BE OPEN TO THE FUTURE (EN)

Page 1

Be oPen To THe FuTure A creaTIve THInK TanK wHose missIon Is To PromoTe PeoPle anD InnovaTIve IDeas

3_BeOpen Book_000_000_Copertina.indd 1

13/08/12 13.49

#F P1FO 5P 5)F 'V5VSF " DSFB5*WF 5)*O, 5BO, X)PTF NJTT*PO *T 5P 1SPNP5F 1FP1MF BO% *OOPWB5*WF *%FBT

5)*T #PP, *T 1SP%VDF% *O DPP1FSB5*PO P' #& 01&/ BOE */5&3/* V1PO BO *%FB CZ &-&/" #"563*/"

2_BeOpen Book_001_001_Occhiello.indd 1

13/08/12 14.01

4PNNBS*0

#& 01&/ 'PVO%B5*PO 1SP(F55* F .*TT*PO

A creaTIve THInK TanK wHose mIssIon Is To PromoTe PeoPLe anD InnovaTIve IDeas

-B T5PS*B %F- 'V5VSP T* TDS*WF P((*

<c\eX 9Xkli`eX# ]fe[Xkfi\ [` 9< FG<E# `dgi\e[`ki`Z\

&WFO5* %* */5FS/*

>`c[X 9faXi[`# [`i\kkfi\ i\jgfejXY`c\ [\c j`jk\dX @EK<IE@

#& 01&/ $JUB[JPOJ 4UBNQB

%FTJHO UIJOLJOH F OFP QSBHNBUJTNP USB TPTUFOJCJMJU· GFMJDJU· VOJDJU·

=iXeZ\jZf DfiXZ\# jfZ`fcf^f# ^`fieXc`jkX \ jZi`kkfi\

SBHJPOFWPMF F TPTUFOJCJMF

:cXi\ 9iXjj# [\j`^e\i \ [fZ\ek\ [` [\j`^e#IfpXc :fcc\^\ f] 8ik# Cfe[iX

JXjj 9ifne# \Zf ]Xj_`fe XZk`m`jk \ [`i\kkfi\ [\c K_\ =Xj_`fe @ejk`klk\ f] K\Z_efcf^p EP X =`i\eq\

Cl`jX :fcc`eX# [fZ\ek\ [` [\j`^e# Gfc`k\Ze`Zf [` D`cXef# m`Z\gi\j`[\ek\ [` :ldlclj @ek\ieXk`feXc XjjfZ`Xk`fe f] le`m\ij`k`\j Xe[ Zfcc\^\j f] 8ik# ;\j`^e Xe[ D\[`X

DXi`X J\Yi\^fe[`# i\jgfejXY`c\ YiXe[ \hl`kp [` Dfc\jb`e\

RVPUJEJBOP F GFMJDF

:Xicf :iXZZf# Z_\] [\c i`jkfiXek\ :iXZZf [` D`cXef

<c`f =`filZZ`# `dgi\e[`kfi\ \ ]Xj_`fe [\j`^e\i

<[jfe DXkjlf# Xik [`i\Zkfi [` >i\e[\e\

McX[`d`i G`ifabfm# `e[ljki`Xc [\j`^e\i \ gi\j`[\ek\ [` 8jkiXifjjX

Alc`Xe JZ_eXY\c# Xik`jkX \ i\^`jkX

8cY\ikf 8c\jj`# `dgi\e[`kfi\ \ Xdd`e`jkiXkfi\ [\c\^Xkf [` 8c\jj`

>`lc`X KXZZ_`e`# ]ff[ [\j`^e\i

VOJDP F VOJWFSTBMF

@cj\ :iXn]fi[# `ek\i`fi [\j`^e\i \ Xik [`i\Zkfi

GXfcX EXmfe\# XiZ_`k\kkf \ [\j`^e\i \ ;Xe`\c Ifq\ejqkifZ_# Xik [`i\Zkfi [` D\iZ` GXi`j

Be oPen To THe FuTur

GXki`Z`X Lihl`fcX# XiZ_`k\kkf \ [\j`^e\i

>X\kXef G\jZ\# XiZ_`k\kkf \ [\j`^e\i

JklXik GXii# [\j`^e\i \ `dgi\e[`kfi\

BeOpen Book_004_005_Sommario.indd 2

13/08/12 13.47

$PO5FO5T

#& 01&/ 'PVO%B5*PO 1SP+&$54 BO% .*TT*PO

InnovaTIve IDeas To PromoTe PeoPLe anD wHose mIssIon Is A creaTIve THInK TanK %&4JHO 5IJOLJOH "/% /&0 1SBHNBUJTN 5)F )*T5PS: P' 5)F 'V5VSF *T #F*O( XS*55FO 5P%B: <c\eX 9Xkli`eX# ]fle[\i f] 9< FG<E# \eki\gi\e\li

*/5&3/* &WFO5T

>`c[X 9faXi[`# Z_`\] \[`kfi f] k_\ @EK<IE@ jpjk\dËj glYc`ZXk`fej

#& 01&/ 1SFTT 2VP5FT

TVTUBJOJCJMJUZ IBQQJOFTT VOJRVFOFTT

=iXeZ\jZf DfiXZ\# jfZ`fcf^`jk# ni`k\i Xe[ aflieXc`jk

4&/TJCMF BOE 4VTUBJO"#-&

:cXi\ 9iXjj# [\j`^e\i Xe[ j\e`fi klkfi jZ_ffc f] [\j`^e# IfpXc :fcc\^\ f] 8ik# Cfe[iX JXjj 9ifne# \Zf ]Xj_`fe XZk`m`jk Xe[ gi\j`[\ek [`i\Zkfi f] K_\ =Xj_`fe @ejk`klk\ f] K\Z_efcf^p EP `e =cfi\eZ\ Cl`jX :fcc`eX# ]lcc gif]\jjfi f] [\j`^e# Gfc`k\Ze`Zf f] D`cXe# :ldlclj @ek\ieXk`feXc XjjfZ`Xk`fe f] le`m\ij`k`\j Xe[ Zfcc\^\j f] 8ik# ;\j`^e Xe[ D\[`X m`Z\$gi\j`[\ek DXi`X J\Yi\^fe[`# MG f] YiXe[ \hl`kp Xe[ Zfddle`ZXk`fej Xk Dfc\jb`e\

%BJMZ "/% )BQQZ

:Xicf :iXZZf# Z_\] f] :iXZZf i\jkXliXek# D`cXe <c`f =`filZZ`# \ek\gi\e\li Xe[ ]Xj_`fe [\j`^e\i

To THe FuTure Be oPen <[jfe DXkjlf# Xik [`i\Zkfi f] >i\e[\e\

McX[`d`i G`ifabfm# `e[ljki`Xc [\j`^e\i Xe[ gi\j`[\ek f] 8jkiXifjjX Alc`Xe JZ_eXY\c# Xik`jk Xe[ ÔcddXb\i

8cY\ikf 8c\jj`# \eki\gi\e\li Xe[ :<F 8c\jj` >`lc`X KXZZ_`e`# ]ff[ [\j`^e\i

6OJRVF BOE 6/JWFSTBM

@cj\ :iXn]fi[# `ek\i`fi [\j`^e\i Xe[ Zi\Xk`m\ [`i\Zkfi

GXfcX EXmfe\# XiZ_`k\Zk Xe[ [\j`^e\i Xe[ ;Xe`\c Ifq\ejqkifZ_# Xik [`i\Zkfi f] D\iZ` GXi`j GXki`Z`X Lihl`fcX# XiZ_`k\kkf \ [\j`^e\i >X\kXef G\jZ\# XiZ_`k\Zk Xe[ [\j`^e\i JklXik GXii# [\j`^e\i Xe[ \eki\gi\e\li

BeOpen Book_004_005_Sommario.indd 3

13/08/12 13.47

#F P1FO 5P 5)F 'V5VSF

#& 01&/ 'PVO%B5*PO 1SP(F55* F .*TT*PO

9

< FG<E Â… leX elfmX `e`q`Xk`mX ^cfYXc\ k\jX X gifdlfm\i\ Zi\Xk`m`k~ \ `eefmXq`fe\% KiXd`k\ le j`jk\dX [` Zfe]\i\eq\# dfjki\ \ gi\d`Xq`fe`# jkX jg\i`d\ekXe[f elfm` df[` g\i Zfej\ek`i\ XccĂ‹\ZZ\cc\eqX [\c g\ej`\if Zi\Xk`mf [` gif[lii\ leX m\iX `eefmXq`fe\ jfZ`Xc\% CXmfiXe[f `e jki\kkX ZfccXYfiXq`fe\ Zfe @ek\ie`# Â… jkXkX gi\j\ekXkX X D`cXef X[ Xgi`c\# 9< FG<E `e fZZXj`fe\ [\ccX j\kk`dXeX `ek\ieXq`feXc\ [\c [\j`^e )'() % @c Z\ekif [` [\j`^e `ek\ieXq`feXc\ g`“ [`eXd`Zf [\c dfe[f j` Â… i`m\cXkf \jj\i\ `c g\i]\kkf kiXdgfc`ef [` cXeZ`f g\i 9< FG<E% CĂ‹`ejkXccXq`fe\ \ cĂ‹\m\ekf @ek\ie` C\^XZp XkkiXm\ijf c\ Zfe]\i\eq\# c\ gi\d`Xq`fe` \ c\ dfjki\ _Xeef g\id\jjf [` gi\j\ekXi\ elfm` kXc\ek` X le glYYc`Zf `ek\ieXq`feXc\ \ fefiXi\ ` ^iXe[` [\ccX jkfi`X [\c [\j`^e% Hl\jkf c`Yif i\^`jkiX ^c` `ek\im\ek`# k\elk\j` X D`cXef# ^iXq`\ XccĂ‹fkk`dX ZfccXYfiXq`fe\ Zfe >`c[X 9faXi[`# =iXeZ\jZf DfiXZ\ \ jkXi [\c dfe[f Zi\Xk`mf Zfd\ Alc`Xe JZ_eXY\c# 8cY\ikf 8c\jj`# <c`f =`filZZ`# @cj\ :iXn]fi[# >X\kXef G\jZ\ \ Xcki`% Cf jgXq`f# Zfe[`m`jf Zfe @ek\ie` gi\jjf cĂ‹Le`m\ij`k~ [\^c` Jkl[` [` D`cXef# Â… jkXkf ^i\d`kf [X le glYYc`Zf \eklj`XjkX g\i klkk` \ ki\ ` ^`fie` [\ccX Zfe]\i\eqX% >c` jk`dfcXek` jg\Xb\i [\ccX Zfe]\i\eqX# Yi`ccXek\d\ek\ df[\iXkX [Xc jfZ`fcf^f =iXeZ\jZf DfiXZ\ =lkli\ :feZ\gk CXY # klkk` c\X[\i e\` i`jg\kk`m` ZXdg`# _Xeef kiXkkXkf ` k\d` gi`eZ`gXc` [\ccX efjkiX \gfZX1 cĂ‹XdY`\ek\# ` ZfeZ\kk` [` ^cfYXc\&cfZXc\ \# Zfe fZZ_`f Zi`k`Zf# cX ]\c`Z`k~% CX dfjkiX ĂŠM\i^\Ă‹# Z_\ gi\j\ekXmX XcZle` ^`fmXe` Xik`jk` XggXik\e\ek` XccĂ‹XkklXc\ XmXe^lXi[`X iljjX# _X jljZ`kXkf cĂ‹Xkk\eq`fe\ [\` dXjj d\[`X# Z_\ cĂ‹_Xeef i`gi\jX `e fcki\ ('' glYYc`ZXq`fe` [liXek\ cf jmfc^`d\ekf [\c =lfi`JXcfe\% @eĂ”e\# `c gi`df gif^\kkf [` Gi\d`Xq`fe\ 9< FG<E# Ăˆ:i\Xk\ k_\ =lkli\ Efn É# _X \jgi\jjf klkkX cĂ‹\e\i^`X [` 9< FG<E =fle[Xk`fe Z_\ jkX ^`~ Xkk`iXe[f cĂ‹Xkk\eq`fe\ X c`m\ccf `ek\ieXq`feXc\% Jfef jkXk\ i\^`jkiXk\ g`“ [` [l\Z\ekf X[\j`fe` [X gXik\ [` jkl[\ek` [` [\j`^e [` klkkf `c dfe[f \ cX mXi`\k~ [\cc\

3_BeOpen Book_004_005_INTRO_About_all.indd 4

i`jgfjk\ Æ [Xcc\ cXdgX[\ efe Xc`d\ekXk\ [XccX i\k\ \c\kki`ZX Zfem\eq`feXc\ XccX ZXek`eX Zfek\dgfiXe\X Æ Â… jkXkX [Xmm\if \jXckXek\% E\c Zfdgc\jjf cĂ‹Xkdfj]\iX X D`cXef Â… jkXkX `e\Yi`Xek\ \ `c mfcld\ [` m`j`kXkfi` `dgi\jj`feXek\# X k\jk`dfe`XeqX [\ccX hlXc`k~ [\ccĂ‹\m\ekf% CĂ‹\m\ekf jlZZ\jj`mf Â… jkXkf 9< FG<E @ej`[\ k_\ 8ZX[\dp `e fZZXj`fe\ [` ;\j`^e D`Xd`& 9Xj\c# `e Jm`qq\iX# [fm\ le ^ilggf [` \d`e\ek` gif]\jjfi`# jZi`kkfi` \ [\j`^e\i j` jfef i`le`k` g\i Zfe]\i`i\ le gi\d`f XccX jZlfcX [` [\j`^e ` Zl` jkl[\ek` j` ]fjj\if [`jk`ek` g\i cĂ‹fi`^`eXc`k~ \ cĂ‹`eefmXq`fe\ [\c gif^\kkf% ?Xeef gXik\Z`gXkf j\` `jk`klk` [` [\j`^e \j`Y\e[f c\ fg\i\ [\^c` jkl[\ek` g`“ gifd\kk\ek`1 C\ :XdYi\# 9\c^`f2 <Zfc\ :XekfeXc\ [Ă‹Xik [\ CXljXee\ <:8C # Jm`qq\iX2 ?fZ_jZ_lc\ 9Xj\c# Jm`qq\iX2 Bfejk]XZb# JkfZZfcdX# Jm\q`X2 JXe[Y\i^ @ejk`klk\ 8djk\i[Xd# GX\j` 9Xjj`2 K_\ >cXj^fn JZ_ffc f] 8ik# I\^ef Le`kf% @c JXe[Y\i^ @ejk`klk\ [` 8djk\i[Xd _X m`ekf `c gi`df gi\d`f Zfej`jk\ek\ `e le Xeef [` Zfij` k\elk` [X m`j`k`e^ gif]\jjfi% Ă&#x; jkXkX fi^Xe`qqXkX `efcki\ leX kXmfcX ifkfe[X Z_\ _X m`jkf gXik\Z`gXi\# kiX ^c` Xcki`# Ife 8iX[ [\j`^e\i # ;Xe`\c :_Xiep I:8 \ Ali^\e 9\p JXe[Y\i^ # >`c[X 9faXi[` @ek\ie` # df[\iXkfi\ ClZXj M\in\`a# gif]\jjfi\ [` XiZ_`k\kkliX \ [\j`^e% CĂ‹Xi^fd\ekf Ăˆ<[lZXi\ ^c` `eefmXkfi` [` [fdXe`É _X `jg`iXkf le XZZ\jf [`YXkk`kf jlccX gfjj`Y`c`k~ f d\ef [` `ej\^eXi\ cĂ‹`eefmXq`fe\% CX gifjj`dX ^iXe[\ fg\iX jkX ^`~ gi\e[\e[f ]fidX `e hl\jkf dfd\ekf# j` kiXkkX [\c 9< FG<E Jfle[ GfikXc# le XdY`q`fjf cXYfiXkfi`f dfY`c\ g\i \jgcfiXi\ ` i`jlckXk` Z_\ j` gfjjfef iX^^`le^\i\ Zfe cX k\Zefcf^`X [\c jlfef% <m\ekf i`c\mXek\ [\c Cfe[fe ;\j`^e =\jk`mXc# hl\jkf GfikXc\ Â… `ejkXccXkf `e KiX]Xc^Xi JhlXi\ [Xc (0 Xc )* j\kk\dYi\ )'() hlXc\ [`dfjkiXq`fe\ Xkk`mX [\cc\ ZXgXZ`k~ [` kiXj]fidXq`fe\ [\c [\j`^e%

H

l\jkf c`Yif Â… `c gi`df ZXg`kfcf [\ccX d`jj`fe ^cfYXc\ [` 9< FG<E Z_\ Zfej`jk\ efe jfcf e\ccĂ‹`e[`m`[lXi\ ` ^iXe[` `eefmXkfi` [\ccX efjkiX \gfZX# dX XeZ_\ e\c Zfeki`Yl`i\ X [Xi m`kX Xc cfif g\ej`\if% CĂ‹XdY`q`fe\ Â… ^iXe[\# dX cXmfiXe[f Zfe ^iXe[` gXike\i X c`m\ccf `ek\ieXq`feXc\# j` `e`q`Xef X m\[\i\ ` gi`d` i`jlckXk`% CX d`jj`fe\ Â… Zfek`elXi\ X Zi\jZ\i\# m`X^^`Xe[f `e klkkf `c dfe[f Zfe Zfe]\i\eq\ \ dfjki\ g\i jfjk\e\i\ \ jm`clggXi\ `[\\ \ gif^\kk`% Klkk` ef` lj`Xdf >ff^c\ \ =XZ\Yffb `e Zfek`elXq`fe\ g\iZ_„ jfef jkild\ek` jkiXfi[`eXi`# j`jk\d` Yi`ccXek`% 9< FG<E jkX gi\[`jgfe\e[f le j`jk\dX# le XggifZZ`f jkilkkliXkf k\jf X Zi\Xi\ \ gf` lk`c`qqXi\ leX YXeZX [` ZfefjZ\eq\ jlccĂ‹Xik\ Zfek\dgfiXe\X# cĂ‹XiZ_`k\kkliX \ `c [\j`^e% 9< FG<E efe Â… leĂ‹`dgi\jX Zfdd\iZ`Xc\# e„ Â… jkXkf gif^\kkXkf g\i \jj\i\ leX ]fek\ [` i\[[`kf g\i Zfcfif Z_\ j\ e\ XmmXc^fef g\i jfjk\e\i\ c\ gifgi`\ Xkk`m`k~% Ă&#x; jkXkf Zi\Xkf g\i Xgi`i\ `c dfe[f [\c [\j`^e Zfek\dgfiXe\f X^c` `eefmXkfi`# g\i `dg\[`i\ cfif [` X]]f^Xi\ e\` jfZ`Xc e\knfib \ e\` dfkfi` [` i`Z\iZX% @c gXki`dfe`f 9< FG<E Â… leX YXeZX [Xk` le`ZX# XZZ\jj`Y`c\ \ `e Zi\jZ`kX i\cXk`mX X` gif^\kk` [` Xik\ \ [\j`^e% :`ÂŽ Z_\ g`“ ZfekX Â… Z_\ cĂ‹fY`\kk`mf efe Â… Zi\Xi\ `[\\# Y\ej‰ Xe[Xi\ XccX cfif i`Z\iZX% @c k\Xd [\ccX =fe[Xq`fe\ Æ ` jlf` XdYXjZ`Xkfi` Æ jfef iXggi\j\ekXek` [` jg`ZZf [\c dfe[f [\c [\j`^e# [\ccĂ‹Xik\# [\c Ylj`e\jj \ [\` dXjj d\[`X% >c` jkild\ek` [\ccX =fe[Xq`fe\ Zfjk`kl`jZfef le j`jk\dX Zfdgfjkf [X Zfe]\i\eq\# ^Xi\# \jgfj`q`fe`# dXjk\i ZcXjj# \m\ek` Xik`jk`Z` \ ZlckliXc`% <jj` m\e^fef fi^Xe`qqXk` e\` Z\eki` Zi\Xk`m` [` klkkf `c dfe[f# `e df[f [X gfk\i [Xi\ ^iXe[\ m`j`Y`c`k~ X^c` `eefmXkfi` [\ccX ^\e\iXq`fe\ gi\j\ek\ \ ]lkliX% G\i 9< FG<E Â… ]fe[Xd\ekXc\ \jj\i\ lk`c`# Zi\Xi\ gif[fkk` Z_\ X`lk`ef% 9< FG<E# mlfc\ \jj\i\ g`\eX [` i`jfij\ \ i`ZZX [` `e^\^ef \ gifd\kk\ [` jfigi\e[\i\% CĂ‹`em`kf Â…1 ĂˆM\e`k\ [X ef` Zfe c\ mfjki\ `[\\ \ `c efjkif k\Xd [` i`Z\iZX m` [Xi~ k\dgf \ Zfdg\k\eq\# Zfj‰ gfki\df Z\iZXi\ [` m`m\i\ Xc gXjjf Zfe c\ mfjki\ Xjg\kkXk`m\ \ ` jf^e` g`“ \jX^\iXk`É%

13/08/12 13.57

*OUSPEVDUJPO UP #& 01&/

#& 01&/ 'PVO%B5*PO 1SP+F$5T BO% .*TT*PO

9

< FG<E `j X e\n ^cfYXc `e`k`Xk`m\ kf ]fjk\i Zi\Xk`m`kp Xe[ `eefmXk`fe% K_ifl^_ X jpjk\d f] kXcbj# \o_`Y`k`fej Xe[ XnXi[j# n\ Xi\ \ogcfi`e^ nXpj `e n_`Z_ \oZ\cc\eZ\ `e Zi\Xk`m\ k_`eb`e^ ZXe gif[lZ\ i\Xc jfZ`Xc `eefmXk`fe% Nfib`e^ `e Zcfj\ ZfccXYfiXk`fe n`k_ @ek\ie`# n\ cXleZ_\[ 9< FG<E Xk D`cXe @ek\ieXk`feXc ;\j`^e N\\b )'()% K_\ nfic[Ă‹j dfjk [peXd`Z# `ek\ieXk`feXc [\j`^e _lY gifm\[ kf Y\ k_\ g\i]\Zk gcXk]fid ]fi 9< FG<E% K_\ @ek\ie` C\^XZp `ejkXccXk`fe Xe[ \m\ek _\cg\[ gcXZ\ fli kXcbj# XnXi[j Xe[ \o_`Y`k`fe `e Zfek\ok# Xj n\ gi\j\ek\[ e\n kXc\ek kf fli Xl[`\eZ\j Xe[ _fefli\[ k_\ ^i\Xkj f] [\j`^e _`jkfip% K_`j Yffb i\Zfi[j k_\ Ă”e[`e^j f] fli Zfe]\i\eZ\j `e D`cXe# k_\ flkZfd\ f] fli \oZ\cc\ek ZfccXYfiXk`fe n`k_ >`c[X 9faXi[`# Alc`Xe JZ_eXY\c # =iXeZ\jZf DfiXZ\# 8cY\ikf 8c\jj`# <c`f =`filZZ`# @cj\ :iXn]fi[# >X\kXef G\jZ\ Xe[ fk_\i jkXij f] k_\ Zi\Xk`m\ `e[ljki`\j% N\ n\i\ [\c`^_k\[ kf Y\ j_Xi`e^ jgXZ\ n`k_ @ek\ie` Xk k_\ Le`m\ij`kp f] D`cXe# n_fj\ ^iXe[ Zcf`jk\i\[ ZflikpXi[ Xe[ +''$j\Xk\i Xl[`kfi`ld Ă”cc\[ lg ]fi \XZ_ f] k_\ k_i\\ [Xpj f] fli Zfe]\i\eZ\ n`k_ Xe \ek_lj`Xjk`Z Xl[`\eZ\% 9i`cc`Xekcp df[\iXk\[ Yp ]lkli\ k_`eb\i =iXeZ\jZf DfiXZ\ =lkli\ :feZ\gk CXY # fli `ejg`i`e^ Zfe]\i\eZ\ jg\Xb\ij# Xcc c\X[\ij `e k_\`i Ă”\c[j# [\Xck n`k_ k_\ b\p `jjl\j f] fli k`d\ Æ k_\ \em`ifed\ek# ^cfYXc&cfZXc Xe[# Zi`k`ZXccp# _Xgg`e\jj% Fli \o_`Y`k`fe# ĂŠM\i^\Ă‹# j_fn`e^ Zlkk`e^ \[^\# Zfek\dgfiXip Iljj`Xe Xik`jkj# i\Xccp ZXgkli\[ k_\ Xkk\ek`fe f] k_\ d\[`X# n_f lj\[ `dX^\j f] `k `e fm\i ('' glYc`ZXk`fej [li`e^ k_\ ile f] k_\ =lfi` JXcfe\% =`eXccp# fli Ă”ijk 9< FG<E 8nXi[j jZ_\d\# Ăˆ:i\Xk\ k_\ =lkli\ Efn É# i\Xccp \ogi\jj\[ k_\ \e\i^p f] k_`j gifa\Zk k_Xk `j Xci\X[p XkkiXZk`e^ Xkk\ek`fe fe Xe `ek\ieXk`feXc c\m\c% N\ _X[ fm\i knf _le[i\[ \eki`\j ]ifd [\j`^e jkl[\ekj Xifle[ k_\ nfic[ Xe[ k_\ mXi`\kp f] i\jgfej\j $ ]ifd f]]$^i`[ c`^_k`e^ kf X Zfek\dgfiXip n`e\ip $ n\i\ kilcp `ejg`i`e^% 8cc `e Xcc# k_\ Xkdfjg_\i\ `e D`cXe nXj \o_`cXiXk`e^ Xe[ k_\ mfcld\ f] m`j`kfij `dgi\jj`m\# X k\jkXd\ek kf k_\ hlXc`kp f] k_\ \m\ek% Fli e\ok \m\ek nXj 9< FG<E @ej`[\ k_\ 8ZX[\dp Xk ;\j`^e D`Xd`& 9Xj\c# `e Jn`kq\icXe[# n_\i\ X ^iflg f] \d`e\ek [\j`^e k\XZ_\ij# ni`k\ij Xe[ dXb\ij ZXd\ kf^\k_\i kf XnXi[ X gi`q\ kf X [\j`^e `ejk`klk\ n_fj\ jkl[\ekj Xi\

3_BeOpen Book_004_005_INTRO_About_all.indd 5

j_fn`e^ gXik`ZlcXi jki\e^k_ `e `eefmXk`fe% J`o [\j`^e jZ_ffcj kffb gXik# \o_`Y`k`e^ nfib Yp k_\`i dfjk gifd`j`e^ jkl[\ekj `e k_\ Zfek\ok f] k_\ `ccljki`flj [\j`^e ]X`i1 C\ :XdYi\# 9\c^`ld2 <Zfc\ :XekfeXc\ [Ă‹Xik [\ CXljXee\ <:8C # Jn`kq\icXe[2 ?fZ_jZ_lc\ 9Xj\c# Jn`kq\icXe[2 Bfejk]XZb# JkfZb_fcd# Jn\[\e2 JXe[Y\i^ @ejk`klk\ 8djk\i[Xd# K_\ E\k_\icXe[j2 K_\ >cXj^fn JZ_ffc f] 8ik# LB% K_\ JXe[Y\i^ @ejk`klk\ `e 8djk\i[Xd nfe k_\ gi`q\ f] X p\XiĂ‹j ^l\jk c\Zkli`e^# n`k_ jg\Xb\ij f] `kj Z_f`Z\% N\ Xcjf Yifl^_k Ife 8iX[ [\j`^e\i # ;Xe`\c :_Xiep I:8 Xe[ Ali^\e 9\p JXe[Y\i^ kf^\k_\i ]fi X gcXk]fid [`jZljj`fe# df[\iXk\[ Yp gif]\jjfi f] XiZ_`k\Zkli\ Xe[ [\j`^e ClZXj M\in\`a% K_\ kfg`Z nXj Ăˆ<[lZXk`e^ KfdfiifnĂ‹j @eefmXkfijÉ# n`k_ _\Xk\[ [`jZljj`fe XYflk n_\k_\i fe\ ZXe k\XZ_ `eefmXk`fe% 8j pfl i\X[ k_`j# fli e\ok dXafi m\ekli\ n`cc Y\ Zfd`e^ kf c`]\1 k_\ 9< FG<E Jfle[ GfikXc% <]]\Zk`m\cp Xe XdY`k`flj dfY`c\ cXYfiXkfip ]fi \ogcfi`e^ k_\ Yfle[Xi`\j f] n_Xk ZXe Y\ XZ_`\m\[ n`k_ jfle[ k\Z_efcf^p% K_\ cXe[dXib \m\ek f] k_\ Cfe[fe ;\j`^e =\jk`mXc# k_\ GfikXc n`cc Y\ `ejkXcc\[ `e KiX]Xc^Xi JhlXi\ (0$)* J\gk\dY\i )'() kf ^`m\ Xe XZk`m\ [\dfejkiXk`fe f] [\j`^eĂ‹j kiXej]fidXk`feXc XY`c`k`\j%

K

_`j Yffb `j k_\ Ôijk Z_Xgk\i `e fli ^cfYXc d`jj`fe efk fecp kf kiXZb k_\ ^i\Xk `eefmXkfij f] fli k`d\# Ylk kf _\cg Yi`e^ k_\`i k_`eb`e^ kf c`]\% N\ Xi\ _l^\cp XdY`k`flj# Ylk Yp nfib`e^ n`k_ ^i\Xk gXike\ij `ek\ieXk`feXccp# n\ Xi\ Xci\X[p Y\^`ee`e^ kf j\\ k_\ `dgXZk f] fli gifa\Zk% Fli gcXe `j kf b\\g ^ifn`e^# kiXm\cc`e^ k_\ ^cfY\ n`k_ fli Zfe]\i\eZ\j Xe[ \o_`Y`k`fej kf ^Xk_\i dfi\ `[\Xj k_Xk Xi\ i`g\ ]fi `eZlYXk`fe Xe[ [\m\cfgd\ek% N\ Xcc lj\ >ff^c\ Xe[ =XZ\Yffb Xcc k_\ k`d\ Y\ZXlj\ k_\p Xi\ ^i\Xk nXpj f] Ôe[`e^ k_`e^j# Yi`cc`Xek jpjk\dj% G\fgc\ c`b\ jpjk\dj Xe[ nXek dfi\ f] k_\d% 9< FG<E `j j\kk`e^ lg X jpjk\d# X jkilZkli\[ XggifXZ_ kf Zi\Xk`e^ Xe[ k_\e lj`e^ X befnc\[^\ YXeb f] Zfek\dgfiXip Xik# XiZ_`k\Zkli\ Xe[ [\j`^e% 9< FG<E `j efk X Zfdd\iZ`Xc m\ekli\2 efi `j `k [\j`^e\[ kf Y\ X jfliZ\ f] `eZfd\# ]fi k_fj\ n_fj\ XZk`m`k`\j `k jlggfikj% @k _Xj Y\\e Zi\Xk\[ kf fg\e lg k_\ nfic[ f] Zfek\dgfiXip [\j`^e kf `eefmXkfij# kf _\cg k_\d ]ifd [ifne`e^ `e jfZ`Xc e\knfibj Xe[ j\XiZ_ \e^`e\j% Fli Xjj\k `j X le`hl\# XZZ\jj`Yc\ Xe[ ^ifn`e^ [XkXYXj\ f] Xik Xe[ [\j`^e gifa\Zkj# Ylk `dgfikXekcp# n\ Xi\ efk `e k_\ Ylj`e\jj f] Zi\Xk`e^ `[\Xj# n\ Xi\ cffb`e^ ]fi k_\d% K_\ =le[Ëj k\Xd Æ `kj XdYXjjX[fij Æ Xi\ c\X[`e^ i\gi\j\ekXk`m\j `e k_\ nfic[j f] [\j`^e# Xik# Ylj`e\jj Xe[ k_\ d\[`X% K_\ =le[Ëj `ejkild\ekj Xi\ X jpjk\d f] Zfe]\i\eZ\j# Zfdg\k`k`fej# \o_`Y`k`fej# dXjk\i$ZcXjj\j# ZlckliXc Xe[ Xik \m\ekj% N\ jkX^\ k_\j\ `e k_\ nfic[Ëj Zi\Xk`m\ _lYj# jf k_Xk n\ ZXe ^`m\ X _`^_cp m`j`Yc\ gcXk]fid kf k_\ Zlii\ek Xe[ e\ok ^\e\iXk`fe f] `eefmXkfij% @k `j \jj\ek`Xc ]fi lj kf Y\ lj\]lc# kf Zi\Xk\ gif[lZkj k_Xk n`cc _\cg pfl% N\ nXek kf Y\ ZXgk`mXk`e^ Xe[ \e^X^`e^# i\jfliZ\]lc Xe[ `e^\e`flj Xe[ Xe[ n\ gifd`j\ kf jligi`j\ pfl% :fd\ kf lj n`k_ pfli `[\Xj Xe[ fli i\j\XiZ_ k\Xd n`cc ^`m\ pfl Xcc k_\`i k`d\ Xe[ \og\ik`j\# jf k_Xk n\ ZXe kip kf c`m\ lg kf pfli cXi^\i$k_Xe$c`]\ [i\Xdj Xe[ \og\ZkXk`fej%

13/08/12 13.57

#F P1FO 5P 5)F 'V5VSF

&-FOB #B5V3*OB

'PO%B5PSF %* #& 01&/ *N1SFO%*5S*DF 'PVO%FS P' #& 01&/ &O5SF1SFOFVS

-B T5PS*B %F- 'V5VSP T* TDS*WF P((*

L

eX m\ek`eX [` Xee` ]X Xe[XmX [` df[X [`i\ Z_\ \iXmXdf ^`lek` XccX Ôe\ [\ccX jkfi`X# Z_\ cX jkfi`X efe \j`jk\mX g` % @ gfjkdf[\ie`jk` j` jfef Xggifgi`Xk` [` hl\jkX `[\X \ cË_Xeef ljXkX Zfd\ dfk`mf g\i Zfjkil`i\ le elfmf dfe[f% DX [fgf le gfË hl\jkf g\ej`\if j` g\ijf g\i jkiX[X Æ jkXkf [`jkilkkf [Xc k\dgf jk\jjf% @ j\Zfe[`# ` d`elk` \ ` ^`fie` _Xeef c\ekXd\ek\ ZXeZ\ccXkf hl\jkX `gfk\j` `ek\cc`^\ek\ \# Zfd\ jg\jjf XZZX[\# cËXiZ_`k\kkliX jfÔjk`ZXkX jkXkX i`[fkkX X le ZfcfeeXkf [` ]iXj`# gifÔc` \ dlZZ_` [` dXZ\i`\% E\c Y\e\ \ e\c dXc\# cX jkfi`X efe Ôe`kX2 `em\Z\ `c ]lklif Z_\ Xii`mXkf% ß hlXj` `ii`c\mXek\ `e Z_\ Xeef f [\Z\ee`f [\ccËlck`df j\Zfcf j`Xk\ eXk`# mf`# Zfd\ cX dX^^`fi gXik\ [` ef`# gifYXY`cd\ek\ Xmi\k\ ]Xkkf `c ZXcZfcf g\i jXg\i\ Z_\ \k~ Xmi\jk\ Xmlkf e\ccËXeef )'''% G\i `c ZXcZfcf jXi~ YXjkXkX leX dXeZ`XkX [` j\Zfe[`# dX i`dXjkf `dgi\jjf e\ccX d\dfi`X Zfd\ leX g`\kiX d`c`Xi\ `dg\i`kliX% @ej\i`k` `e leX Zfek`^l`k~ `dgifmm`jX \ jkiXeX# cX mfjkiX \k~ \ ^c` Xee` [\ccX ÈZ`m`ck~É _Xeef Xg\ikf elfm\ clZ\ek` gifjg\kk`m\ g\i `c ]lklif Æ cld`efjf# m`Z`ef \ dfckf i\Xc\% @e hl\ccf jkiXmX^Xek\ OO@ j\Zfcf Z` jXi\YY\if jkXk\ Zfj\ jklg\]XZ\ek`1 m`[\fZ_`XdXk\ X kl g\i kl# mfc` gi`mXk` e\ccf jgXq`f# d\[`Z`e\ `eZi\[`Y`c` \ X`lkXek` ifYfk`qqXk`% DX `c )''' Xii`mXkf \ j\ e\ Xe[Xkf j\eqX XggXi\ek\d\ek\ gfikXi\ Zfe j ZXdY`Xd\ek` [iXjk`Z`% F ]fij\ j`6 @ ZXdY`Xd\ek` j` XZZldlcXef Xeef [fgf Xeef \ jfcf gif^i\jj`mXd\ek\ `eÕl\eqXef cX efjkiX m`kX% ;Xk\ leËfZZ_`XkX Xc gXjjXkf2 gf` ^lXi[Xk\m` `ekfief Zfd\ j\ Xgi`jk\ ^c` fZZ_` g\i cX gi`dX mfckX% =XZ\e[fcf Zfii\kkXd\ek\# m` i\e[\i\k\ Zfekf Z_\ jk`Xdf ^`~ m`m\e[f e\c ]lklif% F^e` ^`fief jg\i`d\ek`Xdf k\Zefcf^`\# `[\\ \ XY`kl[`e` Z_\ iXggi\j\ekXef le dfe[f elfmf \ Zfdgc\kXd\ek\ [`m\ijf1

