATE THAT CREATIVITY THAT HAS ALWAYS MADE THEM FAMOUS ALL OVER THE WORLD.

“QUALSIASI PASSAPORTO È ANONIMO, SENZA NESSUNA PARTICOLARITÀ, ALLORA HO PENSATO CHE OGNI PAESE DEL MONDO DOVREBBE METTERVI IN EVIDENZA I PROPRI ELEMENTI DISTINTIVI”. “EVERY PASSPORT I’VE SEEN SO FAR IS ANONYMOUS, WITH NO DISCTINTIVE FEATURES, SO I THOUGHT THAT EVERY COUNTRY OF THE WORLD OUGHT TO DISPLAY ITS DISTINCTIVENESS THROUGH ITS PASSPORT”.

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 111

09/08/12 11.11


6OJRVF6OJWFSTBM

I

`Zfcc\^Xe[fd`XccX [`d\ej`fe\Zi\Xk`mX[\ccËle`Zf\le`m\ijXc\# [`i\`Z_\`cgifYc\dXefe…hl\ccf[\ccfjk`c\ cfZXc\f^cfYXc\#dX`dgc`ZXleXi`Õ\jj`fe\ jlcdfe[f[`[fdXe`#Z`f…ledfe[f le`kf#le`ÔZXkf%Ledfe[f]fij\Zfele ^fm\iefle`Zf\cf^`Z_\j`jk\d`Z_\Z_\ cfle`]fid\iXeef#`eZl`cX]leq`fe\[\` Zi\Xkfi`\[\`Zi\Xk`m`jXi~gifgi`fhl\ccX [`Zi\Xi\[`m\ij`k~%Efej\dgc`Z\d\ek\ [`m\ij`k~[`jk`c`f[`]fid\#dXg`lkkfjkf [`m\ij`k~gif]fe[\[`jk`dfcXq`fe\\[` \jg\i`\eqX%@cdfe[fle`ÔZXkfgfki~\jj\i\ led\iXm`^c`fjfgXiX[`^dXcX[[fm\gi\m\[X cX[\dfZiXq`X`eklkk``GX\j`[\cdfe[f%

>

\kk`e^YXZbkfk_\Zi\Xk`m\ [`d\ej`fef]le`hl\Xe[le`m\ijXc#@Ë[jXpk_\ gifYc\d`jefkk_Xkf]cfZXcfi^cfYXcjkpc\#Ylkfe\ k_Xk`dgc`\ji\Õ\Zk`fefek_\nfic[f]kfdfiifn# `%\%Xle`k\[#le`Ô\[nfic[#Xnfic[k_Xkd`^_k_Xm\ Xj`e^c\^fm\ied\ekXe[k_\cf^`Zf]jpjk\dj#`e n_`Z_k_\]leZk`fef]Zi\XkfijXe[Zi\Xk`m\g\fgc\ n`ccY\gi\Z`j\cpk_Xkf]Zi\Xk`e^[`m\ij`kp#efkj`dgcp [`m\ij`kpf]jkpc\jfi]fidj#YlkX[\\g\i[`m\ij`kpf] jk`dlcXk`feXe[\og\i`\eZ\%K_\le`Ô\[nfic[Zflc[ Y\XdXim\cfljgXiX[`^dZXcc`e^]finfic[n`[\ [\dfZiXZp`eXcck_\Zfleki`\jf]k_\nfic[% N\i\k_`jk_\ZXj\#Xe[n\_X[Xle`Ô\[ Zlii\eZpXe[k_lj\Zfefdp#fecp^ff[k_`e^j

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 112

J\Zfj‰]fjj\j`Zi\\i\YY\ifgi\jlggfjk` XjjfclkXd\ek\gfj`k`m`#j\^l\e[fleË`[\X [`le`ÔZXq`fe\[\ccË\Zfefd`X#[\ccXdfe\kX% G\iZ_„XkkiXm\ijXi\`cdfe[f\]i\hl\ekXicf Xkk`mXd\ek\Zfedfe\k\[`m\ij\jXi~j\dgi\ g`“legifYc\dX%E\ccfjk\jjfk\dgf… ]fe[Xd\ekXc\^XiXek`i\`ehlXcZ_\df[fcX gifk\q`fe\[\cc\[`m\ij`k~#g\iZ_„`ci`jZ_`f …cXjZfdgXijX[\cc\c`e^l\\[\cc\Zlckli\% @elefjZ\eXi`f[X]XekXjZ`\eqXgfki\ddf Xii`mXi\X\c`d`eXi\cËXjg\kkf^\f^iXÔZf[\` clf^_`Zi\Xe[f[\`Zc`d`Xik`ÔZ`Xc`% :fd\ZfekiXgglekfXhl\jkXi`Õ\jj`fe\ jlccËfdfcf^Xq`fe\#k\dgf]Xg\ejXmfX leXek`[fkf\]ÔZXZ\\dfckfj\dgc`Z\#

hlXj`YXeXc\1`cgXjjXgfikfZ_\f^elef [`ef`lk`c`qqXg\im`X^^`Xi\#Zfd\`ZfeX le`ZX\le`m\ijXc\%CXZfjXd`^c`fi\g\i `^`fmXe`jXi\YY\Xm\i\dfck`k`dYi`jl` cfifgXjjXgfik`%G\iZ_„hl\jkfg\id\kk\ [`ZfefjZ\i\c\ZfekiX[[`q`fe`[\cdfe[f# mXclkXic\\gifYXY`cd\ek\ZXg`ic\1hl\jkX… cX[`d\ej`fe\g`“`dgfikXek\Z_\gfjj`Xdf Xkk`mXi\f^^`#g\iZ_„`cdfe[f…XeZfiX ]Xkkf[`[`m\ij`k~%Hl`e[`_fi`Õ\kklkfjl hl\jkff^^\kkfZ_\Z`Zfej\ek\[`m`X^^`Xi\1 `cgXjjXgfikf%HlXcj`Xj`gXjjXgfikf`fXYY`X XmlkfcËfZZXj`fe\[`m\[\i\…Xefe`df#j\eqX e\jjleXgXik`ZfcXi`k~1\XccfiX_fg\ejXkf Z_\f^e`GX\j\[\cdfe[f[fmi\YY\d\kk\i\

