''New View''

Florence, ''Pitti Immagine Bimbo''

The project elaborated by the Milanese studio Logica-Achitettura is inspired to a polar environment, with the intent also to sensitize the visitor in comparison to the theme of the deterioration of the natural environment.The wall on the right exposes a text with the title New View 2009 - Northwestern Passage that declares the intentions of the installation: «A wall of ice welcomes the visitors.Overlapped blocks, an enormous iceberg?The wall of an igloo?» New View January 2009

View all

The parallelepipeds with which the faceted wall was realized are made of resined polystyrene.The spheres sustained by small red bases represent some ''boules de neige'' that contain, in their inside, the graphics of New View.

The inserts of the niches in which the red objects detach and the band at the top of the wall are covered with the glittered fabric MPD - Pelle di Diavolo, 2. silver colour.«Tears among the blocks are throwing crystalline shines. New View is under the snow.»New Vew January 2009

The stylized icicles that come down from the ceiling were realized with strips of film QLA - Laccato, 303. white colour.The front of the counter and the background wall had instead been realized with some RNB - Nebbia Rear-illuminated backdrops.

«A suspended atmosphere, some magic, the tonalities of the sea, of the fog, of the crystals, of the sky when it is about to snow, of the endless white of the ice-pack that melts with that sky, wants to wind the visitor transporting him among the ices with poetry.But it also wants to launch a SOS: to the North Pole, for the first time in the last 125 thousand years, the ices that covered the Northeasts passages and Northwest are melted in a simultaneous way. Within this century the North Pole could finish to exist!»New Vew January 2009

A garish material, frequently used in the television scenographies where, in the fluorescent colours, it is used with intents that often deliberately trespass in the kitsch, the fabric MPD - Pelle di Diavolo allows instead to get some diametrically opposite results, of elegance and almost of sobriety, when are used the tones of grey, the white and the black. In this case, it is not exclusively submitted to this fabric a decorative assignment, but also that to recall the shines of the polar ices.

The headings of the seats are covered with silver MPD - Pelle di Diavolo.«The same shines of crystallized ice covers the walls of this frozen tent: an iceberg detached by the Pole North arrived to Florence! To earth, blocks of ice (bar made of polystyrene to be used as seats, actually) they go adrift among the corridors, overhung asunder by a sky white fact: loaded clouds of snow - or the reflex of the Great Ice Barrier that shatters itself.» New Vew January 2009

Detail of one of the panels covered with MPD - Pelle di Diavolo that put in prominence the names of the exhibitors.

The edition n° 68 of Pitti Immagine Bimbo, one of the most important appointments in the international scenery of the fashion, happened in Florence, in the Fortezza da Basso, from the 22th to the 24th of January 2009, and had around 12.000 visitors.
The installation of these images occupied an area of about 2.500 m², the section New View of the Tent M.

Production

Pitti Immagine

Project:

Logica:architettura
Carolina Nisivoccia - Riccardo Salvi architects

Materials used in this production

MPD - Pelle di Diavolo

Metallic aspect fabrics

QLA - Laccato

Decorative films

Rear-illuminated backdrops

Vinyl backdrops: typologies

RNB - Nebbia

Rear-projection films

Information on data processing