GIOVANARDI
10X100 FABBRICA D’ARTE CONTEMPORANEA
project contact person: Giovanna Felluga
client: Giovanardi Spa
scientific coordination: AtemporaryStudio
curators: Martina Cavallarin and Marco Tagliafierro
location: Concorezzo (Monza and Brianza)
presentation: Assolombarda (Milan)
photographs: Andrea Rossetti
period: 2019
On the occasion of the activities celebrating the centenary of Giovanardi Spa – a company specialising in the design and creation of displays, shop windows and packaging for major fashion, design and high-end brands – AtemporaryStudio was involved as the scientific co-ordinator of the activities created in the Art/Business sphere, becoming the connecting point between the client, curators, artists and suppliers invited to collaborate on the initiative.
To celebrate the company’s centenary, Giovanardi Spa turned to contemporary art by promoting an experimental project for the production and exhibition of works of art.
Applied research into materials and machinery was translated into a complex art project culminating in an exhibition in the factory during which the company opened its doors to customers, suppliers, banks, institutions, artists, collectors, gallery owners, foundations and associations, citizens, schools, universities and, of course, employees and their families. An example of fruitful collaboration between artists and industrial production activities committed to researching new visual languages and producing culture, proving to be a great exercise in research and development aimed at enhancing the company’s future work.
Ten artists were selected and invited to participate by the curators Martina Cavallarin and Marco Tagliafierro, with the scientific coordination of Giovanna Felluga. They have highlighted, in an autonomous and complementary manner, various aspects of the relationship between artist/company and manufacturing business, producing ten works to highlight the expertise, use of materials, techniques and tools that Giovanardi Spa has been using and developing for 100 years.
The artists involved were: Alessandro Agudio, Marie Denis, Marotta & Russo, Jacopo Mazzetti, Daniele Milvio, Gianni Moretti, Riccardo Paratore, Riccardo Previdi, Michele Spanghero, and Patrick Tuttofuoco.
10 X 100 fabbrica d’arte contemporanea was developed in three stages: the artist’s residency in the company to conceive and design the works in close contact with all the production areas of Giovanardi Spa; the production of the works using Giovanardi Spa’s technologies, machinery and specialised technicians; and the organisation of an exhibition set up within the company’s modern and sophisticated spaces, allowing the works to dialogue with Giovanardi Spa’s futuristic displays and production machinery.
The initiative took place over more than a year, but continued by exhibiting the works created in museums, public and private collections and participating in international exhibitions and events.