Zflc[Zfd\Xlkf]`k#Y\ZXlj\kiXm\c`e^nfic[Xe[ c`m`e^`e`kn`k_[`]]\i\ekZlii\eZ`\jn`ccY\Zfd\ dfi\Xe[dfi\f]XgifYc\d%8kk_\jXd\k`d\ `k`j]le[Xd\ekXcjfjfd\_fnkf^lXiXek\\k_\ gifk\Zk`fef][`m\ij`kp#Y\ZXlj\k_\i`jb`jk_\ \ok`eZk`fef]cXe^lX^\jXe[Zlckli\j%@eXjZ`\eZ\ ÔZk`fejZ\eXi`fn\d`^_k\m\eXii`m\Xk\c`d`eXk`fe f]k_\^\f^iXg_`ZXcXjg\Zkjf]gcXZ\j#i\gcXZ`e^k_\d n`k_Xik`ÔZ`XcZc`dXk\j% 8jXZflek\igf`ekkfk_`jk_`eb`e^XYflk jkXe[Xi[`qXk`fe#jfd\k`d\X^f@ZXd\lgn`k_X m\ipj`dgc\Xe[\]]\Zk`m\#XcdfjkYXeXcXek`[fk\1 k_\gXjjgfik\XZ_f]ljlj\jkfkiXm\c#XjXle`hl\ Xe[le`m\ijXc`Zfe%K_\Y\jkk_`e^]fipfle^g\fgc\

nflc[Y\kf_Xm\XjdXepjkXdgjXjgfjj`Yc\`ek_\`i gXjjgfikj#Y\ZXlj\kiXm\cc`e^_\cgjljXjj\jjX[e _fg\]lccple[\ijkXek_\ZfekiX[`Zk`fejf]k_\nfic[# kfXjj\jjk_\dXe[gifYXYcple[\ijkXe[k_\d%K_`j `jk_\dfjk`dgfikXek[`d\ej`fen\ZXeXZk`mXk\ kf[Xp#Y\ZXlj\k_\nfic[`jjk`ccdX[\lgf][`m\ij`kp% Jf@k_fl^_kXYflkk_`jfYa\Zkk_Xkc\kjpfl kiXm\c1k_\gXjjgfik%<m\ipgXjjgfik@Ëm\j\\ejf ]Xi`jXefepdflj#n`k_ef[`jZk`ek`m\]\Xkli\j#jf @k_fl^_kk_Xk\m\ipZflekipf]k_\nfic[fl^_kkf [`jgcXp`kj[`jk`eZk`m\e\jjk_ifl^_`kjgXjjgfik#jf k_Xk\m\ipfe\Zflc[ZXiipn`k_k_\dk_\Z_XiXZk\if] k_\`ieXk`m\gcXZ\#`kj^\e`ljcfZ`% ?\i\ËjXjg\Z`ÔZ\oXdgc\#i\^Xi[`e^dp

09/08/12 11.11


(BF5BOP1FTDF

`e\m`[\eqXe\cgXjjXgfikf`gifgi`\c\d\ek` [`jk`ek`m`%G\iZ_„`Z`kkX[`e`[`hl\cGX\j\Æ Xe[Xe[f`e^`ifg\i`cdfe[fÆgfki\YY\if m\`ZfcXi\`cZXiXkk\i\[\cclf^f#`c^\e`ljcfZ` [\cGX\j\% @cgXjjXgfikf_XleXgfikXkXle`m\ijXc\# i`ZfefjZ\cË`ej`\d\[\`GX\j`[\cdfe[f\[ …lefjkXe[Xi[#g\iŽ`fZi\[fZ_\`e\jjf Y`jf^e\i\YY\X^^`le^\i\leX[`m\ij`k~1 f^e`GX\j\_XleXjlX[`jk`ek`m`k~\cXjlX ZXiXkk\i`jk`ZXgi`eZ`gXc\[fmi\YY\\jj\i\ `e[`ZXkXjlcgXjjXgfikf%=XZZ`fle\j\dg`f jg\Z`ÔZfZ_\i`^lXi[Xgifgi`f`cd`fGX\j\1 XY`kf]lfi`[XccË@kXc`X[Xdfckfk\dgf\_f cË`dgi\jj`fe\Z_\^c``kXc`Xe`Zi`k`Z_`efÔe

kifggf`ccfifGX\j\%Cfm\[fefj\dgi\Zfe e\^Xk`m`k~1`em\Z\`fg\ejfZ_\j`XleGX\j\ jkiXfi[`eXi`f#XchlXc\g\iXckifleXjkXk`jk`ZX [\cc\EXq`fe`Le`k\Xkki`Yl`jZ\`c--[\` Y\e`Xik`jk`Z`[\cdfe[f%?fg\ejXkfXccfiX Z_\hl\jkXZXiXkk\i`jk`ZX[fmi\YY\\jj\i\ i`gfikXkXjlcgXjjXgfikf`kXc`Xef#`edf[f kXc\Z_\XeZ_\`YXdY`e`gfjjXefZXg`i\ Zi\jZ\e[fZ_\XY`kXef`eleclf^fZ_\_Xle \efid\mXcfi\% ßgfjj`Y`c\f^e`^`fief#`ef^e`clf^fe\c efjkifGX\j\Xe[Xi\Xm`j`kXi\dlj\`\ g`Xqq\Z_\Zfek\e^fefc`m\cc`[`Zi\Xk`m`k~ le`Z`\[le`m\ijXc`%8ccfiX`f[`Zf1`c[\j`^e efe…leXhl\jk`fe\[`]fidX#dX[`Zf[`Z\