3_BeOpen Book_006_007_INTRO_Baturina_all.indd 6

`c Zfdglk\i n`i\c\jj jlccX jZi`mXe`X Z_\ gl i`jgfe[\i\ Xcc\ [fdXe[\ \ i\g\i`i\ `e]fidXq`fe` `e gfZ_` j\Zfe[`2 ` [`jgfj`k`m` dfY`c` [` i`ZfefjZ`d\ekf [\cc\ `ddX^`e` Z_\ gfjjfef jZXkkXi\ ]fkf [\^c` \[`ÔZ` \ [`i\ `dd\[`XkXd\ek\ `c efd\ [\ccËXiZ_`k\kkf2 XYY`Xdf ` gfikX]f^c` g`\e` [` ZXik\ [` gcXjk`ZX2 c\ Z_`Xm` [\cc\ Xlkf X YXkk\i`X jfef [`]ÔZ`c` [X [`jk`e^l\i\ [X` gfikXZ_`Xm`% ß [`]ÔZ`c\ `ddX^`eXi\ Zfd\ gfk\jj`df ]Xie\ X d\ef jfcf *''' ^`fie` ]X% @c efjkif dfe[f fiX Zfj jkiXfi[`eXi`f \ Z` Z_\ cf i\e[\ kXekf [`m\ijf Z_\ ` ZfeÔe` hlXj` efe \j`jkfef% J` jZfgi\ Zfj Z_\ efe ZË\iX Y`jf^ef [` Zfehl`jkXi\ cf jgXq`f g\i Zi\Xi\ Xckif jgXq`f `cc`d`kXkf% C\ ZfefjZ\eq\ jfef [` c`Y\if XZZ\jjf g\i Z_`lehl\ XYY`X @ek\ie\k 2 ^c` Xik`jk` [`m\ekXef ]Xdfj` i\^`jkiXe[f ` cfif jlZZ\jj` jl` G:2 j` gl m`X^^`Xi\ g\i Z`kk~ \ dlj\` j\eqX ljZ`i\ [` ZXjX% >iXq`\ X @ek\ie\k# X` elfm` dXk\i`Xc`# XccX df[\cc`qqXq`fe\ *; \ XccX ]XekXj`X Zi\Xk`mX# `c [\j`^e# cËXiZ_`k\kkliX \ cËXik\ jkXeef kiXj]fidXe[f `c efjkif dfe[f `e leX jg\Z`\ [` elfmX# \eklj`XjdXek\ j\hl\eqX [` ÈI`kfief Xc ]lklifÉ% EXkliXcd\ek\# efe j` gl \jj\i\ j\dgi\ ZfejXg\mfc` [\c ]Xkkf Z_\ m`m`Xdf e\c ]lklif% ß Zfd\ leX ZXkXij`# leË\jgcfj`fe\ [` \e\i^`X Z_\ Z` Zfcg`jZ\ `e Z\ik` dfd\ek` Æ \ jfef dfd\ek` Z_\ `dgfikXek\ i`Zfi[Xi\% DX klkkX hl\jkX \e\i^`X \ `e]fidXq`fe` jfef leËXidX X [fgg`f kX^c`f# leX Y\e\[`q`fe\# dX XeZ_\ leX dXc\[`q`fe\ g\i cX efjkiX ^\e\iXq`fe\% @[\\ jYXcfi[`k`m\ \ ZXgfcXmfi` [\ccËXik\ \ [\c [\j`^e gfjjfef Xe[Xi\ g\ij` e\ccË`dd\ejX fe[XkX [` `ddfe[`q`X `e]fidXk`mX Z_\ jfdd\i^\ Z_` XY`kX e\cc\ d\^Xcfgfc`% Le YXdY`ef [` ki\ Xee` cËle`Zf Z_\ j` j`X ]\idXkf X[ XjZfckXi\ Afj_lX 9\cc# lef [\` g` ^iXe[` m`fc`e`jk` [\c dfe[f# d\eki\

jlfeXmX `e leX jkXq`fe\ [\ccX d\kifgfc`kXeX [` NXj_`e^kfe ;:% Hl\c Y`dYf \iX cËle`Zf Z_\ Xm\jj\ leX d\ek\ jl]ÔZ`\ek\d\ek\ Xg\ikX [X efkXi\ Z_\ jkXmX XZZX[\e[f hlXcZfjX [` ^iXe[\ `e hl\ccËfiX [` glekX X]]fccXkX% ß [`]ÔZ`c\ Xgi`ij` XccX elfmX i\Xck~# Xggi\qqXi\ ` cld`efj` jgiXqq` [` kXc\ekf# efkXi\ `c ZXdY`Xd\ekf# gifmXi\ jfigi\jX% :` [\m\ gli \jj\i\ le df[f g\i i\e[\i\ `c ]lklif gi\j\ek\ \ ef` g` i`Z\kk`m` Xc ]lklif jk\jjf% 8 Cfe[iX# `e hl\jkf d\j\ [` j\kk\dYi\# jk`Xdf ZfccXYfiXe[f XccX gif[lq`fe\ [` le ÈgfikXc\ jfefifÉ# cX ]lkliX ]ifek`\iX [\c jfle[ [\j`^e% @c 9< FG<E Jfle[ GfikXc i\jk\i~ leX j\kk`dXeX `ek\iX X KiX]Xc^Xi JhlXi\# `e df[f Z_\ klkk` gfjjXef \ekiXiZ` \ gifmXi\ cË\jg\i`\eqX [\c ]lklif [\c jlfef% ß lef [\` df[` [X ef` gi\jZ\ckf g\i Z\iZXi\ [` gfikXi\ `c ]lklif e\c gi\j\ek\ \ i\e[\icf XZZ\jj`Y`c\ X klkk`% HlXe[f `f \ ` d`\` Zfcc\^_` XYY`Xdf Zfd`eZ`Xkf X g\ejXi\ X 9< FG<E# Z` j`Xdf i\j` Zfekf [` hlXekf ]fjj\ `dgfikXek\ efe ZfeZ\ekiXij` jfcf jl le j`e^fcf gif^\kkf# dX g`lkkfjkf `[\Xi\ le j`jk\dX Zf\i\ek\# leX jg\Z`\ [` C\^f X]ÔeZ_ klkkf ]leq`feXjj\% 9< FG<E g\id\kk\ [` i\g\i`i\ c\ `[\\ \ gf` Zi\Xi\ cË`e]iXjkilkkliX e\Z\jjXi`X g\i gfikXic\ XmXek` Ôef `e ]fe[f% ;liXek\ c\ Zfe]\i\eq\ [` D`cXef XYY`Xdf jZXdY`Xkf dfck\ `[\\ \ c\ d`^c`fi` jfef jkXk\ iXZZfck\ `e hl\jkX glYYc`ZXq`fe\% >lXi[Xk\ Zfe g` Xkk\eq`fe\# Z\iZXk\ [` efe g\i[\im` e`\ek\2 jfef Z\ikX Z_\ kifm\i\k\ `e klkkf le Yi`Z`fcf [` iXq`feXc`k~% ß `dgfikXek\ X]]\iiXi\ `c j\ejf \ [Xi\ Xc kXc\ekf cX gfjj`Y`c`k~ [` jm`clggXij` Æ \ZZf ZfjX 9< FG<E% :` gi\Ô^^`Xdf hl\jkf Zfdg`kf kXekf [`]ÔZ`c\ hlXekf X]]XjZ`eXek\ g\iZ_ `c ]lklif `e Zl` jk`Xdf m`m\e[f fiX efe XYYXjkXeqX% Mf^c`Xdf Zfd`eZ`Xi\ X cXmfiXi\ jlc ]lklif Z_\ jkX g\i [`m\ekXi\ gXik\ [\ccX efjkiX jkfi`X%

13/08/12 13.57

&MFOB #BUVSJOB

5)F )*T5PS: P' 5)F 'V5VSF *T #F*O( XS*55FO 5P%B:

8

Zflgc\ f] [\ZX[\j X^f `k nXj ]Xj_`feXYc\ kf jXp k_Xk n\ _X[ Zfd\ kf k_\ \e[ f] _`jkfip# k_Xk _`jkfip nXj ef cfe^\i% Gfjk$df[\ie`jkj kffb k_`j `[\X Xe[ lj\[ `k Xj X i\Xjfe kf ZfejkilZk X e\n nfic[% 9lk X]k\i X n_`c\ k_\ ZfeZ\gk cfjk `kj nXp Æ `k nXj [\jkifp\[ Yp k`d\ `kj\c]% J\Zfe[j# d`elk\j Xe[ [Xpj jcfncp gfc`j_\[ XnXp k_\ n`kkp _pgfk_\j`j Xe[# Xj jf f]k\e _Xgg\ej# k_\ jfg_`jk`ZXk\[ XiZ_`k\Zkli\ nXj i\[lZ\[ kf X ZfcfeeX[\ f] g_iXj\j# Zfekflij Xe[ X g`c\ f] ilYYc\% =fi Y\kk\i fi nfij\# _`jkfip _Xj efk \e[\[2 k_\ ]lkli\ _Xj Xii`m\[ `ejk\X[% @kËj Xcdfjk `ii\c\mXek `e n_Xk p\Xi fi [\ZX[\ f] k_\ cXjk Z\eklip pfl n\i\ Yfie# pfl# c`b\ dfjk f] lj# gifYXYcp [`[ k_\ dXk_j kf nfib _fn fc[ pfl n\i\ ^f`e^ kf Y\ `e k_\ p\Xi )'''% K_\ ZXcZlcXk`fe kffb X dXkk\i f] dfd\ekj# Ylk `k jklZb `e pfli d\dfip c`b\ Xe \k\ieXc d`c\jkfe\% 9ifl^_k `ekf jl[[\e# Y`qqXi\ Zfek`^l`kp# pfli fne p\Xij Xe[ k_fj\ f] ÊZ`m`c`qXk`feË fg\e\[ lg j_`ep e\n m`jkXj ]fi k_\ ]lkli\ $ Yi`^_k# Zcfj\ Xe[ m\ip i\Xc% @e k_Xk ]XekXjk`ZXc )(jk Z\eklip k_\i\ n\i\ ^f`e^ kf Y\ XdXq`e^ k_`e^j1 ]XZ\$kf $]XZ\ m`[\f ZXcc`e^# gi`mXk\ Õ`^_kj `ekf jgXZ\# `eZi\[`Yc\ d\[`Z`e\j Xe[ ifYfk`Z _\cg\ij% 9lk k_\ p\Xi )''' _Xj Y\\e Xe[ ^fe\ Xe[ j\\d`e^cp Yifl^_k ef [iXjk`Z Z_Xe^\% Fi dXpY\ `k [`[6 :_Xe^\j XZZldlcXk\ p\Xi fe p\Xi Xe[ fecp ^iX[lXccp X]]\Zk fli c`m\j% Kip kf cffb YXZb2 k_\e cffb Xifle[ pfl n`k_ X ]i\j_ ^Xq\% @] pfl [f `k i`^_k# pflËcc j\\ k_Xk n\ Xi\ Xci\X[p c`m`e^ `e k_\ ]lkli\% <m\ip [Xp n\ \og\i`\eZ\ k\Z_efcf^`\j# `[\Xj Xe[ Zljkfdj k_Xk i\gi\j\ek X Zfdgc\k\cp [`]]\i\ek# e\n nfic[1 X n`i\c\jj Zfdglk\i fe X [\jb k_Xk ZXe Xejn\i hl\jk`fej Xe[ jfliZ\ `e]fidXk`fe `e X dXkk\i f] j\Zfe[j2 `dX^\ i\Zf^e`k`fe dfY`c\ [\m`Z\j k_Xk ZXe kXb\ X g_fkf f] X Yl`c[`e^ Xe[ `dd\[`Xk\cp k\cc lj k_\ eXd\ f] `kj XiZ_`k\Zk2 fli nXcc\kj Xi\ ]lcc f] gcXjk`Z ZXi[j2 b\pj kf X YXkk\ip$ fg\iXk\[ ZXi Xi\ [`]ÔZlck kf k\cc XgXik ]ifd X b\p

3_BeOpen Book_006_007_INTRO_Baturina_all.indd 7

i`e^% @kËj _Xi[ kf `dX^`e\ _fn n\ c`m\[ n`k_flk `k Xcc fecp *''' [Xpj X^f% Fli nfic[ `j jf \okiXfi[`eXip efn# Xe[ n_Xk dXb\j `k [`jk`eZk`m\ `j k_\i\ Xi\ Xcdfjk ef Yfle[Xi`\j% @k kliej flk k_Xk [`[eËk e\\[ kf Zfehl\i flk\i jgXZ\ kf Zi\Xk\ e\n# Yfle[c\jj jgXZ\% Befnc\[^\ `j XZZ\jj`Yc\ kf \m\ipfe\ n_f _Xj `ek\ie\k XZZ\jj2 g\i]fid\ij Y\Zfd\ nfic[$]Xdflj Yp i\Zfi[`e^ k_\`i _`kj fe _fd\ Zfdglk\ij2 pfl ZXe kiXm\c kf Z`k`\j Xe[ dlj\ldj n`k_flk c\Xm`e^ pfli ÕXk% K_Xebj kf k_\ `ek\ie\k# e\n dXk\i`Xcj# *; df[\c`e^ Xe[ Zi\Xk`m\ `dX^`eXk`fe# [\j`^e# XiZ_`k\Zkli\ Xe[ Xik Xi\ kiXej]fid`e^ fli nfic[ `ekf jfd\ jfik f] \oZ`k`e^ e\n j\hl\eZ\ ]ifd È9XZb kf k_\ =lkli\É% F] Zflij\# n\ ZXeËk XcnXpj Y\ ZfejZ`flj f] k_\ ]XZk k_Xk n\ Xi\ c`m`e^ `e k_\ ]lkli\% @kËj dfi\ c`b\ X ZXk_Xij`j# Xe \ogcfj`fe f] \e\i^p k_Xk jki`b\j lj Xk Z\ikX`e dfd\ekj Æ Xe[ `kËj `dgfikXek kf i\d\dY\i k_fj\ dfd\ekj% 9lk Xcc k_`j \e\i^p Xe[ `e]fidXk`fe `j X [flYc\$\[^\[ jnfi[# X Yc\jj`e^ Xe[ X Zlij\ ]fi fli ^\e\iXk`fe% 8dXq`e^ `[\Xj Xe[ dXjk\ig`\Z\j f] Xik Xe[ [\j`^e ZXe ^\k cfjk `e k_\ _l^\ k`[Xc nXm\ f] `e]fidXk`feXc ^XiYX^\ k_Xk jnXdgj d\^Xcfgfc`j [n\cc\ij% 8 k_i\\$p\Xi fc[ Yfp nXj k_\ fecp fe\ n_f jkfgg\[ kf c`jk\e kf Afj_lX 9\cc# fe\ f] k_\ ^i\Xk\jk m`fc`e`jkj `e k_\ nfic[# gcXp`e^ Xk X d\kif jkXk`fe `e NXj_`e^kfe ;:% K_Xk c`kkc\ Yfp nXj k_\ fecp fe\ fg\e \efl^_ kf efk`Z\ k_Xk jfd\k_`e^ ^i\Xk nXj _Xgg\e`e^ `e k_\ d`[jk f] X Zifn[\[ ilj_ _fli% @k `j _Xi[ kf Y\ fg\e kf k_\ e\n i\Xc`kp# kf Xggi\Z`Xk\ k_fj\ Yi`^_k jgXibj f] kXc\ek# kf efk`Z\ Z_Xe^\# kf \og\i`\eZ\ jligi`j\% K_\i\ e\\[j kf Y\ X nXp f] dXb`e^ k_\ ]lkli\ dfi\ fYm`flj Xe[ lj dfi\ i\Z\gk`m\ kf `k% @e Cfe[fe# `e J\gk\dY\i )'()# n\ Xi\ ZfccXYfiXk`e^ fe k_\ gif[lZk`fe f] X jfle[ gfikXc# k_\ e\ok ]ifek`\i `e jfle[ [\j`^e% K_\ 9< FG<E Jfle[ GfikXc n`cc j`k `e KiX]Xc^Xi JhlXi\ ]fi X n\\b# jf k_Xk Xepfe\ ZXe jk\g `ej`[\ Xe[

\og\i`\eZ\ k_\ ]lkli\ f] jfle[% K_Xk `j fe\ f] k_\ nXpj k_Xk n\ Xi\ kip`e^ kf Yi`e^ k_\ ]lkli\ `ekf k_\ gi\j\ek [Xp Xe[ kf fg\e `k lg kf \m\ipfe\% N_\e dp Zfcc\X^l\j Xe[ @ Y\^Xe k_`eb`e^ XYflk 9< FG<E# n\ i\Xc`q\[ _fn `dgfikXek `k `j efk aljk kf ]fZlj fe X j`e^c\ gifa\Zk# Ylk iXk_\i kf [\m`j\ X Zf_\i\ek jpjk\d# X b`e[ f] X C\^f kf dXb\ `k Xcc nfib% 9< FG<E `j XYflk jfliZ`e^ `[\Xj Xe[ k_\e Zi\Xk`e^ k_\ `e]iXjkilZkli\ kf ZXiip k_\d k_ifl^_% ;li`e^ fli Zfe]\i\eZ\j `e D`cXe dXep `[\Xj n\i\ \oZ_Xe^\[# k_\ Y\jk f] n_`Z_ pfl n`cc j\\ `e k_`j glYc`ZXk`fe% KXb\ X Zcfj\i cffb# kip efk kf [`jd`jj Xepk_`e^2 @Ëd jli\ pflËcc Ôe[ X ^iX`e f] iXk`feXc`kp `e \m\ipk_`e^% @kËj `dgfikXek kf ^iXjg k_\ d\Xe`e^ Xe[ ^`m\ kXc\ek X Z_XeZ\ kf [\m\cfg Æ k_XkËj n_Xk 9< FG<E `j Xcc XYflk% N\ j\k flij\cm\j k_`j `ek\ej\cp [`]ÔZlck Ylk ]XjZ`eXk`e^ kXjb Y\ZXlj\ k_\ ]lkli\ k_Xk n\ Xi\ c`m`e^ k_ifl^_ efn `j efk \efl^_% N\ nXek kf jkXik nfib`e^ fe k_\ ]lkli\ k_Xk `j ^f`e^ kf Y\Zfd\ gXik f] fli _`jkfip%

13/08/12 13.57

#F P1FO 5P 5)F 'V5VSF

(*-%B #P+BS%*

%*SF55PSF 3FT1POTB#*-F %F- 4*T5FNB */5&3/* $)*F' &%*5PS P' 5)F */5&3/* T:T5FNmT 1V#-*DB5*POT

(-* FWFO5* %* *O5FS/* */5FS/* &7FO5T

9

< FG<E lef jgXq`f m`iklXc\ Xg\ikf \ [` Zfe]ifekf ]iX gi\j\ek\ \ ]lklif Z_\ i`ZXcZX \jXkkXd\ek\ ` k\d`# `e j\ejf cXkf# [\^c` \m\ek` Z_\ f^e` Xeef @ek\ie` fi^Xe`qqX X D`cXef `e Xgi`c\# [liXek\ cX j\kk`dXeX `ek\ieXq`feXc\ [\c ;\j`^e% CË<m\ekf [\c )'() XcZle\ `ddX^`e` e\ccX gX^`eX [` [\jkiX _X X]]ifekXkf `c ZfeZ\kkf [` C\^XZp \ Z`f [` \i\[`k~% C\ \i\[`k~ Z_\ Z` `ek\i\jjXef jfef c\ ZfefjZ\eq\# c\ jXg`\eq\ m`jk\ e\ ccX gifjg\kk`mX [` le ]lklif jfjk\e`Y`c\% J`Xdf hl`e[` fi^f^c`fj` [` Xm\i fjg`kXkf# gifgi`f `e hl\jkX fZZXj`fe\# cX gi`dX \jg\i`\eqX 9< FG<E Z_\ _X d\jjf X Zfe]ifekf# jl` k\d` g` XkklXc` [\c [`YXkk`kf ZlckliXc\# \jg\ik` `ek\ieXq`feXc`% Jfef jkXk` dfjkiXk` \ [`jZljj` gif^\kk` [` [\j`^e# XiZ_`k\kkliX# Xik\# Zfe lef j^lXi[f Xg\ikf jlcc\ gifjg\kk`m\ [\cc\ elfm\ ^\e\iXq`fe`% ;X Z`ehl\ Xee` @ek\ie` _X jZ\ckf Zfd\ j\[\ [\ccËXgglekXd\ekf [` Xgi`c\ cËLe`m\ij`k~ JkXkXc\ [\^c` Jkl[` [` D`cXef1 i`k\e`Xdf `e]Xkk` Z_\ j`X ]fe[Xd\ekXc\ `c Zfe]ifekf Zfe ` ^`fmXe`# Zfe ^c` jkl[\ek` gifgi`f e\^c` Xee` ]fe[Xek` [\ccX cfif ]fidXq`fe\% C\ `ek\eq`fe` [` @ek\ie` \ [` 9< FG<E j` jfef Zfj `eZfekiXk\ `e hl\jkX ]\c`Z\ ZfccXYfiXq`fe\ Z_\ j` jef[XkX `e ki\ ^`fieXk\ [` [`YXkk`k`# Zfe]\i\eq\ \ i`Õ\jj`fe` jkiXk\^`Z_\% CË`[\X [` kiXjd\kk\i\ mXcfi` `e ^iX[f [` Êi`dXe\i\Ë# leX jfikX [` \]ÔZXZ` d\dfi`\ g\i le ]lklif gfjj`Y`c\# hl\ccf Z_\ ^iXe gXik\ [\c dfe[f [\ccËXiZ_`k\kkliX \ [\c [\j`^e j` gifgfe\ [` [\Ôe`i\ f^^` jlccX jZ\eX [\c gif^\kkf \ Z_\ @ek\ie` _X Xjjlekf Zfd\ Ôcf Zfe[lkkfi\ [\cc\ gifgi`\ Xkk`m`k~# f^^` Zfd\ `e gXjjXkf% :fe 9< FG<E XYY`Xdf X]]ifekXkf k\d` Z_`Xm\ [\ccX Zfek\dgfiXe\`k~ Zfd\

3_BeOpen Book_008_009_INTRO_Bojardi_p8.indd 8

ÈIX^`fe\mfc\ Jfjk\e`Y`c\É# ÈHlfk`[`Xef =\c`Z\É# ÈLe`Zf Le`m\ijXc\É# jm`clggXk` `e kXmfc\ ifkfe[\ Zfe [\j`^e\i \ XiZ_`k\kk`# Xik`jk`# `dgi\e[`kfi`# Z_\]# ^`fieXc`jk` \ `e [`jZljj`fe` Xg\ik\ X le cXi^f glYYc`Zf% J\dgi\ ]\[\c` XccX gifjg\kk`mX [` fg\iXi\ e\ccX Z`kk~ g\i f]]i`i\ le \m\ekf gif^\kklXc\ `e ]fidX jg\i`d\ekXc\ \ k\dgfiXe\X XccË`ek\iX Z`kkX[`eXeqX \ X^c` \jgfe\ek` [` hl\c mXi`\^Xkf \ `ek\ieXq`feXc\ gfgfcf [\c [\j`^e Z_\ ZfcfiX D`cXef f^e` Xeef X[ Xgi`c\% CX ZfccXYfiXq`fe\ Zfe 9< FG<E _X \jk\jf cX ÔcfjfÔX [\ccËXgglekXd\ekf XccX [`d\ej`fe\ [\c Zfe]ifekf ZlckliXc\ \jgc`Z`kf \ gleklXc\# jZXe[`kf [Xcc\ Zfe]\i\eq\ Z_\ hl\jkËXeef _Xeef g\id\jjf [` Xggif]fe[`i\ g\i cX gi`dX mfckX `e Z_`Xm\ k\fi`ZX# \ j\dgi\ Xg\ikX X klkk`# ` k\d` jg\Z`ÔZ` [\ccË\m\ekf# Z\iZXe[f [` f]]i`i\ leX C\^XZp Z_\ gfjjX \jj\i\ ljXkX Zfd\ dXk\i`Xc\ g\i cX Zfjkilq`fe\ [` le ]lklif gfjj`Y`c\# dX jfgiXkklkkf jfjk\e`Y`c\%

9

< FG<E `j X m`iklXc fg\e jgXZ\ f] `ek\iXZk`fe Y\kn\\e gi\j\ek Xe[ ]lkli\# gi\Z`j\cp i\kiXZ`e^ k_\ k_\d\j# `e X n`[\i j\ej\# f] k_\ \m\ekj @ek\ie` _Xj Y\\e fi^Xe`q`e^ ]fi p\Xij [li`e^ ;\j`^e N\\b `e D`cXe% K_\ \m\ek `e )'() jfd\ g`Zkli\j e\ok gX^\ XggifXZ_\[ k_\ ZfeZ\gk f] C\^XZp% K_\ c\^XZp k_Xk `ek\i\jkj lj `j k_Xk f] befnc\[^\# j\\e `e k_\ g\ijg\Zk`m\ f] X jljkX`eXYc\ ]lkli\% Jf n\ Xi\ gifl[ k_Xk n\ _Xm\ _fjk\[# Xk k_`j \m\ek# k_\ Ôijk 9< FG<E \og\i`\eZ\# n_`Z_ ^\e\iXk\[ [`jZljj`fej

Xdfe^ kXc\ek\[ \og\ikj fe k_\ dfjk k`d\cp k_\d\j f] k_\ ZlckliXc [\YXk\% K_\ ]fZlj nXj fe gifa\Zkj f] [\j`^e# XiZ_`k\Zkli\ Xe[ Xik# \ok\e[`e^ k_\ i\Xjfe`e^ kf k_\ gifjg\Zkj f] e\n ^\e\iXk`fej% K_`j `j Xcjf n_p# ]fi , p\Xij efn# n\ _Xm\ Z_fj\e k_\ JkXk\ Le`m\ij`kp f] D`cXe Xj fli cfZXk`fe1 n\ Y\c`\m\ k_\ `ek\iXZk`fe n`k_ jkl[\ekj# n`k_ pfle^ g\fgc\# `e k_\ dfjk `dgfikXek p\Xij f] k_\`i kiX`e`e^# `j f] ]le[Xd\ekXc `dgfikXeZ\% K_\ `ek\ek`fej f] @ek\ie` Xe[ 9< FG<E k_lj d\k Xe[ af`e\[ ]fiZ\j `e X jlZZ\jj]lc ZfccXYfiXk`fe k_Xk le]fc[\[ `e k_i\\ [Xpj f] [\YXk\j Xe[ c\Zkli\j# jkiXk\^`Z i\Õ\Zk`fej Xe[ _pgfk_\j\j ]fi k_\ ]lkli\% K_\ `[\X f] kiXejd`kk`e^ [\j`^e mXcl\j ZXgXYc\ f] Êi\dX`e`e^Ë# \]]\Zk`m\ d\dfi`\j ]fi X gfjj`Yc\ ]lkli\# `j n_Xk X cXi^\ gXik f] k_\ nfic[ f] XiZ_`k\Zkli\ Xe[ [\j`^e j\kj flk kf XZZfdgc`j_ fe k_\ Zfek\dgfiXip jZ\e\% @ek\ie` _Xj kXb\e k_`j `ek\ek`fe Xj k_\ c\`kdfk`m f] `kj <m\ekj# Xcjf `e k_\ gXjk1 d\dfip gifa\Zk\[ kfnXi[j k_\ ]lkli\% N`k_ 9< FG<E n\ XggifXZ_\[ b\p k_\d\j f] k_\ Zfek\dgfiXip \iX# c`b\ ÈI\XjfeXYc\ JljkX`eXYc\É# È;X`cp ?XggpÉ# ÈLe`hl\ Le`m\ijXcÉ# `e ifle[ kXYc\ [`jZljj`fej n`k_ [\j`^e\ij Xe[ XiZ_`k\Zkj# Xik`jkj# \eki\gi\e\lij# Z_\]j# aflieXc`jkj# fg\e kf [`jZljj`fe n`k_ X n`[\ Xl[`\eZ\% @e b\\g`e^ n`k_ k_\ g\ijg\Zk`m\ f] fg\iXk`e^ `e k_\ Z`kp kf f]]\i X [\j`^e \m\ek `e Xe \og\i`d\ekXc# k\dgfiXip ]fid ]fi Xcc k_\ i\j`[\ekj Xe[ m`j`kfij f] k_Xk mXi`\[# `ek\ieXk`feXc g\fgc\ f] [\j`^e k_Xk `emX[\j D`cXe \m\ip p\Xi `e 8gi`c% K_\ ZfccXYfiXk`fe n`k_ 9< FG<E _Xj \ok\e[\[ k_\ g_`cfjfg_p f] k_\ glYc`Z \m\ek kf k_\ [`d\ej`fe f] \ogc`Z`k ZlckliXc Zfe]ifekXk`fe# ]\Xkli`e^ c\Zkli\j k_Xk dX[\ `k gfjj`Yc\ ]fi k_\ Ôijk k`d\# k_`j p\Xi# kf XggifXZ_ k_\ jg\Z`ÔZ k_\d\j f] k_\ \m\ek fe X k_\fi\k`ZXc gcXe\# XcnXpj fg\e kf Xcc# Xkk\dgk`e^ kf f]]\i X C\^XZp k_Xk ZXe Y\ lj\[ Xj dXk\i`Xc ]fi k_\ ZfejkilZk`fe f] X gfjj`Yc\ Æ Xe[ _fg\]lccp Y\kk\i Æ ]lkli\%

13/08/12 13.53

(JMEB #PKBSEJ

2_BeOpen Book_008_009_INTRO_Bojardi.indd 9

10/08/12 20.48

#F P1FO 5P 5)F 'V5VSF

n45"#*-*".0 6/" QPTTJCJMJU· EJ DPNVOJDB[JPOF 53" * 1&/4"503* %&- 13&4&/5& & %&- '65630 "553"7&340 DPOGFSFO[F FTQPTJ[JPOF F DPODPSTJ B QSFNJo 40550-*/&" &-&/" #"563*/" n%*3*(*".0 5655* * /0453* 4'03;* 7&340 -" 3*$&3$" & *- 3*$0/04$*.&/50 %&--& NJHMJPSJ JEFF F JOOPWB[JPOJ " 26&450 130(&550 1"35&$*1&3"//0 * .*(-*03* 1&/4"503* %&- .0/%0 * 26"-* $* "*65&3"//0 26*/%* " $"1*3& .&(-*0 -" '6563" (&/&3";*0/& %* *//07"503* & 4$&(-*&3"//0 */4*&.& " /0* -& 40-6;*0/* 055*."-* 1&3 NJHMJPSBSF MB RVBMJU· EFMMB OPTUSB WJUB #& 01&/ $0--"#03&3 $0/ * 13*/$*1"-* (07&3/* 1&3 %*4$65&3& 26&45& *%&& & -& 1044*#*-*5 %* 3&"-*;;"3-&o n8& &45"#-*4) "/ PQQPSUVOJUZ GPS DPNNVOJDBUJPO ".0/(45 $633&/5 "/% '6563& l5)*/,&34m 5)306() 063 DPOGFSFODFT FYIJCJUJPOT BOE BXBSETo 4":4 &-&/" #"563*/" n063 '0$64 *4 0/ 4&&,*/( 065 "/% 3&8"3%*/( 5)& CFTU JEFBT BOE JOOPWBUJPOT *OUFSOBUJPOBMMZ SFOPXOFE DSFBUJWFT 8*-- 5",& 1"35 */ 5)*4 130+&$5 )&-1*/( 64 50 *%&/5*': 5)& /&95 (&/&3"5*0/ 0' *//07"5034 "/% 5)& 8": '038"3% '03 JNQSPWJOH PVS RVBMJUZ PG MJGF #& 01&/ 8*-- $001&3"5& 8*5) (07&3/.&/54 "306/% 5)& 803-% 50 %*4$644 5)&4& *%&"4 "/% '*/% 5)& 0110356/*5*&4 50 *.1-&.&/5 5)&.o <MB3FQVCCMJDB>

26"- *- 4&(/0 0 -m&3&%*5 $)& 7033&##& -"4$*"3& "* 1045&3* n-" 3*41045" (* /&- /0.& %&--" .*" '0/%";*0/& #& 01&/ &44&3& $*0 BQFSUJ B QFSTPOF JEFF F B VO NPOEP NJHMJPSF */ 6/" 1"30-" &44&3& "1&35* "- DBNCJBNFOUP 7033&* 13013*0 3*64$*3& " '"3& -" %*''&3&/;" $0/53*#6&/%0 " .0%*'*$"3& * 4*45&.* $)& /0/ '6/;*0/"/0 & GBSF EFM NPOEP VO QPTUP NJHMJPSF JO DVJ WJWFSFo 8)"5 *4 5)& -&("$: :06 806-% -*,& 50 -&"7& '03 5)& '6563& n5)& "/48&3 *4 "-3&"%: 5)&3& */ 5)& /".& 0' .: '06/%"5*0/ #& 01&/ PQFO UP QFPQMF JEFBT BOE B CFUUFS XPSME */ 4)035 #& 01&/ 50 DIBOHF * 806-% -*,& 50 .",& " %*''&3&/$& $0/53*#65*/( 50 $)"/(& 5)& 4:45&.4 5)"5 %0 /05 803, "/% 50 NBLF UIF XPSME B CFUUFSQMBDF UP MJWFo <&-&/" #"563*/" B 5P */5FS/*>

2_BeOpen Book_010_011_INTRO_Quotes.indd 10

10/08/12 20.41

2VP5FT

n40/0 $0/7*/5" $)& MF JEFF F J QFOTJFSJ EFMMmVPNPo EJDF &-&/" #"563*/" n4*"/0 41&440 */'-6&/;"5* %"--m"41&550 7*4*70 4& 4* .0453"/0 $04& 033*#*-* "--& 1&340/& &44& 45&44& %*7&/5"/0 033*#*-* & "((3&44*7& -B CFMMF[[B JOWFDF DSFB VOB TPDJFU· QBDJGJDBo n* ". $0/7*/$&% 5)"5 )6."/ *%&"4 "/% 5)06()54o &-&/" #"563*/" 4B:T n"3& 0'5&/ */'-6&/$&% #: 5)& 7*46"- *' 1&01-& "3& 4)08/ )033*#-& 5)*/(4 5)&/ 5)&: #&$0.& "((3&44*7& "/% )033*#-& 5)&.4&-7&4 #VU CFBVUZ PO UIF PUIFS IBOE DSFBUFT B QFBDFGVM TPDJFUZo <'*OBO$*B- 5*.&T>

n.* 1*"$& *- .0%0 */ $6* 01&3"/0 MF NFOUJ EFJ DSFBUJWJo )" %*$)*"3"50 &-&/" #"563*/" n4"11*".0 $)& lJM QFOTJFSP EFM EFTJHO ¿ TFNQSF MFHBUP B VO GVUVSP NJHMJPSFm & 26&- 4&/5*.&/50 *- .0503& $)& 45" "--" #"4& %* #& 01&/o n* -*,& 5)& 8": 5)"5 DSFBUJWFTm NJOET 803,o 4"*% &-&/" #"563*/" n8& ,/08 5)"5 lEFTJHO UIJOLJOH JT BMXBZT MJOLFE UP BO JNQSPWFE GVUVSFm "/% *5 *4 5)"5 4&/5*.&/5 5)"5 *4 5)& %3*7*/( '03$& #&)*/% #& 01&/o <"35*O'P DPN>

2_BeOpen Book_010_011_INTRO_Quotes.indd 11

10/08/12 20.42

%FTJHO 5IJOLJOH F OFP 1SBHNB5JTNP

'SBODFTDP .PSBDF

#& 01&/ Â&#x; 6/0 41";*0 BQFSUP BMMB DPNVOJDB[JPOF 6/ 10/5& 53" -& (3"/%* 1&340/"-*5— %&--" DVMUVSB JOUFSOB[JPOBMF DPOUFNQPSBOFB & -& /607& QSPNFTTF EFMMF HJPWBOJ HFOFSB[JPOJ */ &6301" 3644*" F OFM SFTUP EFM NPOEP

#& 01&/ *4 "/ PQFO DPNNVOJDBUJPO TQBDF " #3*%(& #&58&&/ 5)& JOUFSOBUJPOBM HSFBU NJOET 0' 063 5*.& "/% 5)& /&8 QSPNJTJOH ZPVOH HFOFSBUJPOT */ &6301& 3644*" BOE UIF SFTU PG UIF XPSME

%FTJHO 5IJOLJOH USB 4PTUFOJCJMJU¡ 'FMJDJU¡ 6OJDJU¡

E

\ccf jZ\eXi`f [\ccX Zi`j` jkXeef \d\i^\e[f \j`^\eq\ gif]fe[\ [` i`Zfjk`klq`fe\ [\c mXcfi\# XkkiXm\ijf `c kXc\ekf \ cX gXjj`fe\ elki`k` `e leX gifjg\kk`mX [X Ê[\j`^e k_`eb`e^Ë `e Zl` c\ g\ijfe\ Zi\Xk`m\ \ efe jfcf ` [\j`^e\i f ` Zi\Xk`m` [` gif]\jj`fe\ [`m\ek`ef gfikXkfi` [` mXcfi`# [` leX m`j`fe\ [\c dfe[f# [` leX ZXgXZ`k~ [` i\Xc`qqXq`fe\ ZfeZi\kX% E\ccX i`Z\iZX [` elfm\ ]fid\ [` giX^dXk`jdf# kifm`Xdf efe jfcf cË\e\i^`X \ `c ZXiXkk\i\ [\c Zi\Xk`mf# dX XeZ_\ cX ZXgXZ`k~ elfmX [` Z_`# XkkiXm\ijf `c gif^\kkf g\ijfeXc\ \ `c jlf ]Xi\# j` [`dfjkiX `e ^iX[f [` Xii`ZZ_`i\ cX gifgi`X \j`jk\eqX j\eqX j\^l`i\ j\dgc`Z\d\ek\ [`i\q`fe` ^`~ kiXZZ`Xk\ [X Xcki`%

;

\j`^e K_`eb`e^ Xe[ e\f$giX^dXk`jd1 jljkX`eXY`c`kp# _Xgg`e\jj# le`hl\e\jj% @e k_\ Zi`j`j jZ\eXi`f gif]fle[ e\\[j ]fi i\Zfejk`klk`fe f] mXcl\j Xi\ \d\i^`e^# k_ifl^_ kXc\ek Xe[ gXjj`fe elikli\[ Yp X g\ijg\Zk`m\ f] [\j`^e k_`eb`e^ `e n_`Z_ Zi\Xk`m\ g\fgc\ efk aljk [\j`^e\ij fi gif]\jj`feXc Zi\Xkfij Y\Zfd\ k_\ Y\Xi\ij f] mXcl\j# f] X nfic[m`\n Xe[ X ZXgXZ`kp ]fi ZfeZi\k\ i\Xc`qXk`fe% @e glijl`k f] e\n ]fidj f] giX^dXk`jd# n\ Ôe[ efk fecp k_\ \e\i^p Xe[ Z_XiXZk\i f] Zi\Xk`m\ g\fgc\# Ylk Xcjf k_\ e\n XY`c`k`\j f] k_fj\ n_f k_ifl^_ X g\ijfeXc gifa\Zk Xe[ `kj dXb`e^ ZXe [\dfejkiXk\ k_\ gfjj`Y`c`kp f] \ei`Z_`e^ fe\Ëj fne \o`jk\eZ\# n`k_flk j`dgcp ]fccfn`e^ k_\ ^l`[\c`e\j

=iXeZ\jZf DfiXZ\# jfZ`fcf^f# jZi`kkfi\ \ ^`fieXc`jkX# gi\j`[\ek\ [`&jfZ`fcf^`jk# ni`k\i Xe[ aflieXc`jk# Gi\j`[\ek f] =lkli\ :feZ\gk CXY

4_BeOpen Book_012_015_Morace_INTRO.indd 12

10/08/12 20.48

%FTJHO 5IJOLJOH BOE OFP 1SBHNB5JTN

H F OFP 1SBHNB5JTNP INSTALLAZIONE DI MARIO NANNI PER VIABIZZUNO IN VIA SAN MARCO A MILANO DURANTE IL FUORISALONE 2012. PROGETTO GIÀ VINCITORE DEL CONCORSO DI IDEE YAP MAXXI-MOMA, ROMA 2011. MARIO NANNI INSTALLATION FOR VIABIZZUNO, VIA SAN MARCO, MILAN, DURING FUORISALONE 2012. THIS PROJECT PREVIOUSLY WON THE MAXXI-MOMA IDEAS CONTEST YAP, ROME 2011

4_BeOpen Book_012_015_Morace_INTRO.indd 13

10/08/12 20.48

%FTJHO 5IJOLJOH F OFP 1SBHNB5JTNP

-& /607& 3&(0-& %&- (*0$0 &.&3(0/0 %"--" /607" $0/$&;*0/& %&--" TPTUFOJCJMJU¡ %&--" GFMJDJU¡ QFSTPOBMF %&--mVOJDJU¡ OFM NFSDBUP HMPCBMF %"--" %*.&/4*0/& 426*4*5".&/5& &$0/0.*$" $)& )" 13&7"-40 /&(-* 6-5*.* %&$&//* $* 45*".0 */'"55* TQPTUBOEP q */ 5&3.*/* %* 1&3$&;*0/& $0--&55*7" q */ 6/" %*.&/4*0/& */ $6* MB RVBMJU¡ VNBOB EFMMF SFMB[JPOJ F EFMMF FTQFSJFO[F "$26*4*4$& 6/" '03;" 6(6"-& 4& /0/ ."((*03& 3*41&550 "--" 26"-*5— ."5&3*"-& %&* $0/46.*

Zl` ` Zfejld$Xlkfi` g\ejXef ZfeZi\kXd\ek\ XccX gifgi`X hlXc`k~ [` m`kX \ [` \jg\i`\eqX# mXclkXe[f `c mXcfi\ [` le f^^\kkf# [` le gif[fkkf# [` leX ]fidX f [` le dXk\i`Xc\% @e hl\jkf i`g\ejXd\ekf Xjjldfef elfmX Z\ekiXc`k~ cX hlXc`k~ [\c k\dgf# [\ccf jgXq`f \ [\c Zfigf# d\eki\ j` i`[`d\ej`feXef ` jf^e` \Zfefd`Z`# k\Zefcf^`Z`# Zfejld`jk`Z`% CX gifjg\kk`mX [`m\ekX hl\ccX [` leX Zfek\dgfiXe\`k~ klkkËXckif Z_\ YXeXc\ \ jkXe[Xi[`qqXkX# Z_\ gifgfe\ cX i`mfclq`feXi`X ZXgXZ`k~# g\i f^elef# [` i`kX^c`Xi\ ` ZfeÔe` [\ccX gifgi`X efidXc`k~% CË`ek\cc`^\eqX i`Z_`\jkX `e hl\jkf \j\iZ`q`f gif^\kklXc\ … j]XZZ\kkXkX \ dlck`]fid\ \ efe gi`m`c\^`X e„ jfcf cËXjg\kkf \dfk`mf# e„ jfcf hl\ccf iXq`feXc\1 cX jÔ[X [\Z`j`mX g\i `c ]lklif [`m\ekX `ddX^`eXi\ g\iZfij` gif^\kklXc`# gif[lkk`m`# Zfdd\iZ`Xc`# Z_\ jXgg`Xef Y`cXeZ`Xi\ hl\jk` [`m\ij` Xjg\kk`1 jfjk\e`Y`c`k~# ]\c`Z`k~# le`Z`k~# Zfjk`kl`iXeef c\ [`i\q`fe`# ` [i`m\i# ` ]XZ`c`kXkfi` g\i iX^^`le^\i\ hl\jkf XdY`q`fjf fY`\kk`mf% :`Ž Zfdlehl\ Zf`eZ`[\ Zfe leX c\ekX# ]Xk`ZfjX# [`]ÔZ`c\ i`Zfjkilq`fe\ [` leX [`d\ej`fe\ \k`ZX# e\ccX hlXc\ cX ZXgXZ`k~ [` `jk`kl`i\ i\cXq`fe`# [` i\jgfejXY`c`qqXi\ \ [` Zfe[`m`[\i\ gi\mXc^X jlcc\ j\dgc`Z` k\Zefcf^`\ [\c gfk\i\ \j\iZ`kXkf jl k\ii`kfi`# Zfdle`k~# `e[`m`[l`%

