14:00ART VARIATIONS IN ITALY AT @mercantefiera
Mercanteinfiera, coming up at Fiere di Parma from February 28 to March 8, has become an international benchmark for antiques, modern antiques and vintage collectibles.
Elegant furniture of the Victorian age, 18th-century secretaires, Napoleon III style cabinets and jewellery with timeless charm such as Cartier, Audermars Piguet, Tiffany, are displayed alongside the most pop modern antiques and the most refined vintage pieces (including some by Chanel). It is a deliberately miscellaneous format by the exhibition that always draws an appreciative audience with a multiplicity of offers for all budgets.
The 21st spring edition of the show, taking place on 45,000 exhibition square meters distributed over 4 pavilions, has already attracted 1000 exhibitors, 20% of whom foreign ones, and 100 buyers from Russia, Turkey, Brazil, Belgium, France, England and the USA. A surprise participation: Denmark.
An eclectic showcase of art enriched by two collateral events that give the exhibition an exciting vitality.
The “living room” to narrate the customs of Italians through time
The side event “Circulating through time: strolling through design, furniture and daily life” is a fascinating journey organized by Berni Studio- Interior Design of Parma that, in four different living-room settings, narrates the tastes and customs of Italians through half a century of history: from the living rooms of the Sixties, when the family would get together for Sunday lunch, up to our days, through iconic pieces by famous designers such as Bruno Munari, Giacomo and Achille Castiglioni, Vico Magistretti and Titti Fabiani.
The '60s and '70s, characterized by wallpaper and the typical brightly-coloured velvet sofas, are interpreted by the unmistakeable sofas “Strips” created by Cini Boeri for Arflex, while the ephemeral light of the Falkland lamp by Bruno Munari illuminates the living room. There is also room for one of the most famous pouffes in Italian cinema, the Sacco chair by the Milanese firm Zanotta, identified with the contortions of the TV character Fracchia, as well as for the BOOK shelving designed by Titti Fabiani and produced by IFT-Ideal Form Team and made famous by Woody Allen's film “Manhattan”.
By contrast, what stands out in the '80s and '90s setting is the attention to design and the quest for elegance: here we find the “Regent’s” sofa by De Padova, an icon of Italian design, the Scrittarello desk by Vico Magistretti and the evergreen Arco lamp, created by Giacomo and Achille Castiglioni and now part of the permanent collections of the Triennale Design Museum in Milan and the MoMa in New York.
Black & White is the distinctive feature of the 2000s, which are presented in their pronounced minimalist character. Symbols: the rounded Vanity Fair, the archetypal modern chair, and the Twiggy floor lamp, the pride of the Foscarini brand.
The last stage of the journey is the year 2015, with a style that is an ode to classical-bourgeois modernity, celebrated De Padova furniture.
And there are also felt, tulu, kilim and rare Anatolian carpets exhibited by the Vicenza artist Matteo Pala, in an evocation of tradition and modernity.
Four settings that represent a trip through style history, but also an “emotional journey into memories” enhanced by music of the time and by portraits of “icon” faces, such as Mina, Madonna and Kate Moss, by the advertiser photographer and painter Giovanni Battista Tresso, the versatile Vicenza portrait painter of celebrities.
Between reflection and historical memory. The Great War as seen through propaganda and documentary realism.
The second side event is “Ink battles. War: between advertising and propaganda through the filter of printed material”, a project created by Villa Carlotta, the Museum and Botanical Garden overlooking Lake Como, in order to mark the centenary of the start of the First World War.
The exhibition brings together about one hundred images from the Historical Advertising Archive in Como by Paola Mazza, prestigious first editions and original illustrations by great communicators of the time such as Beltrame, Codognato, and Dudovich, as well as artifacts, photographs, and documents from different private collections.
Ink, together with the artifacts (the mess kit, the soldier's sketchbook, the letters from the front), thus succeeds in conveying the impact of the conflict both through communication accentuated by propaganda and advertising, and through the realistic and devastating images provided by the first photo reportages.
The “Ink battles” exhibition was curated by Serena Bertolucci, director of Villa Carlotta, Paola Mazza, founder and manager of the Historical Advertising Archive and Paolo Aquilini.
For the second consecutive year, Mercanteinfiera will be hosting from February 28 to March 2 the “Italian Golf Show” (Pav. 7), promoted by Golf Town and Fiere di Parma, under the sponsorship of Coni, the Italian Golf Federation, Uisp (Italian Sport for All Association), the Emilia-Romagna Region, the Province of Parma and the Municipality of Parma.
Organized over an exhibition area of almost 7,000 square meters, the event will see the participation of leading golf companies, which will be presenting the latest in gear, footwear, clothing and accessories.
The beating heart of the event will be the Driving Range set up by “Ferro Dodici”: 15 hitting stations where visitors can try for free the equipment of the best international brands and improve their game with the help of qualified teachers. In addition, Golf Town will be promoting mini masters and golf clinics on the putting green, which covers an area of over 100 square meters.
The equipment brands at the event are: Taylor Made, Adams, Cleveland, Cobra, Honma, Katana, Mizuno, Ping, Titleist, Scotty Cameron, Srixon, Wilson, Callaway, Odissey and Williams.
Antonella Maia I antonellamaia.ufficiostampa@
Mercanteinfiera Press Office
Berni Studio - Interior Design is a showroom in Parma whose goal is that of keeping high the aesthetic and technical value of interior design services, by building on a tradition constantly focused on excellence.
Villa Carlotta is a late 17th-century villa located in Tremezzo, on Lake Como. It is a place where masterpieces of nature and art share in perfect harmony over 70 square meters of gardens and museums open to visitors. It is an ideal destination for visitors who come from all over the world to admire its floral displays and its artistic heritage, which includes works by Antonio Canova and Francesco Hayez www.villacarlotta.it.
The Historical Advertising Archive of Como boasts an extremely large archive of 20th-century advertising images and poster. It specializes in the reconstruction of “Advertising Archives” for brands that have a history of at least 60 years, and its illustrations are in demand as material for events, catalogues, books, and TV programs, thus contributing to the reconstruction of the history of communication and advertising in Italy.
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