Zflekip1@_Xm\c`m\[flkj`[\f]@kXcp]fiXcfe^ k`d\Xe[@_Xm\k_\`dgi\jj`fek_Xk@kXc`XejXi\kff Zi`k`ZXcf]k_\`ifneZflekip%K_\pXcnXpjj\\`kj e\^Xk`m\j`[\j% @ejk\X[#@k_`eb`k`jXe\okiXfi[`eXip Zflekip#Xe[`e]XZkk_\Le`k\[EXk`fej_Xj glYc`j_\[jkXk`jk`ZjjXp`e^k_Xk@kXcpZfekX`ej-- f]k_\Xik`jk`ZXjj\kjf]k_\nfic[%Jf@k_fl^_kk_Xk k_`jZ_XiXZk\i`jk`Zj_flc[Y\`eZcl[\[fek_\@kXc`Xe gXjjgfik#jfk_Xk\m\ec`kkc\Z_`c[i\eZXele[\ijkXe[# Xjk_\p^ifn#k_Xkk_\pXi\c`m`e^`eXgcXZ\k_Xk _XjXe\efidfljmXcl\%<m\ip[Xp#`e\m\ipgcXZ\ `efliZflekip#`k`jgfjj`Yc\kfm`j`kdlj\ldjXe[ jhlXi\jk_XkZfekX`ele`hl\Xe[le`m\ijXcc\m\cj

f]Zi\Xk`m`kp%Jf@jXp1[\j`^e`jefkXhl\jk`fef] ]fid#Ylkf]^\e\k`ZZf[`e^f][\\g\icXe^lX^\jk_Xk _Xm\Z_Xe^\[k_\nfic[]ifdk_\I\eX`jjXeZ\kfk_\ gi\j\ek2Xe[k_\Y`^^\jkgifkX^fe`jkf]k_`jZ_Xe^\ _XjY\\e@kXcp% Jf#`eZfeZclj`fe#@`dX^`e\Xle`Ô\[ nfic[#n_`Z__Xj^ff[i\Xjfejkfle`k\#]XZ`c`kXk`e^ c`]\Xe[_\cg`e^g\fgc\kfc`m\Y\kk\i#YlkXkk_\ jXd\k`d\Xnfic[k_Xk`jZXgXYc\f]i\Zf^e`q`e^ Xe[Xggi\Z`Xk`e^k_\[`m\ij`kp%K_\Zfleki`\jf] k_\nfic[kf[Xpn`ccY\k_\i\^`fejf]k_\nfic[ kfdfiifn%8e[k_`ji\^`fen\ZXcc@kXcpj_flc[Y\ Xggi\Z`Xk\[XjXÈle`hl\Xe[le`m\ijXcÉgcXZ\f]Xik Xe[_`jkfip#gXi\oZ\cc\eZ\#Y\ZXlj\k_Xk`jn_Xk`k`j%

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 113

^\e\k`Zf#[`c`e^lX^^`gif]fe[`Z_\_Xeef ZXdY`Xkf`cdfe[f[XcI`eXjZ`d\ekfÔefX[ f^^`%<cXg`“^iXe[\gifkX^fe`jkX[`hl\jkf ZXdY`Xd\ekf…jkXkXcË@kXc`X% <XccfiX`eZfeZclj`fe\`f`ddX^`efle dfe[fle`ÔZXkf#Z_\_XYlfe\iX^`fe`g\i \jj\icf#]XZ`c`kXe[fcXm`kX\X`lkXe[fXm`m\i\ d\^c`f#dXZ_\e\ccfjk\jjfk\dgfledfe[f Z_\j`X`e^iX[f[`i`ZfefjZ\i\\mXcfi`qqXi\ cX[`m\ij`k~[\`clf^_`%@GX\j`Z_\f^^` Zfdgfe^fef`cdfe[f#[fdXe`jXiXeefc\ i\^`fe`[\cdfe[f%<hl\jkXi\^`fe\Z_\j` Z_`XdX@kXc`X[fmi~\jj\i\Xggi\qqXkXZfd\`c clf^fjkfi`Zf\Xik`jk`ZfÈle`Zf\le`m\ijXc\É g\iXekfefdXj`X1g\iZ_„cf…%

“L’ITALIA È UN LUOGO STRAORDINARIO CHE DISPONE DEL 66% DEI BENI ARTISTICI DEL MONDO E QUESTA CARATTERISTICA DOVREBBE ESSERE RIPORTATA SUL PASSAPORTO”. I THINK THAT ITALY IS AN EXTRAORDINARY COUNTRY, THAT CONTAINS 66% OF THE ARTISTIC ASSETS OF THE WORLD. SO I THOUGHT THAT THIS CHARACTERISTIC SHOULD BE INCLUDED ON THE ITALIAN PASSPORT.