`e[`ZXk\[ Yp fk_\ij% 8cjf `e Zfejldgk`fe# [\j`^e k_`eb`e^ `j \d\i^`e^ k_Xk `j ZXgXYc\ f] ^iXjg`e^ k_\ hlXc`kp f] gif[lZkj# YXj\[ fe befnc\[^\ fi g\iZ\gk`fe# `ekl`k`fe fi Zlckli\% K_\ Z_Xcc\e^\ ]fi Ylj`e\jj\j fi`\ek\[ kfnXi[j [\j`^e k_`eb`e^# Y\Zfd\j k_Xk f] ^lXiXek\\`e^ Zljkfd\ij Xe f]]\i`e^ f] gif[lZkj Xe[ j\im`Z\j ZXgXYc\ f] gcXp`e^ X ifc\ f] d\[`Xk`fe Y\kn\\e k_\ _Xgg`e\jj f] g\fgc\# le[\ijkXe[`e^ k_\ e\n hlXc`k`\j 8eZ_\ e\c Zfejldf \d\i^\ le [\j`^e f] c`]\# i\k_`eb`e^ k_\ jkXik`e^ Zfe[`k`fej i\hl`i\[ kf k_`eb`e^ `e ^iX[f [` Zf^c`\i\ cX hlXc`k~ [\c \e^\e[\i _Xgg`e\jj# Xe[ k_\ ZfeZi\k\ nXpj f] dXb`e^ gif[fkkf Z_\ eXjZ\ [XccX ZfefjZ\eqX f [XccX k_\d _Xgg\e% K_`j `j n_\i\ \m\ip[Xp `ek\cc`^\eZ\ g\iZ\q`fe\# [XccË`ekl`q`fe\ f [XccX ZlckliX% `j kiXej]fid\[ `ekf [\j`^e k_`eb`e^# `e k_\ dfd\ek CX jÔ[X [\ccË`dgi\jX fi`\ekXkX Xc n_\e Zfejld$XZkfij jkXik kf k_`eb ZfeZi\k\cp [\j`^e k_`eb`e^ [`m\ekX hl\ccX [` ^XiXek`i\ kXYflk k_\`i fne hlXc`k`\j f] c`]\ Xe[ \og\i`\eZ\# X` gifgi` Zc`\ek` leX f]]\ikX [` gif[fkk` \ Xjj\jj`e^ k_\ mXcl\ f] Xe fYa\Zk# X gif[lZk# X ]fid fi j\im`q` `e ^iX[f [` jmfc^\i\ le ilfcf [` X dXk\i`Xc% @e k_`j i\k_`eb`e^# k_\ hlXc`k`\j f] k`d\# d\[`Xq`fe\ kiX cX ]\c`Z`k~ [\cc\ g\ijfe\# jgXZ\ Xe[ k_\ Yf[p kXb\ fe X e\n Z\ekiXc gfj`k`fe# Zfdgi\e[\e[f c\ elfm\ hlXc`k~ [` m`kX# n_`c\ \Zfefd`Z# k\Z_efcf^`ZXc Xe[ Zfejld\i$jkXklj i`g\ejXe[f Xcc\ Zfe[`q`fe` [` gXik\eqX [i\Xdj Xi\ i\Zfej`[\i\[% K_\ g\ijg\Zk`m\ Y\Zfd\j g\i \jj\i\ ]\c`Z` \ Xcc\ giXk`Z_\ ZfeZi\k\ fe\ f] X Zfek\dgfiXip Zfe[`k`fe k_Xk `j efk YXeXc XkkiXm\ijf Zl` i\e[\icX gfjj`Y`c\ Xe[ jkXe[Xi[`q\[# gf`ek`e^ kf k_\ i\mfclk`feXip <ZZf [fm\ cË`ek\cc`^\eqX hlfk`[`XeX j` kiXj]fidX `e [\j`^e k_`eb`e^# e\c dfd\ekf `e gfjj`Y`c`kp ]fi \m\ipfe\ kf j\k k_\ Yfle[Xi`\j f] _`j fi

_\i fne efidXc`kp% K_\ `ek\cc`^\eZ\ i\hl`i\[ `e k_`j [\j`^e \o\iZ`j\ `j dlck`]XZ\k\[ Xe[ _Xj dlck`gc\ ]fidj1 efk aljk k_\ \dfk`feXc Xjg\Zk# efk aljk k_\ iXk`feXc Xjg\Zk% K_\ [\Z`j`m\ Z_Xcc\e^\ ]fi k_\ ]lkli\ Y\Zfd\j kf `dX^`e\ gXk_j f] [\j`^e# gif[lZk`fe Xe[ Zfdd\iZ\ k_Xk Xi\ XYc\ kf YXcXeZ\ k_\j\ [`]]\i\ek Xjg\Zkj1 jljkX`eXY`c`kp# _Xgg`e\jj Xe[ le`hl\e\jj n`cc Y\ k_\ [`i\Zk`fej# k_\ [i`m\ij# k_\ ]XZ`c`kXkfij kf XZ_`\m\ k_`j XdY`k`flj ^fXc% 8cc k_`j# `e Xep ZXj\# Zf`eZ`[\j n`k_ X jcfn# [`]ÔZlck i\ZfejkilZk`fe f] Xe \k_`ZXc [`d\ej`fe# `e n_`Z_ k_\ ZXgXZ`kp kf ]fid i\cXk`fej_`gj# kf [`jki`Ylk\ i\jgfej`Y`c`kp Xe[ kf j_Xi\# gi\mX`cj fm\i k_\ d\i\ k\Z_efcf^`\j f] gfn\i \o\iZ`j\[ fm\i k\ii`kfi`\j# Zfddle`k`\j Xe[ `e[`m`[lXcj%

5)& /&8 36-&4 0' 5)& (".& 463'"$& */ 5)& /&8 $0/$&15*0/ 0' TVTUBJOBCJMJUZ QFSTPOBM IBQQJOFTT BOE VOJRVFOFTT JO UIF HMPCBM NBSLFU '30. 5)& 453*$5-: &$0/0.*$ %*.&/4*0/ 5)"5 )"4 13&7"*-&% 07&3 5)& -"45 '&8 %&$"%&4 8& "3& /08 NPWJOH q */ 5&3.4 0' $0--&$5*7& 1&3$&15*0/q 508"3%4 " %*.&/4*0/ */ 8)*$) UIF IVNBO RVBMJUZ PG SFMBUJPOTIJQT BOE FYQFSJFODFT 5",&4 0/ &26"- *' /05 (3&"5&3 '03$& 8*5) 3&41&$5 50 5)& ."5&3*"- 26"-*5: 0' $0/46.15*0/

=fkf [`&g_fkfj Yp Fjj\imXkfi`f \ Gif^iXddX [` I`Z\iZX ĂˆJki\\k 9f[p J`^eXcjÉ

4_BeOpen Book_012_015_Morace_INTRO.indd 14

10/08/12 20.48

4_BeOpen Book_012_015_Morace_INTRO.indd 15

10/08/12 20.49

4FOTJCMF 4VTUBJOBCMF

/&$&44"3*0 1"3-"3& %* nOVPWJ QBSBEJHNJo 4& 70(-*".0 %"77&30 QFOTBSF JO HSBOEF &% &44&3& BQFSUJ BM GVUVSP /0/ 1044*".0 1*° 3"(*0/"3& 40-0 */ 5&3.*/* %* 5&/%&/;& -" TPTUFOJCJMJU· /0/ 6/" 5&/%&/;" VO QBSBEJHNB 6/" 4035" %* %*.&/4*0/& 46 $6* 4* $0/5*/6&3 " -"703"3& 130#"#*-.&/5& 1&3 7&/5* 7&/5*$*/26& 53&/5m"//*

3BHJPOFWPMF TPTUFOJCJMF 4FOTJCMF 4VTUBJOBCMF 8& )"7& 50 50 5"-, "#065 nOFX QBSBEJHNTo 8): %0 8& 64& 5)*4 5&3. #&$"64& *' 8& 3&"--: 8"/5 50 5)*/, #*( "/% #& 01&/ 50 5)& '6563& 8& $"/ /0 -0/(&3 3&"40/ 0/-: */ 5&3.4 0' 53&/%4 4VTUBJOBCJMJUZ *4 /05 " 53&/% *5 *4 B QBSBEJHN " 4035 0' %*.&/4*0/ 0/ 8)*$) 803, 8*-- $0/5*/6& 50 #& %0/& 130#"#-: '03 58&/5: 58&/5: '*7& 5)*35: :&"34

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 16

10/08/12 20.38

4FOTJCMF 4VTUBJOBCMF

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 17

10/08/12 20.38

4FOTJCMF 4VTUBJOBCMF

@

c gXiX^fe\ g` Zfii\kkf hl\ccf Zfe cX i`mfclq`fe\ `^`\e`ZX Xmm\elkX XccX Ôe\ [\ccË FkkfZ\ekf% F^^` g` e\jjlef gXicX [` `^`\e\ Zfd\ \c\d\ekf# Zfd\ mXcfi\ X^^`lekf [` le gif[fkkf# dX j\ le gif[fkkf efe `^`\e`Zf efe Xii`mX e\XeZ_\ jlc d\iZXkf% <ZZf# cX jfjk\e`Y`c`k~# e\` gifjj`d` Xee`# [`m\ek\i~ le ^`m\e# le [Xkf [` ]Xkkf# le m\if \ gifgi`f ZXdY`Xd\ekf [Ë \gfZX% ;fYY`Xdf ljXi\ c`e^lX^^`# cf^`Z_\ \ gif^\kk` Z_\# ]lfi`ljZ\e[f [XccX m`j`fe\ g` `[\fcf^`ZX# \Zfcf^`jkX \ d`c`kXek\ \eki`ef `e leË`[\X [` hlXc`k~ [\ccX m`kX [fm\ cË`eefmXq`fe\ efe g` g\i gfZ_` ki\e[$j\kk\i [\ccX df[X \ [\c [\j`^e# dX Z` g\id\kk\ [` jfgiXmm`m\i\% ß hlXcZfjX Z_\ j` \jk\e[\ X *-' ^iX[` \ Z` g\id\kk\ [` i`[\Ôe`i\ klkk` ` ZfeZ\kk` Z_`Xm\ [\ccX efjkiX Xkk`m`k~# Z_\ j`X [\j`^e f dXib\k`e^% :` g\id\kk\ [` i`[\Ôe`i\ cË `[\X [` cljjf# cË `[\X [` \ZZ\cc\eqX# dX XeZ_\ cË`[\X [` j\dgc`Z`k~ \ [` jkXe[Xi[% ;fYY`Xdf \jj\i\ g` Xlk\ek`Z`# jgfjkXiZ` e\ccX [`d\ej`fe\ [\c jXg\i ]Xi\# Z_\ j`X jfjk\e`Y`c\ dX Z_\ Zfek`el` Zfdlehl\ XeZ_\ X iX^`feXi\# cXmfiXi\ jlc Y\ccf Zfe leË`ek\^iXq`fe\ kiX \k`ZX \[ \jk\k`ZX% =iXeZ\jZf DfiXZ\

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 18

K

_\ dfjk Xgk ZfdgXi`jfe `j k_\ _p^`\e\ i\mfclk`fe k_Xk _Xgg\e\[ Xk k_\ \e[ f] k_\ (/''j% Kf[Xp ef fe\ kXcbj XYflk _p^`\e\ Xj Xe X[[\[ mXcl\ f] X gif[lZk# Xe[ `] X gif[lZk `j efk _p^`\e`Z `k [f\jeËk \m\e i\XZ_ k_\ dXib\k% JljkX`eXY`c`kp# `e k_\ p\Xij kf Zfd\# n`cc Y\Zfd\ X ^`m\e# `e X kil\ \gfZ_Xc Z_Xe^\% N\ _Xm\ kf lj\ cXe^lX^\j# cf^`Zj Xe[ gifa\Zkj k_Xk ^\k XnXp ]ifd k_\ dfi\ `[\fcf^`ZXc# \Zfcf^`jk# d`c`kXek XggifXZ_ `e ]Xmfi f] Xe `[\X f] hlXc`kp f] c`]\ n_\i\ `eefmXk`fe `j ef cfe^\i ]fi X ]\n ki\e[j\kk\ij f] ]Xj_`fe Xe[ [\j`^e# Ylk jfd\k_`e^ k_Xk g\id`kj lj kf jlim`m\% @k `j X *-' `jjl\ k_Xk c\kj lj i\[\Ôe\ Xcc k_\ b\p ZfeZ\gkj f] fli XZk`m`kp# n_\k_\i `k `j `e [\j`^e fi dXib\k`e^% @k Xccfnj lj kf i\m`j\ k_\ `[\X f] clolip# k_\ `[\X f] \oZ\cc\eZ\# Ylk Xcjf k_\ `[\Xj f] j`dgc`Z`kp Xe[ jkXe[Xi[`qXk`fe% K_\i\ `j ^i\Xk gfk\ek`Xc kf Y\ dfi\ Xlk_\ek`Z# kf dfm\ `e k_\ [`d\ej`fe f] befn$_fn# dXb`e^ `k jljkX`eXYc\ Ylk Xcjf# `e Xep ZXj\# Zfek`el`e^ kf k_`eb Xe[ nfib fe Y\Xlkp# n`k_ Xe `ek\^iXk`fe f] \k_`Zj Xe[ X\jk_\k`Zj% =iXeZ\jZf DfiXZ\

10/08/12 20.38

4FOTJCMF 4VTUBJOBCMF

=fkf [`&g_fkfj Yp Fjj\imXkfi`f \ Gif^iXddX [` I`Z\iZX ÈJki\\k 9f[p J`^eXcjÉ

3_BeOpen Book_016_019_SensibleSustainable_INTRO.indd 19

10/08/12 20.38

4FOTJCMF 4VTUBJOBCMF

)0 "77*"50 .0-5* QSPHFUUJ $)& /0/ 13&7&%&7"/0 -" 3&"-*;;";*0/& %* QSPEPUUJ ." 1*6550450 3*'-&55&7"/0 46--" 1044*#*-*5 %* DBNCJBSF JM NPEP JO DVJ MF QFSTPOF TJ DPNQPSUBOP /&--" -030 2605*%*"/*5

4FOTJCMF 4VTUBJOBCMF $-BSF #SBTT

* )"7& %0/& ."/: QSPKFDUT 5)"5 8&3& /05 03("/*;&% 50 -&"% 50 QSPEVDUT #65 50 3&'-&$5*0/ 0/ 5)& 1044*#*-*5: 0' DIBOHJOH UIF XBZT QFPQMF CFIBWF */ &7&3:%": -*'&

:cXi\ 9iXjj# [\j`^e\i \&Xe[ [fZ\ek\ [` [\j`^e&j\e`fi klkfi jZ_ffc f] [\j`^e IfpXc :fcc\^\ f] 8ik# Cfe[iX&Cfe[fe

BeOpen Book_020_023_SensibleSustainable_Brass.indd 20

10/08/12 20.51

$-BSF #SBTT

* IBWF B /*()5."3&

“I HAVE A DREAMâ€? (HO UN SOGNO) Ăˆ LA FRASE CON CUI VIENE IDENTIFICATO IL DISCORSO TENUTO DA MARTIN LUTHER KING IL 28 AGOSTO DEL 1963 DAVANTI AL LINCOLN MEMORIAL DI WASHINGTON AL TERMINE DI UNA MARCIA DI PROTESTA PER I DIRITTI CIVILI. SE MARTIN LUTHER KING AI SUOI TEMPI AVESSE DETTO: “HO AVUTO UN INCUBO!â€? CHI SI SAREBBE MOSSO? “I HAVE A DREAMâ€? IS THE PHRASE THAT IDENTIFIES THE SPEECH GIVEN BY MARTIN LUTHER KING ON 28 AUGUST 1963 IN FRONT OF THE LINCOLN MEMORIAL IN WASHINGTON, AT THE CONCLUSION OF A CIVIL RIGHTS MARCH. IF MARTIN LUTHER KING HAD SAID “I HAVE A NIGHTMAREâ€? WHAT IMPACT WOULD IT HAVE HAD?

8

Y`klXkX X [`j\^eXi\ gif[fkk`# d` j\ek`mf X [`jX^`f g\iZ_„ cX dX^^`fi gXik\# ljXkX# Ă”e`mX `e [`jZXi`ZX% @f Xdf cX eXkliX \ efe mf^c`f j\ek`id` i\jgfejXY`c\ [\ccX jlX [`jkilq`fe\% Hl`e[` _f [\Z`jf [` gXik\Z`gXi\ X `e`q`Xk`m\ Z_\ gifgfe\jj\if le df[f [` \jj\i\ [\j`^e\i j\eqX Zi\Xi\ le `dgXkkf e\^Xk`mf jlccĂ‹XdY`\ek\% ?f jZfg\ikf gi\jkf Z_\ \j`jk\ le e\jjf dfckf jki\kkf ]iX `dgXkkf XdY`\ekXc\ \ `dgXkkf jfZ`Xc\% D` jfef Z_`\jkX1 Zfd\ gfjjf ĂˆZi\Xi\É `e df[f jfjk\e`Y`c\# j\eqX c`d`kXid` X i`[lii\ `c [Xeef

BeOpen Book_020_023_SensibleSustainable_Brass.indd 21

]Xkkf [Xc d`f cXmfif6 :fe cË`[\X Z_\ `c [\j`^e [\m\ X`lkXi\ X i`jfcm\i\ ` gifYc\d`# jfef [`m\ekXkX# X Cfe[iX# cX i\jgfejXY`c\ [\ccX jfjk\e`Y`c`k~ XccË`ek\ief [\c ;\j`^e :fleZ`c% Gf` _f d\jjf `e g`\[` leË fi^Xe`qqXq`fe\ Z_\ j` Z_`XdX J\\[ =fle[Xk`fe JfZ`Xc Xe[ <em`ifed\ekXc <ek\igi`j\ n`k_ ;\j`^e # g\iZ_„ fidX` jXg\mf \jXkkXd\ek\ ZfjX ZË\iX Y`jf^ef [` ]Xi\1 j\ `c [\j`^e ]X Y\e\ Xc Ylj`e\jj# g\iZ_„ ` jfZ`Xc Ylj`e\jj efe ljXef `c [\j`^e g\i i\Xc`qqXi\ gif^\kk` XmXeqXk` \ j\ej`Y`c` Xc jfZ`Xc\6

8

j X gif[lZk [\j`^e\i @ ]\ck leZfd]fikXYc\ XYflk k_\ ]XZk k_Xk dfjk k_`e^j# feZ\ k_\p Xi\ lj\[# \e[ lg Xk k_\ [ldg% @ cfm\ eXkli\ Xe[ @ [f efk nXek kf ]\\c c`b\ @ Xd i\jgfej`Yc\ ]fi `kj [\jkilZk`fe% Jf @ [\Z`[\[ kf gXik`Z`gXk\ `e `e`k`Xk`m\j k_Xk nflc[ gifgfj\ X e\n nXp f] Y\`e^ X [\j`^e\i# n`k_flk Zi\Xk`e^ e\^Xk`m\ \em`ifed\ekXc `dgXZk% @ jffe [`jZfm\i\[ k_Xk k_\i\ `j X m\ip Zcfj\ Zfee\Zk`fe Y\kn\\e \em`ifed\ekXc Xe[ jfZ`Xc `dgXZk% @ Xjb\[ dpj\c]1 _fn ZXe @ ĂˆZi\Xk\É `e X jljkX`eXYc\ nXp# n`k_flk j`dgcp kip`e^ kf c`d`k k_\ [XdX^\ ZXlj\[ Yp dp nfib6 N`k_ k_\ `[\X k_Xk

10/08/12 20.51

4FOTJCMF 4VTUBJOBCMF

< g\iZ_ ` [\j`^e\ij efe ljXef cX cfif Xik\ g\i jlggfikXi\ `c jfZ`Xc Ylj`e\jj6 :fj iX^`fe\% Mf^c`f g`lkkfjkf [\` gXike\i$Zfdd`kk\ek`% @e hl\jkf df[f efe j` i`gif[lZ\ `c ZcXjj`Zf iXggfikf ]iX [\j`^e\ij \ Zc`\ek`1 hl` j` kiXkkX [` cXmfiXi\ `ej`\d\ Zfe [`m\ij` `ek\icfZlkfi` Z_\ [`m\ekXef gXike\i# g\i fkk\e\i\ jfclq`fe` Zfe[`m`j\# X]]ifekXe[f gifYc\d` Zfdle`% CX m\iX jÔ[X 1 Zi\Xi\ hlXcZfjX Z_\ j`X [\j`[\iXY`c\% J\ mf^c`Xdf Z_\ cX ^\ek\ ZXdY` cX df[Xc`k~ Zfe Zl` jmfc^\ c\ gifgi`\ Xkk`m`k~ hlfk`[`Xe\ [fYY`Xdf ]Xi\ `e df[f Z_\ ` elfm` ZfdgfikXd\ek` i`jlck`ef [`m\ik\ek` \ [\j`[\iXY`c`% EXkliXcd\ek\ ` gifYc\d` Z_\ Z` kifm`Xdf X[ X]]ifekXi\ jfef g`lkkfjkf Zfdgc\jj`# g\i hl\jkf dfk`mf cË`[\X [` cXmfiXi\ `ej`\d\ X[ Xcki` \jg\ik` [` [`m\ij` j\kkfi` [`m\ekXkX e\c k\dgf [`

]fZXc\ `dgfikXeqX% Jg\jjf ^c` XdY`\ekXc`jk` _Xeef le Xkk\^^`Xd\ekf ifm`efjf1 X[fiXef i`Zfi[XiZ` hlXekf cX j`klXq`fe\ j`X [`jXjkifjX \ hl\jkf Zfe[lZ\ X i\Xq`fe` [\mXjkXek`% I`ljZ`k\ X `ddX^`eXi\ j\ DXik`e Clk_\i B`e^ X` jlf` k\dg` Xm\jj\ [\kkf1 È?f Xmlkf le `eZlYf É% :_` j` jXi\YY\ dfjjf# `jg`iXkf [XccË`[\X [` le `eZlYf6 < `e]Xkk` cl` _X [\kkf1 È@f _f le jf^ef É# leX m`j`fe\%%% \ _X [\jZi`kkf cX jlX m`j`fe\ Z_\ ,'# -' Xee` ]X XggXi`mX `dgfjj`Y`c\% F^^` cX jlX m`j`fe\ [`m\ekXkX i\Xck~% Hl\ccf Z_\ cl` _X ]Xkkf jkXkf Zi\Xi\ leË `ddX^`e\ e\` efjki` Z\im\cc`# leX i\Xck~ Z_\ cX dX^^`fi gXik\ [\cc\ g\ijfe\ efe \iX e\XeZ_\ i`ljZ`kX X[ `ddX^`eXi\ [X jfcX% :fd\ [\j`^e\ij ef` [fmi\ddf jd\kk\i\ [` [`j\^eXi\ f^^\kk`# dX [fmi\ddf g`lkkfjkf ^lXi[Xi\ Xc ]lklif \

Zi\Xi\ `ddX^`eXi` g\i le ]lklif jfjk\e`Y`c\% Hl\jkf dfckf `dgfikXek\ g\iZ_ c\ m`j`fe` jfef dfckf g` XkkiX\ek` [\^c` f^^\kk` \ ` [\j`^e\ij jfef XeZ_\ dfckf YiXm` X Zfe[lii\ c\ g\ijfe\ m`Z`ef Xc elZc\f Z\ekiXc\ [\` gifYc\d`% Gfjjfef XeZ_\ Zi\Xi\ gifkfk`g` g\i iXggi\j\ekXi\ c\ cfif `[\\# \ gfjjfef ]Xicf dfckf iXg`[Xd\ek\ \ `e df[f \Zfefd`Zf% @ gif^\kk`jk` gfjjfef \jj\i\ XeZ_\ [\` d\[`Xkfi` ZlckliXc`% DX e\jjlef jkX gX^Xe[f ` [\j`^e\ij g\i gif^\kkXi\ le ]lklif [Xmm\if \Zf$ ZfdgXk`Y`c\% @c dfe[f [\ccË`e[ljki`X gX^X m\ZZ_` [\j`^e\ij g\i Zfek`elXi\ X [`j\^eXi\ gif[fkk` [` Zfejldf hlfk`[`Xe`% Hl`e[` cX d`X jfclq`fe\ Z_\ [fYY`Xdf `dgXiXi\ X ]Xicf ef` jk\jj`%%% :fj XYY`Xdf Zi\Xkf cX efjkiX ]fe[Xq`fe\%

kf Z_Xe^\ k_\ nXp k_\p [f k_\`i \m\ip[Xp XZk`m`k`\j# n\ _Xm\ kf dXb\ e\n Y\_Xm`fij ]le Xe[ [\j`iXYc\% F] Zflij\ k_\ gifYc\dj n\ _Xm\ kf ]XZ\ Xi\ hl`k\ Zfdgc\o# Xe[ k_`j `j n_p k_\ `[\X f] nfib`e^ kf^\k_\i n`k_ \og\ikj ]ifd [`]]\i\ek j\Zkfij _Xj Y\Zfd\ ZilZ`Xccp `dgfikXek% <em`ifed\ekXc`jkj f]k\e _Xm\ X [`jXjkiflj Xkk`kl[\1 k_\p cfm\ kf i\d`e[ lj f] _fn j\i`flj k_\ j`klXk`fe `j# Xe[ k_`j c\X[j kf k\ii`Yc\ i\XZk`fej% N_Xk nflc[ _Xm\ _Xgg\e\[ `] DXik`e Clk_\i B`e^# `e _`j ]Xdflj jg\\Z_# _X[ jX`[ È@ _Xm\ X e`^_kdXi\É6 N_f nflc[ _Xm\ i\jgfe[\[ kf k_Xk6 @e ]XZk _\ jX`[# È@ _Xm\ X [i\Xd É# X m`j`fe%%% Xe[ _\ [\jZi`Y\[ _`j m`j`fe# n_`Z_ j\\d\[ `dgfjj`Yc\ ,' fi -' p\Xij X^f% Kf[Xp _`j m`j`fe _Xj Y\Zfd\ i\Xc`kp% N_Xk _\ [`[ nXj kf Zi\Xk\ Xe `dX^\ `e fli YiX`ej# X i\Xc`kp dfjk g\fgc\ _X[ efk Y\\e

XYc\ kf \m\e `dX^`e\ fe k_\`i fne% 8j [\j`^e\ij n\ e\\[ kf jkfg [\j`^e`e^ fYa\Zkj# Ylk n\ j_flc[ cffb kf k_\ ]lkli\ Xe[ Zi\Xk\ `dX^\j ]fi X jljkX`eXYc\ ]lkli\% K_`j `j m\ip `dgfikXek# Y\ZXlj\ m`j`fej Xi\ dlZ_ dfi\ Xgg\Xc`e^ k_Xe fYa\Zkj Xe[ [\j`^e\ij Xi\ Xcjf m\ip ^ff[ Xk c\X[`e^ g\fgc\ kfnXi[j k_\ Z\ekiXc Zilo f] gifYc\dj% K_\p ZXe Xcjf Zi\Xk\ gifkfkpg\j kf i\gi\j\ek k_\`i `[\Xj# Xe[ k_\p ZXe [f `k `e X m\ip iXg`[# \Zfefd`ZXc nXp% ;\j`^e\ij ZXe Xcjf Y\Zfd\ ZlckliXc d\[`Xkfij% 9lk ef fe\ `j gXp`e^ [\j`^e\ij kf [\j`^e X kilcp \ZfZfdgXk`Yc\ ]lkli\% K_\ nfic[ f] `e[ljkip gXpj fc[ [\j`^e\ij kf Zfek`el\ kf [\j`^e \m\ip[Xp Zfejld\i ^ff[j% Dp jfclk`fe `j k_Xk n\ _Xm\ kf c\Xie kf [f `k flij\cm\j%%% jf n\ _Xm\ Zi\Xk\[ fli ]fle[Xk`fe%

AL ROYAL COLLEGE OF ART IL DIPARTIMENTO SUSTAIN, DEDICATO ALLA SOSTENIBILITÀ, È DIRETTO DA CLARE BRASS. LÌ NASCONO PROGETTI COME IL LABORATORIO PER RIPARARE BICICLETTE NELLA CAMPAGNA O URBAN HONEY, PER INCORAGGIARE L’APICOLTURA IN CITTÀ. AT THE ROYAL COLLEGE OF ART THE SUSTAIN DEPARTMENT, DIRECTED BY CLARE BRASS, WORKS ON PROJECTS LIKE A BICYCLE REPAIR SHOP IN THE COUNTRY, OR THE URBAN HONEY PROJECT, TO ENCOURAGE BEEKEEPING IN THE CITY.

[\j`^e j_flc[ _\cg kf jfcm\ gifYc\dj# @ Y\ZXd\ k_\ g\ijfe ]fZlj\[ fe jljkX`eXY`c`kp `ej`[\ k_\ ;\j`^e :fleZ`c `e Cfe[fe% K_\e @ j\k lg Xe fi^Xe`qXk`fe ZXcc\[ k_\ J\\[ =fle[Xk`fe JfZ`Xc Xe[ <em`ifed\ekXc <ek\igi`j\ n`k_ ;\j`^e # Y\ZXlj\ Xk k_Xk gf`ek @ be\n \oXZkcp n_Xk nXj e\\[\[1 `] [\j`^e `j ^ff[ ]fi Ylj`e\jj# n_p [feËk jfZ`Xc Ylj`e\jj\j lj\ [\j`^e kf dXb\ X[mXeZ\[# jfZ`Xccp \mfcm\[ gifa\Zkj6 8e[ n_p [feËk [\j`^e\ij lj\ k_\`i Xik kf jlggfik jfZ`Xc Ylj`e\jj6 K_`j nXj dp i\Xjfe`e^% @ nXek gXike\i$Zc`\ekj% K_`j Xmf`[j k_\ ZcXjj`Z [\j`^e\i$Zc`\ek i\cXk`fej_`g1 k_\ `[\X `j kf nfib kf^\k_\i n`k_ [`]]\i\ek Zflek\igXikj n_f Y\Zfd\ gXike\ij# kf XZ_`\m\ j_Xi\[ jfclk`fej# XggifXZ_`e^ Zfddfe gifYc\dj% K_\ i\Xc Z_Xcc\e^\ `j kf Zi\Xk\ jfd\k_`e^ [\j`iXYc\% @] n\ nXek g\fgc\

BeOpen Book_020_023_SensibleSustainable_Brass.indd 22

10/08/12 20.51

$-BSF #SBTT

UN ESEMPIO DI COME SI POTREBBE LAVORARE APPLICANDO IL DESIGN THINKING ALLA SOTENIBILITÀ: CON IL NOSTRO PROGETTO FOOD LOOP VORREMMO CHE OGNI CONDOMINIO IN GRAN BRETAGNA TRASFORMASSE IN COMPOST I PROPRI AVANZI DI CIBO SUL POSTO, COSÌ DA POTER COLTIVARE FRUTTA E VERDURA VICINO ALLE PROPRIE CASE. ORGANIZZANDO UN SERVIZIO CHE SE NE POSSA OCCUPARE. POTREBBE DIVENTARE UN NUOVO MODELLO DI BUSINESS, SOSTENIBILE DAL PUNTO DI VISTA FINANZIARIO, RIPETIBILE OVUNQUE. UNA VOLTA TROVATA LA GIUSTA FORMULA PER UN CONDOMINIO, ALLORA POTREMMO RIPETERE L’ESPERIENZA IN MODO VIRTUOSO CREANDO APPUNTO UN FOOD LOOP. AN EXAMPLE OF HOW IT IS POSSIBLE TO WORK BY APPLYING DESIGN THINKING TO SUSTAINABILITY: WITH OUR FOOD LOOP PROJECT WE WANT EVERY APARTMENT BUILDING IN GREAT BRITAIN TO TRANSFORM FOOD WASTE INTO COMPOST, FOR THE CULTIVATION OF FRUIT AND VEGETABLES CLOSE TO HOME. THE IDEA IS TO ORGANIZE A SERVICE TO FACILITATE ALL THIS. IT COULD BECOME A NEW BUSINESS MODEL, SUSTAINABLE IN FINANCIAL TERMS AND REPEATED ANYWHERE. ONCE THE RIGHT FORMULA FOR AN APARTMENT BUILDING HAS BEEN FOUND, WE CAN REPEAT THE EXPERIENCE IN A VIRTUOUS WAY, CREATING A FOOD LOOP.

2_BeOpen Book_020_023_SensibleSustainable_Brass_p23.indd 23

13/08/12 13.52

4FOTJCMF 4VTUBJOBCMF

Â&#x; *.1035"/5& $)& 4* %*4$65" 6/ DBNCJP 130'0/%0 /&- TJTUFNB EFMMB NPEB /&--& 46& -0(*$)& & /&* 460* $*$-* Â&#x; /&$&44"3*0 1"3-"3& %* FDP NPEB BUUJWJTUB $0.& 26"-$04" %* %*7&340 %"--mFDP EFTJHO

4FOTJCMF 4VTUBJOBCMF 4BTT #SPXO

*5 *4 *.1035"/5 50 %*4$644 130'06/% DIBOHF */ 5)& GBTIJPO TZTUFN *54 -0(*$ "/% *54 $:$-&4 8& /&&% 50 5"-, "#065 BDUJWJTU FDP GBTIJPO "4 40.&5)*/( 5)"5 $"/ #& %*45*/(6*4)&% '30. FDP EFTJHO JXjj 9ifne# \Zf ]Xj_`fe XZk`m`jk \ [`i\kkfi\ [\c&Xe[ gi\j`[\ek [`i\Zkfi f] K_\ =Xj_`fe @ejk`klk\ f] K\Z_efcf^p EP X =`i\eq\&`e =cfi\eZ\

BeOpen Book_024_027_SensibleSustainable_Brown.indd 24

10/08/12 11.36

4BTT #SPXO

IL LIBRO ”ECO MODA” SCRITTO DA SASS BROWN AFFRONTA IL TEMA DEL DESIGN SOSTENIBILE APPLICATO ALLA MODA. LA DESIGNER È ANCHE SCRITTRICE ATTIVA NEL MONDO ECOSOCIALE. THE BOOK ECO FASHION WRITTEN BY THE FASHION DESIGNER APPROACHES THE THEME OF SUSTAINABLE DESIGN APPLIED TO FASHION. SASS BROWN IS ALSO AN ACTIVE WRITER IN THE ECOSOCIAL WORLD.

