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The idea comes from a classic Italian stereotypes: read the newspaper while drinking a coffee or sipping an aperitif. Usually when the stores st… Read More
The idea comes from a classic Italian stereotypes: read the newspaper while drinking a coffee or sipping an aperitif. Usually when the stores start a new production they cover their windows to hide the changes in progress stimulating the curiosity of passers-by. Reasoning by contradiction, by contrast, the inside of the store was held except the windows. And "inside" includes everything that was inside the store at the time of realization. Not only the walls, the ceiling and the floor, but also stools, picture frames, paintings, hats ... The space is transformed, inside the store is easy to lose the sense of proportion and measures, as the pattern created by the images and text in columns in the pages of newspapers create a flat and illusory background. The traditional house of mirrors of all the Circuses, but with less self-centeredness. The walls become the memory of news considered old and often forgotten. Read Less
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some news by NO DUMP.
installation at the GOLD store in via Gioberti, Florence
L' idea nasce da un classico degli stereotipi italiani: leggere il giornale mentre si beve un caffè o si sorseggia un aperitivo.

Solitamente i negozi, quando avviano un nuovo allestimento coprono le proprie vetrine per nascondere i cambiamenti in corso d'opera, incentivando la curiosità dei passanti. Ragionando per assurdo, per contrasto, è stato ricoperto l'interno del negozio tranne le vetrine, mettendo in bella mostra il normale retroscena dell'allestimento. E con "interno" si intende anche tutto quello che c'era dentro il negozio al momento della realizzazione. Non solo le pareti, il soffitto e il pavimento, ma anche sgabelli, cornici, quadri, cappelli…

Lo spazio si trasforma, all'interno del negozio è facile perdere il senso delle proporzioni e delle misure, in quanto lo schema creato dalle immagini e dai testi incolonnati nelle pagine di giornale creano uno sfondo piatto e illusorio. La classica casa degli specchi di tutti i Luna Park, ma con meno egocentrismo. Le pareti diventano qualcosa di consultabile, una memoria immobile composta di notizie considerate vecchie e spesso dimenticate.

la foto di gruppo è di Keeho Casati

The idea comes from a classic Italian stereotypes: reading newspaper while drinking a coffee or enjoying an aperitif.

Usually when stores start a new production they cover their windows to hide the changes in progress stimulating passers-by curiosity. Reasoning by contradiction, by contrast, the inside of the store was held except the windows. And "inside" includes everything that was inside the store. Not only walls, ceiling and floor, but also stools, paintings, hats ...


The space is transformed, inside the store is easy to lose sense of proportion and measures, as the pattern create a flat and illusory background. The traditional house of mirrors of all the Circuses, but with less self-centeredness. Walls become memory of old and often forgotten news.

 
group's photo by Keeho Casati