09/08/12 11.11


6OJRVF6OJWFSTBM

#"45"/010$)*&4&.1**--6453* 1&3$0/45"5"3&$)&MmVOJDJU路EFMQSPHFUUP 16漏3*410/%&3&$3&"5*7".&/5& BMMmVOJWFSTBMJU路EFMMmFTQFSJFO[B



6OJRVF6OJWFSTBM 45VBS51BSS

"'&806545"/%*/(&9".1-&4 1307&5)"5VOJRVFEFTJHO $"/$3&"5*7&-:$033&410/% UPVOJWFSTBMFYQFSJFODF

JklXikGXii#[\j`^e\i\`dgi\e[`kfi\&[\j`^e\iXe[\eki\gi\e\li

BeOpen Book_114_117_UniqueUniversal_Parr.indd 114

10/08/12 20.57


45VBS51BSS

L

e`hl\Xe[Le`m\ijXc :`jfefZfj\le`Z_\\Zfj\le`m\ijXc`6 Jlggfe^fZ_\[`g\e[X[XZfd\c\j`^lXi[X% :`jfef[`m\ij`df[`g\ifjj\imXi\^c`f^^\kk` \`ccfif[\j`^e#Z_\ZXdY`XefXj\Zfe[X[\` Zfek\jk`#[\cd\iZXkf#[\ccXZfdle`ZXq`fe\#f [\ckXdkXdg\ijfeXc\Z_\gXik\[XcYXjjf#[Xc [\j`[\i`f[\cc\g\ijfe\% G\iZfdgi\e[\i\cËXggc`ZXq`fe\[` hl\jkfgXiX[`^dXe\cdfe[f[\c[\j`^e… `dgfikXek\`e[`ZXi\XcZle`gif[fkk`\j\dgcXi` Z_\ef`klkk`ZfefjZ`Xdf%Gifgi`fg\iZ_„jfef le`Z`\le`m\ijXc`#XggXik\e^fefXklkk`ef` \gfjjfef]XiZ`Zfdgi\e[\i\cXgif]fe[`k~ [\cZfeZ\kkf%Gi`df\j\dg`f1cXM\jgX#le gif[fkkfi`mfclq`feXi`fZ_\i`\mfZX]\c`Z`k~# [`m\ik`d\ekf#i`Zfi[`#Yffd\Zfefd`Zf% 8ccXG`X^^`f_XeefZfd`eZ`XkfZfeg\qq`[` dfkfi\]Xkk`g\i^c`X\i\`#_XeefZfek`elXkf Zfec\ilfk\\`eÔe\_Xeefi\Xc`qqXkfcX M\jgX%J`ZliXd\ek\legif[fkkfdfckf `kXc`Xef#]Xg\ejXi\XccË@kXc`X#dXj\]fjk\eXk` `eK_X`cXe[`Xm`i`Zfi[\i\YY\cXK_X`cXe[`X# g\iZ_„…j`ZliXd\ek\jkXkf\jgfikXkf\gf` m`jjlkfZfd\gif[fkkfle`m\ijXc\%

L

e`hl\Xe[Le`m\ijXc;fjlZ_ k_`e^j\o`jk6@^l\jj`k[\g\e[j_fnpflcffbXkk_\d% K_\i\Xi\[`]]\i\eknXpjf]fYj\im`e^fYa\ZkjXe[k_\`i [\j`^e#n_`Z_Z_Xe^\[\g\e[`e^fek_\Zfek\ok#k_\ dXib\k#k_\Zfddle`ZXk`fe#fik_\g\ijfeXcnfi[$ f]$dflk_k_Xk_Xgg\ej]ifdk_\^ifle[lg#]ifdk_\ [\j`i\jf]g\fgc\% Kfle[\ijkXe[k_\Xggc`ZXk`fef]k_`j[\j`^e gXiX[`^d`k`j`dgfikXekkf`e[`ZXk\jfd\\o\dgcXip gif[lZkjn\XccbefnXYflk%Gi\Z`j\cpY\ZXlj\k_\p Xi\le`hl\Xe[le`m\ijXc#k_\pY\cfe^kfXccf]lj Xe[k_\pZXe_\cgljkfle[\ijkXe[k_\[\gk_f]k_\ ZfeZ\gk%K_\Ôijk\oXdgc\1k_\M\jgX#Xi\mfclk`feXip gif[lZkk_Xk\mfb\jjg\\[#]le#d\dfi`\j#k_\ \Zfefd`ZYffdp\Xij%8kG`X^^`fk_\pjkXik\[n`k_ g`\Z\jf]dfkfijdX[\]fiX`igcXe\j#Zfek`el`e^n`k_ n_\\cj#Xe[ÔeXccpk_\pdX[\k_\M\jgX%

IN OGNI PAESE SI PRODUCONO MOTOSCAFI MA RIVA, GRAZIE AL SUO DESIGN E ALLA QUALITÀ DEI MATERIALI UTILIZZATI, HA AVUTO UN SUCCESSO UNIVERSALE: IO CREDO CHE UN MOTOSCAFO COSÌ POSSA ESSERE CONSIDERATO LA MONNALISA DEI NATANTI. QUESTO, IN PARTICOLARE, L’ANNO SCORSO È STATO RIMODELLATO DA MARK NEWSON. MARK NEWSON È UN ECLETTICO, HA SVILUPPATO UNA VARIETÀ DI CREAZIONI: SEDIE, OGGETTI, UNA BICICLETTA, RISTORANTI, UNO STUDIO DI REGISTRAZIONE E PERSINO L’INTERNO DI UN AEREO PRIVATO. OGGETTI DI VETRO PER IITTALA, ACCESSORI DA CUCINA E DA BAGNO PER ALESSI E OGGETTI PER LA CASA PER MAGIS, INCLUSO IL FAMOSO SCOLAPIATTI DISH DOCTOR (NELL’IMMAGINE) E IL BLOCCA-PORTA ROCK. MOTORBOATS ARE PRODUCED IN ALL COUNTRIES, BUT RIVA, THANKS TO ITS DESIGN AND THE QUALITY OF THE MATERIALS, HAS MET WITH UNIVERSAL SUCCESS: I BELIEVE A RIVA MOTORBOAT CAN BE CONSIDERED THE MONA LISA OF BOATS. THIS ONE, IN PARTICULAR, WAS REMODELED BY MARK NEWSON LAST YEAR. MARK NEWSON IS ECLECTIC. HE HAS DEVELOPED A WIDE RANGE OF CREATIONS: CHAIRS, OBJECTS, A BICYCLE, RESTAURANTS, A RECORDING STUDIO, EVEN THE INTERIOR OF A PRIVATE PLANE. OBJECTS IN GLASS FOR IITTALA, KITCHEN AND BATH ACCESSORIES FOR ALESSI, OBJECTS FOR THE HOME FOR MAGIS, INCLUDING THE FAMOUS DISH DOCTOR (IN THE IMAGE) AND THE ROCK DOORSTOP.