BeOpen Book_024_027_SensibleSustainable_Brown.indd 25

10/08/12 11.36

4FOTJCMF 4VTUBJOBCMF

C

XX df[X \Zfcf^`ZX f \Zf$ ]Xj_`fe _X iX^^`lekf le dfd\ekf [` jmfckX e\c jlf jm`clggf \ le c`m\ccf [` Zfdgc\jj`k~ \ iX]ÔeXk\qqX Z_\ d\i`kX [` \jj\i\ Zfdle`ZXkf% E\c Zfek\dgf cX df[X \Zfcf^`ZX Zfek`elX X \jj\i\ XjjfZ`XkX X gif[fkk` ld`c`# Zfd\ c\ Yfij\ [` alkX [\c Zfdd\iZ`f \hlf \ jfc`[Xc\2 leË`ddX^`e\ Z_\ XjjfclkXd\ek\ jlg\iXkX \ efe iXggi\j\ekXk`mX [\ccËXkklXc\ jkXkf [\c j\kkfi\# leX g\iZ\q`fe\ Z_\ mfii\` ZXdY`Xi\% 8 kXc\ jZfgf# `c d`f Ycf^# `c j`kf N\Y \ c\ Xkk`m`k~ jl` jfZ`Xc e\knfib Zfd\ =XZ\Yffb \ Kn`kk\i jfef [\[`ZXk\ XccËXkk`m`jdf# XccX gfc`k`ZX# ZlckliX# Xik\# df[X# [\j`^e \ k\jj`c`% E\` d`\` gfjk d` ZfeZ\ekif jlc Zfejldf jfjk\e`Y`c\ [\` ZXg` [` XYY`^c`Xd\ekf iXZZfekXe[f jkfi`\ [` YiXe[ \ cXY\c efeZ_ [\c efjkif iXggfikf dXk\i`Xc\ Zfe ` m\jk`k`2 gXicf [\^c` XYlj`# dX XeZ_\ [\` jlZZ\jj` [\cc\ Xkk`m`k~ [` cXY\cc`e^# jm`clggf \ gif[lq`fe\ [\` efjki` ZXg`# j\eqX dX` g\i[\i\ [ËfZZ_`f `c Ylfe [\j`^e% Le \j\dg`f [\c k`gf [` Xi^fd\ekf jl Zl` d` ZfeZ\ekif le ^iXÔZf [\c EXk`feXc I\jfliZ\j ;\]\ej\ :fleZ`c Z_\ dfjkiX cË`dgXkkf [\c gifZ\jjf [` gif[lq`fe\ [\ccËXYY`^c`Xd\ekf [XccË`e`q`f XccX Ôe\# fjj`X [XccX Zfck`mXq`fe\ [\cc\ ÔYi\ k\jj`c` Ôef Xccf jdXck`d\ekf [\` m\jk`k` ljXk` \ `e[\j`[\iXk`% >iXÔZ` `e]fidXk`m` j\dgc`Z` Zfd\ hl\jkf jg\jjf X`lkXef X ZXg`i\ \ `e[`m`[lXi\ c\ Xi\\ `e Zl` j` gfjjfef XggfikXi\ d`^c`fi`\% GXicf XeZ_\ dfckf [\c ÈZXik\cc`ef [\` gi\qq` eXjZfjkfÉ [\` ZXg` [` XYY`^c`Xd\ekf# [\ccË\d`jj`fe\ [` :F) e\ccËXkdfj]\iX# [\^c` XYlj` g\ig\kiXk` jlccX dXef[fg\iX# [\ccf jgi\Zf [` i`jfij\# [\ccË`ehl`eXd\ekf \ [\c Zfek\elkf [` XZhlX m`iklXc\ ^\e\iXk` [XccX gif[lq`fe\ [` XYY`^c`Xd\ekf# X Zl` efe j` ]X i`]\i`d\ekf jlccË\k`Z_\kkX \ Z_\ efe m\e^fef gi\j` `e Zfej`[\iXq`fe\ e\c gi\qqf% @c Zfek\elkf [` XZhlX m`iklXc\ `c hlXek`kXk`mf [` XZhlX lk`c`qqXkf g\i gif[lii\ le ZXgf [` m\jk`Xi`f [XccX Zfck`mXq`fe\ [\cc\ ÔYi\ Ôef Xc jlf jdXck`d\ekf% Le \j\dg`f Z_\ Z`kf jg\jjf jfef ` a\Xej [` [\e`d# lef [\` gif[fkk` Èg` jgfiZ_`É Z_\ j` gfjjXef kifmXi\ e\`

BeOpen Book_024_027_SensibleSustainable_Brown.indd 26

leËXjjfZ`Xq`fe\ Z_\ _X le `dgXkkf dfckf j`^e`ÔZXk`mf jlccËXdY`\ek\% CË`e[ljki`X kiX[`q`feXc\ [\ccX df[X XeZ_\ le j`jk\dX Z_\ ^\e\iX dfck` jgi\Z_`# Zfe `c (, [` hl\jk` X ZXi`Zf [\cc\ j`e^fc\ ]Xj` [\c Z`Zcf [` gif[lq`fe\% @e Xcki` k\id`e`# `c (, [\^c` jgi\Z_` j` i\^`jkiX e\cc\ ]Xj` [` Zfck`mXq`fe\# glc`kliX# k`ekliX# k\jj`kliX f cXmfiXq`fe\ X dX^c`X# kX^c`f \ `eÔe\ ZlZ`kliX# `e kfkXc\ le \efid\ hlXek`kXk`mf [` jgi\Z_` Hl\jkf le j`jk\dX efe jfjk\e`Y`c\ Z_\ i`Z_`\[\ ^iXe[` ZXdY`Xd\ek` X klkk` ` c`m\cc`% :` jfef Zfdlehl\ kXek`jj`d` [\j`^e\i [` kXc\ekf Z_\ jkXeef XggfikXe[f ZXdY`Xd\ek` e\c j\kkfi\% ;\j`^e\i Z_\ cXmfiXef `e leX d`i`X[\ [` df[` [`m\ij` Z_\ Zfdgi\e[fef cËlk`c`qqf [` ÔYi\ fi^Xe`Z_\# gif[lq`fe` i\Xc`qqXk\ Zfe \c\d\ek` [` i`Z`Zcf# ZXg` [` m\jk`Xi`f [` i\Zlg\if f Zfd\ mX [` df[X [`i\ lgZpZc\[# dX XeZ_\ Zfdd\iZ`f \hlf \ jfc`[Xc\# jm`clggf jfjk\e`Y`c\ \ elfm` Ylj`e\jj df[\c% G\ijfeXcd\ek\ Z\c\Yif c\ j`e^fc\ `e`q`Xk`m\ [X gXik\ [` Zfcfjj` \ YiXe[ [\cc\ gi`eZ`gXc` ZXk\e\ efeZ_ ` Ylj`e\jj df[\c jfjk\e`Y`c` \[ \Zfcf^`Z`% LeË`e`q`Xk`mX Z_\ [` i\Z\ek\ _X fkk\elkf cX Zfg\ikliX [\` gi`eZ`gXc` dXjj d\[`X cX >i\\e :Xig\k :_Xcc\e^\ [` C`m`X =`ik_# Zfe g\ijfeX^^` [\c ZXc`Yif [` >`fi^`f 8idXe`# MXc\ek`ef \ GXlc Jd`k_ Z_\ _Xeef klkk` ÔidXkf g\i ]Xi\ [\j`^e [` c`m\ccf _Xlk\ Zflkli\ g\i c\` [X j`c`Zfj`% @ d\[`X [`^`kXc` jfef ` gi`d` d\qq` `e[fjjXi\ jlc i\[ ZXig\k Xc YiXZZ`f [\c dXi`kf [` Zfdle`ZXq`fe\ X [\eleZ`Xi\ ^c` XYlj` jl` :fc`e =`ik_% 8eZ_\ CX :fejZ`flj :fcc\Zk`fe [` cXmfiXkfi` \ jlccËXdY`\ek\# kiXd`k\ ^ifjj\ ? D# Z_\ ^`~ ^`lekX XccX k\iqX jkX^`fe\# jkX ZXdgX^e\ Z_\ j` ZfeZ\ekiXef jl =XZ\Yffb# ]XZ\e[f gXjj` XmXek` \[ i\Xc`qqXkX Zfe ÔYi\ Kn`kk\i \ ` j`k` N\Y Xq`\e[Xc`# XmmXc\e[fj` fi^Xe`Z_\ \ dXk\i`Xc` i`Z`ZcXk`% [\ccX [\dfZiXk`qqXq`fe\ [\ccË`e]fidXq`fe\ :` jfef Zfj kXek\ jkfi`\ [\^e\ [` Zfekif [` cfif \j\iZ`kXe[f gi\jj`fe` \ d\kk\e[f XccX ^f^eX Z_` g\ig\kiX kXc` XYlj`% C\ \jj\i\ iXZZfekXk\ Z_\ jfkkfc`e\Xef Zfd\ cX jfZ`\k~ Zfd\ C\m`Ëj# ? D# 8idXe` \ M\ijXZ\ df[X \Zfcf^`ZX efe j`X g` fidX` jfcf leX k\e[\eqX# dX leX m\iX \ gifgi`X e\Z\jj`k~ 8` _Xeef \c`d`eXkf cX jXYY`XkliX [Xc gifZ\jjf [\j`^e\i jg\kkX cX i\jgfejXY`c`k~ [` `dgXiXi\ [` [\Zfjkilq`fe\ [\ccX gifgi`X gif[lq`fe\ ^c` le` [X^c` Xcki`# [` [`j\^eXi\ Zfe dX^^`fi\ [` [\e`d gifgi`f X ZXljX [` kXc` gi\jj`fe`# i\jgfejXY`c`k~ \ Zfeki`Yl`i\ X le ]lklif d\eki\ Xcki`# Zfd\ ;fcZ\ >XYYXeX# efe g` jfjk\e`Y`c\ g\i cX df[X efeZ_ g\i `c _Xeef XeZfiX ZXg`kfcXkf% g`Xe\kX% @c d`f ilfcf Zfej`jk\ e\c Zfdle`ZXi\ CË`e[ljki`X k\jj`c\ Zfcg\mfc\ [` \jj\i\ cX [`m\ij`k~ \ cX Zi\Xk`m`k~ [\` [\j`^e\i \ [\cc\ cX j\Zfe[X ]fek\ [` `ehl`eXd\ekf Xc dfe[f# jfZ`\k~ Z_\ ]Xeef le cXmfif Z_\ e\ mXc^X [fgf cËX^i`ZfckliX% 8cZle` k\jj`c` gf` jfef [Xmm\if cX g\eX% XeZ_\ ZcXjj`ÔZXk` Zfd\ gif[fkk` X^i`Zfc`# ^lXi[XifYX [\ccX dX^^`fi gXik\ [\ccX ^\ek\% :` mf^c`fef# g\i \j\dg`f# Ôef X ((%''' c`ki` [` XZhlX g\i gif[lii\ le j`e^fcf gX`f [` a\Xej J\ j` Zfej`[\iXef jfcf ^c` JkXk` Le`k`# f^e` Xeef m\e^fef m\e[lk` +,' d`c`fe` [` gX`X [` a\Xej# Z_\ Zfii`jgfe[fef X Z`iZX (#+ ki`c`fe` [` ^Xccfe` [` XZhlX 8eZ_\ cX jXYY`XkliX le Xckif gifZ\jjf ÈjgfiZfÉ jg\jjf lk`c`qqXkf g\i cX gif[lq`fe\ [` a\Xej `e [\e`d% CX jXYY`XkliX `c gifZ\jjf `e[ljki`Xc\ Z_\ Zfej`jk\ e\c [\Zfjkil`i\ `c a\Xej \[ cX ZXljX g`lkkfjkf Zfdle\ [` leX gXkfcf^`X i\jg`iXkfi`X d\^c`f efkX Zfd\ j`c`Zfj`% Hl\jkf gifZ\jjf _X le Zfjkf kXcd\ek\ \c\mXkf `e k\id`e` [` m`k\ ldXe\ Z_\ cX KliZ_`X cf _X gif`Y`kf [fgf Z_\ g` [` +' cXmfiXkfi` j` jfef XddXcXk` [`

10/08/12 11.36

4BTT #SPXO

<

Zf ]Xj_`fe _Xj i\XZ_\[ X nXk\ij_\[ dfd\ek `e `kj [\m\cfgd\ek# Xe[ X c\m\c f] jfg_`jk`ZXk`fe k_Xk [\j\im\j kf Y\ Zfddle`ZXk\[% 8k k_\ jXd\ k`d\# \Zf$]Xj_`fe Zfek`el\j kf Y\ XjjfZ`Xk\[ n`k_ _ldYc\ gif[lZkj# jlZ_ Xj ]X`i kiX[\ YlicXg YX^j2 Xe `dX^\ k_Xk `j \ek`i\cp flk f] [Xk\ Xe[ efk i\gi\j\ekXk`m\ f] k_\ Zlii\ek jkXk\ f] k_\ `e[ljkip# X g\iZ\gk`fe @ nXek kf Z_Xe^\% Kf k_Xk \e[# dp Ycf^# n\Yj`k\ Xe[ XjjfZ`Xk\[ XZk`m`k`\j fe jfZ`Xc e\knfibj jlZ_ Xj =XZ\Yffb Xe[ Kn`kk\i# Xi\ [\mfk\[ kf XZk`m`jd# gfc`k`Zj# Zlckli\# Xik# ]Xj_`fe# [\j`^e Xe[ k\ok`c\j% @e dp gfjkj @ ]fZlj fe k_\ jljkX`eXYc\ Zfejldgk`fe f] Zcfk_`e^# k_ifl^_ k\cc`e^ k_\ jkfi`\j Xifle[ YiXe[j Xe[ cXY\cj# Xe[ fli dXk\i`Xc Zfee\Zk`fe kf fli Zcfk_`e^2 [`jZljj`e^ k_\ XYlj\j Xj n\cc Xj k_\ jlZZ\jj\j `e k_\ cXY\c`e^# ]XYi`ZXk`fe Xe[ gif[lZk`fe f] fli ^Xid\ekj# XcnXpj n`k_ Xe \p\ fe ^ff[ [\j`^e% 8e \oXdgc\j f] k_\ kpg\ f] Zfek\ek @ ]fZlj fe# `j X Z_Xik Yp k_\ EXk`feXc I\jfliZ\j ;\]\ej\ :fleZ`c# n_`Z_ j_fnj k_\ `dgXZk f] Zcfk_`e^ dXel]XZkli\ ]ifd \Xik_ kf [`ik# `%\% ]ifd k_\ ^ifnk_ f] k_\ ÔY\i# kf k_\ [`jgfjXc f] lenXek\[ Xe[ nfie Zcfk_`e^% J`dgc\ `e]f ^iXg_`Zj jlZ_ Xj k_`j f]k\e dXb\ `k \Xj`\i kf ^iXjg Xe[ `[\ek`]p n_\i\ `dgifm\d\ekj ZXe Y\ dX[\% @ Xcjf kXcb X cfk XYflk k_\ Ê_`[[\e gi`Z\ kX^Ë f] Zcfk_`e^# k_\ :F) \d`jj`fej# cXYfi XYlj\j# i\jfliZ\ nXjkX^\# gfcclk`fe# Xe[ \dY\[[\[ nXk\i Zfek\ek ^\e\iXk\[ k_ifl^_ ^Xid\ek gif[lZk`fe# Xe[ efk Xccl[\[ kf fe k_\ cXY\c fi i\Õ\Zk\[ `e k_\ gi`Z\% K_\ \dY\[[\[ nXk\i Zfek\ek# `j k_\ Xdflek f] nXk\i lj\[ kf gif[lZ\ X ^Xid\ek ]ifd

BeOpen Book_024_027_SensibleSustainable_Brown.indd 27

k_\ ^ifnk_ f] k_\ ÔY\i# Xcc k_\ nXp kf [`jgfjXc f] k_\ ^Xid\ek% 8e \oXdgc\ @ f]k\e kXcb XYflk# `j [\e`d a\Xej# fe\ f] k_\ È[`ik`\jkÉ gif[lZkj `e dfjk g\fgc\j nXi[ifY\% @k kXb\j# ]fi \oXdgc\ Xj dlZ_ Xj ((#''' c`k\ij f] nXk\i kf gif[lZ\ X j`e^c\ gX`i f] [\e`d a\Xej N_`c\ `e k_\ LJ Xcfe\# +,' d`cc`fe gX`ij f] a\Xej Xi\ jfc[ \XZ_ p\Xi# Xdflek`e^ kf Xifle[ (%+ ki`cc`fe ^Xccfej f] nXk\i g\i Xeld JXe[YcXjk`e^ `j Xefk_\i [`ikp `jjl\ f]k\e `emfcm\[ `e k_\ gif[lZk`fe f] [\e`d a\Xej% JXe[ YcXjk`e^ `j k_\ `e[ljki`Xc gifZ\jj f] [\ZfejkilZk`e^ [\e`d# Xe[ X Zfddfe ZXlj\ f] i\jg`iXkfip [`j\Xj\# fk_\in`j\ befne Xj j`c`Zfj`j% K_\ gifZ\jj _Xj jlZ_ X _`^_ _ldXe Zfjk k_Xk Klib\p _Xj YXee\[ `k# X]k\i dfi\ k_Xe +' nfib\ij [\m\cfg\[ j`c`Zfj`j% ;`^`kXc d\[`X `j k_\ gi`d\ d\[`ld `e k_\ Zfddle`ZXk`fe f] cXYfi Xe[ \em`ifed\ekXc XYlj\j# n`k_ dXafi d\[`X ZXdgX`^ej Z\ek\i`e^ Xifle[ =XZ\Yffb# Kn`kk\i Xe[ ZfigfiXk`fej fne n\Yj`k\j# lj`e^ k_\ [\dfZiXk`qXk`fe f] `e]fidXk`fe X^X`ejk k_\d Yp Xggcp`e^ gi\jjli\ Xe[ j_Xd`e^ XYlj\ij% :fdgXe`\j jlZ_ Xj C\m`Ëj# ? D# 8idXe` Xe[ M\ijXZ\ _Xm\ Xcc YXee\[ jXe[YcXjk`e^ `e k_\ [\ZfejkilZk`fe f] k_\`i [\e`d gif[lZk`fe [l\ kf k_`j gi\jjli\# Xck_fl^_ fk_\ij jlZ_ Xj ;fcZ\ >XYYXeX _Xm\ p\k kf jlZZldY% K_\ k\ok`c\ `e[ljkip `j ^l`ckp f] Y\`e^ k_\ j\Zfe[$cXi^\jk jfliZ\ f] gfcclk`fe `e k_\ nfic[# j\Zfe[ fecp kf X^i`Zlckli\% N`k_ jfd\ k\ok`c\j Xcjf ZcXjj\[ X^i`ZlckliXc# k_\ ZfdY`eXk`fe f] n_`Z_ `j X m\ip j`^e`ÔZXek `dgXZk fe k_\ \em`ifed\ek% K_\ dX`ejki\Xd ]Xj_`fe `e[ljkip `j Xcjf X m\ip nXjk\]lc

jpjk\d# n`k_ (, f] nXjkX^\ Zfjk\[ `ekf \XZ_ jkX^\ f] k_\ gif[lZk`fe ZpZc\% K_Xk `j (, f] nXjk\ k_ifl^_ ^ifnk_# Zc\Xe`e^# [p`e^# n\Xm`e^ fi be`kk`e^# Zlkk`e^ Xe[ ÔeXccp j\n`e^# `e kfkXc Xe \efidflj Xdflek f] nXjkX^\ K_`j `j Xe lejljkX`eXYc\ jpjk\d k_Xk i\hl`i\j dXafi Z_Xe^\ k_ifl^_flk k_\ jpjk\d% K_\i\ Xi\ _fn\m\i X ^i\Xk eldY\i f] kXc\ek\[ [\j`^e\ij dXb`e^ Z_Xe^\ n`k_`e k_`j `e[ljkip% ;\j`^e\ij nfib`e^ `e X dpi`X[ [`]]\i\ek nXpj k_Xk `eZcl[\ k_\ lk`c`qXk`fe f] fi^Xe`Z ÔY\ij# i\ZpZc\[ ]XYi`ZXk`fej# lgZpZc\[ ^Xid\ekj# Xj n\cc Xj ]X`i kiX[\# jljkX`eXYc\ [\m\cfgd\ek Xe[ e\n Ylj`e\jj df[\cj% Kf k_Xk \e[ @ Z\c\YiXk\ `e[`m`[lXc `e`k`Xk`m\j Yp _`^_ jki\\k ^`Xekj Xe[ YiXe[j# Xj n\cc Xj jljkX`eXYc\ Xe[ \Zfcf^`ZXc Ylj`e\jj df[\cj% Fe\ `e`k`Xk`m\ ^Xie\i`e^ dXafi d\[`X Zfm\iX^\ i\Z\ekcp `j C`m`X =`ik_Ëj >i\\e :Xig\k :_Xcc\e^\# n`k_ k_\ c`b\j f] >`fi^`f 8idXe`# MXc\ek`ef Xe[ GXlc Jd`k_ Xcc j`^e\[ lg kf gif[lZ\ Zflkli\ c\m\c [\j`^ej ]fi _\i kf n\Xi fe k_\ i\X[ ZXig\k# Xe[ fe k_\ Xid f] _\i _ljYXe[ :fc`e =`ik_% ? DËj :fejZ`flj :fcc\Zk`fe# efn `e `kj k_`i[ j\Xjfe `j Xcjf dXb`e^ _\X[nXp# Xe[ `j dX[\ n`k_ fi^Xe`Z ÔY\ij Xe[ i\ZpZc\[ dXk\i`Xcj% K_\i\ Xi\ jf dXep nfik_p jkfi`\j kf k\cc# n_`Z_ _`^_c`^_k k_\ ]XZk k_Xk \Zf ]Xj_`fe `j efn n\cc Y\pfe[ X ki\e[# Ylk `j `ejk\X[ X e\Z\jj`kp ;\j`^e\ij _Xm\ X i\jgfej`Y`c`kp kf c\Xie ]ifd \XZ_ fk_\i# kf [\j`^e dfi\ i\jgfej`Ycp# Xe[ kf Zfeki`Ylk\ kf X dfi\ jljkX`eXYc\ ]lkli\ ]fi ]Xj_`fe# Xj n\cc Xj ]fi fli gcXe\k% Dp ifc\ `e k_Xk ]lkli\ `j kf Zfddle`ZXk\ k_\ [`m\ij`kp Xe[ Zi\Xk`m`kp f] k_fj\ [\j`^e\ij Xe[ ZfdgXepËj [f`e^ nfik_n_`c\ nfib%

10/08/12 11.36

4FOTJCMF 4VTUBJOBCMF

4* 1"3-" %* $3*4* %* HSBOEJ DBNCJBNFOUJ %* OVPWJ QBSBEJHNJ 4* 1"3-" %* OVPWF JTUBO[F TPDJBMJ %&--" /&$&44*5— %* $0/4*%&3"3& -" TPTUFOJCJMJU· $0.& 6/ 5&." $0/ $6* %0##*".0 /&$&44"3*".&/5& $0/'30/5"3$* & 26&450 *.1"55" *..&%*"5".&/5& "/$)& 46* QSPDFTTJ FEVDBUJWJ $0.& %0##*".0 '03."3& * GVUVSJ QSPHFUUJTUJ

4FOTJCMF 4VTUBJOBCMF -V*TB $P--*OB

5)&3& *4 5"-, 0' $3*4*4 NBKPS DIBOHFT OFX QBSBEJHNT OFX TPDJBM EZOBNJDT 5)& /&&% 50 (&5 50 (3*14 8*5) TVTUBJOBCJMJUZ 5)*4 )"4 "/ *..&%*"5& *.1"$5 0/ &%6$"5*0/ )08 4)06-% 8& 53"*/ EFTJHOFST PG UIF GVUVSF

Cl`jX :fcc`eX# Gfc`k\Ze`Zf [` D`cXef# gif]\jjfi\&]lcc gif]\jjfi

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 28

10/08/12 18.02

-VJTB $PMMJOB

GREEN CAMPING ON THE EDGE OF THE CITY, WORKSHOP - ALDO CIBIC, TOMASO CORÀ - SCUOLA DEL DESIGN, POLITECNICO DI MILANO, NOVEMBRE 2009/ DESIGN SCHOOL, POLITECNICO DI MILANO, NOVEMBER 2009. ARCIPELAGO: FRANCESCO D’ONGHIA, CATERINA ROSA , SILVIA SALA, ILARIA SALVATORE, DARIA SVIDIR.

GREEN CAMPING ON THE EDGE OF THE CITY, WORKSHOP - ALDO CIBIC, TOMASO CORÀ - SCUOLA DEL DESIGN, POLITECNICO DI MILANO, NOVEMBRE 2009/ DESIGN SCHOOL, POLITECNICO DI MILANO, NOVEMBER 2009. GREEN CAMPING: LORENZO BITTO, LUCA COZZI, HYE YOUNG KIM, M.AMIN DANESHGAR, ANNALISA LEVER, DENISE LIGUORI.

Gif^\kkf&gifa\Zk :fck`mXe[f $ :Xdglj 9fm`jX# Gfc`k\Ze`Zf [` D`cXef# Fikf Zfdle`kXi`f&Zfddle`kp ^Xi[\e% :ffi[`eXd\ekf&Zffi[`eXk`fe ;Xm`[\ =Xjj`

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 29

10/08/12 18.02

4FOTJCMF 4VTUBJOBCMF

H

l\jkX cX elfmX jÔ[X1 `c ]lklif gif^\kk`jkX ZXdY`\i~ `c gifgi`f ilfcf# j` [fmi~ fZZlgXi\ [` gifYc\d` \gfZXc` \ [fmi~ kifmXi\ jfclq`fe` j`jk\d`Z_\# d\jZfcXi\# ZfdY`eXi\ [`jZ`gc`e\ [`m\ij\% Jg\jjf ` gif]\jj`fe`jk` j` Z_`l[fef e\` gifgi` ZXdg` [`jZ`gc`eXi` dX c\ [`jZ`gc`e\ jfef gif]fe[\ \ jki\kk\# È[\\g Xe[ eXiifnÉ# d\eki\ ` gifYc\d` jfef Xdg`# \ j\ efe Z` j` d\kk\ klkk` `ej`\d\# j\ efe j` Z\iZX [` Xdgc`Xi\ cf j^lXi[f# jXi~ [`]ÔZ`c\ kifmXi\ [\cc\ jfclq`fe`% @c gif^\kk`jkX [\m\ [`m\ekXi\ XeZ_\ le Xkk`m`jkX# [\m\ ]Xi\ c\ Zfj\# [\m\ \ekiXi\ e\` gifZ\jj`# gifdlfm\e[f ` ZXdY`Xd\ek`% 9`jf^eX `e`q`Xi\ X i`dYfZZXij` c\ dXe`Z_\# jfgiXkklkkf `e @kXc`X2 [\Z`j`mf XeZ_\ `c k\dX [\ccX i`Z\iZX [` leX ÈelfmX \jk\k`ZXÉ# efe Z\ cf gfjj`Xdf [`d\ek`ZXi\# g\iZ_ [\j`^e j`^e`ÔZX XeZ_\ Y\cc\qqX \ jg\jjf Zfe cX jfjk\e`Y`c`k~ Z\ cX j`Xdf le gfË [`d\ek`ZXkX# XYY`Xdf Z\iZXkf jfclq`fe` `e XcZle` ZXj` XeZ_\ le gfË gle`k`m\1 \ `em\Z\ `c [\j`^e [\m\ \jj\i\ jfjk\e`Y`c\ \ gl \jj\i\ XeZ_\ Y\ccf% CX i`Z\iZX \jk\k`ZX i`dXe\ lef [\^c` fY`\kk`m` [\` gif^\kk`jk`# [\` [\j`^e\i% @c k\dX Èj\ej`Yc\ Xe[ jljkX`eXYc\É `ek\i\jjXek\ g\iZ_ le`jZ\ `c k\dX [\ccX jfjk\e`Y`c`k~ X hl\ccf [\ccX iX^`fe\mfc\qqX% CX [\Ôe`q`fe\ [` Èj\ej`Yc\É `dgc`ZX# [X le cXkf# \jj\i\ iX^`fe\mfc`# g\ejXi\ gi`dX [` ]Xi\# gi`dX [` gif^\kkXi\# [XccËXckif gifgfe\ `c c\^Xd\ Zfe ` j\ej`# Zfe ^c` Xjg\kk` XeZ_\ j\ejfi`Xc` [\c gif^\kkf \ [\cc\ jfclq`fe`1 kfZZXi\ Zfe dXef# \ekiXi\ e\c d\i`kf [\cc\ Zfj\% @c i`kfief Xcc\ df[Xc`k~ i\Xc` [\` gifZ\jj` gif[lkk`m`# kfZZXe[f ` dXk\i`Xc`# jg\i`d\ekXe[f ` gif[fkk` `dgfikXek\2 XcZle\ \jg\i`\eq\ jmfck\ Zfe ^c` jkl[\ek` e\^c` lck`d` Xee` Z\ cf _Xeef [`dfjkiXkf% I\Z\ek\d\ek\ XYY`Xdf kiXj]fidXkf `c efjkif ZXdglj `e lef jgXq`f Xg\ikf1 ` ZXdglj le`m\ij`kXi` `e k\fi`X jfef clf^_` [fm\ klkk` gfjjfef \ekiXi\# dX `e i\Xck~ jg\jjf ^\e\iXef le gfË [` k`dfi\# j`Xdf `e 9fm`jX \ efe klkk` ^c` XY`kXek` [\ccX qfeX jfef \ekiXk` e\c i\Z`ekf [\c efjkif ZXdglj% < XccfiX leX mfckX c` XYY`Xdf `em`kXk`# le jXYXkf dXkk`eX $ `c k\dX \iX ÈZË jgXq`f g\i klkk`É$ \ c` XYY`Xdf Zf`emfck` `e leX j\i`\ [` `e`q`Xk`m\ kiX Zl` `c gif^\kkf g`cfkX ÈZË ^`Xi[`ef g\i klkk`É2 Zfdgc\kXmXef cË`e`q`Xk`mX le nfibj_fg g\i

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 30

Zfcc\kk`m` Zfe fik` `e[`m`[lXc`# g\iZ_ hl\jkf Z_\ \d\ijf XeZ_\ [X^c` jkl[` Z_\ jfef jkXk` ]Xkk` jl Xcki\ ZXj\ _`jkfi`\j# Zfe [\cc\ Xi\\ [\[`ZXk\ Xc i\cXo# Xcki\ XccX jg\i`d\ekXq`fe\ Z_\ fjg`k\i~ nfibj_fg \ cËXkk`m`k~ [`[Xkk`ZX# \ Xcki\ Xkki\qqXk\ g\i cf jgfik% Hl\jkf jfcf le \j\dg`f1 le j\d\% Le j\d\ Z_\ g\i gl Zi\jZ\i\ \ Z_\ gl \jj\i\ Zfck`mXkf% >`~ XcZle` Xee` ]X XYY`Xdf g\ejXkf X le gif^\kkf g` Xdg`f# g\i [Xi\ jgXq`f X` j\d` \ Xcc\ g`ZZfc\ g`Xek\ Z_\ [X \jj` gfjjfef Zi\jZ\i\% <DL;<# È<d\i^`e^ Lj\i ;\dXe[ ]fi jljkX`eXYc\ jfclk`fejÉ le gif^\kkf \lifg\f Z_\ _f Zffi[`eXkf# \ Z_\ Z\iZXmX [` ^\e\iXi\ m`j`fe` gfj`k`m\ \ efe ZXkXjkifÔZ_\ [\c ]lklif# Z\iZXe[f [` `ddX^`eXi\ jfclq`fe` jfjk\e`Y`c` `e g`ZZfcX jZXcX# `e Zfek\jk` c`d`kXk`1 lk`c`qqXi\ ^c` jkl[\ek` [\cc\ jZlfc\ [` [\j`^e `e [`m\ij\ gXik` [Ë<lifgX% Gf` ZË m\elkX cË`[\X [` Zfjkil`i\ [\` e\knfib# [\cc\ i\k`# [\cc\ g`XkkX]fid\ [` Zfe[`m`j`fe\# g\i ]Xi\ `e df[f Z_\ hl\jk` g`ZZfc` j\^eXc` gfj`k`m` gfk\jj\if m\e`i\ Xdgc`ÔZXk`2 Ôef X[ Xii`mXi\ X le e\knfib# Z_\ jkXkf Zi\Xkf [Xc Gfc`k\Ze`Zf [` D`cXef ^iXq`\ XccX gXjj`fe\ [` <q`f DXeq`e`# Z_\ [` hl\jkf j` fZZlgX [X dfck` Xee`% Hl\jkf e\knfib j` Z_`XdX ;\j`j# È;\j`^e ]fi JfZ`Xc @eefmXk`fe Xe[ JljkX`eXY`c`kpÉ# \ Zfgi\ klkk` ` Zfek`e\ek`# \[ `e ^iXe[\ Zi\jZ`kX1 efe Z` jfef YXii`\i\ [` `e^i\jjf# efe EX OSPEDALE PSICHIATRICO PAOLO PINI, MILANO, le ZclY \jZclj`mf# Z_`lehl\ XYY`X Z_`\jkf [` 2003. ASSOCIAZIONE GIARDINO DEGLI AROMI \ekiXi\ jkXkf XZZ\kkXkf% <ZZf# `f g\ejf Z_\ `c ORTI INDIVIDUALI IN GESTIONE AI CITTADINI gif^\kkf 9< FG<E j`X le gif^\kkf Z_\ mX[X `e DEL QUARTIERE DI AFFORI. FORMER PAOLO PINI PSYCHIATRIC HOSPITAL hl\jkX [`i\q`fe\# cXeZ`Xe[f cË`[\X [` Zfjkil`i\ MILAN, 2003 GIARDINO DEGLI AROMI ASSOCIATION leX g`XkkX]fidX g\i d\kk\i\ X j`jk\dX ALLOTMENT GARDENS MANAGED BY THE CITIZENS kXc\ek`# `[\\2 g\iZ_ j\imfef klkk\ c\ ]fiq\# OF THE AFFORI NEIGHBOURHOOD. klkk\ c\ `[\\ Z_\ gfjjfef \jj\i\ ^\e\iXk\# Zfe Z_` j` fZZlgX [` cf^`jk`ZX e\ccËXk\e\f# Z_\ `e klkk\ c\ [`m\ij\ gXik` [\c dfe[f# g\iÔef [fmi\YY\if X cfif mfckX jlggfikXi\ hl\jkX G_`c`gg\ JkXiZb# cË`ZfeX [\c [\j`^e ÔidXkf# _X `e`q`Xk`mX% J\ cX gif^\kkXq`fe\ \ i\Xc`qqXq`fe\ i\Z\ek\d\ek\ X]]\idXkf Èj\gXiXk` jYX^c`Xdf# [` le fikf liYXef# [`m\ekX leX jÔ[X Zi\Xk`mX ZË leX jX^^\qqX Zfcc\kk`mXÉ# \ g\ejf Z_\ \ j`jk\d`ZX# XccfiX cX m`j`fe\ [\c [\j`^e hl\jkf j`X le j\^eXc\ `dgfikXek\% @eÔe\# k_`eb`e^ ki`fe]X1 j`^e`ÔZX `ddX^`eXi\ hlXc\ leËlck`dX Z`kXq`fe\ i`Zfi[Xe[f le efjkif `c j`jk\dX# `c cXpflk# `c gifZ\jjf# hlXc` jfef dX\jkif# 8e[i\X 9iXeq`# j` [`Z\ Zfem`ekf Z_\ c\ g\ijfe\# c\ i`jfij\ e\Z\jjXi`\# Z_` j\ e\ gl jk`Xdf XYYXe[feXe[f cË\iX [\c [\j`^e ÔidXkf# fZZlgXi\ e\c k\dgf# hlXc` jfef c\ k`d\$c`e\ `e [\` ^iXe[` \if` [\` [\j`^e Z_\ mXeef jlcc\ le gif^\kkf Z_\ [fmi\YY\ \jj\i\ Zfdg`lkf `e Zfg\ik`e\ [\cc\ i`m`jk\# \ jk`Xdf \ekiXe[f `e Z`ehl\ Xee`% HlXcZfjX [` c`d`kXkf [Xc glekf [` le g\i`f[f [` [\j`^e g` Xefe`df# le [\j`^e m`jkX jgXq`Xc\# dX [` cfe^\mf [Xc glekf [` m`jkX j]l^^\ek\# [\c`ZXkf \ j\ej`Y`c\# Zfe d\ef k\dgfiXc\% CË`[\X hl\ccX [` ZfdY`eXi\ fik` k\jkfjk\ife\ \ g` `ek\cc`^\eqX%

` YXdY`e` \ c\q`fe` `ek\iXkk`m\# g\ij\^l\e[f cËfY`\kk`mf [` i\e[\i\ `c ZXdglj le clf^f [` i\cXq`fe\ kiX jkl[\ek`# kiX jkl[\ek` \ gif]\jjfi`# dX XeZ_\ kiX jkl[\ek` \ Z`kkX[`e`% ;fgf `c gi`df nfibj_fg# Zfd\ jg\jjf Xmm`\e\ e\` gif^\kk` [` jlZZ\jjf# efe j`Xdf g` i`ljZ`k` X[ Xi^`eXi\ ` efjki` jkl[\ek` Z_\ _Xeef [\Z`jf [` kiXj]fidXi\ cËfikf [X gif^\kkf k\dgfiXe\f X i\Xck~ È`e g`XekX jkXY`c\É \ d` _Xeef kiXjZ`eXkf `e hl\jkX Xmm\ekliX Zf`emfc^\e[f gf` Xcki` jkl[\ek`# Xcki` [fZ\ek` [\c ZXdglj `ek\i\jjXk` Xc k\dX% <[ Zfj Z_\ `c [\j`^e\i [`m\ekX ÈXkk`m`jkXÉ# j` i`dYfZZX c\ dXe`Z_\ \ Z\iZX [` Zfjkil`i\ `c gifZ\jjf [` Zf$[\j`^e `ej`\d\ Xcc\ g\ijfe\ [\c hlXik`\i\# g\i leX i\Xc`qqXq`fe\ ZfeZi\kX2 XYY`Xdf ^`~ gXicXkf Zfe `c i\kkfi\ \

10/08/12 18.02

-VJTB $PMMJOB

]XZ`c`kp Xe[ k_\p [iX^^\[ d\ Xcfe^ fe k_`j X[m\ekli\ `emfcm`e^ fk_\i jkl[\ekj Xe[ fk_\i ]XZlckp d\dY\ij n_f Xi\ `ek\i\jk\[ `e k_`j k_\d\% K_`j `j _fn k_\ [\j`^e\i Y\Zfd\j Xe ÈXZk`m`jkÉ# ifcc`e^ lg _`j fi _\i jc\\m\j Xe[ kip`e^ kf ZfejkilZk k_\ Zf$[\j`^e gifZ\jj kf^\k_\i n`k_ e\`^_Yfi_ff[ g\fgc\# ]fi X ZfeZi\k\ ^fXc% N\ _Xm\ Xci\X[p kXcb\[ n`k_ k_\ i\Zkfi Xe[ n`k_ k_\ le`m\ij`kpËj cf^`jk`ZXc jkX]]# n_f j_flc[ jlggfik k_`j `e`k`Xk`m\% @] k_\ [\j`^e Xe[ ZfejkilZk`fe f] X Zfddle`kp ^Xi[\e Y\Zfd\j X Zi\Xk`m\ Xe[ jpjk\d`Z Z_Xcc\e^\# k_\e k_\ m`j`fe f] [\j`^e k_`eb`e^ ki`ldg_j1 `k d\Xej `dX^`e`e^ n_Xk jpjk\d# cXpflk# gifZ\jj# g\fgc\ Xe[ i\jfliZ\j Xi\ e\Z\jjXip# n_f n`cc ZXi\ ]fi k_\ gcXZ\ fm\i k`d\# n_Xk `j k_\ k`d\c`e\ `e X gifa\Zk k_Xk j_flc[ Y\ Zfdgc\k\[ `e Ôm\ p\Xij% Jfd\k_`e^ f] c`d`k\[ j`q\ `e jgXk`Xc k\idj# Ylk efk c`d`k\[ `e k\idj f] k`d\% K_\ `[\X `j kf ZfdY`e\ Zfcc\Zk`m\ ^Xi[\ej n`k_ `e[`m`[lXc ^Xi[\ej# Y\ZXlj\ k_`j `j Xcjf n_Xk \d\i^\[ ]ifd k_\ ZXj\ _`jkfi`\j jkl[`\[ Yp k_\ jkl[\ekj2 k_\i\ n`cc Xcjf Y\ i\cXoXk`fe DOCKLANDS COMMUNITY GARDEN, MELBOURNE, 2010. URBAN REFORESTATION, ORTO COLLETTIVO CHE Xi\Xj# qfe\j ]fi nfibj_fgj Xe[ \[lZXk`feXc SI FONDA SULLO SCAMBIO DI PIANTE, SEMENTI, PRODOTTI, STRUMENTI E CONOSCENZE CON LO SCOPO DI XZk`m`k`\j# Xi\Xj ]fi jgfikj% MIGLIORARE LA QUALITÀ DELLA VITA DEL QUARTIERE. K_`j `j aljk fe\ \oXdgc\1 X j\\[% 9lk `k `j X DOCKLANDS COMMUNITY GARDEN MELBOURNE, 2010 URBAN REFORESTATION j\\[ k_Xk ZXe ^ifn `ekf jfd\k_`e^ kf Y\ elikli\[% COMMUNITY GARDEN BASED ON THE EXCHANGE OF PLANTS, SEEDS, PRODUCTS, TOOLS AND KNOWLEDGE 8 ]\n p\Xij X^f n\ k_fl^_k f] X cXi^\i gifa\Zk# kf WITH THE OBJECTIVE OF IMPROVING THE QUALITY OF LIFE IN THE NEIGHBOURHOOD. dXb\ iffd ]fi j\\[j Xe[ j\\[c`e^j k_Xk ZXe ^ifn ]ifd k_\d% <DL;<# È<d\i^`e^ Lj\i ;\dXe[ ]fi jljkX`eXYc\ jfclk`fejÉ# `j X <lifg\Xe gifa\Zk @ Zffi[`eXk\[# n_`Z_ Xkk\dgk\[ kf ^\e\iXk\ gfj`k`m\ Xe[ efe$ZXkXjkifg_`Z m`j`fej f] k_\ ]lkli\# kip`e^ kf `dX^`e\ jdXcc$jZXc\ jljkX`eXYc\ jfclk`fej `e i\XjfeXYc\# k_`eb`e^ Y\]fi\ [f`e^# Y\]fi\ [\j`^e`e^# c`d`k\[ Zfek\okj1 kf lj\ k_\ jkl[\ekj f] [\j`^e jZ_ffcj _`j `j k_\ e\n Z_Xcc\e^\1 `e fli Xifle[ <lifg\% K_`j c\[ kf k_\ `[\X f] ZfejkilZk`e^ Ylk `k Xcjf d\Xej X c`eb n`k_ k_\ j\ej\j# n`k_ k_\ m`\n# k_\ ifc\ f] [\j`^e `e k_\ ]lkli\ _Xj kf Z_Xe^\ j\ejfi`Xc Xjg\Zkj f] [\j`^e Xe[ f] jfclk`fej1 kf kflZ_ e\knfibj# gcXk]fidj# kf Xdgc`]p k_\j\ jdXcc gfj`k`m\ _`j ifc\# ZfeZ\ekiXk`e^ fe ^\e\iXk`feXc `jjl\j# j`^eXcj% 8 e\knfib _Xj Y\\e Zi\Xk\[ Yp k_\ D`cXe Ôe[`e^ jpjk\dXk`Z jfclk`fej% K_\i\ `j kXcb f] X n`[\i k_`e^j# \ogcfi`e^ k_\`i \]ÔZXZp% Gfcpk\Z_e`Z k_Xebj kf k_\ gXjj`fe f] Gif]% <q`f K_\ i\klie kf i\Xc df[\j f] gif[lZk`m\ m`j`fe# fe X jpjk\dj c\m\c# X ^ifn`e^ e\\[ kf d`o Xe[ DXeq`e`# n_f _Xj Y\\e nfib`e^ fe k_\j\ `jjl\j ]fi gifZ\jj\j# kflZ_`e^ dXk\i`Xcj# \og\i`\eZ`e^ ZfdY`e\ [`]]\i\ek [`jZ`gc`e\j% Gif]\jj`feXcj f]k\e dXep p\Xij% K_`j e\knfib `j ZXcc\[ ;\j`j# È;\j`^e gif[lZkj# `j `dgfikXek# Xj [\dfejkiXk\[ Yp Z\ikX`e k\e[ kf Zcfj\ k_\dj\cm\j f]] `e k_\`i fne [`jZ`gc`e\j# ]fi JfZ`Xc @eefmXk`fe Xe[ JljkX`eXY`c`kpÉ# Xe[ `k `j \og\i`\eZ\j n\ _Xm\ _X[ n`k_ k_\ jkl[\ekj `e i\Z\ek Ylk k_fj\ Ô\c[j Xi\ È[\\g Xe[ eXiifnÉ n_`c\ ^ifn`e^ ]Xjk1 k_\i\ Xi\ ef YXii`\ij ]fi gXik`Z`gXk`fe# p\Xij% Dfi\ i\Z\ekcp# n\ kiXej]fid\[ fli ZXdglj gifYc\dj# `ejk\X[# Xi\ n`[\% @] n\ [f efk af`e ]fiZ\j `k `j efk Xe \oZclj`m\ ZclY# Xepfe\ ZXe af`e% @ k_`eb n\ ZXeefk n`[\e k_\ g\ijg\Zk`m\# Xe[ `k ^\kj _Xi[\i kf `ekf Xe fg\e jgXZ\1 `e k_\fip# le`m\ij`kp ZXdglj\j Xi\ gcXZ\j k_Xk Xepfe\ ZXe nXe[\i `ekf# Ylk XZklXccp k_Xk 9< FG<E `j Xcjf dfm`e^ `e k_`j [`i\Zk`fe# Ôe[ jfclk`fej% k_\p ^\e\iXk\ X Y`k f] _\j`kXk`fe1 n\ Xi\ `e k_\ 9fm`jX cXleZ_`e^ k_\ `[\X f] ZfejkilZk`e^ X gcXk]fid kf glk ;\j`^e\ij Xcjf Y\Zfd\ XZk`m`jkj# k_\p _Xm\ kXc\ekj Xe[ `[\Xj kf^\k_\i2 Y\ZXlj\ n\ e\\[ Xcc k_\ [`jki`Zk Xe[ Z\ikX`ecp efk \m\ip 9fm`jX i\j`[\ek _Xj kf [f k_`e^j# \ek\i gifZ\jj\j# gifdfk\ Z_Xe^\j% ]fiZ\j# Xcc k_\ `[\Xj k_Xk ZXe Y\ ^\e\iXk\[# `e [`]]\i\ek nXcb\[ fekf fli ZXdglj% Jf n\ [\Z`[\[ kf `em`k\ N\ _Xm\ kf jkXik kf ifcc lg fli jc\\m\j# \jg\Z`Xccp gXikj f] k_\ nfic[% <m\e G_`c`gg\ JkXiZb# k_\ `Zfe f] k_\d `e# fe\ JXkli[Xp dfie`e^ Æ k_\ k_\d\ nXj `e @kXcp% 8efk_\i [\Z`j`m\ k_\d\ `j k_\ glijl`k f] X Y`^$eXd\ [\j`^e# i\Z\ekcp jX`[ ÈjkXp`e^ j\gXiXk\[ `j Èk_\i\Ëj iffd ]fi XccÉ Æ kf ^\k `emfcm\[ `e X j\i`\j Èe\n X\jk_\k`ZjÉ Y\ZXlj\ [\j`^e Xcjf d\Xej Y\Xlkp# Xe \iifi# k_\i\ `j jlZ_ X k_`e^ Xj Zfcc\Zk`m\ n`j[fdÉ# f] `e`k`Xk`m\j# `eZcl[`e^ k_\ g`cfk gifa\Zk Èk_\i\Ëj jfd\k_`e^ n\ f]k\e fm\icffb [l\ kf k_\ ]fZlj fe Xe[ @ k_`eb k_`j `j Xe `dgfikXek j`^eXc% =`eXccp# fe\ X ^Xi[\e ]fi XccÉ# Xj n\cc Xj X nfibj_fg ]fi b`[j jljkX`eXY`c`kp% 8k k`d\j n\ cffb ]fi jfclk`fej k_Xk cXjk hlfk\# i\ZXcc`e^ fli d\ekfi 8e[i\X 9iXeq`# n_f Xe[ `ek\iXZk`m\ c\Zkli\j% K_\ ^fXc nXj kf dXb\ Xi\ g\eXc`q`e^1 `ejk\X[# [\j`^e _Xj kf Y\ jljkX`eXYc\ jXpj _\ `j Zfem`eZ\[ k_Xk n\ Xi\ c\Xm`e^ k_\ \iX f] k_\ ZXdglj X gcXZ\ f] i\cXk`fej Y\kn\\e jkl[\ekj# Xe[ Y\Xlk`]lc Xj n\cc% N\ Y\c`\m\ X\jk_\k`Z i\j\XiZ_ j`^eXkli\ [\j`^e# f] k_\ ^i\Xk [\j`^e _\if\j ]\Xkli\[ gif]\jjfij Xe[ Z`k`q\ej% 8]k\i k_\ Ôijk nfibj_fg# Xj i\dX`ej fe\ f] k_\ fYa\Zk`m\j f] [\j`^e\ij% ÈJ\ej`Yc\ fe dX^Xq`e\ Zfm\ij# Xe[ \ek\i`e^ X g\i`f[ f] dfi\ f]k\e _Xgg\ej n`k_ jlZZ\jj]lc gifa\Zkj# n\ Zflc[ ef Xe[ jljkX`eXYc\É# `j X m\ip Y\Xlk`]lc k`kc\# Y\ZXlj\ cfe^\i i\`e `e k_\ jkl[\ekj# n_f [\Z`[\[ kf kiXej]fid Xefepdflj# Õ\\k`e^# [\c`ZXk\ Xe[ j\ej`Yc\ [\j`^e# `k le[\ic`e\j knf `dgfikXek Xjg\Zkj# kf^\k_\i% @ k_\ ^Xi[\ej ]ifd X k\dgfiXip gifa\Zk kf X g\idXe\ek n`k_ c\jj k\jkfjk\ife\ Xe[ dfi\ `ek\cc`^\eZ\% n\ek kf cffb lg k_\ [\Ôe`k`fe f] Èj\ej`Yc\É1 `k d\Xej

