\u201cDesign has always been better at expressing values. Yet what underpins us all is a love of beauty.\u201d
\nA new Italy characterised by factories, industry and reconstruction began to define itself against the background of the second post-war period, distinguished not only by social and cultural backwardness but also by heavy economic implications. A resurgence marked by the rediscovery of high-quality craftsmanship, which, especially during the economic boom, was able to conquer the markets and impose that distinct Italian \u2018taste for the beautiful\u2019 worldwide. <\/p>\n
Design made in Italy collects some examples of \u201cdesign photography\u201d, for which Niccol\u00f2 Biddau is a prominent name on the Italian scene. Indeed, it’s no coincidence that he was the photographer entrusted to immortalise some of the industrial objects that have become iconic to the public at large.
\nSince the beginning of the 20th century, capturing the image of a product and disseminating it as part of an aesthetic project became not just a way to highlight the product’s beauty, uniqueness and universal nature, but also a creative drive entailing a veritable corporate asset \u2013 from the production of material and immaterial goods to everyday objects and artistic and literary creations. The Made in Italy concept is also distinctively expressed within its manufacturing hubs, factories and plants, thanks to a constant dialogue between architects and artisans, industry and academia, factory and artists.
\nPirelli is a prime example of this, as through collaborations with artists, designers and graphic designers it succeeded in generating a visual language coherent with the principles of innovation, quality and experimentation, traits that are also at the core of the company itself. <\/p>\n
In the foreword of Design made in Italy, photographer Niccol\u00f2 Biddau chats with journalist Giovanni Pelloso about the strategic and winning role that design will play in the future of Italian manufacturing \u2013 thinking about Calligaris, Lamborghini, Flos, Agape, Ferrari, Maserati, Ducati, Borsalino, Missoni and many other outstanding brands. Through his camera lens, Biddau has been able to capture the objects’ exceptional nature, focusing on their details in order to shift the viewer’s attention onto a specific \u201cfragment of reality\u201d.
\nThe volume also collects images taken at the Pirelli’s Industrial Hub in Settimo Torinese, where Biddau has immortalised the tyres’ post-vulcanisation process, creating prints of a \u201cbeautiful factory\u201d, a factory 4.0, which can generate goods while, at the same time, being a site for the expression of corporate culture and Made in Italy craftsmanship.
\nRealism, objectivity, neutrality \u2013 the three key principles in Biddau’s photography \u2013 resonate in the expression of object’s materiality and in details that might appear obsolete, especially in the digitalisation era, but that nonetheless originate images that are impervious to time and product changes. <\/p>
Design made in Italy<\/p>\n
by Niccol\u00f2 Biddau<\/p>\n
Photo publisher<\/p>\n","protected":false},"excerpt":{"rendered":"
\u201cDesign has always been better at expressing values. Yet what underpins us all is a love of beauty.\u201d A new Italy characterised by factories, industry and reconstruction began to define itself against the background of the second post-war period, distinguished not only by social and cultural backwardness but also by heavy economic implications. A resurgence […]<\/p>\n","protected":false},"featured_media":88067,"template":"","categoria_consigli":[623],"class_list":["post-89632","reviews","type-reviews","status-publish","has-post-thumbnail","hentry","categoria_consigli-libri-scelti-per-voi"],"acf":[],"yoast_head":"\n