2023-11-09 17:19:18
Works of art that invade spaces, tell emotions, bring the colors and features of Calabria around Italy: with the next billboards in Salerno and Cava de’ Tirreni the new CalabriART battery begins. The project was born a few months ago by subverting the classic rules of two worlds: that of art and that of advertising. By intersecting two apparently distant realities today, remembering that modern graphics was born within the Bauhaus, school of art and design, two different needs were satisfied: on the one hand, finding new spaces for the works of well-known and lesser-known artists of the region, on the other hand to tell the region in a new way, away from the “postcard” representation which does not always manage to represent the soul of a territory. An experiment, that of CalabriART, born within viaCondotti21, a company of the Publiemme – Diemmecom Group: advertising systems can be not only commercial vehicles, but also frames for conceptual contents.
“Italy, our best space – explains Domenico Maduli, president and founder of the Pubbliemme Group – is much more than a slogan: it is the perfect synthesis of our way of understanding communication. When we chose it as a synthesis to present the park of our dealership – over 11 thousand outdoor spaces, digital, airport spaces, TV channels, radio, the web, the network – we had a clear need to offer planning tools capable of reaching vast audiences throughout the national territory. Today with CalabriART we add an important piece, making our commercial spaces available to art to communicate Calabria in a new and innovative way”.
“Art becomes a message – adds Paola Bottero, strategic director of the group – and is disseminated through the classic means of advertising communication. Shuffling the cards, subverting the rules, taking and offering the best of each sector is a horizon that can allow increase audit and vision. Art is emotion, and seeing the works of artists ‘with Calabria in their hearts’ on big formats and on road signs, as in television carousels and on social media, gives a complete meaning to the value of communication”.
A simple and revolutionary idea, with a claim that is a horizon, a declared objective: “Let’s give space to art”. CalabriART is an open-air museum, a physical space that at the same time travels in the ether as a virtual space, occupied by artists capable of describing the truest Calabria. All you need to do is join the expression of interest, which can be downloaded from the website www.calabriart.it, and you are ready to occupy spaces and flood the national territory with art. The project continues and multiplies on ever-changing spaces, with a dissemination of art and Calabria: not only on the Pubbliemme circuits, but also in the many other spaces purchased for CalabriART.
The ever-expanding innovative museum of CalabriART has received the attention of the Calabria Film Commission, which has decided to support its expansion through “Calabria Straordinaria”. After the homage to Nik Spatari, the late and well-known Calabrian artist who stopped his art forever in time, filling the Musaba with colors and emotions, the diffusion of the works of the master of folded canvases, Cesare Berlingeri, began . Space also for the new generations: from Gianni Fava to Raffaele Montepaone, passing through Massimo Sirelli. But we are only at the beginning: the spaces multiply, they never end.
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