K

3_BeOpen Book_028_031_SensibleSustainable_Collina.indd 31

10/08/12 18.02

4FOTJCMF 4VTUBJOBCMF

6/" TPTUFOJCJMJU· QSPGPOEB "--& 3"%*$* %* 0(/* 4045&/*#*-*5 40$*"-& &$0/0.*$" ".#*&/5"-& &/&3(&5*$" 6/" TPTUFOJCJMJU· $)& 3*(6"3%" *- '6/;*0/".&/50 45&440 %&--" /0453" .&/5& $)& '"55" %* FDDJUB[JPOF F QBVTF %* 41";* 7605* & 1*&/* %* FNP[JPOJ F QFOTJFSP

4FOTJCMF 4VTUBJOBCMF .BS*B 4F#SF(PO%*

" QSPGPVOE TVTUBJOBCJMJUZ 5)"5 *4 "5 5)& 3005 0' &7&3: '03. 0' 40$*"- &$0/0.*$ &/7*30/.&/5"- "/% &/&3(: *5 )"4 50 %0 8*5) 5)& 7&3: '6/$5*0/*/( 0' 063 .*/% 8)*$) *4 ."%& 61 0' FYDJUFNFOU BOE QBVTFT ("14"/% 41"$&4 '6-- 0' FNPUJPO BOE UIPVHIU

DXi`X J\Yi\^fe[`# i\jgfejXY`c\ YiXe[ \hl`kp [`&MG f] YiXe[ \hl`kp Xe[ Zfddle`ZXk`fej Xk Dfc\jb`e\

BeOpen Book_032_035_SensibleSustainable_Sebregondi.indd 32

10/08/12 20.51

.BSJB 4FCSFHPOEJ

LA CARTA, I LIBRI, SONO GLI OGGETTI CHE HANNO CONSERVATO LA MEMORIA STORICA DELL’UMANITÀ, LE PAGINE BIANCHE SONO IL LUOGO DOVE QUESTA MEMORIA SI È POSATA E I TACCUINI SONO OGGETTI PER ORGANIZZARE PENSIERI, PER CONCEPIRE PROGETTI, PER DISPIEGARE CREATIVITÀ; SONO IL LUOGO DELLO SCHIZZO MA ANCHE DELL’OPERA, E SONO SOPRATTUTTO DESTINATI A NON ESSERE GETTATI, PERCHÉ SONO LORO CHE RACCONTANO LA NOSTRA STESSA STORIA. SONO PROGETTI PROFONDAMENTE INTIMI E IDENTITARI, ACCUMULATORI DI EMOZIONI CHE LIBERANO LA LORO CARICA NEL TEMPO, DA CUI DIFFICILMENTE CI SEPARIAMO. PAPER AND BOOKS ARE OBJECTS THAT HAVE CONSERVED THE HISTORICAL MEMORY OF HUMANKIND. THE WHITE PAGES ARE THE PLACE WHERE THIS MEMORY IS STORED, AND THE NOTEBOOKS ARE OBJECTS TO ORGANIZE THOUGHTS, TO INVENT PROJECTS, TO UNFOLD CREATIVITY. THE PLACE OF THE SKETCH BUT ALSO OF THE WORK. ABOVE ALL, THEY ARE NOT MADE TO BE DISCARDED, BECAUSE THEY NARRATE OUR HISTORY. THEY ARE VERY INTIMATE, IDENTITARY PROJECTS, ACCUMULATING EMOTIONS THAT CAN BE FREED UP AT A LATER DATE, FROM WHICH WE DO NOT WANT TO SEPARATE.

BeOpen Book_032_035_SensibleSustainable_Sebregondi.indd 33

10/08/12 20.51

4FOTJCMF 4VTUBJOBCMF

:Ë

leX jfjk\e`Y`c`k~ [\` g\ej`\i`# [\` j\ek`d\ek` \ [\cc\ gXjj`fe` Z_\ m`\e\ gi`dX [` hlXcj`Xj` Xckif j`^e`ÔZXkf% E\ccX efjkiX Xkk`m`k~ [` Xq`\e[X# [` dXiZX Dfc\jb`e\# ef` Z` [\[`Z_`Xdf X f]]i`i\ jgXq` Y`XeZ_`# jgXq` g\i cX i`Õ\jj`fe\# g`XkkX]fid\ Xg\ik\ \ hl`e[` clf^_` [fm\ cX d\ek\ gl kifmXi\ le i`gfjf \ [fm\ ` g\ej`\i` gfjjfef gi\e[\i\ ]fidX% 8YY`Xdf klkk` Y`jf^ef# jfgiXkklkkf `e hl\jkf g\i`f[f# [` dfd\ek` [` gXljX# \ Z` mfc^`Xdf XeZ_\ XccË`ekiXkk\e`d\ekf c\^^\if# X[ \j\dg`f Z\iZXe[f [` ]i\hl\ekXi\ hl\ccf Z_\ jkXkf le gXiX[`^dX [\c [\j`^e [\^c` Xee` gXjjXk`1 `c Èc\jj `j dfi\É# Z_\ f^^` [`m\ekX Èdfi\ n`k_ c\jjÉ# Z`f dfckf [` g` Zfe d\ef% 8]]ifek`Xdf Zfj `c k\dX [\ccX jfjk\e`Y`c`k~ gif]fe[X \ [` \Zfcf^`X [\ccX d\ek\1 `f Zi\[f Z_\ j`Xdf klkk` XccX i`Z\iZX [` \jg\i`\eq\ Z_\ XYY`Xef le j`^e`ÔZXkf# le j\ejf% @c k\id`e\ Èj\ejfÉ `e `kXc`Xef# dX XeZ_\ `e Xcki\ c`e^l\# d\kk\ `ej`\d\ `c k\dX [\c Èj`^e`ÔZXkfÉ Zfe hl\ccf [\ccX Èj\ejfi`Xc`k~É1 ^c` jkl[` [\cc\ e\lifjZ`\eq\ f^^` d\kkfef `e i`c`\mf gifgi`f cX Zfee\jj`fe\ gif]fe[X kiX Z\im\ccf \[ \dfq`fe`# iXZZfekXef leX jkfi`X `e Zl` j`^e`ÔZXkf# g\ej`\if \ j\ejfi`Xc`k~ kifmXef leX Zfee\jj`fe\ [Xmm\if gif]fe[X% CX j`e\jk\k`ZX# Z`f cË`ej`\d\ [\` , j\ej`# Z` Z_\ gf` [~ `c j`^e`ÔZXkf gif]fe[f Xcc\ \jg\i`\eq\% GXicXmXdf [` jgXq` mlfk` g\i j\ jk\jj` dX XeZ_\ [` `ekiXkk\e`d\ekf c\^^\if# [` i`Z\iZX [\c g` Zfe d\ef1 ]fij\ gifgi`f cX k\Zefcf^`X X i\e[\i\ f^^` gfjj`Y`c\ hl\jkX fggfikle`k~# [\c g` Zfe `c d\ef# \ cX gfjj`Y`c`k~ [` Xm\i\ \jg\i`\eq\ Ôj`Z_\ \ gj`Z_`Z_\ Zfe `c gfZf jgi\Zf# `c gfZf g\jf# `c gfZf `e^fdYif% LeX gX^`eX Y`XeZX gl [`m\ekXi\ `c clf^f Z_\ XZZf^c`\ cX i`ZZ_\qqX [\ccË`ddX^`eXq`fe\# gl [`m\ekXi\ cËfZZXj`fe\ [` le iXggfikf Zi\Xk`mf# g\ijfeXc\# Zfe cX eXkliX \ `c gX\jX^^`f Z`iZfjkXek\2 ` efjki` jgfjkXd\ek` liYXe` f]]ifef fZZXj`fe` [` gXljX \ [` i`Õ\jj`fe\# \ ^c` jgXq` c`d`eXc` f^^` jfef gXik`ZfcXid\ek\ `dgfikXek`# jfef ^c` `ek\ijk`q` `e Zl` gfjj`Xdf ZfccfZXi\ hl\cc\ ]Xdfj\ gXlj\ \ hl\^c` jgXq` mlfk` `e Zl` cË`ddX^`eXq`fe\ gi\e[\ Zfigf% <ZZf Z_\ cX gX^`eX Y`XeZX j` gl i`\dg`i\ [\ccX jkfi`X [` Z`XjZlef# [`m\ekX `c clf^f [\ccË`eZfekif ]fikleXkf Zfe cX gifgi`X `ddX^`eXq`fe\# dX [`m\ekX XeZ_\ `c clf^f `e Zl` j` i`Zi\X le iXggfikf Zfe cX eXkliX# fggli\ j` jZfgi\ le kXc\ekf \ leX gXjj`fe\# f j` kifmX ZfccfZXq`fe\ X lef j^lXi[f jlc gX\jX^^`f Z`iZfjkXek\

LO SFORZO DI MOLESKINE È SEMPRE QUELLO DI UN PACKAGING CHE PUÒ ESSERE RIUTILIZZATO TROVANDO FUNZIONI D’USO CHE DI NUOVO RE-INNESCANO UN CIRCOLO DI PENSIERO E DI SIGNIFICATO CHE DÀ PROFONDITÀ ALLE SINGOLE ESPERIENZE; SCATOLE CHE POSSONO DIVENTARE CONTENITORI DI TANTI ALTRI OGGETTI, FASCETTE CHE DIVENTANO SEGNALIBRI O PORTATRICI DI MESSAGGI CHE ACCOMPAGNANO IL NOSTRO QUOTIDIANO, NOTEBOOK CHE SONO ESSI STESSI DELLE BUSTE PRONTE A ESSERE SPEDITE, E COME NEL MONDO DELLA NATURA, TENDENZIALMENTE I NOSTRI OGGETTI VANNO IN GIRO PER IL MONDO ABBASTANZA NUDI. THE EFFORT IS ALWAYS TO MAKE PACKAGING THAT CAN BE REUSED, FINDING NEW FUNCTIONS, RE-TRIGGERING A CIRCUIT OF THOUGHT AND MEANING THAT GIVES DEPTH TO EXPERIENCE; FOR EXAMPLE, BOXES THAT CAN BECOME CONTAINERS FOR MANY OTHER OBJECTS, BANDS THAT BECOME BOOKMARKS, OR CARRY MESSAGES IN EVERYDAY LIFE, NOTEBOOKS THAT ARE THEIR OWN ENVELOPES, READY FOR MAILING. AS IN NATURE, OUR OBJECTS TEND TO MOVE AROUND THE WORLD IN A STATE OF RELATIVE NUDITY.

Z_\ [`m\ijf% :` jfef d`^c`X`X [` `ddX^`e` ZXkkliXk\ `e i\k\ Z_\ kifmXef jgXq`f jl gX^`e\ Y`XeZ_\# [`m\ekXe[f cËfZZXj`fe\ [` iXZZfekXi\ hlXcZfjX1 jfef g\i \j\dg`f cË`ddX^`e\ [` leX gf\j`X Yi\m\# [` le _X`bl ^`Xggfe\j\# f jfef cX jfjk\e`Y`c`k~ gif]fe[X [\` iX^^` [` leX Y`Z`Zc\kkX Z_\ _X cX jk\jjX gf\j`X [` le _X`bl f [\ccX [`eXd`ZX jfjk\e`Y`c\ [\` g\[Xc`% :fd\ Xq`\e[X ef` XYY`Xdf cX ]fikleX [` cXmfiXi\ Zfe f^^\kk` Z_\ jfef g\ejXk`# [`j\^eXk` \ `ddX^`eXk` g\i i\jkXi\ Zfe ef` X cle^f1 jfef f^^\kk` Z_\ m\e^fef [X leX ^iXe[\ kiX[`q`fe\# `c k\dX [\ccX d\dfi`X \ [\ccË\i\[`k~ gXik`ZfcXid\ek\ m`Z`ef Xc efjkif j\ek`i\# gifgfe`Xdf f^^\kk` Z_\ m\e^fef [X cfekXef \ gfikXef `e Ôc`^iXeX leX cle^X jkfi`X \ leX cle^X kiX[`q`fe\% :Ë hlXcZfjX Z_\ XeZ_\ Zfd\ dXiZX Z` [`jk`e^l\ \ Z` ZfccfZX jl le m\ijXek\ [`m\ijf [X hl\ccf [\ccX k\Zefcf^`X1 Xc ZfekiXi`f [\ccX k\Zefcf^`X# Z_\ _X Y`jf^ef [` Zfek`elX `eefmXq`fe\# \ hl\jkf `c jlf ^iXe[\ d\i`kf# dX XeZ_\ ]fij\ `c jlf c`d`k\ Z_\ X mfck\ Zfjki`e^\ X leËfYjfc\jZ\eqX g`Xe`ÔZXkX# `c efjkif cXmfif j` j`klX `em\Z\ jlc m\ijXek\ [\ccX Zfek`el`k~%

2_BeOpen Book_032_035_SensibleSustainable_Sebregondi_p34.indd 34

G\i kfieXi\ Xc elZc\f ZXc[f [\ccX jfjk\e`Y`c`k~# hl\ccf Z_\ XeZ_\ Zfd\ dXiZX Z` jkX g` X Zlfi\# \ Z_\ Zi\[f j`X le gfË cX Z_`Xm\ [\ccË`ek\iX `e`q`Xk`mX 9< FG<E# [` le gif^\kkf Z_\ _X XdY`q`fe` Zfj ^iXe[`# gifgi`f cX Zfe[`m`j`fe\2 cf j_Xi`e^ Zfd\ gXiX[`^dX [\c efjkif df[f [` X^`i\# j`X [Xc glekf [` m`jkX [\ccX ZfeZ\q`fe\# gif[lq`fe\# [`jki`Ylq`fe\ [\` efjki` gif[fkk`# j`X g\i klkkX cËXkk`m`k~ jkiXfi[`eXi`X Z_\ j` jmfc^\ fec`e\ Z_\ cX dXiZX Dfc\jb`e\ jfjk`\e\# XZZfdgX^eXe[f `c glYYc`Zf Z_\ Z` XdX# \ Zfe `c hlXc\ [`Xcf^_`Xdf ZfjkXek\d\ek\ `e le iXggfikf [` Zfdgc`Z`k~ jl` Zfek\elk`# [Xe[f lef jgXq`f [` m`j`Y`c`k~# lef jgXq`f [` Zfe[`m`j`fe\# [X Zl` gXikfef Xcki` gif^\kk`# Zfe \c\d\ek` Z_\ jfef jZXi`ZXY`c` [Xc efjkif j`kf \ Z_\ jfef d\jj` X [`jgfj`q`fe\ [XccX Zfddle`kp DpDfc\jb`e\2 leX ^iXe[\ hlXek`k~ [` gif^\kk` Z_\# X gXik`i\ [XccX jfcc\Z`kXq`fe\ [` leX gX^`eX Y`XeZX# jfef eXk` `ekfief \ ]lfi` [\ccX dXiZX# gif^\kk` Z_\ Zfjk\^^`Xef \ Z_\ `jg`iXef XeZ_\ ]fik\d\ek\ `c efjkif cXmfif# Z_\ Z` gfe^fef Zfek`el\ jÔ[\ e\c [`Xcf^f Zfe `c efjkif glYYc`Zf%

13/08/12 13.53

.BSJB 4FCSFHPOEJ

@

e fli ZfigfiXk\ XZk`m`kp n`k_ k_\ Dfc\jb`e\ YiXe[# n\ nfib fe f]]\i`e^ YcXeb jgXZ\j ]fi i\Õ\Zk`fe# fg\e gcXk]fidj Xe[ k_lj gcXZ\j n_\i\ k_\ d`e[ ZXe Ôe[ i\jk Xe[ k_fl^_kj ZXe kXb\ ]fid% N\ Xcc e\\[ Yi\Xbj# \jg\Z`Xccp kf[Xp# Xe[ n\ Xcjf cffb kf c`^_k \ek\ikX`ed\ek# ]fi \oXdgc\ Yp kip`e^ kf i\klie kf X gXiX[`^d f] k_\ [\j`^e f] k_\ gXjk1 k_Xk Èc\jj `j dfi\É `j efn Y\Zfd`e^ Èdfi\ n`k_ c\jjÉ% K_`j `j _fn n\ XggifXZ_ k_\ k_\d\ f] [\\g jljkX`eXY`c`kp Xe[ \Zfcf^p f] k_\ d`e[1 @ Y\c`\m\ n\ Xi\ Xcc cffb`e^ ]fi \og\i`\eZ\j k_Xk _Xm\ d\Xe`e^# k_Xk dXb\ j\ej\% K_\ k\id Èj\ejfÉ `e @kXc`Xe# Ylk Xcjf `e fk_\i cXe^lX^\j# ZfdY`e\j k_\ `[\Xj f] Èd\Xe`e^É Xe[ k_Xk f] k_\ Èj\ej\jÉ% E\lifjZ`\ek`ÔZ jkl[`\j kf[Xp i\m\Xc k_\ [\\g Zfee\Zk`fe Y\kn\\e k_\ YiX`e Xe[ \dfk`fej# eXiiXk`e^ X jkfip `e n_`Z_ d\Xe`e^# k_fl^_k Xe[ j\ejfip g\iZ\gk`fe _Xm\ X kilcp [\\g Zfee\Zk`fe% JpeX\jk_\j`X# k_\ j\k f] Xcc Ôm\ j\ej\j# ^`m\j [\\g\i d\Xe`e^ kf \og\i`\eZ\% N\ kXcb XYflk \dgkp jgXZ\j ]fi flij\cm\j Ylk Xcjf XYflk c`^_k \ek\ikX`ed\ek# k_\ glijl`k f] dfi\ n`k_ c\jj1 g\i_Xgj `k `j gi\Z`j\cp k\Z_efcf^p k_Xk dXb\j k_`j gfjj`Yc\ efn# \eXYc`e^ lj kf _Xm\ g_pj`ZXc Xe[ d\ekXc \og\i`\eZ\j n`k_ c`kkc\ nXjk\# c`kkc\ n\`^_k# c`kkc\ Ylcb%

BeOpen Book_032_035_SensibleSustainable_Sebregondi.indd 35

FRAN GIFFARD, ARTISTA INGLESE, DISEGNA E DIPINGE CON MATITE E ACQUARELLI SULLE PAGINE DELLE AGENDE MOLESKINE. CHIAMA QUESTE SERIE “OLD PAPER ALPHABET”. FRAN GIFFARD, AN ENGLISH ARTIST, DRAWS AND PAINTS WITH PENCILS AND WATERCOLORS ON THE PAGES OF MOLESKINE NOTEBOOKS. SHE CALLS THIS SERIES “OLD PAPER ALPHABET”.

8 n_`k\ gX^\ ZXe Y\ X gcXZ\ k_Xk n\cZfd\j k_\ i`Z_e\jj f] k_\ `dX^`eXk`fe% @k ZXe Y\Zfd\ Xe fggfikle`kp ]fi X Zi\Xk`m\# g\ijfeXc i\cXk`fej_`g n`k_ eXkli\ Xe[ k_\ jliifle[`e^ cXe[jZXg\% Fli liYXe dfm\d\ekj f]]\i fggfikle`k`\j ]fi i\jk Xe[ i\Õ\Zk`fe# Xe[ c`d`eXc jgXZ\j Xi\ gXik`ZlcXicp `dgfikXek kf[Xp# k_\ ^Xgj `e n_`Z_ n\ ZXe Ôk gXlj\j# k_fj\ \dgkp jgXZ\j `e n_`Z_ `dX^`eXk`fe ZXe Zfd\ Xc`m\% K_\ n_`k\ gX^\ ZXe Y\ Ôcc\[ n`k_ k_\ jkfip f] \XZ_ f] lj# Y\Zfd`e^ X d\\k`e^ gcXZ\ n`k_ fli fne `dX^`eXk`fe% @k ZXe Xcjf Y\ k_\ gcXZ\ n_\i\ fe\ ZXe i\Zi\Xk\ X i\cXk`fej_`g n`k_ eXkli\# [`jZfm\i X kXc\ek fi X gXjj`fe# X gcXZ\ kf `ej\ik X [`]]\i\ek b`e[ f] ^Xq\ Xk k_\ cXe[jZXg\ Xifle[ lj% K_\i\ Xi\ k_fljXe[j f] `dX^\j ZXgkli\[ Yp fli g\ijfeXc [XkXYXebj k_Xk Ôe[ jgXZ\ fe YcXeb gX^\j# gX^\j k_Xk ^`m\ lj X Z_XeZ\ kf eXiiXk\ jfd\k_`e^1 k_\ `dX^\ f] X j_fik gf\d# X AXgXe\j\ _X`bl# k_\ [\\g jljkX`eXY`c`kp f] k_\ jgfb\j f] X Y`ZpZc\# k_Xk _Xj k_\ jXd\ gf\k`Z eXkli\ Xj X _X`bl fi k_\ jljkX`eXYc\ [peXd`jd f] k_\ g\[Xcj% 8j X ZfdgXep n\ _Xm\ k_\ ^ff[ clZb kf nfib n`k_ g`\Z\j k_Xk Xi\ ZfeZ\`m\[# [\j`^e\[ Xe[ \em`jX^\[ kf jkXp n`k_ lj ]fi X cfe^ k`d\1 fYa\Zkj k_Xk Zfd\ ]ifd X ^iXe[ kiX[`k`fe% K_\ k_\d\ f] d\dfip Xe[ c\^XZp `j gXik`ZlcXi Yp Zcfj\ kf fli nXp f] k_`eb`e^# j`eZ\ n\ Zi\Xk\ k_`e^j k_Xk Zfd\ ]ifd ]Xi XnXp Xe[ Zfem\p X cfe^ _`jkfip Xe[ X cfe^ kiX[`k`fe% K_\i\ `j Xcjf jfd\k_`e^ XYflk fli YiXe[ k_Xk j\kj lj XgXik Xe[ glkj lj fe k_\ fggfj`k\ j_fi\ ]ifd k_Xk f] k\Z_efcf^p1 lec`b\ k\Z_efcf^p# n_`Z_ i\hl`i\j ZfejkXek `eefmXk`fe Æ Xe[ k_`j `j `kj ^i\Xk d\i`k# Ylk Xcjf g\i_Xgj `kj c`d`kXk`fe# Xk k`d\j c\X[`e^ kf gif^iXdd\[ fYjfc\jZ\eZ\ Æ fli nfib `j X dXkk\i f] Zfek`el`kp% Nfib`e^ n`k_ gXg\i Xe[ efk aljk 9lk g\i_Xgj# kf ^\k YXZb kf k_\ Zfi\ f] k_\ `jjl\ f] jljkX`eXY`c`kp# fli ^i\Xk\jk ZfeZ\ie Xj X YiXe[ Xe[ n_Xk @ Y\c`\m\ `j Xcjf jfd\n_Xk k_\ b\p kf k_\ \ek`i\ 9< FG<E `e`k`Xk`m\# `j j_Xi`e^2 j_Xi`e^ Xj X gXiX[`^d f] fli nXp f] XZk`e^# f] ZfeZ\`m`e^# gif[lZ`e^ Xe[ [`jki`Ylk`e^ fli gif[lZkj# Xe[ f] Xcc k_\ \okiXfi[`eXip XZk`m`kp k_Xk kXb\j gcXZ\ fec`e\ n`k_ k_\ jlggfik f] k_\ Dfc\jb`e\ kiX[\dXib# XZZfdgXep`e^ k_\ g\fgc\ n_f Xggi\Z`Xk\ fli gif[lZkj# n`k_ n_fd n\ _Xm\ X ZfejkXek [`Xcf^l\# X i\cXk`fej_`g f] Zfdgc`Z`kp i\^Xi[`e^ Zfek\ek# f]]\i`e^ jgXZ\j ]fi m`j`Y`c`kp# ]fi j_Xi`e^# kf kXcb XYflk e\n gif[lZkj# n`k_ \c\d\ekj k_Xk ZXe Y\ [fnecfX[\[ ]ifd fli j`[\ Xe[ Xi\ dX[\ XmX`cXYc\ kf k_\ DpDfc\jb`e\ Zfddle`kp% DXep f] fli gifa\Zkj k_Xk jkXik n`k_ k_\ jk`dlclj f] X YcXeb gX^\ _Xm\ Y\\e Zi\Xk\[ `ej`[\ Xe[ flkj`[\ k_\ YiXe[# gifa\Zkj k_Xk XZZfdgXep Xe[ `ejg`i\ fli nfib# f]]\i`e^ Zfek`el`e^ Z_Xcc\e^\j `e k_\ [`Xcf^l\ n`k_ fli Xl[`\eZ\%

10/08/12 20.52

%BJMZ )BQQZ

*- 5&." %&--" GFMJDJU· %*7&/5"50 /&(-* 6-5*.* "//* 6/ HSBOEF UFNB "/$)& &$0/0.*$0 1&3$) "##*".0 &41&35* &$0/0.*45* 40$*0-0(* 14*$0-0(* $)& 45"//0 EFGJOFOEP J OVPWJ TUBOEBSE EFMMB RVBMJU· %&--" 7*5" /0/ 1"35&/%0 1*° %"- 1*- %"- 130%0550 */5&3/0 -03%0 ." 1"35&/%0 %"--" QFSDF[JPOF EFMMB WJUB GFMJDF 6/ &4&3$*;*0 .0-50 $0.1-&440 "/$)& 4& .0-50 "77*/$&/5&

2VPUJEJBOP 'FMJDF %BJMZ )BQQZ 5)& 5)&.& 0' IBQQJOFTT */ 3&$&/5 :&"34 )"4 "-40 #&$0.& " ."+03 &$0/0.*$ *446& #&$"64& 8& )"7& &91&35 &$0/0.*454 40$*0-0(*454 14:$)0-0(*454 8)0 "3& %&'*/*/( OFX TUBOEBSET PG RVBMJUZ 0' -*'& /0 -0/(&3 45"35*/( 8*5) (%1 (3044 %0.&45*$ 130%6$5 #65 45"35*/( 8*5) 063 QFSDFQUJPOPG B IBQQZ MJGF *5 *4 " 7&3: $0.1-&9 #65 "-40 7&3: $"15*7"5*/( &9&3$*4&

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 36

10/08/12 20.41

%BJMZ )BQQZ

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 37

10/08/12 20.41

%BJMZ )BQQZ

C

X ]\c`Z`k~ j` \jgi`d\ j\dgi\ g` e\ccX [`d\ej`fe\ Èkiljk j_Xi`e^É1 klkk\ c\ i`Z\iZ_\ Z_\ e\^c` lck`d` [`\Z` Xee` jfef jkXk\ i\Xc`qqXk\ e\c dfe[f# [`dfjkiXef Z_\ `c ZfeZ\kkf elfmf [` ]\c`Z`k~ efe g` gi`mXkf# efe g` jfcf `e[`m`[lXc\# Zfd\ e\^c` Xee` Ë Ë/' \ Ë0'# dX ]fik\d\ek\ c\^Xkf XccX ZXgXZ`k~ \ gfjj`Y`c`k~ [` Zfe[`m`[\icX2 `e hl\jkf j\ejf j` gl ]Xi\ cË\j\dg`f \dYc\dXk`Zf [\ccËXc`d\ekXq`fe\ `e Zl` cË\c\d\ekf [` ]\c`Z`k~ Zfe[`m`jX \d\i^\ Zfe ^iXe[\ ]fiqX2 hl\jkX leX ^iXe[\ efm`k~# i`jg\kkf Xccf jZ\eXi`f [\^c` Xee` gi\Z\[\ek`# [Xmm\if le elfmf gXiX[`^dX# Z_\ j` ZfekiXggfe\# j` X]ÔXeZX `em\Z\ XccX m`j`fe\ [\c È]Xj_`fe jpjk\dÉ Z_\ gi`m`c\^`X cX gi`mXk`qqXq`fe\ [\ccf jk`c\% CX df[X _X kiX`eXkf g\i ki\ekËXee` klkk` ^c` Xcki` j\kkfi` jl leË`[\X [` ]\c`Z`k~ Z_\ g\i \iX dfckf `e[`m`[lXc\# \iX c\^XkX Xc cffb g\ijfeXc\# XccX ZXgXZ`k~ [` gif[lii\ j\^e` i`gfikXe[fc` e\ccË\jg\i`\eqX `e[`m`[lXc\% G\i cXmfiXi\ jlccf j_Xi`e^# lk`c`qqXe[f XeZ_\ ` elfm` jkild\ek` Z_\ cX k\Zefcf^`X Z` gifgfe\# Ôef X` jfZ`Xc e\knfib# g\i `dgfikXek\ `c mXcfi\ [\c ÈkiljkÉ1 Z`f cX [`d\ej`fe\ [\ccX Ô[lZ`X# [\ccX Zi\[`Y`c`k~# [\ccX c\Xck~# Z_\ dfckf cfekXeX [X leË`[\X [` Zfdle`ZXq`fe\ Z_\ \iX klkkX ]fe[XkX jlccË`ddX^`e\ g` Z_\ jlccX jfjkXeqX% J` [`Z\mX le k\dgf ÈYXjkX Z_\ j` gXic` [` k\2 gf` Z_\ j` gXic` Y\e\ f dXc\ efe Zfj `dgfikXek\É2 \ZZf# j`Xdf fidX` `e le Xckif dfe[f# `e le Xckif le`m\ijf [fm\ `em\Z\ j\ j` gXicX [` k\ `dgfikXek\ Z_\ j\ e\ gXic` Y\e\ \ jfgiXkklkkf j\ e\ gXic` `e k\id`e` Xlk\ek`Z`# gXik\e[f [X hl\ccf Z_\ kl [Xmm\if ]X`% @e hl\jkf df[f cX [`d\ej`fe\ [\c ÈkiljkÉ elki\ gf` cf Èj_Xi`e^É1 \ hl\jkf le jXckf Z_\ dfck\ Xq`\e[\ [\mfef XeZfiX Zfdgi\e[\i\%

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 38

?

Xgg`e\jj `j `eZi\Xj`e^cp \ogi\jj\[ `e k_\ [`d\ej`fe f] Èkiljk j_Xi`e^É1 Xcc k_\ i\j\XiZ_ fm\i k_\ cXjk k\e p\Xij `e k_\ nfic[ gf`ekj kf X e\n ZfeZ\gk f] _Xgg`e\jj k_Xk `j ef cfe^\i gi`mXk\# ef cfe^\i `e[`m`[lXc# Xj `e k_\ (0/'j Xe[ (00'j# Ylk Zcfj\cp Zfee\Zk\[ kf k_\ ZXgXZ`kp Xe[ gfjj`Y`c`kp f] j_Xi`e^2 `e k_`j j\ej\# fe\ \dYc\dXk`Z \oXdgc\ `j ]ff[# n_\i\ k_\ \c\d\ek f] j_Xi\[ _Xgg`e\jj \d\i^\j n`k_ ^i\Xk ]fiZ\% K_`j `j X e\n [\m\cfgd\ek n`k_ i\jg\Zk kf k_\ jZ\eXi`f f] k_\ i\Z\ek gXjk% @k `j kilcp X e\n gXiX[`^d# k_Xk `j fggfj\[ kf fi# `ejk\X[# XZZfdgXe`\j k_\ m`j`fe f] k_\ È]Xj_`fe jpjk\dÉ# n_`Z_ _Xj ]fZlj\[ fe k_\ gi`mXk`qXk`fe f] jkpc\% =Xj_`fe _Xj [i`m\e Xcc k_\ fk_\i j\Zkfij ]fi k_`ikp p\Xij# Xifle[ Xe `[\X f] _Xgg`e\jj k_Xk nXj m\ip `e[`m`[lXc# c`eb\[ kf X g\ijfeXc cffb# kf k_\ ZXgXZ`kp kf gif[lZ\ j`^ej Xe[ kf c`eb k_\d kf `e[`m`[lXc \og\i`\eZ\% Kf nfib fe j_Xi`e^# fe k_\ fk_\i _Xe[# n\ e\\[ kf Xcjf lj\ k_\ e\n kffcj f]]\i\[ Yp k\Z_efcf^p# `eZcl[`e^ jfZ`Xc e\knfibj# Xe[ k_\ mXcl\ f] ÈkiljkÉ Y\Zfd\j dlZ_ dfi\ `dgfikXek1 k_\ [`d\ej`fe f] ]X`k_# f] Zi\[`Y`c`kp# cfpXckp# ]Xi ]ifd k_\ `[\X f] Zfddle`ZXk`fe YXj\[ fecp fe `dX^\ iXk_\i k_Xe jlYjkXeZ\% G\fgc\ lj\[ kf jXp È`k [f\jeËk dXkk\i n_Xk k_\p jXp# Xj cfe^ Xj k_\p Xi\ kXcb`e^ XYflk pflÉ2 Ylk kf[Xp n\ Xi\ `e Xefk_\i nfic[# Xefk_\i le`m\ij\ n_\i\ `] k_\p kXcb XYflk pfl `k `j `dgfikXek k_Xk k_\p [f jf `e gfj`k`m\ Xe[ XYfm\ Xcc Xlk_\ek`Z k\idj# jkXik`e^ n`k_ n_Xk pfl i\Xccp [f% K_lj k_\ [`d\ej`fe f] ÈkiljkÉ elikli\j Èj_Xi`e^É# Xe[ k_`j `j X c\Xg ]finXi[ k_Xk ZfdgXe`\j# ]fi \oXdgc\# n`cc le[flYk\[cp _Xm\ kf le[\ijkXe[%

10/08/12 20.41

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 39

10/08/12 20.41

%BJMZ )BQQZ

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 40

10/08/12 20.41

%BJMZ )BQQZ

J`Xdf Zfem`ek` [` m`m\i\ le dfd\ekf dfckf gXik`ZfcXi\# Zi\[`Xdf Z_\ hl\jkX efe j`X jfcf leË\gfZX [` ZXdY`Xd\ekf# dX le m\if \ gifgi`f ZXdY`Xd\ekf [Ë\gfZX# \ `c k\dX [\ccX ]\c`Z`k~ gXjjX [XccX Zi\Xk`m`k~ [` 8cY\ikf 8c\jj` XccË\ef^Xjkifefd`X [` :Xicf :iXZZf# [Xc dfe[f [\ccX gif^\kkXq`fe\ X\ifeXlk`ZX \ [\` kiXjgfik` Zfe McX[`d`i G`ifabfm Xc dfe[f YiXj`c`Xef [` <[jfe DXkjlf Z_\ [`i`^\ klkkX cËXi\X [\j`^e i`Z\iZX \ jm`clggf [\ccX >i\e[\e\ \ [\c YiXe[ D\c`jjX# [X Alc`Xe JZ_eXY\c Zfe cX jlX Zi\Xk`m`k~ X klkkf kfe[f# [XccËXik\ Xc Z`e\dX# le m\if \ gifgi`f Xik`jkX ^cfYXc\ X *-' ^iX[` Ôef X <c`f =`filZZ` \ XccX jlX m`j`fe\ c\^XkX [X j\dgi\ X leË `[\X [` ]\c`Z`k~ \ [` Xdfi\# efe X ZXjf Cfm\ K_\iXgp# Z_\ `c jlf lck`df gif^\kkf# ]fik\d\ek\ c\^XkX X hl\jkX [`d\ej`fe\ g\i Xii`mXi\ X leX g`ccfcX [` ]\c`Z`k~ Zfe >`lc`X KXZZ_`e`# Xjj`jk\ek\ [\c Zfijf [` ]ff[ [\j`^e [\c Gfc`k\Ze`Zf [` D`cXef% J`Xdf Zfem`ek` [` m`m\i\ le dfd\ekf dfckf gXik`ZfcXi\# Zi\[`Xdf Z_\ hl\jkX efe j`X jfcf leË\gfZX [` ZXdY`Xd\ekf# dX le m\if \ gifgi`f ZXdY`Xd\ekf [Ë\gfZX# \ `c k\dX [\ccX ]\c`Z`k~ gXjjX [XccX Zi\Xk`m`k~ [` 8cY\ikf 8c\jj`# XccË\ef^Xjkifefd`X [` :Xicf :iXZZf# [Xc dfe[f [\ccX gif^\kkXq`fe\ X\ifeXlk`ZX \ [\` kiXjgfik` Zfe G`ifabfm Xc dfe[f YiXj`c`Xef [` <[jfe DXkjlf Z_\ [`i`^\ klkkX cËXi\X [\j`^e i`Z\iZX \ jm`clggf [\ccX >i\e[\e\# [X Alc`Xe JZ_eXY\c Zfe cX jlX Zi\Xk`m`k~ X klkkf kfe[f# [XccËXik\ Xc Z`e\dX# le m\if \ gifgi`f Xik`jkX ^cfYXc\ X *-' ^iX[` X <c`f =`filZZ` \ cX jlX m`j`fe\ j\dgi\ c\^XkX X leË `[\X [` ]\c`Z`k~ \ [` Xdfi\# efe X ZXjf Cfm\ K_\iXgp# Z_\ `c jlf lck`df gif^\kkf# ]fik\d\ek\ c\^Xkf X hl\jkX [`d\ej`fe\ g\i Xii`mXi\ X leX g`ccfcX [` ]\c`Z`k~ [` >`lc`X KXZZ_`e`# Xjj`jk\ek\ [\c Zfijf [` ]ff[ [\j`^e [\c Gfc`k\Ze`Zf [` D`cXef% =iXeZ\jZf DfiXZ\

