PITTI IMMAGINE CASA N. 20

LA CASA ITALIANA

La Casa Italiana: the first episode in a marketing and advertising project with which Pitti Immagine plans on promoting the finest qualities of italian style. Four ways of furnishing and living in a home, four symbolic homes, each with a new photographic story of the interiors, a series of Polaroid shots of landscapes and outdoor settings, video clips from famous films and objects. A major set-up inside the Cavaniglia Pavilion tells the story of Casa Italiana, the Italian home. Later, a special publication will be sent to the major members of the trade.

This project was created by Domus Academy and its faculty members: Ampelio Bucci, economist and director of MIES – consultants for corporate strategies - in charge of the organization and the supervision: Andrea Branzi in charge of the set-up along with the architect Mario Trimarchi; Paola Navone, architect is the art director. Other organizers, writers and staff Giulio Ceppi, architect, and professor of the industrial design course at the Politecnico of Milan; Daniel Rozenstroch, style director at the Marie Claire Maison; Maurizio Galimberti, self-trained photographer, Marisa Michieletti, head of the Design Office at Bassetti, for years; Sylvie Hannequin, fabric designer and stand designer for Première Vision, Canovas, Escada, Hermès and Habitat.

Approximately 600 fabric samples were submitted by over 60 companies showing at Pitti Casa. The fabrics wiil be featured, divided into four different styles, and the range of proposals for each of the homes is highly varied.

The Traditional Home: authenticity and atmosphere. Techniques, materials and craft skills from the past. Cottons, linens, silks, flanders, damask, lace, embroideries, fringes. Pure white, creme, ecru, mother-of pearl finishes. Precious prints on silk, velvet and satin, in unusual, luxurious patterns of classic, neoclassical and colonial inspiration. Monochrome Jacquards in spicy yellow, mustard, orange, and terra-cotta.

The Modern Home: simple and essential expressed by several families of textile products: men’s “fabrics and shirting in traditional patterns; big printed or appliquéd borders; the dominant colors are brown/grey, beige/grey, black/beige; neutral, monocolor fabrics: sand, grey, grey/beige in fine natural materials; animal prints; trompe-l‘oeil patterns from the ‘fifties.

The Mediterranean Home: fond memories and things; exotic and ethnically inspired fabrics, big prints and lots of color from the ‘fifties and ‘sixties Matisse to David Hockney primitives, strong acid tones and white/blue in textured patterns.

The Countrv Home: with a long history that enhances spaces and objects, even if they’re old. Natural fabrics with relief effects and geometric patterns created in the weave, the crafted look; natural colors: ecru, sand and rope; regional Jacquards; country patterns.

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