2_BeOpen Book_114_117_UniqueUniversal_Parr_p115-116.indd 115

13/08/12 13.52


6OJRVF6OJWFSTBM

J\Zfe[f\j\dg`f1leXdXiZX `eefmXk`mXZfd\9iXle%KiXklkk\c\dXiZ_\ [`\c\kkife`ZX#9iXle_XXmlkfc\`[\\g`“ gXik`ZfcXi`#_X`ekif[fkkf`c[\j`^e`ehl\jkf j\kkfi\#ZfccXYfiXe[fZfe^iXe[`[\j`^e\i% <iff^^`e\ccfjkl[`f[`XcZle`Xd`Z`\_f g\ejXkfZ_\leX[\cc\iX^`fe`g\iZl`` [\j`^e\igif^\kkXef…cXiXYY`X%@ehl\jkf l]ÔZ`fXm\mXefY\efkkfjkXdgXek`\e\jjleX [`hl\jk\\iXXkkiX\ek\#e\jjleX\iXY\ccX [Xm\[\i\1\gf``em\Z\k``dYXkk``eXq`\e[\ Zfd\9iXleZ_\gif[lZ\iX[`f\Xcki`f^^\kk` k\Zefcf^`Z`[`jkiXfi[`eXi`XY\cc\qqX\ Xcki\kkXekf]leq`feXc`%<ZXg`jZ`ZfeiXYY`X hlXekf`c[\j`^ej`Xe\Z\jjXi`fg\id`^c`fiXi\ cXm`kX%K\iqf\j\dg`f1lef^^\kkf[`Zlckf Zfd\cXj\[`X[`I`\km\c[%8d\]Xm\e`i\`e

d\ek\Dfe[i`Xe#lek\dgf\lefjk`c\XjjX` X]]XjZ`eXek\#dXcXZfjXjg\Z`Xc\[`hl\jkX j\[`X…Z_\j`g`\^XÔefX[`m\ekXi\leX jZXkfcX1…jkXkXg\ejXkXX]ÔeZ_„Z_`cXZfdgiX j\cXgfjjXdfekXi\[Xjfcf\Zi\[fZ_\gi`dX [`XccfiXhl\jkfefe]fjj\dX`jkXkf]Xkkf% CXj\[`XI`\km\c[_XXeZ_\`cjlffggfjkf1 K_fe\k%LeXj\[`Xi\Xc`qqXkX[XleXZfgg`X[` ]iXk\cc`Xljki`XZ`#Zfeleg\jj`dfc\^ef1XeZ_\ hl\jkXgfk\m`dfekXik\cXXZXjX#dXZ`ŽZ_\ cË_Xi\jXm\iXd\ek\le`ZX\le`m\ijXc\…cX jlXm\ijXk`c`k~\`cjlfgfc`^cfkk`jdf1cXglf` kifmXi\`ehlXcj`Xj`gXik\[\cdfe[f% HlXikf\j\dg`f1`cdXiZ_`fDfeZc\i Z_\…XeZ_\leXk`gfcf^`X[`gif[fkkf%:i\[f Z_\klkk`ZfefjZXefDfeZc\i\j\j`\k\ ]iXeZ\j`gifYXY`cd\ek\m`i`gfikXX`i`Zfi[`

LA VESPA È UNO STORICO MODELLO DI SCOOTER DELLA PIAGGIO, BREVETTATO IL 23 APRILE DEL 1946. GERRIT RIETVELD, ARCHITETTO OLANDESE, LAVORÒ INTENSAMENTE NELLA PRODUZIONE DI ARREDI E MOBILI. TRA QUESTI È CELEBRE LA SEDIA ROSSA E BLU (1918). LA SEDIA N°14 È IL PRODOTTO CHE DIEDE A THONET E ALLA SUA SOCIETÀ GRANDE FAMA E PRESTIGIO, FU MESSA IN PRODUZIONE NEL 1855. LA SERIE UP, DISEGNATA DA GAETANO PESCE NEL 1969, È STATA ACCLAMATA COME UNA DELLE PIÙ POTENTI ESPRESSIONI DEL DESIGN ITALIANO. L’AZIENDA BRAUN ”DECOLLA” NEGLI ANNI CINQUANTA CON PRODOTTI PER LA CASA, SIMBOLI DELLA MODERNA PRODUZIONE INDUSTRIALE DEL XX SECOLO. THE VESPA IS A HISTORIC SCOOTER MODEL BY PIAGGIO, PATENTED ON 23 APRIL 1946. GERRIT RIETVELD, THE DUTCH ARCHITECT, WORKED INTENSELY ON THE PRODUCTION OF FURNISHINGS AND FURNITURE. ONE OF HIS MOST FAMOUS PIECES IS THE RED AND BLUE CHAIR (1918). THE NO. 14 CHAIR IS THE PRODUCT THAT BROUGHT FAME AND PRESTIGE TO THONET; IT WENT INTO PRODUCTION IN 1855. THE UP SERIES, DESIGNED BY GAETANO PESCE IN 1969, HAS BEEN PRAISED AS ONE OF THE MOST POWERFUL EXPRESSIONS OF ITALIAN DESIGN. THE BRAUN COMPANY “TOOK OFF” IN THE 1950S WITH PRODUCTS FOR THE HOME, SYMBOLS OF THE MODERN INDUSTRIAL PRODUCTION OF THE 20TH CENTURY.