N\ Xi\ Zfem`eZ\[ k_Xk n\ Xi\ c`m`e^ `e X m\ip gXik`ZlcXi dfd\ek% N\ Y\c`\m\ k_`j `j efk aljk Xe \iX f] Z_Xe^\# Ylk X kil\ Z_Xe^\ f] \iX# Xe[ k_\ k_\d\ f] _Xgg`e\jj ZXe Y\ j\\e `e k_\ Zi\Xk`m`kp f] 8cY\ikf 8c\jj`# k_\ n`e\ Xe[ Zl`j`e\ f] :Xicf :iXZZf# k_\ nfic[ f] X\ifeXlk`Z Xe[ kiXejgfik [\j`^e f] G`ifabfm# k_\ 9iXq`c`Xe nfic[ f] <[jfe DXkjlf n_f [`i\Zkj k_\ \ek`i\ [\j`^e I"; Xi\X f] >i\e[\e\ Xe[ k_\ YiXe[ D\c`jjX# Alc`Xe JZ_eXY\c n`k_ _`j *-' Zi\Xk`m`kp# ]ifd Xik kf Z`e\dX# X kil\ ^cfYXc Xik`jk% Fi <c`f =`filZZ` Xe[ _`j m`j`fe k_Xk _Xj XcnXpj Y\\e Zfee\Zk\[ n`k_ Xe `[\X f] _Xgg`e\jj Xe[ cfm\2 `k `j ef Zf`eZ`[\eZ\ k_Xk Cfm\ K_\iXgp# _`j cXk\jk gifa\Zk# `j Zcfj\cp c`eb\[ kf k_`j [`d\ej`fe% 8cc k_\ nXp kf k_\ _Xgg`e\jj g`cc f] >`lc`X KXZZ_`e`# X iXgi\j\ekXk`m\ f] k_\ =ff[ ;\j`^e Zflij\ f] k_\ D`cXe Gfcpk\Z_e`Z% N\ Xi\ Zfem`eZ\[ k_Xk n\ Xi\ c`m`e^ `e X m\ip gXik`ZlcXi dfd\ek% N\ Y\c`\m\ k_`j `j efk aljk Xe \iX f] Z_Xe^\# Ylk X kil\ Z_Xe^\ f] \iX# Xe[ k_\ k_\d\ f] _Xgg`e\jj ZXe Y\ j\\e `e k_\ Zi\Xk`m`kp f] 8cY\ikf 8c\jj`# k_\ n`e\ Xe[ Zl`j`e\ f] :Xicf :iXZZf# k_\ nfic[ f] X\ifeXlk`Z Xe[ kiXejgfik [\j`^e f] G`ifabfm# k_\ 9iXq`c`Xe nfic[ f] <[jfe DXkjlf n_f [`i\Zkj k_\ \ek`i\ [\j`^e I"; Xi\X f] >i\e[\e\# Alc`Xe JZ_eXY\c n`k_ _`j *-' Zi\Xk`m`kp# ]ifd Xik kf Z`e\dX# X kil\ ^cfYXc Xik`jk% Fi <c`f =`filZZ` Xe[ _`j m`j`fe k_Xk _Xj XcnXpj Y\\e Zfee\Zk\[ n`k_ Xe `[\X f] _Xgg`e\jj Xe[ cfm\2 `k `j ef Zf`eZ`[\eZ\ k_Xk Cfm\ K_\iXgp# _`j cXk\jk gifa\Zk# `j Zcfj\cp c`eb\[ kf k_`j [`d\ej`fe% 8cc k_\ nXp kf k_\ _Xgg`e\jj g`cc f] >`lc`X KXZZ_`e`# Xe Xjj`jkXek f] k_\ =ff[ ;\j`^e Zflij\ f] k_\ D`cXe Gfcpk\Z_e`Z% =iXeZ\jZf DfiXZ\

=fkf [`&g_fkfj Yp Fjj\imXkfi`f \ Gif^iXddX [` I`Z\iZX ÈJki\\k 9f[p J`^eXcjÉ

3_BeOpen Book_036_041_DailyHappy_INTRO.indd 41

10/08/12 20.41

%BJMZ )BQQZ

26&--0 $)& /0* DIFG .&55*".0 /&- 1*"550 Â&#x; DSFBUJWJU¡ " 56550 50/%0 13&1"3*".0 $0.10/*".0 $0-03*".0 "##*".0 6/ TFOTP FTUFUJDP .0-50 41*$$"50 $)& 1&3Š 7" $0/$*-*"50 $0/ -" TPTUBO[B 1&3 3*64$*3& " %"3& '&-*$*5—

%BJMZ )BQQZ $BS-P $SBDDP

*/ 5)& %*4) 8& DIFGT "%% DSFBUJWJUZ 8& 13&1"3& 165 50(&5)&3 $0-063 8& )"7& " 7&3: ."3,&% 7*46"- 4&/4& 8)*$) )08&7&3 .645 #& $0.#*/&% 8*5) DPOUFOU

:Xicf :iXZZf# Z_\] [\c i`jkfiXek\ :iXZZf [` D`cXef & :_\] f] :iXZZf i\jkXliXek# D`cXe

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 42

10/08/12 11.36

$BSMP $SBDDP

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 43

10/08/12 11.36

%BJMZ )BQQZ

“IO LAVORO MAGARI PARTENDO DALLA FRUTTA O DALLA VERDURA ESSICCATA. VERDURA BANALE COME CAROTE, PATATE, ZUCCHINE, ASPARAGI, TUTTO QUELLO CHE C’È. ESSICCATE PERCHÉ IL CONCETTO È QUELLO DELLA CHIPS”. “I MIGHT WORK BY STARTING WITH DRIED FRUITS OR VEGETABLES, BANAL VEGETABLES, CARROTS, POTATOES, ZUCCHINE, ASPARAGUS, WHATEVER IS AVAILABLE, DRIED BECAUSE THE CONCEPT IS THAT OF CHIPS”.

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 44

10/08/12 11.36

@

e hl\jk` Xee` cË\ef^Xjkifefd`X ZXdY`XkX gif]fe[Xd\ek\1 e\ccX g\iZ\q`fe\# e\ccX ZfejXg\mfc\qqX# e\` gifZ\jj`# e\c iXggfikf kiX ^ljkf \[ \jk\k`ZX% <ZZf# mfii\` gXik`i\ gifgi`f [XccË\jk\k`ZX1 `e gXjjXkf Æ e\ccX jkfi`X Æ cX ZlZ`eX \iX klkkX \jk\k`ZX# \ jg\jjf ` ZlfZ_` \iXef [\^c` XiZ_`k\kk`# jfgiXkklkkf `e =iXeZ`X% @e @kXc`X le gfË d\ef# \iXef g` ZlfZ_`# ]fij\# g\i hl\ccf Z_\ \iX `dgfikXek\ g\i le ZlfZf \iX Zfjkil`i\ le g`Xkkf# dfekXi\ leX g` Z\# Zfdgfii\ le mXjjf`f Z_\ ]fjj\ klkkX \jk\k`ZX% Gf` j\ efe \iX Ylfe`jj`df gfZf `dgfikXmX# g\iZ_ cX Zfej\imXq`fe\ efe ZË\iX# `c ]i\[[f efe ZË\iX# g\i Zl` Y`jf^eXmX fmm`Xi\ Zfe Xcki` kilZZ_` X hl\jkf gifYc\dX% CX i`mfclq`fe\ Z_\ j` `ee\jZXkX Zfe cX df[\ie`k~ _X `em\Z\ `ekif[fkkf `c ZfeZ\kkf [` ]il`Y`c`k~% @c Z`Yf [`m\ekXkf

F

m\i k_\ p\Xij k_\ nfic[ f] ]ff[ Xe[ n`e\ _Xj Z_Xe^\[ iX[`ZXccp `e i\cXk`fe kf fli g\iZ\gk`fej# XnXi\e\jj# `e k_\ gifZ\jj\j `k ^f\j k_ifl^_# k_\ i\cXk`fej_`g Y\kn\\e kXjk\ Xe[ X\jk_\k`Zj% JkXik`e^ n`k_ X\jk_\k`Zj `e k_\ gXjk Æ _`jkfi`ZXccp Æ Zl`j`e\ nXj jf Zcfj\cp i\cXk\[ kf X\jk_\k`Zj k_Xk Z_\]j n\i\ f]k\e XiZ_`k\Zkj# \jg\Z`Xccp `e =iXeZ\% K_`j nXj efk jf dlZ_ k_\ ZXj\ `e @kXcp# n_\i\ k_\i\ n\i\ dfi\ Z_\]j# g\i_Xgj# Ylk n_Xk nXj `dgfikXek nXj kf ZfejkilZk X [`j_# kf Xjj\dYc\ X ^iflg`e^ # kf Zfdgfj\ X kiXp n`k_ X kfkXccp X\jk_\k`Z XggifXZ_% K_\ kXjk\ nXjeËk k_Xk `dgfikXek%%% k_\i\ nXj ef Zfej\imXk`fe# ef i\]i`^\iXk`fe# jf k_\p _X[ kf lj\ fk_\i ki`Zbj kf ^\k Xifle[ k_fj\ gifYc\dj% K_\ i\mfclk`fe f] k_\ df[\ie \iX nXj ]leZk`feXc`kp% =ff[ _Xj Y\Zfd\ X c\^XZp j_Xi\[ Yp Xcc# efk Xe \og\i`\eZ\ ]fi k_\ gi`m`c\^\[ ]\n% J`eZ\ k_\e g\fgc\ _Xm\ Y\^le kf i\`ek\igi\k k_\ kiX[`k`fe#

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 45

$BSMP $SBDDP

gXki`dfe`f Zfe[`m`jf [X klkk` \ efe \jg\i`\eqX gi`m`c\^`XkX [` gfZ_`% < [X c j` Zfd`eZ`Xkf X i`mXclkXi\ cX kiX[`q`fe\# cX ÈZlZ`eX gfm\iXÉ [` klkk` ` ^`fie` \ [\` [`m\ij` k\ii`kfi`# g\i Zl` ZË\iX `c efjkif Z`Yf [` ZXdgX^eX# Z_`Xd`Xdfcf ÈjXefÉ# g\i Zl` Z_` cf Zfck`mXmX gf` XeZ_\ cf kiXj]fidXmX f Zfdlehl\ cf ZfejldXmX% < gf` XYY`Xdf `c gXjjX^^`f È[\ccX Zi\jZ`kXÉ# e\^c` Xee` Ê-'&Ë.'# `c g\i`f[f [\c Y\e\jj\i\# [fm\ e\` i`jkfiXek` `dg\im\ijXmX cX gXeeX# gifjZ`lkkf \ g`j\cc`# Z_\ \iX leX ifYX jZ_`]fjX# \iX [` ki\ k`g`# \[ \iXef m\iXd\ek\ [\` g`Xkk` fii`Y`c`1 `f c` _f ]Xkk` \ efe ZXg`mf e\XeZ_\ g\iZ_ c` ]XZ\jj`# g\i \iX Zfj # efe Z_\ j` gfk\jj\ g` [` kXekf [`jZlk\i\% ;X c j`Xdf gXjjXk` X le ZfeZ\kkf [` ZlZ`eX dfckf g` glc`kX# \jj\eq`Xc\# ZfeZi\kX# Zfe leËXkk\eq`fe\ XccË\jk\k`ZX# g\iZ_ Zfdlehl\ cX ZlZ`eX ]XkkX [` ]fidX

\ [` Zfcfi\# dX Zfe le ^iXe[\ i`kfief XccX jfjkXeqX# cXmfiXe[f jlcc\ Zfej`jk\eq\ [`m\ij\# Zfe gif]ld`# jXgfi`# ^ljk` le`Z`2 `c gXjjX^^`f jkXkf m\iXd\ek\ \gfZXc\% G\iZ_ j`Xdf gXjjXk` [X le ZfeZ\kkf dfckf È^iXjjfÉ Z_\ \iX hl\ccf [\ccX gXeeX \ [\ccX i`ZZ_\qqX# X le ZfeZ\kkf dfckf XjZ`lkkf Æ j\ mf` ^lXi[Xk\ jl` efjki` g`Xkk` efe Z` jfef jXcj\# hlXj`# f cX jXcjX le [\kkX^c`f gifgi`f [` Zfekfief# le ÔeXc\ g\i i\Zlg\iXi\ f g\i i`gi\e[\i\ [\k\id`eXk` jXgfi`% LeX mfckX `c g`Xkkf \iX cX jXcjX# `e YXj\ XccX jXcjX j` [\k\id`eXmX cX ZXk\^fi`X [\c g`Xkkf \ jfgiXkklkkf cX jlX `dgfikXeqX1 `c Z`Yf [`m\ekXmX dfckf g` `dgfikXek\ e\c dfd\ekf `e Zl` cf j` i`ljZ`mX X i\e[\i\ ]il`Y`c\# XZZ\jj`Y`c\ X klkk`% CËXckX ZlZ`eX `em\Z\ j\dYiXmX `eXZZ\jj`Y`c\# g\i Z_` ZfefjZ\mX )'' `e^i\[`\ek` [`m\ij`# g\i Z_` Xm\mX m`X^^`Xkf%

k_\ È_ldYc\ ]ff[É f] [Xp $kf $[Xp c`]\ jg\Z`ÔZ kf \XZ_ Zflekip ]ff[ k_Xk ZXe Y\ ZXcc\[ È_\Xck_pÉ# `e X j`klXk`fe n_\i\ k_\ g\ijfe n_f ^i\n `k Xcjf kiXj]fid\[ `k `ekf jfd\k_`e^ \[`Yc\ fi# `e Xep ZXj\# Zfejld\[ `k% K_\e n\ _Xm\ k_\ È^ifnk_É gXjjX^\# `e k_\ (0-'j Xe[ (0.'j# k_\ k`d\ f] X]Õl\eZ\# n_\e i\jkXliXekj j\im\[ lg gXjkX n`k_ Zi\Xd# g\Xj Xe[ _Xd# i\Xccp _fii`[ jkl]]% @ [`[ `k kff# @ [`[eËk befn n_p# Ylk k_Xk nXj k_\ nXp `k nXj Xe[ k_\i\ nXj ef Xi^l`e^ n`k_ k_\ j`klXk`fe% K_\e n\ dfm\[ fe kf X dlZ_ Zc\Xe\i# dfi\ \jj\ek`Xc# ZfeZi\k\ Zl`j`e\# n`k_ dfi\ Xkk\ek`fe kf X\jk_\k`Zj# Y\ZXlj\ Zl`j`e\ `j Xcjf X dXkk\i f] ]fid Xe[ Zfcfli2 k_\i\ nXj Xcjf X dXafi i\klie kf jlYjkXeZ\# nfib`e^ fe [`]]\i\ek Zfej`jk\eZ`\j# XifdXj# ÕXmflij2 k_`j nXj X kilcp \gfZ_Xc Z_Xe^\% 9\ZXlj\ n\ gXjj\[ ]ifd X m\ip È]XkÉ ZfeZ\gk# k_Xk f] Zi\Xd Xe[ n\Xck_# kf X m\ip [ip fe\ Æ `] pfl cffb Xk fli [`j_\j# k_\i\ Xi\ ef jXlZ\j#

Xcdfjk# fi k_\ jXlZ\ `j aljk X [\kX`c fe k_\ j`[\# X ÔeXc\ kf i\`e]fiZ\ fi \Z_f Z\ikX`e ÕXmfij% Æ FeZ\ k_\ [`j_ nXj k_\ jXlZ\# `k [\k\id`e\[ k_\ ZXk\^fip Xe[ k_\ `dgfikXeZ\ f] k_\ i\Z`g\% =ff[ Y\ZXd\ dlZ_ dfi\ `dgfikXek n_\e `k Y\ZXd\ XmX`cXYc\ Xe[ `e[\\[ X]]fi[XYc\ ]fi Xcc% ?Xlk\ Zl`j`e\ jk`cc j\\d\[ `eXZZ\jj`Yc\ i\j\im\[ ]fi k_fj\ ]Xd`c`Xi n`k_ )'' [`]]\i\ek `e^i\[`\ekj# k_fj\ n_f _X[ kiXm\c\[% 8ZklXccp _Xlk\ Zl`j`e\ `j aljk k_\ i\jlck f] Xe \og\i`\eZ\# f] k_\ ZXgXZ`kp kf Z_Xe^\# kf X[Xgk kf i\Xc c`]\% Kf[Xp n\ ef cfe^\i \Xk k_\ nXp n\ [`[ kn\ekp fi k_`ikp p\Xij X^f n\ \Xk `e X Zfdgc\k\cp [`]]\i\ek nXp jfd\k`d\j nfij\# Y\ZXlj\ n\ Xi\ `e X _liip# fi Y\ZXlj\ n\Ëi\ le`ejg`i\[% 9lk n\ f]k\e \Xk Yp cffb`e^ Xk n_Xk jfd\fe\ \cj\ [f\j# k_`j fi k_Xk Z_\]# jf Zffb`e^ _Xj Y\Zfd\ X dlZ_ dfi\ g\ijfeXc k_`e^# n`k_ X g\ijfeXc m`j`fe f] Xe `e^i\[`\ek% ?Xlk\ Zl`j`e\ _Xj d\k lg n`k_ dfi\

10/08/12 11.36

%BJMZ )BQQZ

@e i\Xck~# cËXckX ZlZ`eX jfcXd\ek\ `c ]ilkkf [` leË\jg\i`\eqX# `c ]ilkkf [` leX ZXgXZ`k~ [` ZXdY`Xi\# [` X[\^lXij` X hl\ccX Z_\ cX m`kX i\Xc\% F^^` efe dXe^`Xdf g` Zfd\ j` dXe^`XmX m\ek` f ki\ekËXee` ]X# dXe^`Xdf `e dXe`\iX Zfdgc\kXd\ek\ [`m\ijX# X mfck\ XeZ_\ g\^^`fi\# g\i cX ]i\kkX# g\i cX dXeZXeqX [` jk`dfc`# dX jg\jjf dXe^`Xdf Xe[Xe[f X m\[\i\ Z_\ ZfjX ]X hl\ccX g\ijfeX# hl\ccf Z_\]# g\i Zl` cX ZlZ`eX [`m\ekXkX leX ZfjX dfckf g` g\ijfeXc\# Zfe leX m`j`fe\ g\ijfeXc\ jl le `e^i\[`\ek\% CËXckX ZlZ`eX j` `eZfekiXkX Zfe cX ZlZ`eX g` XZZ\jj`Y`c\# \ `c c`m\ccf d\[`f [` ZfefjZ\eqX# [` \jg\i`\eqX# j` `eeXcqXkf% G\i Zl` gf` f^elef [` ef` Æ gXicf [\^c` Z_\] $ Z\iZX [` \jgi`d\i\ XkkiXm\ijf le ZfeZ\kkf j\dgc`Z\ leX gifgi`X m`j`fe\ [` ZlZ`eX% 8kkiXm\ijf cX i`c\kkliX [` XcZle` `e^i\[`\ek` f [` XcZle\ gi\gXiXq`fe` ef` gfjj`Xdf iX^^`le^\i\ f^^` le glYYc`Zf dfckf g` mXjkf% G\iZ_ `c gifYc\dX [\ccX ZlZ`eX \ [\` ZlfZ_` `e ^\e\iXc\ hl\ccf [` m`m\i\ `e le dfe[f le gfË Z_`ljf2 ef` `e i\Xck~ j`Xdf [\` [`jg\ejXkfi` [` ]\c`Z`k~# g\iZ_ Zfe klkk` ` g`Xkk` Z_\ ]XZZ`Xdf Æ `\i` j\iX _f ZfekXkf# \iXef Z`iZX ,,' g`Xkk` ljZ`k` [XccX ZlZ`eX Æ j\ +'' jfef Xii`mXk` X [\jk`eXq`fe\ le jlZZ\jjf ^iXe[`jj`df# mlfc [`i\ Xm\i i\^XcXkf [\` dfd\ek` le`Z` X [\cc\ g\ijfe\ Z_\ jfef m\elk\ X iXZZf^c`\i\ le dfd\ekf [` gXljX f [` Y\e\jj\i\ XkkiXm\ijf le gXjkf# \ XkkiXm\ijf hl\jk` g`Xkk` _Xeef i`kifmXkf [\cc\ j\ejXq`fe` f [\cc\ \dfq`fe` Z_\ dX^Xi` gfZf ZË\ekiXef Zfe ` Zfek\elk` jg\Z`ÔZ` [\c g`Xkkf `e hl\jk`fe\# dX Z_\ jfcc\Z`kXef leX j\i`\ [` i`Zfi[`# Z_\ k` ]Xeef j\ek`i\ m\iXd\ek\ Y\e\% CX jf[[`j]Xq`fe\ g` ^iXe[\ hlXe[f `c Zc`\ek\ mX m`X# \ cf m\[` ]\c`Z\# cf m\[` kiXj]fidXkf i`jg\kkf X hlXe[f Xii`mXkf# kiX]\cXkf# [` ]i\kkX# `e i`kXi[f# \ efe jX [fm\ jkXi\%%% JlY`kf [fgf Zfd`eZ`Xdf ef` Zfe `c g`Xkkf# Zfe `c d\el# \ c Xii`mX m\iXd\ek\ `c [`Xcf^f Zfe cX g\ijfeX Z_\ [XmXek` X` efjki` fZZ_` \ hl\ccf Z_\ gf` Xe[`Xdf X gifgfi^c`1 \[ hl\jkX cX gXik\ g` [\c`ZXkX [\c efjkif cXmfif# i`ljZ`i\ X[ \ekiXi\ e\ccX k\jkX [` Z_` j\[lkf [XmXek` X hl\c g`Xkkf# Z\iZXe[f [` ]Xi^c` ZXg`i\ hl\ccf Z_\ XYY`Xdf ]Xkkf2 hl\ccf `c gXjjX^^`f gifgi`f g` [`]ÔZ`c\1 j` ZXcZfcX Z_\ jl (' g`Xkk`# j\ ( g`Xkkf i`dXe\ ÔjjXkf e\ccX d\dfi`X [` Z_` cË_X dXe^`Xkf# ^`~ le jlZZ\jjf \efid\# ( jl ('% 8 mfck\ ZXg`kX XeZ_\ ) jl ('# * jl ('# \ hl\jkf [`g\e[\ XeZ_\ [XccX gi\[`jgfj`q`fe\ [\c Zc`\ek\# [Xcc\ Xjg\kkXk`m\ \ [Xcc\ \jg\i`\eq\ gi\Z\[\ek` [` Z_` ]il`jZ\

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 46

[` hl\c g`Xkkf% I`Zfi[Xij` X [`jkXeqX [` k\dgf f [` jgXq`f# g\i leX g\ijfeX Z_\ m`\e\ [X leËXckiX ZlckliX f Zfe Xcki\ ljXeq\# i`Zfi[Xij` [` le g`Xkkf# [` leX gi\gXiXq`fe\ c\^XkX X leX g\ijfeX# Zi\[f Z_\ j`X m\iXd\ek\ [`m\ik\ek\ \[ \eklj`XjdXek\# g\i ef` leX jf[[`j]Xq`fe\ \efid\# g` [` hlXcj`Xj` Xckif i`ZfefjZ`d\ekf [` Zi`k`ZX f [` glYYc`Zf% <jj\i\ i`ZfefjZ`lk` g\i le g`Xkkf# g\i leX j\ejXq`fe\ Z_\ [liX `ekfief X` *' j\Zfe[` hlXe[f mX Y\e\# [`]ÔZ`c`jj`df# \ i`ljZ`i\ X ]Xicf g\i ef` dfk`mf [` ^iXe[\ fi^f^c`f% < hl\ccf Z_\ ef` d\kk`Xdf e\c g`Xkkf gifgi`f Zi\Xk`m`k~ X klkkf kfe[f# e\c gi\gXiXicf# e\c Zfdgficf# e\` Zfcfi`2 XYY`Xdf le j\ejf \jk\k`Zf dfckf jg`ZZXkf# Zfdlehl\# XeZ_\ j\ Y`jf^eX ZfeZ`c`Xicf Zfe cX jfjkXeqX% ß `e hl\jkf j\ejf Z_\ j`Xdf [\` dX\jki`# dfck` ]Xeef `c gXiX^fe\ Zfe cX g`kkliX# dX e\ccX g`kkliX Z` jfef jfcXd\ek\ ` Zfcfi` \ c\ ]fid\# d\eki\ ef` [fYY`Xdf XZZfdgX^eXi\ `c ^ljkf [` leX g\ijfeX%%% gf` `e i\Xck~ `c efjkif le ^`fZXi\# Z\iZXe[f [` i\e[\i\ klkkf Xidfe`Zf \ jfgiXkklkkf ]XZ`c\ [X f]]i`i\ Xc Zc`\ek\% :i\[f Z_\ f^^` cX ZlZ`eX j`X `c iXZZfekf [` leX jkfi`X# `c iXZZfekf [` le df[f [` fg\iXi\# [` kiXj]fidXi\# g\i [Xi\ ]\c`Z`k~%

X]]fi[XYc\ Zffb`e^# Xe[ k_\ Xm\iX^\ c\m\c f] befnc\[^\# f] \og\i`\eZ\# `j _`^_\i efn% Jf \XZ_ f] lj Z_\]j ki`\j kf \ogi\jj _`j fne m`j`fe f] Zffb`e^ k_ifl^_ X j`dgc\ ZfeZ\gk% K_ifl^_ k_\ i\`ek\igi\kXk`fe f] Z\ikX`e `e^i\[`\ekj fi gi\gXiXk`fej n\ ZXe efn i\XZ_ X dlZ_ n`[\i Xl[`\eZ\% 9\ZXlj\ k_\ gifYc\d n`k_ Zl`j`e\ Xe[ Z_\]j `e ^\e\iXc `j k_Xk n\ c`m\ `e X iXk_\i Zcfj\[ nfic[2 n\ Xi\ XZklXccp jlggc`\ij f] _Xgg`e\jj# Y\ZXlj\ n`k_ Xcc k_\ [`j_\j n\ dXb\ Æ p\jk\i[Xp \m\e`e^ @ Zflek\[# XYflk ,,' [`j_\j c\]k k_\ b`kZ_\e Æ `] +'' _`k k_\`i kXi^\k `k `j X ^i\Xk jlZZ\jj# `k d\Xej pfl _Xm\ ^`m\e le`hl\ dfd\ekj kf k_\ g\fgc\ n_f ZXd\ kf \eafp X dfd\ek f] i\cXoXk`fe Xe[ n\ccY\`e^ k_ifl^_ X d\Xc# Xe[ k_ifl^_ k_\j\ [`j_\j k_\p _Xm\ i\[`jZfm\i\[ j\ejXk`fej fi \dfk`fe k_Xk dXp efk _Xm\ dlZ_ kf [f n`k_ k_\ jg\Z`ÔZ Zfek\ek f] k_\ [`j_\j k_\dj\cm\j# Ylk jk`dlcXk\ X j\i`\j f] d\dfi`\j k_Xk dXb\ pfl ]\\c i\Xccp ^ff[% K_\ Y`^^\jk jXk`j]XZk`fe `j n_\e k_\ Zc`\ek ^f\j XnXp Xe[ pfl j\\ k_Xk k_\p Xi\ _Xggp# pfl j\\ k_\p Xi\ kiXej]fid\[ j`eZ\ k_\p Xii`m\[# ef cfe^\i ]lcc f] jki\jj# cXk\# `e X _liip%%% 8j jffe Xj k_\p Xi\ j\kkc\[ n\ Y\^`e# n`k_ X [`j_# k_\ d\el# Xe[ X kil\ [`Xcf^l\ Y\^`ej n`k_ k_fj\ g\fgc\ Xe[ n_Xk n\ Xi\ f]]\i`e^1 k_`j `j k_\ dfjk [\c`ZXk\ gXik f] fli nfib# kf dXeX^\ kf ^\k `ekf k_\ _\X[ f] jfd\fe\ n_f `j j`kk`e^ `e ]ifek f] k_Xk [`j_# kf _\cg _`d le[\ijkXe[

10/08/12 11.36

$BSMP $SBDDP

“NOI CHEF IN REALTÀ SIAMO DEI DISPENSATORI DI FELICITÀ. LE PERSONE, ATTRAVERSO I NOSTRI PIATTI, RITROVANO DELLE SENSAZIONI O DELLE EMOZIONI CHE MAGARI POCO C’ENTRANO CON I CONTENUTI SPECIFICI DEL PIATTO IN QUESTIONE, MA CHE SOLLECITANO UNA SERIE DI RICORDI, CHE FANNO SENTIRE VERAMENTE BENE. LA SODDISFAZIONE PIÙ GRANDE È QUANDO IL CLIENTE VA VIA, E LO VEDI FELICE. WE ARE ACTUALLY SUPPLIERS OF HAPPINESS. THROUGH OUR DISHES PEOPLE HAVE REDISCOVERED SENSATIONS OR EMOTION THAT MAY NOT HAVE MUCH TO DO WITH THE SPECIFIC CONTENT OF THE DISHES THEMSELVES, BUT STIMULATE A SERIES OF MEMORIES THAT MAKE YOU FEEL REALLY GOOD. THE BIGGEST SATISFACTION IS WHEN THE CLIENT GOES AWAY AND YOU SEE THAT HE IS HAPPY”.

n_Xk n\ _Xm\ [fe\% K_Xk `j k_\ kfl^_\jk gXjjX^\1 n\ \jk`dXk\ k_Xk flk f] (' [`j_\j# `] fe\ [`j_ i\dX`ej `dgi`ek\[ `e k_\ d\dfip f] k_\ [`e\i# `k `j Xci\X[p Xe \efidflj jlZZ\jj% ( flk f] ('% 8k k`d\j `k d`^_k Y\ ) flk f] ('# * flk f] ('# Xe[ k_Xk Xcjf [\g\e[j fe k_\ dff[ f] k_\ Zc`\ek# _`j \og\ZkXk`fej Xe[ gXjk \og\i`\eZ\j% Kf i\d\dY\i X]k\i k`d\ Xe[ jgXZ\ _Xm\ gXjj\[# ]fi X g\ijfe ]ifd Xefk_\i Zlckli\# fi n`k_ [`]]\i\ek Zljkfdj# kf i\d\dY\i X [`j_# X gi\gXiXk`fe c`eb\[ kf X g\ijfe¿ @ k_`eb k_`j `j i\Xccp ]le Xe[ \oZ`k`e^% =fi lj `k `j Xe \efidflj jXk`j]XZk`fe# dfi\ k_Xe Xep fk_\i _fefi i\Z\`m\[ ]ifd Zi`k`Zj fi Zljkfd\ij% 9\`e^ i\Zf^e`q\[ ]fi X [`j_# ]fi X j\ejXk`fe k_Xk cXjkj XYflk *' j\Zfe[j Xk Y\jk# `j m\ip _Xi[% DXeX^`e^ kf [f `k dXb\j lj m\ip gifl[% N_Xk n\ glk fe k_\ gcXk\ `j Xcc$Xifle[ Zi\Xk`m`kp# `e k_\ gi\gXiXk`fe# k_\ Zfdgfj`k`fe# k_\ Zfcfij2 n\ _Xm\ Xe flkjkXe[`e^ X\jk_\k`Z j\ej\# k_fl^_ `k _Xj kf Y\ i\ZfeZ`c\[ n`k_ jlYjkXeZ\% K_`j `j n_Xk dXb\j X dXjk\i¿ dXep ZfdgXi\ `k n`k_ gX`ek`e^# Ylk `e gX`ek`e^ k_\i\ Xi\ aljk Zfcfij Xe[ ]fidj# n_`c\ n\ _Xm\ kf X[[ kXjk\# kf XZZfdgXep X g\ijfeËj kXjk\%%% n_Xk n\ [f `j i\Xccp X ^Xd\# kip`e^ kf dXb\ \m\ipk_`e^ _Xidfe`flj Xe[# XYfm\ Xcc# \Xjp kf f]]\i kf Zc`\ekj% @ Y\c`\m\ k_Xk Zl`j`e\ kf[Xp _Xj kf k\cc X jkfip# X jkfip f] X nXp f] fg\iXk`e^# f] kiXej]fid`e^# kf Yi`e^ _Xgg`e\jj%

3_BeOpen Book_042_047_DailyHappy_Cracco.indd 47

10/08/12 11.36

%BJMZ )BQQZ

/&--" $045*56;*0/& ".&3*$"/" $m JM EJSJUUP BMMB SJDFSDB EFMMB GFMJDJU· *- 13*.0 "35*$0-0 & .* 4&.#3" 7&3".&/5& *- 1*° JNQPSUBOUF

%BJMZ )BQQZ &MJ0 '*PSVDD*

5)& ".&3*$"/ $0/45*565*0/ 5"-,4 "#065 UIF SJHIU UP UIF QVSTVJU PG IBQQJOFTT *5 *4 */ 5)& '*345 "35*$-& "/% * 5)*/, *5 *4 WFSZ JNQPSUBOU

<c`f =`filZZ`# `dgi\e[`kfi\&\ek\gi\e\li \&Xe[ ]Xj_`fe [\j`^e\i

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 48

COMUNICAZIONE DELLA COLLEZIONE LOVE THERAPY DI ELIO FIORUCCI. COMMUNICATION FOR THE LOVE THERAPY COLLECTION OF ELIO FIORUCCI.

10/08/12 11.46

&MJP 'JPSVDDJ

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 49

10/08/12 11.46

%BJMZ )BQQZ

COMUNICAZIONE PER IL PRIMO ANNIVERSARIO DELLA COLLEZIONE LOVE THERAPY DI ELIO FIORUCCI. COMMUNICATION FOR THE FIRST ANNIVERSARY OF THE LOVE THERAPY COLLECTION OF ELIO FIORUCCI.

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 50

10/08/12 11.46

&MJP 'JPSVDDJ

@

f Zi\[f Z_\ cX ]\c`Z`k~ j`X leX i`Z\iZX ZfjkXek\ [\c efjkif jg`i`kf% @e i\Xck~ efe jXgg`Xdf Y\e\ ZfjX Z` i\e[X [Xmm\if ]\c`Z`2 f^e` mfckX Z_\ i\Xc`qq`Xdf leË\jg\i`\eqX gifm`Xdf elfm\ j\ejXq`fe` \ g\ej`Xdf Z_\ hl\jkf j`X le gXjjf m\ijf cX ]\c`Z`k~% @f# X[ \j\dg`f# m\e^f [XccX ZXdgX^eX \ g\i d\ cX ]\c`Z`k~ cX eXkliX# cX i\cXq`fe\ Zfe le XdY`\ek\ eXkliXc\# Z_\ efe ZfefjZ\i dX` Y\e\ Ôef `e ]fe[f# dX Z_\ iXggi\j\ekX le m\if d`iXZfcf# f]]i\ j\dgi\ elfm` d`jk\i`# \ Z_\ glikifggf cX efjkiX Z`m`ck~ efe _X i`jg\kkXkf Ôef `e ]fe[f% @e ^\e\iXc\# gf`# Zi\[f Z_\ g\i cËlfdf cX ]\c`Z`k~ j`X Èefe Xm\i gXliXÉ% CX efjkiX m`kX jkXkX [`]ÔZ`c\# ]iX^`c\1 XYY`Xdf `e`q`Xkf cX efjkiX \j`jk\eqX ZfdYXkk\e[f# [fd`eXk` [XccX gXliX% 8YY`Xdf ZfdYXkklkf gi`dX kiX lfd`e`# gf` kiX ki`Y # gf` kiX Z`kk~# kiX eXq`fe`% ;lehl\# cX m`kX [\cc\ ^\e\iXq`fe` gXjjXk\ jkXkX ZfekiXjj\^eXkX [XccX gXliX# dX fiX j` `ejkXliXkf `c dfe[`Xc`jdf# cX ^cfYXc`k~ \ hl\jkf [fmi\YY\ gfikXi\ XccX Ôe\ [\c ZfdYXkk`d\ekf% ?f Zfe`Xkf le dfkkf1 ÈÔe\ [\ccX gXliX# `e`q`f [\ccËXdfi\É% @c dfe[`Xc`jdf leX ZfjX Y\cc`jj`dX# XeZ_\ j\ efe cf Zfdgi\e[`Xdf XeZfiX Y\e\1 Z` kf^c`\ cX gfjj`Y`c`k~ [\cc\ ^l\ii\# \ Zi\[f Z_\ j\ jgXi`jZfef c\ ^l\ii\# `e`q`\i~ cËXdfi\# cËXmm\ekf [` leX elfmX \iX# [fm\ cX ^\ek\ gfki~ mfc\ij` Y\e\ j\Zfe[f ` gifgi` [\j`[\i` \ `c gifgi`f Zlfi\# j\eqX g` ZfeÔe` \ jk\ZZXk`% :i\[f Z_\ cX efjkiX Z`m`ck~ j` jk`X fi`\ekXe[f m\ijf `c Y\e\1 efe [fYY`Xdf Xm\i\ gXliX [\c dfe[`Xc`jdf# [fYY`Xdf \jj\ie\ Zfek\ek`% CX d`X jkfi`X [` `dgi\e[`kfi\ _X Xmlkf `e`q`f gifgi`f Xe[Xe[fd\e\ cfekXef# ]lfi` [XccË@kXc`X% G\i ZXjf Xii`mX` X Cfe[iX1 \iX `c (0-,% C jZfgi`` Z_\ \j`jk\mXef Xcki` df[` [` m`m\i\ \ g\ejXi\2 kfieXkf X D`cXef gi\j` leX [\Z`j`fe\# d` [`jj`1 ÈMf^c`f Zi\Xi\ le clf^f [fm\ j` m`mX `e df[f [`m\ijf [Xc jfc`kfÉ% Mfc\mf i\Xc`qqXi\ le e\^fq`f e\c Z\ekif [\ccX Z`kk~ \ mfc\mf Z_\ `e hl\c gfjkf Z` ]fjj\ [` klkkf# dX jfgiXkklkkf [fm\mX \jj\iZ` 8dfi\% Mfc\mf ]Xi ZXg`i\ Xcc\ g\ijfe\ Z_\ m\e[\i\ d\iZ` efe \iX cX gi`dX e\Z\jj`k~# dX cX Zfej\^l\eqX [` le j\ek`d\ekf [ËXdfi\ \ [` Zfdle`ZXq`fe\% :i\[f Z_\ `c g` ^iXe[\ Y`jf^ef [\ccËlfdf j`X hl\ccf [` Zfdle`ZXi\1 Ôe\ [\ccX gXliX# `e`q`f [\ccËXdfi\# Ôe\ [\ccX gXliX# `e`q`f [\ccX m`kX% 8 [`j\^eXi\ hl\c e\^fq`f Z_`XdX` leX jZlcki`Z\ dfckf efkX `e hl\^c` Xee`1 8dXc`X ;\c Gfek\# lef jg`i`kf c`Y\if# efe mfc\mf le XiZ_`k\kkf# efe mfc\mf leX ZfjX `e^\jjXkX#

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 51

@

Y\c`\m\ k_Xk fli jg`i`k `j ZfejkXekcp j\XiZ_`e^ _Xgg`e\jj% 8ZklXccp# n\ [f efk befn n\cc n_Xk dXb\j lj i\Xccp _Xggp2 \m\ip k`d\ n\ _Xm\ Xe \og\i`\eZ\# n\ _Xm\ e\n ]\\c`e^j Xe[ n\ k_`eb k_`j `j Xefk_\i jk\g kfnXi[j _Xgg`e\jj% =fi \oXdgc\# @ Zfd\ ]ifd k_\ Zflekipj`[\ Xe[ ]fi d\ _Xgg`e\jj `j eXkli\# k_\ i\cXk`fej_`g n`k_ X eXkliXc \em`ifed\ek# n_`Z_ @ n`cc e\m\i befn n\cc \efl^_# n_`Z_ _fn\m\i i\gi\j\ekj X kil\ d`iXZc\# XcnXpj f]]\ij e\n dpjk\i`\j# Xe[ n_`Z_ le]fikleXk\cp fli Z`m`c`qXk`fe _Xj efk i\jg\Zk\[ ]lccp% @e ^\e\iXc# k_\e# @ Y\c`\m\ k_Xk ]fi _ldXej _Xgg`e\jj `j Èefk Y\`e^ jZXi\[É% Fli c`]\ _Xj Y\\e [`]ÔZlck# ]iX^`c\1 n\ jkXik\[ fli \o`jk\eZ\ Ô^_k`e^# [fd`eXk\[ Yp ]\Xi% K_\i\ n\i\ Ô^_kj Y\kn\\e d\e# k_\e Y\kn\\e ki`Y\j# k_\e Y\kn\\e Z`k`\j# k_\e Y\kn\\e eXk`fej% K_\ c`]\ f] gXjk ^\e\iXk`fej nXj dXib\[ Yp ]\Xi# Ylk efn ^cfYXc`jd _Xj \jkXYc`j_\[ `kj\c]# Xe[ k_`j j_flc[ c\X[ kf k_\ \e[ f] Ô^_k`e^% @ _Xm\ [\m`j\[ X jcf^Xe1 È\e[ f] ]\Xi# Y\^`ee`e^ f] cfm\É% >cfYXc`jd `j X Y\Xlk`]lc k_`e^# k_fl^_ n\ [f efk le[\ijkXe[ `k n\cc# p\k1 `k kXb\j XnXp k_\ gfjj`Y`c`kp f] nXij# Xe[ @ Y\c`\m\ k_Xk n_\e nXij [`jXgg\Xi# cfm\ n`cc Y\^`e# k_\ jkXik f] X e\n \iX# n_\i\ g\fgc\ ZXe cfm\ \XZ_ fk_\i XZZfi[`e^ kf k_\`i fne n`j_\j Xe[ k_\`i _\Xik# n`k_flk Xep Yfi[\ij efi ]\eZ\j% @ Y\c`\m\ fli Z`m`c`qXk`fe `j fi`\ek\[ kfnXi[j ^ff[1 n\ dljk efk ]\Xi ^cfYXc`jd# n\ dljk Y\ _Xggp f] `k% Dp _`jkfip Xj X Ylj`e\jjdXe Y\^Xe n_\e @ n\ek XnXp# n_\e @ c\]k @kXcp% 9p Z_XeZ\ @ ^fk kf Cfe[fe1 `k nXj (0-,% K_\i\ @ [`jZfm\i\[ k_Xk k_\i\ n\i\ fk_\i nXpj f] c`m`e^ Xe[ k_`eb`e^2 YXZb `e D`cXe# @ kffb X [\Z`j`fe# @ jX`[ kf dpj\c]1 È@ nXek kf Zi\Xk\ X gcXZ\ n_\i\ g\fgc\ c`m\ [`]]\i\ekcp ]ifd ljlXcÉ% @ nXek\[ kf j\k lg X jkfi\ `e k_\ _\Xik f] k_\ Z`kp Xe[ @ nXek\[ \m\ipk_`e^ kf Y\ `e k_\i\# Ylk \jg\Z`Xccp k_\i\ _X[ kf Y\ Cfm\% @ nXek\[ kf dXb\ g\fgc\ le[\ijkXe[ k_Xk j\cc`e^ ^ff[j nXj efk k_\ dX`e e\\[# Ylk k_\ Zfej\hl\eZ\ f] X ]\\c`e^ f] cfm\ Xe[ Zfddle`ZXk`fe% @ Y\c`\m\ k_\ ^i\Xk\jk e\\[ f] dXe `j kf Zfddle`ZXk\1 \e[ f] ]\Xi# Y\^`ee`e^ f] cfm\# \e[ f] ]\Xi# Y\^`ee`e^ f] c`]\%

GRAFICHE DELLA COLLEZIONE/GRAPHICS FOR THE LOVE THERAPY DI/OF ELIO FIORUCCI.

