The use of large, block letters throughout the typography pays homage to a local vernacular — signs and messages on display in Friulian workshops, factories and workplaces — lending a visual rhythm to the exhibition space.
The Friulian language and its famous proverbs testify to the region’s rich history and identity, and are the inspiration behind a series of panels of various sizes and textures, featuring wood, stone and vines.
These elements are the areas of specialty for the main players in the exhibition — including the Italian Chair District, Consorzio Produttori Pietra Piasentina, Gruppo Viticultori dei Colli Orientali and the Make My Design Network.
The chosen key color is the green of laurel (bay leaf), a symbol traditionally used to announce the selling of wine in Friuli.
Inside the space, a long table bears an extract from Confessions of an Italian by Ippolito Nievo, celebrating the territory and its diverse production techniques.
The project also includes an informative poster, a recipe book containing proverbs and poems, and an aperitivo object custom-made of wood and stone, available for purchase on the Gruppo Viticultori dei Colli Orientali website.
The real protagonists of this project are local businesses. They will benefit from the backing of Turismo Friuli-Venezia-Giulia, which is organizing a wealth of different initiatives and events in the Italian Makers Village. The Municipality of Corno di Rosazzo, home to Villa Nachnini Cabassi, will be the main link between Milan and Friuli, while the Banca di Credito Cooperativo di Manzano is supporting and promoting the entire initiative.
Made. Prodotto. Realizât. In Friuli
2-7 July 2015
Store delle Eccellenze, Italian Makers Village
Via Tortona 32, Milan
Opening hours: 11.00 – 24.00