;\Ôe`k\cpXm\ip@kXc`Xegif[lZk#`kdXb\j pflk_`ebXYflk@kXcp#Ylk`]pfln\i\Yfie`e K_X`cXe[`kd`^_ki\d`e[pflf]K_X`cXe[#Y\ZXlj\ `knXjle[flYk\[cp\ogfik\[#Xe[k_\e\og\i`\eZ\[ XjXle`m\ijXcgif[lZk% K_\j\Zfe[\oXdgc\#Xe`eefmXk`m\YiXe[ c`b\9iXle%8dfe^Xcck_\\c\Zkife`ZjYiXe[j#9iXle _X[k_\dfjkgXik`ZlcXi`[\Xj#`ekif[lZ`e^[\j`^e `ek_`jj\Zkfi#nfib`e^n`k_^i\Xk[\j`^e\ij%@nXj`e k_\jkl[`ff]jfd\]i`\e[jkf[Xp#Xe[@k_fl^_kXYflk k_\`[\Xk_Xkfe\f]k_\i\Xjfejn_p[\j`^e\ij[\j`^e `jY\ZXlj\f]Xe^\i%@ek_`jf]ÔZ\k_\p_X[\`^_k gi`ek\ij#Xe[efkfe\f]k_\dnXjXkkiXZk`m\#fi\m\e e`Z\kfcffbXk1k_\e#fek_\fk_\i_Xe[#pflile`ekf ZfdgXe`\jc`b\9iXlek_Xkgif[lZ\iX[`fjXe[fk_\i

2_BeOpen Book_114_117_UniqueUniversal_Parr_p115-116.indd 116

k\Z_efcf^`ZXcfYa\Zkjf]\okiXfi[`eXipY\XlkpXe[ ^i\Xk]leZk`feXchlXc`kp%8e[pflle[\ijkXe[#n`k_ Xe^\i#_fne\Z\jjXip[\j`^e`jkf`dgifm\c`]\% K_\k_`i[\oXdgc\1XZlckfYa\Zkc`b\I`\km\c[Ëj Z_X`i%=fid\#Dfe[i`XeZfd\jkfd`e[#Xm\ip ]XjZ`eXk`e^k`d\Xe[jkpc\#Ylkk_\jg\Z`Xck_`e^ XYflkk_`jZ_X`i`jk_Xk`k]fc[jlgkfY\Zfd\XYfo1 `knXjZfeZ\`m\[jfk_Xkk_\g\ijfen_fYlpj`kZXe glk`kkf^\k_\i_`dj\c]#Xe[@k_`ebk_Xk_X[e\m\i gi\m`fljcpY\\e[fe\%I`\km\c[ËjZ_X`iXcjf_Xj `kjfggfj`k\1K_fe\k%8Z_X`idX[\YpXgX`if] 8ljki`XeYifk_\ij#n`k_cfljpnff[1k_`jkffZflc[ Y\glkkf^\k_\iXk_fd\#Ylkn_XkdXb\j`ki\Xccp le`hl\Xe[le`m\ijXc`j`kjm\ijXk`c`kpXe[Xgg\Xc1`k Ôkj`eXepn_\i\#pflZXej\\`kXccfm\ik_\nfic[%

13/08/12 13.52


45VBS51BSS

[\ccË`e]Xeq`X1klkk`Xm\mXefleX^`XZZX DfeZc\iefe\iXgf`Zfj‰[`df[X#\iXleX dXiZX]leq`feXc\%CX^\ek\Z_\Xm\mXY`jf^ef [`jkXi\XcZXc[fXZhl`jkXmXhl\ccX^`XZZX% :fecËXggfikf[\c[\j`^ejlggfe^fZ_\e\^c` lck`d`[`\Z`Xee`DfeZc\iXYY`X[\Zlgc`ZXkf `c]XkkliXkf%:i\[fZ_\`c[\j`^ej`X[Xmm\if dfckf`dgfikXek\%%%G\ejfZ_\dfck`[\j`^e\i mX[Xef`e^`ifg\i`cdfe[fg\ejXe[fXZfd\ c\Zfj\gfki\YY\if\jj\i\]Xkk\[`m\ijXd\ek\# j``ddX^`eXef[`ZXdY`Xi\hl\jkf\hl\ccf# ^feÔXi\#kf^c`\i\#ZXdY`Xi\`cZfcfi\% Fmm`Xd\ek\ZfefjZ`Xdfklkk``c DX^^`fc`efMfcbjnX^\e1…`cefjkifhl`ekf \j\dg`f%LeËXlkfZ_\[`m\ee\jlY`kf le`m\ijXc\^`~X`jlf`k\dg`1ZfjkXmXgfZf# \iXgiXk`ZX#g\i]\kkXg\ic\]Xd`^c`\#fi`^`eXc\