10/08/12 11.46

%BJMZ )BQQZ

efe mfc\mf cËXdY`\ek\ k`g`Zf [\` clf^_` [` Zfdd\iZ`f [` XccfiX# mfc\mf `em\Z\ dX leX jZXkfcX# le Zfek\e`kfi\ e\c hlXc\ gfk\jj\ XZZX[\i\ [` klkkf% :fj # ]l \ c fi^Xe`qqXmXdf ZfeZ\ik`# g\iÔef e\cc\ m\ki`e\# j` m\e[\mXef c`Yi`# dX efe Zfd\ `e leX c`Yi\i`X j\i`X \ gXcl[XkX# j` m\e[\mXef [`jZ_` Æ X[[`i`kkliX c` Xe[Xmf X gi\e[\i\ `f X Cfe[iX# Zfe cX mXc`^`X# g\iZ_ ]fjj\if g` XkklXc`% Klkkf hl\jkf ]XZ\mX ZXg`i\ Z_\ hl\c clf^f efe \iX [\jk`eXkf jfcf XccX m\e[`kX# dX \iX le glekf [fm\ kifmXij`# `eZfekiXij` g\i [`Xcf^Xi\# \iX `c Z\ekif [` leX Zfddle`kp [fm\ c\ g\ijfe\ j` i`ZfefjZ\mXef% 8ZZX[\mX hl\jkX ZfjX1 dfck\ g\ijfe\ ljZ`mXef [`Z\e[f1 È:_\ jkiXef# jfef \ekiXkf ^` [` Zfi[X# le gfË ki`jk\ \ fiX d` kifmf X jfii`[\i\É% @c d`f e\^fq`f \iX k\iXg\lk`Zf g\iZ_ ZË\iX kXekf Xdfi\ \ ef` efe \iXmXdf c jfcf g\i Zfdd\iZ`Xi\# dX g\iZ_ XdXmXdf jkXi\ `e d\qqf XccX ^\ek\% Jfef le ^iXe[\ k`d`[f \ hl\c e\^fq`f ]l k\iXg\lk`Zf XeZ_\ g\i d\1 d` ]\Z\ g\i[\i\ cX k`d`[\qqX# jd`j` [` Xm\i\ gXliX [\^c` Xcki`% @e m`X Kfi`ef# X D`cXef# cX j\[\ [` hl\ccX gi`dX Zfddle`kp# Xm\mXdf i\Xc`qqXkf le g`Xef g\i c\ d\iZ`# le g`Xef g\i `c i`jkfiXek\ \ le lck\i`fi\ g`Xef g\i le k\Xkif# g\i ]Xi\ jg\kkXZfc`# Xm\mf ZXg`kf Z_\ fZZfii\mX Zi\Xi\ le clf^f [fm\ `eZfekiXij` \ j\ek`ij` `e j`ekfe`X% CX d`X `[\X ÔjjX \iX Z_\ cX df[X [fm\jj\ \jj\i\ [\dfZiXk`ZX# g\i hl\jkf ` gi\qq` \iXef dfckf XZZ\jj`Y`c`# [`jgfe`Y`c` X klkk`% @ gif[fkk` [`m\ik\ek`# `e hlXcZ_\ df[f i`mfclq`feXi`# dfckf ZfcfiXk` \ c i\jg`iXmX leËXkdfj]\iX Z_\ Xckifm\ efe \j`jk\mX% Klkk\ Zfj\ `eZi\[`Y`cd\ek\ j\dgc`Z`1 XccfiX# X[ \j\dg`f# cË`ZfeX [` Kfgfc`ef \iX [\jk`eXkX \jZclj`mXd\ek\ X^c` XY`k` g\i YXdY`e`# ef` XYY`Xdf `e`q`Xkf X[ lk`c`qqXicX jlccËXYY`^c`Xd\ekf g\i X[lck`% @e hl\jkf df[f Xmm`Xddf leX g`ZZfcX i`mfclq`fe\# iX^Xqq\ ^iXe[`# X[lck\# Y\cc\# Zfe j\e` dX^e`ÔZ`# `e[fjjXmXef c\ dX^c`\kk\ Zfe jfgiX Kfgfc`ef% Gf` ` a\Xej# Z_\ X d\ g`XZ\mXef dfckf# dX `c d\iZXkf \iX dfefgfc`qqXkf [X ki\ dXiZ_`1 C\m`Ëj# NiXe^c\i# C\\% 9\e\# `e hl\^c` Xee` \if jkXkf X @Y`qX# Xm\mf m`jkf iX^Xqq\ Zfe

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 52

gXekXcfe` C\m`Ëj le gfË ZfejldXk` \ j[ilZ`k`# dX Zfe cX m\jk`Y`c`k~ [` le XY`kf [X cXmfif# Z_\ efe ]XZ\mX i`jXckXi\ Y\e\ `c j\[\i\# leX [\cc\ Zfj\ g` Y\cc\ Xc dfe[f% :fj c` [`j\^eX` `f# `e df[f Z_\ mXcfi`qqXjj\if cX Y\cc\qqX [\c Zfigf ]\dd`e`c\% 8YY`Xdf gXjjXkf Xee` m\e[\e[f [Xmm\if d`c`fe` [` g\qq` \ `c dXiZ_`f =`filZZ` j` \jk\jf `e klkkf `c dfe[f% 8e[X` X E\n Pfib \ [\Z`j` [` Xgi`i\ le glekf m\e[`kX XeZ_\ c # e\c Z\ekif# jlccX ,0 \j`dX jkiX[X# hlXj` [` ]ifek\ X 9cffd`e^[Xc\j% :_`XdX` X gif^\kkXicf 8e[i\X 9iXeq`# <kkfi\ JfkkjXjj \ =iXeZf DXiXY\cc`% LeX elfmX jfigi\jX# gf`Z_ dX` Xmi\ddf g\ejXkf [` gfk\i jklg`i\ hl\jkX Z`kk~# E\n Pfib gli j\dgi\ E\n Pfib1 `em\Z\ klkk` `e gifZ\jj`fe\ X m\[\i\ `c efjkif e\^fq`f2 kiX ` gi`d` 8e[p

Kf [\j`^e k_\ jkfi\# @ ZXcc\[ X jZlcgki\jj n_f nXj m\ip n\cc befne `e k_fj\ p\Xij1 8dXc`X ;\c Gfek\# X ]i\\ jg`i`k# @ [`[ efk nXek Xe XiZ_`k\Zk# @ [`[ efk nXek Xepk_`e^ j\m\i\# @ [`[ efk nXek k_\ kpg`ZXc \em`ifed\ek f] kiX[`e^ gcXZ\j f] k_\ k`d\# `ejk\X[ @ nXek\[ X Yfo# X ZfekX`e\i n_\i\ \m\ipk_`e^ Zflc[ _Xgg\e% K_Xk `j _fn `k nXj Xe[ n\ fi^Xe`q\[ ZfeZ\ikj k_\i\# \m\e `e k_\ n`e[fnj# n\ jfc[ Yffbj# Ylk efk c`b\ `e X j\i`flj Xe[ gfdgflj Yffbjkfi\# n\ jfc[ i\Zfi[j Æ @ \m\e n\ek kf ^\k k_\d dpj\c] `e Cfe[fe# n`k_ dp cl^^X^\# jf k_Xk k_\p n\i\ i\Xccp lg$kf$[Xk\% 8cc k_`j dX[\ g\fgc\ le[\ijkXe[ k_Xk k_\ jkfi\ nXj efk fecp ]fi j\cc`e^# Ylk `k nXj X nXk\i`e^ _fc\# X gcXZ\ kf d\\k Xe[ kXcb# `k nXj k_\ Z\eki\ f] X Zfddle`kp n_\i\ g\fgc\ i\Zf^e`q\[ \XZ_ fk_\i% Fe\ k_`e^ _Xgg\e\[1 dXep g\fgc\ c\]k jXp`e^1 È?fn jkiXe^\# @ ZXd\ `e Xe[ @ nXj Ycl\# iXk_\i jX[# Xe[ efn @ Xd jd`c`e^É% Dp jkfi\ nXj k_\iXg\lk`Z Y\ZXlj\ k_\i\ nXj dlZ_ cfm\ Xe[ n\ n\i\ efk k_\i\ aljk kf kiX[\# Ylk Y\ZXlj\ n\ cfm\[ jkXp`e^ n`k_ g\fgc\% @ Xd m\ip j_p Xe[ k_Xk jkfi\ nXj k_\iXg\lk`Z Xcjf ]fi d\1 `k dX[\ d\ cfj\ dp j_pe\jj# @ jkfgg\[ Y\`e^ X]iX`[ f] fk_\ij% @e M`X Kfi`ef# D`cXe# k_\ j`k\ f] k_Xk Ôijk Zfddle`kp# fe\ c\m\c nXj ]fi ^ff[j# fe\ c\m\c ]fi k_\ i\jkXliXek Xe[ Xefk_\i c\m\c ]fi X k_\Xki\# kf dXb\ \ek\ikX`ed\ek# @ le[\ijkff[ k_Xk n\ e\\[\[ kf j\k lg X gcXZ\ n_\i\ g\fgc\ Zflc[ d\\k Xe[ ]\\c `e kle\% Fe\ k_`e^ nXj m\ip Zc\Xi kf d\1 ]Xj_`fe _X[ kf Y\ [\dfZiXk`Z# k_Xk `j n_p gi`Z\j n\i\ i\Xccp X]]fi[XYc\# XZZ\jj`Yc\ ]fi \m\ipYf[p% Gif[lZkj n\i\ ]le# jfd\_fn i\mfclk`feXip# m\ip Zfcfi]lc Xe[ k_\ Xkdfjg_\i\ f] k_\ jkfi\ nXj efk kf Y\ ]fle[ Xepn_\i\ \cj\% @eZi\[`Ycp j`dgc\ k_`e^j1 k_\e# ]fi \oXdgc\# k_\ `Zfe f] D`Zb\p Dflj\ nXj \oZclj`m\cp [\jk`e\[ kf Z_`c[i\eËj Zcfk_\j# Xe[ n\ Y\^Xe lj`e^ `k fe X[lck XggXi\c% K_`j nXp n\ ki`^^\i\[ X jdXcc i\mfclk`fe %%% Y`^# X[lck# Y\Xlk`]lc ^`icj# n`k_ nfe[\i]lc Yi\Xjkj# nfi\ D`Zb\p Dflj\ k$j_`ikj% K_\e [\e`d# n_`Z_ @ c`b\[ m\ip dlZ_# Ylk k_\ dXib\k nXj dfefgfc`q\[ Yp k_i\\ YiXe[j1 C\m`Ëj# NiXe^c\i# C\\% N\cc# `e k_fj\ p\Xij @ _X[ Y\\e kf @Y`qX# @ jXn ^`icj n`k_ iXk_\i nfie Xe[ kXkk\i\[ C\m`Ëj a\Xej# n_`Z_ Ôkk\[ c`b\ nfib`e^ Zcfk_\j# k_Xk [`[ efk i\Xccp j_fn Yfkkfdj n\cc# fe\ f] k_\ dfjk Y\Xlk`]lc k_`e^j `e k_\ nfic[% Jf @ [\Z`[\[ kf [\j`^e k_\d# `e X nXp k_Xk \e_XeZ\[ k_\ Y\Xlkp f] k_\ ]\dXc\ Yf[p%

10/08/12 11.46

&MJP 'JPSVDDJ

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 53

10/08/12 11.47

%BJMZ )BQQZ

ELIO FIORUCCI: DECORO PER L’EDIZIONE LIMITATA 2005 DELLA BOTTIGLIA CONTOUR DI COCA COLA LIGHT. ELIO FIORUCCI: DECORATION FOR THE 2005 LIMITED EDITION CONTOUR BOTTLE OF COCA COLA LIGHT.

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 54

10/08/12 11.47

&MJP 'JPSVDDJ

NXi_fc# Z_\ jZi`jj\ e\c jlf [`Xi`f1 ÈJfef jkXkf X m\[\i\ `c e\^fq`f [` =`filZZ`# ZË klkkf hl\ccf Z_\ d` g`XZ\# Z` jfef XeZ_\ Y\` iX^Xqq`É% 8e[p NXi_fc m\ee\ gf` XccË`eXl^liXq`fe\ [` le Xckif efjkif Z\ekif X Cfj 8e^\c\j \ jZi`jj\ dfckf jlc dXiZ_`f =`filZZ`# i`YX[\e[f j\dgi\ cX jlX X[\j`fe\ \eklj`Xjk`ZX% EXkliXcd\ek\ cX jlX fg`e`fe\ ZfekXmX g` [` hlXcj`Xj` glYYc`Z`k~% 8 d\ g`XZ\mX cX gcXjk`ZX# \ ^lXi[XmXdf Zfe efjkXc^`X XeZ_\ X^c` Xee` HlXiXekX fg\iXmXdf jkiXe` d`o Z_\ i`jlckXmXef gf` dfckf [ËXmXe^lXi[`X% @[\\ Z_\ m\e`mXef [X D\e[`e`# JfkkjXjj# D\dg_`j# 8cZ_`d`X \ [X klkk` Zfcfif Z_\ Xm\mXef `c ZfiX^^`f [` ifdg\i\ Zfe kiX[`q`fe\ \ XY`kl[`e` Zfejfc`[Xk\% HlXcZ_\ Xeef [fgf# Z_`XZZ_`\iXe[f Zfe @kXcf Clg` ^c` jg`\^Xmf cX d`X mfcfek~ [` Zfdle`ZXi\ gif[fkk`# dX jfgiXkklkkf lef jg`i`kf Æ cX mf^c`X [` jkXi\ Xjj`\d\ Æ XkkiXm\ijf leË`ZfeX% ;fgf XcZle` ^`fie` @kXcf d` gfik cË`ddX^`e\ [` [l\ Xe^`fc\kk`# lef Y`fe[f \ lef dfif% >lXi[Xef `c Z`\cf# Zfj Zfd\ m\[\jj\if hlXcZfjX Z_\ gl \j`jk\i\ jfcf cXjj \ kiXjd\kkfef dfckf Xdfi\% Jfef [`m\ekXk` ]Xdfj` `e klkkf `c dfe[f# kfck` [X leË`Zfef^iXÔX le gfË Y`^fkkX# g\i \ekiXi\ e\c d\iZXkf1 jlcc\ j_fgg`e^ YX^# jlcc\ dX^c`\kk\ [\cc\ iX^Xqq\# \iXef le gfË [Xgg\iklkkf% Hl\jkf j`^e`ÔZX Z_\ efe Y`jf^eX Xm\i gXliX [` fjXi\# c\ Zfj\ gfjjXef \jj\i\ i\`ek\igi\kXi\# jkiXmfck\1 cX dX^c`\kkX [\` YXdY`e` X[[fjjf X leX iX^XqqX mX Y\e\# ^c` Xe^`fc\kk` ]lfi` [X leX Z_`\jX mXeef Y\e\# cX d`e`^feeX \ c\ ^XdY\ el[\ g\i jkiX[X mXeef Y\e\% D` jfef kifmXkf Xc Z\ekif [` leX i`mfclq`fe\ ]XekXjk`ZX \ `e hl\jkf e\^fq`f _f ]Xkkf [` klkkf# klkkf Y\ccf e\c j\ejf [` i`mfclq`feXi`f# [` ifkkliX# kXekË Z_\ XeZfiX f^^` j` i`Zfi[X =`filZZ` Zfe efjkXc^`X% @c gi`eZ`g`f ]fe[Xd\ekXc\ Z_\ mfii\` X]]\idXi\ hl\jkf1 cX ]\c`Z`k~ cËXdfi\% J\ efe j` _X gXliX c\ i`mfclq`fe` Xmm\e^fef# YXjkX ifdg\i\ ^c` jZ_\d`# efe m\if Z_\ `c Zfdd\iZ`f [\YYX \jj\i\ ]Xkkf e\` e\^fq` \ e\` d\iZXk`# efe m\if Z_\ cËXik\ [\YYX \ekXi\ jfcf e\cc\ ^Xcc\i`\ \ e\` dlj\`# \ Z_\ cX i\c`^`fe\ [\YYX jkXi\ jfcf e\cc\ Z_`\j\% CX m`kX gi\m\[\ Z_\ klkkf j`X le`kf# jfcf Zfj cf jg`i`kf [\ccËlfdf gl jgXq`Xi\% @f _f j\dgi\ Z\iZXkf [` X^`i\ Zfj # cË_f ]Xkkf g\i `jk`ekf \ hl\jkf d` _X gfikXkf X \jj\i\ ]\c`Z\%

BeOpen Book_048_055_DailyHappy_Fiorucci.indd 55

=fi p\Xij Xe[ p\Xij n\ jfc[ d`cc`fej f] `k\dj Xe[ k_\ =`filZZ` YiXe[ Y\ZXd\ befne Xcc fm\i k_\ nfic[% @ n\ek kf E\n Pfib Xe[ [\Z`[\[ @ nXek\[ kf fg\e X jkfi\ k_\i\# [fnekfne# fe ,0k_ jki\\k# Xcdfjk fggfj`k\ 9cffd`e^[Xc\j% @ Xjb\[ 8e[i\X 9iXeq`# <kkfi\ JfkkjXjj Xe[ =iXeZf DXiXY\cc` kf [\j`^e `k% @k nXj Xefk_\i jligi`j\# Y\ZXlj\ n\ e\m\i k_fl^_k n\ nflc[ Y\ XYc\ kf XdXq\ k_`j Z`kp# E\n Pfib `j E\n Pfib1 _fn\m\i# k_\i\ nXj X gifZ\jj`fe kf j\\ fli jkfi\2 8e[p NXi_fc nXj fe\ f] k_\ Ôijk kf Zfd\ Xe[ _\ nifk\ `e _`j [`Xip1 È@ n\ek kf j\\ k_\ =`filZZ` jkfi\# k_\i\ `j \m\ipk_`e^ @ c`b\# k_\i\ Xi\ Xcjf Y\Xlk`]lc ^lpjÉ% 8e[p NXi_fc ZXd\ kf k_\ fg\e`e^ f] Xefk_\i jkfi\ `e Cfj 8e^\c\j Xe[ nifk\ X cfk fe k_\ =`filZZ` YiXe[# XcnXpj i\`k\iXk`e^ _`j \ek_lj`Xjd ]fi `k% F] Zflij\# _`j fg`e`fe dXkk\i\[ dfi\ k_Xe Xep kpg\ f] X[m\ik`j`e^% @ c`b\[ gcXjk`Z Xe[ n\ cffb\[ n`k_ efjkXc^`X Xcjf kf k_\ (0+'j# n\ dX[\ jkiXe^\ d`okli\j k_Xk klie\[ flk kf Y\ m\ip dlZ_ XmXek$^Xi[\% @[\Xj k_Xk ZXd\ ]ifd D\e[`e`# JfkkjXjj# D\dg_`j# 8cZ_`d`X Xe[ ]ifd Xcc k_fj\ n_f n\i\ YiXm\ \efl^_ kf Yi\Xb n`k_ kiX[`k`fe Xe[ \jkXYc`j_\[ _XY`kj% 8 ]\n p\Xij cXk\i# @ nXj kXcb`e^ n`k_ @kXcf Clg` Xe[ \ogcX`e\[ kf _`d dp [\j`i\ kf Zfddle`ZXk\ gif[lZkj Ylk \jg\Z`Xccp X jg`i`k Æ k_\ n`j_ kf jkXp kf^\k_\i Æ k_ifl^_ Xe `Zfe% 8]k\i X ]\n [Xpj# @kXcf j_fn\[ d\ k_\ g`Zkli\ f] knf Xe^\cj# fe\ n`k_ YcXZb _X`ij Xe[ fe\ n`k_ Ycfe[\ _X`ij% K_\p cffb Xk k_\ jbp# Xj `] k_\p j\\ jfd\k_`e^ k_Xk ZXe fecp Y\ k_\i\# Xe[ k_\`i d\jjX^\ `j X cfk f] cfm\% K_\p _Xm\ Y\Zfd\ ]Xdflj nfic[n`[\# kXb\e XnXp ]ifd Z_liZ_p `Zfef^iXg_p kf \ek\i k_\ dXib\k1 fe j_fgg`e^ YX^j# fe ^`icjË k$j_`ikj# k_\p n\i\ \m\ipn_\i\% K_`j d\Xej k_Xk pfl j_flc[ efk Y\ X]iX`[ kf [Xi\# k_`e^j ZXe Y\ i\`ek\igi\k\[ Xe[ klie\[ lgj`[\ [fne1 X Z_`c[i\eËj k$j_`ik fe X ^`ic `j Ôe\# Xe^\cj flkj`[\ k_\ Z_liZ_ Xi\ Ôe\# X d`e`$jb`ik Xe[ eXb\[ c\^j fe k_\ ifX[ Xi\ Ôe\% @ ]fle[ dpj\c] Xk k_\ Z\eki\ f] X ]XekXjk`Z i\mfclk`fe Xe[ `e k_`j jkfi\ @ [`[ Xcc jfik f] k_`e^j# \m\ipk_`e^ nXj Y\Xlk`]lc `e k_\ j\ej\ k_Xk `k nXj i\mfclk`feXip# X Yi\Xbk_ifl^_# `k nXj jf kil\ k_Xk g\fgc\ jk`cc i\d\dY\i =`filZZ` n`k_ efjkXc^`X% K_\ dX`e gi`eZ`gc\ @ nflc[ c`b\ kf jkXk\ `j k_\ ]fccfn`e^1 _Xgg`e\jj `j cfm\% @] pfl Xi\ efk X]iX`[# i\mfclk`fej _Xgg\e# pfl aljk e\\[ kf ^f X^X`ejk k_\ dX`ejki\Xd# `k `j efk kil\ k_Xk kiX[\ dljk Y\ ZXii`\[ flk `e jkfi\j Xe[ dXib\kj# `k `j efk kil\ k_Xk Xik j_flc[ fecp Y\ `e ^Xcc\i`\j Xe[ dlj\ldj# Xe[ k_Xk i\c`^`fe dljk fecp jkXp `e Z_liZ_\j% 8ZZfi[`e^ kf c`]\# \m\ipk_`e^ `j fe\# fecp k_`j nXp _ldXe jg`i`k ZXe \ogXe[% @ XcnXpj ki`\[ kf XZk k_`j nXp# @ [`[ `k `ejk`eZk`m\cp Xe[ k_`j _Xj dX[\ d\ _Xggp%

10/08/12 11.47

%BJMZ )BQQZ

-B GFMJDJU· 4* /653& %* nBTTBHHJo EJ WJUB -" EJWFSTJU· "$$0-5" 4&/;" 1"63" 3&/%& $"1"$* %* DSFBSF %* TPHOBSF TFO[B MJNJUJ & 26*/%* EJ FTTFSF GFMJDJ

%BJMZ )BQQZ &%TPO .B5TVP

)BQQJOFTT '&&%4 0/ nUBTUFTo PG MJGF %JWFSTJUZ "1130"$)&% 8*5)065 '&"3 )&-14 64 50 DSFBUF 50 ESFBN XJUIPVU MJNJUT "/% 5)&3&'03& UP CF IBQQZ

<[jfe DXkjlf# Xik [`i\Zkfi [`&f] >i\e[\e\

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 56

10/08/12 20.38

J

&%TPO .B5TVP

\ gXic`Xdf [` ]\c`Z`k~ efe gfjj`Xdf efe gXicXi\ [` [`d\ej`fe\ fe`i`ZX# g\iZ_„ cX ]\c`Z`k~ Â… jf^ef% < j\ gXic`Xdf [` jf^e` d` m`\e\ `e d\ek\ `c Ă”cd fdfe`df [` 8b`iX BlifjXnX1 le ^iXe[\ Ă”cd [` le ^iXe[\ dX\jkif [\c Z`e\dX Z_\ gifgfe\ le ZfeZ\kkf [` jf^ef dfckf m`Z`ef Xc d`f% @e hl\jkf Ă”cd ZfdgXi\ cf jk\jjf 8b`iX BlifjXnX Z_\ [`Xcf^X Zfe MXe >f^_% I\Xc`qqX `c jlf jf^ef [` leX m`kX `e le Ă”cd% @ jf^e` efe _Xeef c`d`k`# Zfd\ [`Z\ C\ :fiYlj`\i% @f Zi\[f Z_\ ` efjki` jf^e` gfjjXef \jj\i\ c`d`kXk` jfcf [X ef` jk\jj`% 8eZ_\ j\ _f leX ]XZZ`X ^`Xggfe\j\ `f jfef eXkf `e 9iXj`c\# XjjfiY\e[f \ `dgXiXe[f dfckf [X hl\jkX ZlckliX% < XccfiX [\mf X^^`le^\i\ Z_\ cX ]\c`Z`k~ Â… m`m\i\ `e le GX\j\ dlck`\ke`Zf% @c 9iXj`c\ Â… le GX\j\ `e Zl` Zfem`mfef [`m\ij\ \ke`\ \ `e Zl` cX [`m\ij`k~ gXjjX XkkiXm\ijf c\ g\ijfe\ \ cX eXkliX% @c kXjjf [` Y`f[`m\ij`k~ [\c 9iXj`c\ Â… `c g`“ Xckf [\c dfe[f% CX hlXc`k~ [\ccX d`X m`kX# cX ]\c`Z`k~# gXjjX XkkiXm\ijf cĂ‹`[\X [` ĂˆXjjX^^`Xkfi\ [` m`kXÉ# XjjX^^`Xe[f cX [`m\ij`k~ \ Z\iZXe[f [` Zi\Xi\ XkkiXm\ijf cX [`m\ij`k~# j\eqX Xm\ie\ gXliX% @f jfef Xii`mXkf `e >i\e[\e\ e\^c` Xee` ĂŠ/' g\i [`j\^eXi\ leX Y`Z`Zc\kkX%

%SFBNT )B7F OP -*N*5T

IBQQJOFTT *4 UP %3&".

.: -*'& BT B MJGFUJNF 5"45&3

@

] n\ kXcb XYflk _Xgg`e\jj n\ ZXeefk _\cg Ylk kXcb XYflk [i\Xdj# Y\ZXlj\ _Xgg`e\jj `j X [i\Xd% 8e[ `] n\ kXcb XYflk [i\Xdj @ Xd i\d`e[\[ f] k_\ Ă”cd Yp 8b`iX BlifjXnX1 X ^i\Xk Ă”cd Yp X ^i\Xk dXjk\i f] Z`e\dX# n_`Z_ gifgfj\j X ZfeZ\gk f] [i\Xd k_Xk `j m\ip Zcfj\ kf dp fne% @e k_`j Ă”cd 8b`iX BlifjXnX _`dj\c] Xgg\Xij# `e X [`Xcf^l\ n`k_ MXe >f^_% ?\ dXb\j k_\ [i\Xd f] X c`]\k`d\ Zfd\ kil\ `e X Ă”cd% ;i\Xdj _Xm\ ef c`d`kj# Xj C\ :fiYlj`\i jXpj% @ Y\c`\m\ fecp n\ ZXe c`d`k fli [i\Xdj% K_fl^_ @ _Xm\ X AXgXe\j\ ]XZ\ @ nXj Yfie `e 9iXq`c# Xe[ @ _Xm\ XYjfiY\[ Xe[ c\Xiek dXep k_`e^j ]ifd k_Xk Zlckli\% Fe\ f] k_\d `j k_\ _Xgg`e\jj f] c`m`e^ `e X dlck`\k_e`Z Zflekip% 9iXq`c `j X Zflekip n_\i\ dXep [`]]\i\ek \k_e`Z ^iflgj Zf\o`jk# n_\i\ [`m\ij`kp `j \m\ipn_\i\ `e g\fgc\ Xe[ eXkli\% 9iXq`c _Xj k_\ nfic[Ă‹j _`^_\jk c\m\c f] Y`f$[`m\ij`kp% K_\ hlXc`kp f] dp c`]\# dp _Xgg`e\jj# Zfd\j ]ifd k_`j `[\X f] ĂˆkXjk`e^ c`]\É# jXmfi`e^ [`m\ij`kp# Zi\Xk`e^ k_ifl^_ `k# n`k_flk ]\Xi% @ Xii`m\[ Xk >i\e[\e\ `e k_\ (0/'j# kf [\j`^e X Y`ZpZc\% 8]k\i k_\ Ă”cd <%K% Yp Jg`\cY\i^ \m\e ^`icj nXek\[ X 9DO# Ylk Xk k_\ k`d\ k_fj\ Y`b\j n\i\ fecp ]fi Yfpj% @ nXj Xjb\[ kf [\j`^e fe\ ]fi ^`icj%

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 57

10/08/12 20.38

%BJMZ )BQQZ

IBQQJOFTT *4

OFX

MJWF JO B .6-5* &5)/*$ DPVOUSZ ;fgf `c Ôcd <%K% [` Jg`\cY\i^ XeZ_\ c\ iX^Xqq\ mfc\mXef Xm\i\ leX Y`Z`Zc\kkX 9do# dX X hl\` k\dg` \iX leX ZfjX jfcf g\i iX^Xqq` \ `f jfef jkXkf Z_`XdXkf g\i [`j\^eXi\ leX Y`Z`Zc\kkX g\i c\ iX^Xqq\% < hl\jkX \iX cX jÔ[X Z_\ _f X]]ifekXkf Ôe [XccË`e`q`f [\ccX d`X ZXii`\iX [` [\j`^e\i \ gf` [` [`i\kkfi\ [\ccX I`Z\iZX \ Jm`clggf1 Zi\Xi\ hlXcZfjX [` [Xmm\if `eefmXk`mf# e\c ZfeZ\gk# e\ccX i\Xc`qqXq`fe\# e\ccf jk`c\# e\ccX Zfdle`ZXq`fe\# e\ccX m\e[`kX% Klkkf Z`Ž e\^c` Xee` d` _X gfikXkf X cXeZ`Xi\ le elfmf YiXe[ Z_\ dfck` ZfefjZfef \ Z_\ … [`m\ekXkf e\^c` Xee` `c Ôfi\ XccËfZZ_`\ccf [` >i\e[\e\1 gXicf [` D\c`jjX Z_\ f^^` jkX m`m\e[f le m\if \ gifgi`f Yffd `ek\ieXq`feXc\% CX jkfi`X … hl\jkX1 [fgf cX Y`Z`Zc\kkX# hlXj` g\i ZXjf `c gi\j`[\ek\ [\c >ilggf d` `em`kŽ X [`j\^eXi\ ZXcqXkli\ ]\dd`e`c` \ X hl\` k\dg` Æ e\^c` Xee` Ê/' Æ jXg\mf X dXcXg\eX `[\ek`ÔZXi\ cX jZXigX [\c g`\[\ [\jkif [X hl\ccX [\c g`\[\ j`e`jkif% Gifgi`f hl\jkf d` _X g\id\jjf [` \ekiXi\ e\c gif^\kkf Zfe lef jg`i`kf elfmf# j\eqX i\dfi\ \ gi\^`l[`q`% Gf` eXkliXcd\ek\ _f [fmlkf XZhl`j`i\ c\ ZfefjZ\eq\ \ c\ Zfdg\k\eq\ Z_\ `c dfe[f [\ccX ZXcqXkliX i`Z_`\[\% CË`[\X … j\dgi\ jkXkX hl\ccX [` le ljf i`mfclq`feXi`f [\ccX gcXjk`ZX e\ccX gif[lq`fe\ [` ZXcqXkli\# lk`c`qqXe[f

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 58

`c Zfcfi\# cX ]XZ`c`k~ [Ă‹ljf# X[[`i`kkliX `c gif]ldf c\ D\c`jjX jfef c\ le`Z_\ jZXig\ Xc dfe[f X[ \jj\i\ gif]ldXk\ ZfdY`eXk` Zfe `c [\j`^e k_`eb`e^ Z_\ e\c ]iXkk\dgf _f iX]]fiqXkf Zf`emfc^\e[f ^iXe[` [\j`^e\i e\ccX gif^\kkXq`fe\ [` elfm` df[\cc`% Gifgi`f Zfd\ _X ]Xkkf 8cY\ikf 8c\jj` e\^c` f^^\kk` g\i cX kXmfcX% < hl\jkf X` k\dg` \iX le jf^ef Z_\ `e hl\jk` ki\ekĂ‹Xee` Â… [`m\ekXkf i\Xc\% Klkkf Â… Xmm\elkf XkkiXm\ijf cĂ‹`eZ`j`m`k~ [` leĂ‹`[\X Z_\ gf` Â… jkXkX Zfe[`m`jX Zfe ` [\j`^e\i g`“ `dgfikXek` [\c GX\j\ \ [\c dfe[f [X` ]iXk\cc` :XdgXeX X QX_X ?X[`[ \ Zfe ` Zc`\ek` [\c e\^fq`f# Z_\ Â… jkXkf Zi\Xkf g\ejXe[f efe X lef jgXq`f Zfdd\iZ`Xc\ dX X leX ^Xcc\i`X [Ă‹Xik\% < Zfj‰ Â… eXkX cX >Xcc\i`X D\c`jjX# lef jgXq`f Xgglekf g`“ j`d`c\ X le clf^f [` \jgfj`q`fe` ZlckliXc` Z_\ X lef jgXq`f Zfdd\iZ`Xc\% CX >Xc\i`X D\c`jjX [` JXe GXfcf Â… le Xckif jf^ef1 j`Xdf fi^f^c`fj` [` cXmfiXi\ g\i leX dXiZX Zfj‰ jk`dfcXek\% CX ]\c`Z`k~ Â… cXmfiXi\ jlccĂ‹`eefmXq`fe\ X klkkf kfe[f% >Xcc\i`X D\c`jjX Â… jlccX IlX FjZXi =i\`i\# cX m`X [\ccX df[X X JXe GXfcf% Jg\jjf ZXdY`Xdf cĂ‹`e^i\jjf [\ccf jgXq`f Z_\ [\m\ i`dXe\i\ j\dgi\ m`mf# \jj\e[f jkXkf g\ejXkf Zfd\ lef jgXq`f g\i ZXdY`Xd\ek` ZlckliXc`% Ă&#x; le df[f g\i Zi\Xi\ le clf^f [` gifjj`d`k~# Z_\ Zf`emfc^X XeZ_\ `c m`Z`eXkf% <c` Jl[YiXZb Â…#

X[ \j\dg`f# le iX^Xqqf Z_\ XYY`Xdf `em`kXkf X ZfccXYfiXi\ g\i cX ^Xcc\i`X [` E\n Pfib% @c ZfeZ\gk jm`clggXkf Zfe cl` … jkXkf1 ^iXe[\ \dfq`fe\# gfZX k\Zefcf^`X% C\ g\ijfe\ fidX` jZXkkXef ]fkf \ c\ Zfe[`m`[fef Zfe ^c` Xd`Z` e\` jfZ`Xc e\knfib \ hl\jkf … hl\ccf Z_\ XYY`Xdf gifgfjkf X E\n Pfib Zfe \efid\ jlZZ\jjf1 cX ^\ek\ Zfe[`m`[\ c\ \dfq`fe` cXjZ`Xe[f d\jjX^^` jl` Gfjk `k2 `c m`[\f jl PflKlY\ _X Xmlkf g`“ [` le d`c`fe\ [` m`j`k\% CX >Xcc\i`X D\c`jjX [` E\n Pfib efe … X]]Xkkf l^lXc\ \ e\XeZ_\ j`d`c\ X hl\ccX [` JXe GXfcf% 8eZfiX leX mfckX cX efjkiX jkiXk\^`X j\^l\ `c Ôcf [\ccX [`m\ij`k~% @c ZfeZ\gk … [`m\ijf \ XeZ_\ cf jgXq`f … [`m\ijf% 8 JXe GXfcf cX ^Xcc\i`X i`Zfi[X le gX`f [` YiXZZ`X kXklXk\# Zfe ` kXklX^^` Z_\ ZXdY`Xef g\i`f[`ZXd\ek\ \ j` \ekiX [Xc cXkf j`e`jkif% CX >Xcc\i`X [` E%P% … [`j\^eXkX g`lkkfjkf Zfd\ leX ZXm\ieX liYXeX# Zfe leX `[\X [` gifk\q`fe\% J` kifmX X >i\\e\p `e Jf_f# ]iX Gi`eZ\ \ Jgi`e^ Jki\\k# [` ]ifek\ X le Y\cc`jj`df e\^fq`f [` c`Yi`% LeX j`klXq`fe\ [`m\ijX# `e le Zfek\jkf [`m\ijf# Zfe lef jg`i`kf [`m\ijf# Zfe leX jkilkkliX [`m\ijX [Xc glekf [` m`jkX [\ccf jk`c\ \ [\ccËXkdfj]\iX% <ggli\ … cf jk\jjf YiXe[% J`Xdf cfekXe` Xee` clZ\ [XccË`[\X [\c ]iXeZ_`j`e^ \ [\ccX i`g\k`Y`c`k~1 \ hl\jkf Zi\[f Z_\ j`X `c j\ek`\if [X YXkk\i\ `e ]lklif%

10/08/12 20.38

&%TPO .B5TVP

IBQQJOFTT *4 TšP QBVMP

OFX ZPSL

MELISSA GALLERY DI SAN PAOLO E NEW YORK. SI TRATTA DI CONCEPT E SPAZI TOTALMENTE DIVERSI TRA LORO, PERCHÉ UNO STESSO BRAND NON SIGNIFICA FRANCHISING E RIPETITIVITÀ. THE MELISSA GALLERY IN NEW YORK IS NOT EQUAL OR EVEN SIMILAR TO THE ONE IN DI SAO PAULO, BECAUSE ONE BRAND DOES NOT MEAN FRANCHISING AND REPETITION.