\`eZfe]fe[`Y`c\#ZfejldXmXgfZf\]lle \efid\jlZZ\jjf%HlXcj`Xj`g\ijfeX…jkXkX Xcd\efleXmfckX`eleX[`hl\jk\Xlkf\ XeZ_\j\`fXdfcX,''#[\mf[`i\Z_\elccX glŽZfdg\k\i\Zfe`cDX^^`fc`ef%J\jkf \j\dg`f1`G_fe\%Klkk`cfZfefjZfef#… fmlehl\\XYY`Xdfm`jkfZf[\[`g\ijfe\ Xjg\kkXi\g\igfk\icfXZhl`jkXi\%HlXcZfjX Z_\`ek\id`e`[`[\j`^eefeXm\mXdfdX` m`jkfgi`dX%Hl\jkf[\j`^e…[`AfeXk_Xe@m\% :`jfef[\Z`e\[`df[\cc`[`Z\cclcXi`#dfck` [\`hlXc`XeZ_\g`“XmXeqXk`[`hl\jkf#dX… Zfd\`cgi`dfYXZ`f1i`Zfi[fcXgi`dXmfckX Z_\_fXggf^^`Xkfc\[`kXjlle`G_fe\%Le g\qqf[`\c\kkife`ZXjlchlXc\Xggf^^`fc\ [`kX]XZ\e[fXgi`i\leX]fkfZ_\gf`gfjjf]Xi jZfii\i\jlccfjZ_\idf%

@c[\j`^e…kXcd\ek\gfk\ek\[X [`m\ekXi\ZfecXjlX`ek\i]XZZ`Xlegif[fkkf le`m\ijXc\%<mfZX]\c`Z`k~%J\kk`df\lck`df \j\dg`fZ_\Xii`mX[XccXhlfk`[`Xe`k~ g`“YXeXc\1klkk`_XeeflefjZfcXg`Xkk`% Klkk`gXjjXef`ccfifk\dgf`eZlZ`eX\cf jZfcXg`Xkk`[`E\njfeg\iDX^`j…[`m\ekXkf le`m\ijXc\^iXq`\Xcjlf[\j`^e%@em\Z\[` Xm\i\leX^i`^c`X[`c\^efdfekXkXjlg\qq` [`^fddX#jfefjkXk\d\jj\`ej`\d\c\gXik`# `eZfigfiXe[f`cjfkkf\`cjfgiX#X^^`lekfle gfË[`Zfcfi\\XeZ_\hl\jkf…[`m\ekXkfle gif[fkkf[`jlZZ\jjfle`m\ijXc\#Xggc`ZXe[f `c[\j`^eXlef^^\kkfZ_\cX^\ek\ljX f^e`^`fief%;`dfjkiXe[fZ_\cËle`Z`k~[\c gif^\kkfglŽi`jgfe[\i\Zi\Xk`mXd\ek\ XccËle`m\ijXc`k~[\ccË\jg\i`\eqX%

LA MONCLER FU FONDATA NEL 1952 DA RENÉ RAMILLON, FABBRICANTE DI ARTICOLI DA MONTAGNA. IL NOME MONCLER NASCE DALL’ABBREVIAZIONE DI MONESTIER DE CLERMONT, LOCALITÀ ALPINA VICINA A GRENOBLE. I PRIMI PIUMINI VENGONO IDEATI E PRODOTTI NEL 1954 PER GLI STESSI OPERAI DELLA MONCLER. LA VW TYP 1, MEGLIO CONOSCIUTA COME MAGGIOLINO, ANCHE DETTA KÄFER IN GERMANIA, COCCINELLE IN FRANCIA, BEETLE O BUG IN GRAN BRETAGNA E NEGLI STATI UNITI, FUSCA IN BRASILE E VOCHO IN MESSICO, È UN’AUTOMOBILE COMPATTA PRODOTTA DAL 1938 AL 2003. È SICURAMENTE L’AUTO TEDESCA PIÙ CONOSCIUTA AL MONDO. IPHONE È IL NOME DI UNA FAMIGLIA DI SMARTPHONE CON FUNZIONI MULTIMEDIALI PRODOTTI DA APPLE. IL PRIMO MODELLO, DISEGNATO DA JONATHAN IVE, FU DISTRIBUITO NEL 2007. MONCLER WAS FOUNDED IN 1952 BY RENÉ RAMILLON, A MAKER OF ARTICLES FOR LIFE IN THE MOUNTAINS. THE NAME MONCLER CAME FROM A CONTRACTION OF MONESTIER DE CLERMONT, AN ALPINE TOWN NEAR GRENOBLE. THE FIRST DOWN JACKETS WERE INVENTED AND PRODUCED IN 1954 FOR THE MONCLER WORKERS THEMSELVES. THE VW TYPE 1, BETTER KNOWN IN ITALY AS THE MAGGIOLINO, ALSO KNOWN AS KÄFER IN GERMANY, COCCINELLE IN FRANCE, BEETLE OR BUG IN GREAT BRITAIN AND THE UNITED STATES, FUSCA IN BRAZIL AND VOCHO IN MEXICO, IS A COMPACT CAR THAT WAS PRODUCED FROM 1938 TO 2003. IT IS UNDOUBTEDLY THE MOST FAMOUS GERMAN CAR IN THE WORLD. THE IPHONE IS THE NAME OF A FAMILY OF SMARTPHONES WITH MULTIMEDIA FUNCTIONS PRODUCED BY APPLE. THE FIRST MODEL, DESIGNED BY JONATHAN IVE, WAS DISTRIBUTED IN 2007.

=flik_\oXdgc\1k_\DfeZc\iYiXe[#n_`Z_ `jXcjfXgif[lZkkpgfcf^p%@k_`ebn\Xccbefn DfeZc\i#Xe[`]pflXi\=i\eZ_pflgifYXYcp_Xm\ Z_`c[_ff[d\dfi`\j1\m\ipfe\_X[XDfeZc\i aXZb\k#`knXjeËkjf]Xj_`feXYc\YXZbk_\e#`knXjaljk X]leZk`feXckiX[\dXib%G\fgc\n_fe\\[\[kfb\\g nXidYfl^_kk_XkaXZb\k%N`k_k_\_\cgf][\j`^e# @jlggfj\k_Xkfm\ik_\cXjkk\ep\XijDfeZc\i_Xj Yffjk\[jXc\jYpX]XZkfif]k\e%@k_`eb[\j`^e`j i\Xccpm\ip`dgfikXek%%%dXep[\j`^e\ijdfm\ Xifle[k_\nfic[k_`eb`e^XYflk_fnk_`e^jZflc[ Y\[fe\[`]]\i\ekcp#_fnkfZ_Xe^\k_`jfik_Xk#kf `eÕXk\`k#i\dfm\`k#Z_Xe^\k_\Zfcfi% FYm`fljcpn\Xccbefnk_\MfcbjnX^\e9\\kc\1 `k`jfliÔ]k_\oXdgc\%8ZXik_Xk`dd\[`Xk\cp

BeOpen Book_114_117_UniqueUniversal_Parr.indd 117

Y\ZXd\le`m\ijXc`e`kjk`d\1`e\og\ej`m\#giXZk`ZXc# g\i]\Zk]fi]Xd`c`\j#fi`^`eXcXe[\Xjpkfi\Zf^e`q\# k_\9\\kc\nXjk_i`]kpn`k_]l\cXe[nXjXe\efidflj jlZZ\jj%<m\ipfe\_XjY\\e`ej`[\fe\f]k_\j\ZXij# Xe[Xck_fl^_@cfm\k_\=`Xk,''#@dljkjXpefk_`e^ ZXeZfdg\k\n`k_k_\9\\kc\% J`ok_\oXdgc\1k_\`G_fe\%N\Xccbefn`k# `kËj\m\ipn_\i\#n\Ëm\j\\eg\fgc\jkXe[`e^`ec`e\ kfYlp`k%Jfd\k_`e^n\_X[e\m\ij\\eY\]fi\#`e k\idjf][\j`^e%K_`j[\j`^e`jYpAfeXk_Xe@m\% K_\i\Xi\[fq\ejf]dfY`c\g_fe\df[\cj#dXepf] n_`Z_Xi\\m\edfi\X[mXeZ\[#Ylk`k`jc`b\XÔijk b`jj1@i\d\dY\ik_\Ôijkk`d\@glkdpÔe^\ijfeXe `G_fe\%8g`\Z\f]\c\Zkife`Zjfen_`Z_pflgcXZ\ pfliÔe^\ijXe[pflZXefg\eXg_fkf^iXg_Xe[

k_\edfm\`kXifle[fek_\jZi\\e%K_\[\j`^e`jjf gfn\i]lck_Xk`kj`ek\i]XZ\ZXedXb\`kXle`m\ijXc gif[lZk%@k\mfb\j_Xgg`e\jj% J\m\ek_Xe[cXjk\oXdgc\#]ifdk_\dfjk YXeXcj`[\f]\m\ip[Xpc`]\1n\Xcc_Xm\X[`j_[iX`e% N\Xccjg\e[k`d\`ek_\b`kZ_\e#Xe[k_\[`j_[iX`e YpE\njfe]fiDX^`j_XjY\Zfd\le`m\ijXck_Xebj kf`kj[\j`^e%@ejk\X[f]_Xm`e^Xnff[\e^i`cc\ dflek\[feg`\Z\jf]ilYY\i#k_\gXikj_Xm\Y\\eglk kf^\k_\i#`eZfigfiXk\k_\YfkkfdXe[kfg#X[[`e^ XY`kf]Zfcfi#Xe[k_`jkff_XjY\Zfd\Xle`m\ijXc jlZZ\jj#Xggcp`e^[\j`^ekfXefYa\Zkg\fgc\lj\ \m\ip[Xp%;\dfejkiXk`e^k_Xkk_\le`hl\e\jj f][\j`^eZXeZi\Xk`m\cpi\jgfe[kfk_\le`m\ijXc eXkli\f]\og\i`\eZ\%

10/08/12 20.57


#FP1FO5P5)F'V5VSF

#F01F/ 5P5)F 'V5VSF

"DSFBUJWFUIJOLUBOL XIPTFNJTTJPOJTUPQSPNPUF QFPQMFBOEJOOPWBUJWFJEFBT

A creaTIve THInK TanK wHose mIssIon Is To PromoTe PeoPLe anD InnovaTIve IDeas direttore responsabile editor GILDA BOJARDI bojardi@mondadori.it consulente editoriale Editorial consultant FRANCESCO MORACE art director CHRISTOPH RADL caporedattore centrale central editor-in-chief SIMONETTA FIORIO simonetta.fiorio@mondadori.it grafica layout MAURA SOLIMAN soliman@mondadori.it SIMONE CASTAGNINI simonec@mondadori.it traduzioni translations TRANSITING@MAC.COM LUCA TRENTINI - MONICA ZARDONI

© Copyright 2012

Be oPen To THe FuTur www.beopenfuture.com

ARNOLDO MONDADORI EDITORE 20090 SEGRATE - MILANO

The magazine of interiors and contemporary design via D. Trentacoste 7 - 20134 Milano Tel. +39 02 215631 Fax +39 02 26410847 interni@mondadori.it

Finito di stampare nel mese di agosto 2012 presso Printed in August 2012 by Grafica Veneta S.p.A. Via Malcanton, 2 - 35010 Trebaseleghe (PD) Tutti i diritti di proprietà letteraria e artistica sono riservati.

3_BeOpen Book_118_118_COLOPHON_INT.indd 118

13/08/12 13.55


BeOpen Book_119_119_Bianca.indd 119

13/08/12 13.48


jkXdgXkf[X&gi`ek\[Yp >iXÔZXM\e\kXJ%g%8% M`XDXcZXekfe#)$*,'('Ki\YXj\c\^_\G; e\cd\j\[`X^fjkf)'()&`eXl^ljk)'()

BeOpen Book_120_120_Regenza.indd 118

10/08/12 11.44


BE OPEN TO THE FUTURE (EN)