K_`j nXj k_\ Z_Xcc\e^\ @ ]XZ\[ Xk k_\ jkXik f] dp ZXi\\i Xj X [\j`^e\i# Xe[ k_\e Xj [`i\Zkfi f] I";1 kf Zi\Xk\ jfd\k_`e^ i\Xccp `eefmXk`m\# `e `kj ZfeZ\gk# gif[lZk`fe Xe[ jkpc\# `e k_\ Zfddle`ZXk`fej Xe[ k_\ jXc\j% Fm\i k_\ p\Xij Xcc k_`j c\[ d\ kf cXleZ_ X e\n YiXe[ dXep g\fgc\ befn XYflk# n_`Z_ _Xj Y\Zfd\ k_\ gi`[\ f] >i\e[\e\1 @Ëd kXcb`e^ XYflk D\c`jjX# n_`Z_ `j ^f`e^ k_ifl^_ X kil\ `ek\ieXk`feXc Yffd kf[Xp% K_`j `j k_\ jkfip1 X]k\i k_\ Y`ZpZc\# Xcdfjk Yp Z_XeZ\ k_\ gi\j`[\ek f] k_\ ZfdgXep Xjb\[ d\ kf [\j`^e jfd\ nfd\eËj ]ffkn\Xi# Xe[ Xk k_\ k`d\ Æ `e k_\ (0/'j Æ @ _Xi[cp be\n _fn kf k\cc X i`^_k j_f\ ]ifd X c\]k j_f\% K_Xk Xccfn\[ d\ kf \ek\i k_\ gifa\Zk n`k_ X e\n jg`i`k# n`k_flk gi\ZfeZ\`m\[ efk`fej% K_\e f] Zflij\ @ _X[ kf ^X`e befnc\[^\ Xe[ \og\ik`j\% K_\ `[\X _Xj XcnXpj Y\\e kf dXb\ i\mfclk`feXip lj\ f] gcXjk`Z ]fi k_\ gif[lZk`fe f] ]ffkn\Xi# lj`e^ Zfcfi# \Xj\ f] lj\# \m\e XifdXj D\c`jjX j_f\j Xi\ k_\ fecp g\i]ld\[ j_f\j `e k_\ nfic[%%% ZfdY`e\[ n`k_ [\j`^e k_`eb`e^# i\`e]fiZ\[ Yp ZXcc`e^ `e c\X[`e^

2_BeOpen Book_056_059_DailyHappy_Matsuo.indd 59

[\j`^e\ij kf Zi\Xk\ e\n df[\cj% Aljk Xj 8cY\ikf 8c\jj` _Xj [fe\ kf dXb\ fYa\Zkj ]fi k_\ kXYc\% 8k k_\ k`d\ k_`j nXj X [i\Xd# Xe[ fm\i k_\ cXjk *' p\Xij `k _Xj Y\Zfd\ X i\Xc`kp% <m\ipk_`e^ _Xgg\e\[ k_Xebj kf Xe `eZ`j`m\ `[\X k_Xk nXj k_\e j_Xi\[ n`k_ k_\ dfjk `dgfikXek [\j`^e\ij f] k_\ Zflekip Xe[ k_\ nfic[ ]ifd k_\ :XdgXeX Yifk_\ij kf QX_X ?X[`[ Xe[ n`k_ k_\ j_fgËj Zc`\ekj# X j_fg Zi\Xk\[ efk Xj X Zfdd\iZ`Xc jgXZ\# Ylk c`b\ Xe Xik ^Xcc\ip% K_Xk `j _fn k_\ D\c`jjX >Xcc\ip nXj Yfie% >Xc\i`X D\c`jjX `e JXf GXlcf `j Xefk_\i [i\Xd1 n\ Xi\ gifl[ kf nfib ]fi jlZ_ X jk`dlcXk`e^ YiXe[% K_\ _Xgg`e\jj f] nfib`e^ fe Xcc$Xifle[ `eefmXk`fe% >Xc\i`X D\c`jjX `j fe IlX FjZXi =i\`i\# JXf GXlcfËj ]Xj_`fe jki\\k% N\ f]k\e Z_Xe^\ k_\ \ekiXeZ\ kf b\\g k_`e^j c`m\cp# Y\ZXlj\ `k `j X jgXZ\ ZfeZ\`m\[ ]fi ZlckliXc Z_Xe^\% @k `j X nXp f] Zi\Xk`e^ X gcXZ\ f] gifo`d`kp# kf Xcjf ^\k k_\ e\`^_Yfij `emfcm\[% <c` Jl[YiXZb# ]fi \oXdgc\# `j X pfle^ dXe n\ _Xm\ `em`k\[ kf nfib n`k_ lj ]fi k_\ E\n Pfib ^Xcc\ip% ?\ [\m\cfg\[ X ZfeZ\gk f] Y`^ \dfk`fe n`k_flk dlZ_ k\Z_efcf^p%

*OOPWBUJPO

G\fgc\ kXb\ g`Zkli\j f] k_\ gcXZ\ kf j_Xi\ n`k_ k_\`i ]i`\e[j fe jfZ`Xc e\knfibj# Xe[ k_`j `j n_Xk n\ _Xm\ gifgfj\[ `e E\n Pfib# n`k_ ^i\Xk jlZZ\jj1 g\fgc\ j_Xi\ k_\ \dfk`fej# c\Xm`e^ Gfjk$`k d\jjX^\2 k_\ m`[\f fe PflKlY\ ^fk fm\i X d`cc`fe m`j`kj K_\ D\c`jjX >Xcc\ip `e E\n Pfib `j efk \hlXc fi \m\e j`d`cXi kf k_\ fe\ `e JXf GXlcf% FeZ\ X^X`e# fli jkiXk\^p `j YXj\[ fe [`m\ij`kp% K_\ ZfeZ\gk `j [`]]\i\ek# k_\ jgXZ\ `j [`]]\i\ek% @e JXf GXlcf k_\ ^Xcc\ip `j c`b\ X gX`i f] kXkkff\[ Xidj# n`k_ kXkkffj k_Xk g\i`f[`ZXccp Z_Xe^\# Xe[ pfl \ek\i ]ifd k_\ c\]k% K_\ >Xcc\ip `e E%P% `j c`b\ Xe liYXe ZXm\ie# n`k_ Xe `[\X f] gifk\Zk`fe% @k `j fe >i\\e\ Jk% `e Jf?f# Y\kn\\e Gi`eZ\ Xe[ Jgi`e^# `e ]ifek f] X Y\Xlk`]lc Yffbjkfi\% 8 [`]]\i\ek j`klXk`fe# `e X [`]]\i\ek Zfek\ok# n`k_ X [`]]\i\ek jg`i`k# X [`]]\i\ek jkilZkli\ `e k\idj f] jkpc\ Xe[ Xkdfjg_\i\% 9lk `k `j k_\ jXd\ YiXe[ N\ Xi\ c`^_k p\Xij XnXp ]ifd k_\ `[\X f] ]iXeZ_`j`e^ Xe[ i\g\k`k`fe1 Xe[ @ k_`eb k_`j `j X ^ff[ gXk_ ]fi k_\ ]lkli\%

10/08/12 20.39

%BJMZ )BQQZ

-& $04& 40/0 %*7&/5"5& TFNQSF QJÐ DPNQMJDBUF & $04£ /& "##*".0 QFSTP JM TFOTP OPO TPOP QJÐ FGGJDBDJ "33*7"50 *- .0.&/50 %* 4&.1-*'*$"3-& %* 1"44"3& %"- $0/$&550 EFMMB NPEFSOJ[[B[JPOF B RVFMMP EFMMmJOOPWB[JPOF

%BJMZ )BQQZ 7-B%*N*S 1*SP+,PW

5)*/(4 ,&&1 (&55*/( NPSF DPNQMJDBUFE "/% 8& )"7& MPTU UIFJS TFOTF UIFZ BSF OP MPOHFS FGGFDUJWF 5)& 5*.& )"4 $0.& 50 4*.1-*': 5)*/(4 50 1"44 '30. 5)& $0/$&15 PG NPEFSOJ[BUJPO UP UIBU PG JOOPWBUJPO

McX[`d`i G`ifabfm# `e[ljki`Xc [\j`^e\i \ gi\j`[\ek\ [`&Xe[ gi\j`[\ek f] 8jkiXifjjX

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 60

10/08/12 11.40

7MBEJNJS 1JSPKLPW

“IL COLTELLINO SVIZZERO, QUELLO BASICO ERA SEMPLICE ED EFFICACE. MA QUANTO PIÙ LE COSE DIVENTANO COMPLICATE, TANTO MENO SONO EFFICACI. POCHI PER ESEMPIO SANNO CHE, DENTRO UN AEREO MODERNO, CI SONO CIRCA 700 KM DI CAVI E IN UN BOEING CI SONO CIRCA 350MILA PARTI CERTIFICATE”. “THE SWISS ARMY KNIFE, THE BASIC MODEL, WAS SIMPLE AND EFFECTIVE. BUT THE MORE COMPLICATED THINGS GET, THE LESS EFFECTIVE THEY ARE. FEW PEOPLE KNOW, FOR EXAMPLE, THAT INSIDE A MODERN AIRPLANE THERE ARE ABOUT 700 KM OF WIRES, AND IN A BOEING THERE ARE ABOUT 350,000 CERTIFIED PARTS”.

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 61

10/08/12 11.40

%BJMZ )BQQZ

;

\j`[\if X]]ifekXi\ `c k\dX [\ccËÈ`eefmXq`fe\É# le ZfeZ\kkf dfckf `e mf^X% HlXe[f \if ^`fmXe\ _f j\dgi\ [\j`[\iXkf le Zfck\cc`ef jm`qq\if# hl\ccf YXj`Zf# g\iZ_ \iX j\dgc`Z\ \[ \]ÔZXZ\% C\ Zfj\ jfef [`m\ekXk\ j\dgi\ g` Zfdgc`ZXk\ \# X mfck\# `e hl\jkf df[f j\ e\ g\ijf `c j\ejf% HlXekf g` c\ Zfj\ [`m\ekXef Zfdgc`ZXk\# kXekf d\ef jfef \]ÔZXZ`% Hl`e[` Xii`mXkf `c dfd\ekf [` j\dgc`ÔZXic\% J\ i`ljZ`Xdf X ZfekifccXi\ cX Zfdgc\jj`k~# XccfiX XYY`Xdf m`ekf% :fd\ gfjj`Xdf i`ljZ`iZ`6 KfieXe[f XccË\j\dg`f [\c Zfck\cc`ef jm`qq\if# j\ cËf^^\kkf [`m\ekX g` ^iXe[\ [\ccX dXef# XccfiX efe ]leq`feX g` # efe g` le Zfck\ccf% J\ g\ejXk\# X[ \j\dg`f# X^c` X\i\` df[\ie`# gfZ_` jXeef Z_\ Xc cfif `ek\ief Z` jfef Z`iZX .'' bd [` ZXm`1 cX [`jkXeqX kiX DfjZX

@

nflc[ c`b\ kf XggifXZ_ k_\ k_\d\ f] È`eefmXk`feÉ# X ZfeZ\gk k_Xk `j dlZ_ `e mf^l\% N_\e @ nXj pfle^ @ XcnXpj nXek\[ X Jn`jj 8idp be`]\# k_\ YXj`Z df[\c# Y\ZXlj\ `k nXj j`dgc\ Xe[ \]]\Zk`m\% K_`e^j Xi\ ^\kk`e^ dfi\ Xe[ dfi\ Zfdgc`ZXk\[# Xe[ k_\p cfj\ k_\`i d\Xe`e^% K_\ dfi\ Zfdgc`ZXk\[ k_\p Xi\# k_\ c\jj \]]\Zk`m\ k_\p Xi\% Jf k_\ k`d\ _Xj Zfd\ kf j`dgc`]p k_`e^j% @] n\ ZXe Zfekifc Zfdgc\o`kp n\ n`cc _Xm\ ^X`e\[ X m`Zkfip% 9lk _fn6 >\kk`e^ YXZb kf k_\ Jn`jj be`]\# `] k_\ fYa\Zk ^\kj Y`^^\i k_Xe pfli _Xe[ `k ef cfe^\i ]leZk`fej# `k `j ef cfe^\i X be`]\% K_`eb XYflk df[\ie X`iZiX]k¿ ]\n g\fgc\ befn k_Xk k_\i\ Xi\ XYflk .'' bd f] n`i\j `ej`[\ Xe X`igcXe\1 k_\ [`jkXeZ\ Y\kn\\e DfjZfn Xe[ Jk% G\k\ijYli^ Kf Z\ik`]p k_\ 8*/' df[\c `k kffb j`o p\Xij kf le[\ijkXe[ n_\i\ Xcc

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 62

\ JXe G`\kifYli^f% G\i gfk\i Z\ik`ÔZXi\ `c df[\ccf 8*/' Z` jfef mfclk` j\` Xee` g\i ZXg`i\ [fm\ jkXmXef klkk` ` ZXm`% @e le 9f\`e^ Z` jfef Z`iZX *,'d`cX gXik` Z\ik`ÔZXk\1 le f^^\kkf \]]\kk`mXd\ek\ dfckf Zfdgc\jjf% @e leX Z`kk~ Zfd\ Kfbpf cX Zfdgc\jj`k~ c\kk\iXcd\ek\ \jgcfjX# i\e[\e[f XjjX` [`]ÔZ`c\ cËfi`\ekXd\ekf% D\eki\ `c dfe[f jkX [`m\ekXe[f dfckf Zfdgc`ZXkf# ef` Z_\ ZfjX gfjj`Xdf ]Xi\6 CX efjkiX i`jgfjkX Xgglekf1 `eefmXq`fe\% DX g\i ef` `eefmXq`fe\ efe Zf`eZ`[\ Zfe df[\ie`qqXq`fe\% J\ ^lXi[Xk\ XccX df[\ie`qqXq`fe\ m\[i\k\ jfcf hlXek`k~ \ZZ\jj`m\ [` df[\cc`# efm`k~ \ZZ\k\iX% :fe cX m\iX `eefmXq`fe\ gfjj`Xdf `em\Z\ jXckXi\ jl le Xckif j`jk\dX Ôj`Zf% < j\ g\ej`Xdf Xc gi`df df[\ccf [` Xlkf [\ccX =fi[# cX ]XdfjX =fi[ K# [` ('' Xee` ]X# g` f d\ef Zfd\

leX dXZZ_`eX [` f^^`1 _X hlXkkif ilfk\# le mfcXek\ [` ^l`[X# le j\[`c\% E`\ek\ ZXdY`Xkf% @c dfe[f [\cc\ Xlkf efe j` XeZfiX [`dfjkiXkf i\Xcd\ek\ `eefmXk`mf% CX efjkiX jZ\ckX `e Iljj`X# cX efjkiX le`ZX jZ\ckX# cË`eefmXq`fe\2 efe gfjj`Xdf c`d`kXiZ` X df[\ie`qqXi\ g\iZ_ 8d\i`ZX# =iXeZ`X# >`Xggfe\ cf _Xeef ^`~ ]Xkkf# dfckf m\cfZ\d\ek\2 ef` j`Xdf i`dXjk` `e[`\kif \ c` [fYY`Xdf iX^^`le^\i\% G\iZ` e\ccX efjkiX jZ\ckX ]iX df[\ie`qqXq`fe\ \ `eefmXq`fe\# XYY`Xdf jZ\ckf `eefmXq`fe\% :_`Xi`kf hl\jkf glekf# Xii`m`Xdf XccX d`X Xkk`m`k~ [` [\j`^e\i% @f ]XZ\mf `c [`j\^eXkfi\ [` Xlkf# `e le k\Xd Z_\ fg\iXmX [X Xee` `e hl\jkf j\kkfi\ gif[lkk`mf% ?f cXmfiXkf g\i :`kif\e# g\i KfpfkX# ZfccXYfiXe[f XccX i\Xc`qqXq`fe\ [` )'# *'# ]fij\ ('' df[\cc`% 8ccX Ôe\ d` jfef Z_`\jkf1 dX

k_\ n`i\j n\i\% @e X 9f\`e^ k_\i\ Xi\ XYflk *,'#''' Z\ik`Ô\[ gXikj1 `k `j \]]\Zk`m\cp X m\ip Zfdgc\o fYa\Zk% @e X Z`kp c`b\ Kfbpf Zfdgc\o`kp _Xj c`k\iXccp \ogcf[\[# Xe[ fi`\ekXk`fe `j m\ip [`]ÔZlck% N_`c\ k_\ nfic[ ^\kj dfi\ Zfdgc`ZXk\[# n_Xk ZXe n\ [f6 Fli Xejn\i `j `eefmXk`fe% 9lk ]fi lj `eefmXk`fe [f\j efk Zf`eZ`[\ n`k_ df[\ie`qXk`fe% @] pfl cffb Xk df[\ie`qXk`fe pfl n`cc j\\ fecp Xe \oZ\jj`m\ hlXek`kp f] df[\cj# f] efm\ck`\j%%% n`k_ kil\ `eefmXk`fe# fe k_\ fk_\i _Xe[# n\ ZXe dXb\ k_\ c\Xg kf Xefk_\i g_pj`ZXc jpjk\d% Aljk Zfej`[\i k_\ Ôijk ZXi df[\c f] =fi[# k_\ ]Xdflj Df[\c K# ('' p\Xij X^f¿ `k `j dfi\ fi c\jj c`b\ k_\ ZXij f] kf[Xp1 ]fli n_\\cj# X jk\\i`e^ n_\\c# X [i`m\iËj j\Xk% Efk_`e^ _Xj Z_Xe^\[% K_\ nfic[ f] XlkfdfY`c\j _Xj p\k kf [\dfejkiXk\ k_Xk `k `j i\Xccp `eefmXk`m\

Fli Z_f`Z\ `e Iljj`X# fli fecp Z_f`Z\# `j `eefmXk`fe2 n\ ZXeefk c`d`k flij\cm\j kf df[\ie`q`e^# Y\ZXlj\ 8d\i`ZX# =iXeZ\ Xe[ AXgXe _Xm\ Xci\X[p [fe\ k_Xk# m\ip hl`Zbcp2 n\ _Xm\ cX^^\[ Y\_`e[ Xe[ n\ _Xm\ kf ZXkZ_ lg% Jf `e fli Z_f`Z\ Y\kn\\e gif^i\jj Xe[ `eefmXk`fe n\ _Xm\ Z_fj\e `eefmXk`fe% ?Xm`e^ \jkXYc`j_\[ k_Xk# c\kËj ^\k kf dp XZk`m`kp Xj X [\j`^e\i% @ lj\[ kf [\j`^e ZXij `e X k\Xd k_Xk _X[ nfib\[ `e k_Xk j\Zkfi ]fi dXep p\Xij% @ nfib\[ ]fi :`kif\e# KfpfkX# ZfccXYfiXk`e^ fe )'# *'# dXpY\ \m\e ('' df[\cj% @e k_\ \e[ @ Xjb\[ dpj\c]1 n_Xk Xd @ [f`e^ _\i\6 @ Xd dXb`e^ fe\ ZXi X]k\i Xefk_\i%%% Xe[ @ ]fle[ dpj\c] ]XZ\[ n`k_ X Z_f`Z\% @ Zflc[ Zfek`el\# fi @ Zflc[ kip kf Yl`c[ jfd\k_`e^

10/08/12 11.40

7MBEJNJS 1JSPKLPW

“PER QUANTO RIGUARDA I TRASPORTI SIAMO ANCORA LEGATI ALLE STRADE E LE STRADE SONO VINCOLANTI: SIAMO LEGATI ALLA RETE STRADALE, E POSSIAMO ANDARE SOLO DOVE CI SONO LE STRADE. NIENTE STRADA, NON CI ARRIVI! E QUANDO LA STRADA C’È SI RESTA INCASTRATI NEL TRAFFICO”. “WHERE TRANSPORTATION IS CONCERNED WE ARE STILL TIED TO ROADS AND ROADS ARE A LIMITATION: WE ARE TIED TO THE STREET NETWORK, AND WE CAN ONLY GO WHERE THERE ARE STREETS. IF THERE IS NO STREET YOU CAN’T GET THERE. BUT THEN YOU

BeOpen Book_060_065_DailyHappy_Pirojkov.indd 63

10/08/12 11.40

%BJMZ )BQQZ

ZfjX jkf ]XZ\e[f hl`6 Jkf ]XZ\e[f leËXckiX Xlkf \ gf` leËXckiX%%% ÔeZ_ d` jfef kifmXkf [` ]ifek\ X leX jZ\ckX% Gfjjf Zfek`elXi\ Zfj fggli\ Zfjkil`i\ hlXcZfjX [` [`m\ijf g\i cËldXe`k~1 \ hl` Xii`m`Xdf XccX hl\jk`fe\ [\ccX ]\c`Z`k~% 8[ \j\dg`f# j\ cXmfi` klkk` ` ^`fie` `e leËXq`\e[X# ]X` klkkf `c ^`fief Xlkf \ XccX Ôe\ [\ccX ^`fieXkX k` Z_`\[`1 Èjfef ]\c`Z\6É glf` jZfgi`i\ [` efe \jj\icf# g\iZ_ k` c`d`k` X i\Xc`qqXi\ cX jk\jjX ZfjX Z_\ _X` ]Xkkf XeZ_\ `\i`% @f _f jZ\ckf [` j\^l`i\ leX m`X [`m\ijX X]]ifekXe[f cX jÔ[X [\ccË`eefmXq`fe\# Zfd`eZ`Xe[f X cXmfiXi\ e\ccË`e[ljki`X X\ifjgXq`Xc\% FiX jk`Xdf gif^\kkXe[f leX elfmX ^\e\iXq`fe\ [` m\`Zfc` jgXq`Xc`# dfckf m\cfZ`# j`X ^iXe[` Z_\ g`ZZfc`% E\^c` lck`d` Z\ekfm\ek` Xee` XYY`Xdf ljXkf c\ dXZZ_`e\# \[ `dgfikXek\ i`Zfi[Xi\ hlXekf ]fjj`df ]\c`Z` hlXe[f XYY`Xdf ]Xkkf `c gXjjX^^`f [Xc ZXmXccf XccËXlkfdfY`c\1 hl\jkf jlZZ\jjf `e [`\Z` Xee`% HlXe[f ;X`dc\i `em\ek `c dfkfi\ g\i le m\`Zfcf Z_\ j` dlfm\mX j\eqX ZXmXcc`# cX ^\ek\ cf XZZ\kk \ `e m\ekËXee` Xc dXjj`df Z` j`Xdf [`d\ek`ZXk` [\` ZXmXcc`% FiX j`Xdf

Xc gXjjX^^`f jlZZ\jj`mf \ hl\jkX leX ZfjX Z_\ i`^lXi[X ` ZXdY`Xd\ek` [\c dfe[f% G\i hlXekf i`^lXi[X ` kiXjgfik` j`Xdf XeZfiX c\^Xk` Xcc\ jkiX[\ \ c\ jkiX[\ jfef m`eZfcXek`1 j`Xdf c\^Xk` XccX i\k\ jkiX[Xc\ \ gfjj`Xdf Xe[Xi\ jfcf [fm\ Z` jfef c\ jkiX[\% @e Iljj`X# gi`dX [\ccX Zi`j`# e\c )''/# XYY`Xdf jg\jf m\ek` d`c`fe` [` [fccXi` `e XlkfdfY`c` \ Xc k\dgf jk\jjf XYY`Xdf j`klXq`fe`# Zfd\ `e J`Y\i`X# `e Zl` c\ jkiX[\ giXk`ZXd\ek\ efe \j`jkfef% 8ccf jk\jjf k\dgf e\cc\ Z`kk~ Zfd\ DfjZX i`dXe`Xdf YcfZZXk` `e d\qqf Xc kiX]ÔZf% < XccfiX# \ZZf leX gfjj`Y`c\ jfclq`fe\ [Xmm\if `eefmXk`mX% @ddX^`eXk\ le kX^c`X$\iYX% Gi\e[\k\ le kX^c`X\iYX \ ]Xk\cf [`m\ekXi\ leX jZfgX mfcXek\1 [\Z`[`Xdf [` lk`c`qqXi\ cX k\iqX [`d\ej`fe\% < XccX dXkk`eX k\ e\ mX` Zfe `c klf kX^c`X\iYX% Glf` mfcXi\ Xc [` c~ [\c Ôld\ \ j\ glf` mfcXi\ jfgiX `c Ôld\ Z` j`^e`ÔZX Z_\ efe _X` Y`jf^ef [\c gfek\ \ [\ccX jkiX[X% ;fgf Zfj kXek` Xee` [` [\j`^e [` XlkfdfY`c` jk`Xdf ÔeXcd\ek\ [`Z\e[f1 YXjkX Xlkf% ;`d\ek`Z_`Xdfc\ < jk`Xdf cXmfiXe[f X jkiXe` f^^\kk` Z_\ Xjjfd`^c`Xef X[ X\ifgcXe`# dX `e

i\Xck~ efe cf jfef% @ddX^`eXk\ leËXlkfdfY`c\# le m\`Zfcf X hlXkkif gfjk`# Z_\ gl mfcXi\# Zfe `c gi\qqf [` leËXlkf% GiXk`ZXd\ek\ ZË klkkf `e lef1 cX m\cfZ`k~ [\c Ylfe \ ZXif X\i\f# [\Zfccf \ Xkk\iiX^^`f m\ik`ZXc`# gi\qqf \ Zfd]fik [\ccËXlkf \ `eÔe\ le dfkfi\ Zfe [`m\ij` k`g` [` ZfdYljk`Y`c\1 hlXcj`Xj` ZfjX gl \jj\i\ YilZ`XkX e\c j\iYXkf`f# dX `c gifjj`df gXjjX^^`f jXi~ gXjjXi\ [X hl\jkf df[\ccf `Yi`[f X le df[\ccf \c\kki`Zf% Hl\jkf gXjjX^^`f jXi~ `e\m`kXY`c\ \ efe j`Xdf Z\ikf ^c` le`Z` X cXmfiXiZ`% :fdlehl\ XYY`Xdf kifmXkf le dfkfi\ [`\j\c Z_\ j` gi\jkX X hl\jkX `dgi\jX \ hl`e[` j` gfki~ ]Xi\ Y\eq`eX gi\jjf hlXcj`Xj` [`jki`Ylkfi\ Xc dfe[f% CX ZfjX g` `ek\i\jjXek\ cX jlX m\cfZ`k~1 Z`iZX ,'' Z_`cfd\ki` fiXi` \ m`X^^`X X leX Xck\qqX [` Z`iZX / Z_`cfd\ki`# Xii`mX X leX [`jkXeqX [` )%'''# hl`e[` dfckf cfekXef# gfikXe[f Ôef X , g\ijfe\ \ *'' Z_`c` [` g\jf# Zfd\ leX efidXc\ XlkfdfY`c\% @e ZfeZclj`fe\ cf jZfgf [\c efjkif k\Xd Zi\Xi\ le [`jgfj`k`mf Z_\ k` g\id\kkX [` mfcXi\ j\dgi\ \ fmlehl\# gifgfe\e[f lef jkild\ekf [` c`Y\ik~1 cX c`Y\ik~ [` dlfm\ij`% “LO SCOPO DEL NOSTRO TEAM È CREARE UN DISPOSITIVO CHE TI PERMETTA DI VOLARE SEMPRE E OVUNQUE, PROPONENDO UNO STRUMENTO DI LIBERTÀ: LA LIBERTÀ DI MUOVERSI”. “THE PURPOSE OF OUR TEAM IS TO CREATE A DEVICE THAT WILL PERMIT YOU TO FLY ALWAYS AND EVERYWHERE, OFFERING A TOOL FOR FREEDOM: FREEDOM OF MOVEMENT”.

\cj\ ]fi _ldXeb`e[1 Xe[ _\i\ n\ ^\k kf k_\ hl\jk`fe f] _Xgg`e\jj% =fi \oXdgc\# `] pfl nfib Xcc [Xp `e X ZfdgXep# pfl dXb\ ZXij \m\ip [Xp# Xe[ Xk k_\ \e[ f] k_\ [Xp pfl Xjb pflij\c] ÈXd @ _Xggp6É# pfl dXp [`jZfm\i pfl Xi\ efk# Y\ZXlj\ pfl Xi\ aljk [f`e^ k_\ jXd\ k_`e^ [Xp X]k\i [Xp @ Z_fj\ kf kXb\ X [`]]\i\ek gXk_# XggifXZ_`e^ k_\ Z_Xcc\e^\ f] `eefmXk`fe# jkXik`e^ kf nfib `e k_\ X\ifjgXZ\ `e[ljkip% Efn n\ Xi\ nfib`e^ fe X e\n ^\e\iXk`fe f] jgXZ\ZiX]k# m\ip ]Xjk fe\j# cXi^\ Xe[ jdXcc% Fm\i k_\ cXjk ()' p\Xij n\ _Xm\ lj\[ ZXij# Xe[ `k `j `dgfikXek kf i\d\dY\i _fn _Xggp n\ n\i\ n_\e n\ dX[\ k_\ gXjjX^\ ]ifd k_\ _fij\ kf k_\ XlkfdfY`c\1 `k _Xgg\e\[ `e aljk k\e p\Xij% N_\e ;X`dc\i `em\ek\[ k_\ dfkfi ]fi X m\_`Zc\ k_Xk nflc[ dfm\ n`k_flk _fij\j# g\fgc\ XZZ\gk\[ `k Xe[ `e dXo`dld kn\ekp p\Xij n\ ]fi^fk Xcc XYflk _fij\j% Efn n\ Xi\ Xk Xefk_\i gf`ek f] gXjjX^\# Xe[

2_BeOpen Book_060_065_DailyHappy_Pirojkov_p64-65.indd 64

k_`j _Xj kf [f n`k_ Z_Xe^\j `e fli nfic[% N_\i\ kiXejgfikXk`fe `j ZfeZ\ie\[ n\ Xi\ jk`cc k`\[ kf ifX[j Xe[ ifX[j Xi\ X c`d`kXk`fe1 n\ Xi\ k`\[ kf k_\ jki\\k e\knfib# Xe[ n\ ZXe fecp ^f n_\i\ k_\i\ Xi\ jki\\kj% @e Iljj`X# Y\]fi\ k_\ Zi`j`j# `e )''/ n\ jg\ek )' d`cc`fe [fccXij fe ZXij# Xe[ Xk k_\ jXd\ k`d\ n\ _Xm\ X j`klXk`fe `e J`Y\i`X `e n_`Z_ ifX[j giXZk`ZXccp [f efk \o`jk% 8k k_\ jXd\ k`d\# `e Z`k`\j c`b\ DfjZfn n\ Xi\ XcnXpj YcfZb\[ `e kiX]ÔZ Jf n\ e\\[ X gfjj`Yc\# kilcp `eefmXk`m\ jfclk`fe% @dX^`e\ X cXne dfn\i% KXb\ X cXne dfn\i Xe[ dXb\ `k Y\Zfd\ X Õp`e^ Yiffd1 c\kËj [\Z`[\ kf lj\ k_\ k_`i[ [`d\ej`fe% @e k_\ dfie`e^ pfl ^f flk n`k_ pfli cXne dfn\i Pfl ZXe Õp fm\i k_\ i`m\i# n_`Z_ d\Xej pfl ef cfe^\i e\\[ X Yi`[^\ Xe[ X ifX[% 8]k\i jf dXep p\Xij f] ZXi [\j`^e# n\ Xi\ ÔeXccp jXp`e^1 \efl^_ ZXij C\kËj ]fi^\k k_\d 8e[ n\ Xi\ nfib`e^ fe jkiXe^\ fYa\Zkj k_Xk i\j\dYc\ X`igcXe\j# Ylk XZklXccp Xi\ efk X`igcXe\j% @dX^`e\ Xe

13/08/12 13.54

7MBEJNJS 1JSPKLPW

“DOPO COSÌ TANTI ANNI DI DESIGN DI AUTOMOBILI STIAMO FINALMENTE DICENDO: BASTA AUTO, DIMENTICHIAMOLE! E STIAMO LAVORANDO A STRANI OGGETTI CHE ASSOMIGLIANO AD AEROPLANI, MA IN REALTÀ NON LO SONO”. “AFTER SO MANY YEARS OF CAR DESIGN, WE ARE FINALLY SAYING: ENOUGH CARS! LET’S FORGET THEM! AND WE ARE WORKING ON STRANGE OBJECTS THAT RESEMBLE AIRPLANES, BUT ACTUALLY ARE NOT AIRPLANES”.

XlkfdfY`c\# X m\_`Zc\ n`k_ ]fli j\Xkj# k_Xk ZXe Õp# n`k_ k_\ jXd\ gi`Z\ Xj X ZXi% @k giXZk`ZXccp _Xj Xcc `e fe\1 k_\ jg\\[ f] X ^ff[ fc[ X`igcXe\# m\ik`ZXc kXb\f]] Xe[ cXe[`e^# k_\ gi`Z\ Xe[ Zfd]fik f] X ZXi Xe[# ÔeXccp# X dfkfi k_Xk lj\j [`]]\i\ek kpg\j f] ]l\c1 Xepk_`e^ ZXe Y\ Ylie\[ `ej`[\ `k% 9lk k_\ e\ok jk\g n`cc Y\ kf j_`]k ]ifd k_`j _pYi`[ df[\c kf Xe \c\Zki`Z df[\c% K_`j gXjjX^\ n`cc Y\ `e\m`kXYc\# Xe[ n\ Xi\ Z\ikX`ecp efk k_\ fecp fe\j nfib`e^ fe `k N\ _Xm\ ]fle[ X [`\j\c dfkfi k_Xk c\e[j `kj\c] kf k_`j Z_Xe^\# jf pfl ZXe Ôcc lg fe ]l\c Xk Xep j\im`Z\ jkXk`fe `e k_\ nfic[% K_\ dfjk `ek\i\jk`e^ k_`e^ `j `kj jg\\[1 XYflk ,''bd&_# kiXm\c`e^ Xk X _\`^_k f] XYflk / bd# ]fi X [`jkXeZ\ f] lg kf )''' bd# ZXiip`e^ lg kf , g\ijfej Xe[ *'' b^# c`b\ X efidXc XlkfdfY`c\% @e ZfeZclj`fe# k_\ gligfj\ f] fli k\Xd `j kf Zi\Xk\ X [\m`Z\ k_Xk n`cc g\id`k pfl kf Õp XcnXpj Xe[ \m\ipn_\i\# f]]\i`e^ X kffc ]fi ]i\\[fd1 ]i\\[fd f] dfm\d\ek%

2_BeOpen Book_060_065_DailyHappy_Pirojkov_p64-65.indd 65

13/08/12 13.54

%BJMZ )BQQZ

1&3 26"/50 3*(6"3%" JM UFNB EFMMB GFMJDJU· OFM RVPUJEJBOP *0 7*70 */ 6/" $"4" DPTÃ DPNF MB WPHMJP -"7030 OFM NPEP JO DVJ EFTJEFSP & 40/0 '0356/"50 1&3$) %*1*/(0 & '"$$*0 -& $04& $0/ 6/m6/*$" -0(*$" IP WPHMJB EJ GBSMF

%BJMZ )BQQZ +V-*BO 4$)OB#F-

0/ 5)& 5)&.& PG IBQQJOFTT JO FWFSZEBZ MJGF * -*7& */ " )064& UIBU JT UIF XBZ * MJLF JU * 803, JO UIF XBZ * MJLF UP XPSL "/% * ". -6$,: #&$"64& * 1"*/5 "/% %0 5)*/(4 8*5) +645 0/& -0(*$ CFDBVTF * GFFM MJLF EPJOH UIFN

Alc`Xe JZ_eXY\c# Xik`jkX \ i\^`jkX&Xik`jk Xe[ ÔcddXb\i

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 66

13/08/12 13.55

+V-*BO 4$)OB#F-

“IL PAZIENTE E IL DOTTORE”, 1978. OLIO, PIATTI E BONDO SU LEGNO. A DESTRA, ALCUNI PANNELLI CON PIATTI, ROTTI DOPO AVERLI DIPINTI “THE PATIENT AND THE DOCTOR”, 1978. OIL, PLATES, BONDO ON WOOD. RIGHT, SOME PANELS WITH DISHES, BROKEN AFTER HAVING PAINTED.

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 67

13/08/12 13.55

%BJMZ )BQQZ

@

f `ddX^`ef Z_\ cX ]\c`Z`k~ j`X c\^XkX Xc df[f `e Zl` j` gXjjX cX ^`fieXkX% Dfckf jg\jjf hlXe[f [\` ^`fmXe` Xik`jk` j` cXd\ekXef g\iZ_ efe _Xeef XYYXjkXeqX jgXq`f e\c cfif g`ZZfcf jkl[`f \ efe i`\jZfef hl`e[` X m\[\i\ `c cfif cXmfif# `f jl^^\i`jZf cfif [` gfikXicf ]lfi` \ [`g`e^\i\ XccË\jk\ief# g\iZ_ Zfj gfjjfef `e[`\ki\^^`Xi\# g\i m\[\i\ d\^c`f# \ gfjjfef lk`c`qqXi\ cX clZ\ [\c ^`fief% E\c (0./ _f ]Xkkf le hlX[if Z_`XdXkf ÈK_\ gXk`\ek Xe[ k_\ [fZkfiÉ È@c gXq`\ek\ \ `c [fkkfi\É i\Xc`qqXkf Zfe g`Xkk` ifkk`# `eZfccXk` jlccX jlg\iÔZ`\# \ `f jkXmf Z\iZXe[f le df[f [` ]Xi\ le hlX[if Z_\ efe Xm\jj` dX` m`jkf gi`dX% <if `e leX ZXd\iX [` XcY\i^f X 9XiZ\ccfeX# _f d`jliXkf cËXidX[`f \ gf` jfef Xe[Xkf X ZXjX# _f ZfdgiXkf XcZle` g`Xkk` XccX JXcmXk`fe 8idp# c` _f ifkk` Zfe le dXik\ccf \ gf` c` _f `eZfccXk` \ `eÔe\ Z` _f [`j\^eXkf jfgiX% ?f i\Xc`qqXkf XeZ_\ XcZle` gXee\cc` jl` hlXc` _f gf` XkkXZZXkf g`Xkk` ifkk`# dX [fgf Xm\ic` [`g`ek`1 hl`e[` jfef [\` j\dgc`Z` gXee\cc`# dX X d\ j\dYiXef le gfË Zfd\ ]f^c`\# Zfd\ gXik\ [` le \c\d\ekf eXkliXc\% 8 d\ g`XZ\ [`g`e^\i\ XccË\jk\ief% D` g`XZ\ cË`[\X [` Xm\i gi\jf hlXcZfjX [X leX Z`kk~ d\[`k\iiXe\X \ [` Xm\icf gfikXkf `e le clf^f ^cXZ`Xc\%

@

`dX^`e\ _Xgg`e\jj `j Zfee\Zk\[ n`k_ _fn pfl jg\e[ pfli [Xp% F]k\e# n_\e pfle^ Xik`jkj ZfdgcX`e Y\ZXlj\ k_\p [feËk _Xm\ \efl^_ jgXZ\ `e k_\`i jkl[`f Xe[ ZXeËk j\\ k_\`i nfib# @ k\cc k_\d kf kXb\ `k flkj`[\ Xe[ kf gX`ek flk k_\i\# jf k_\e k_\p ZXe jk\g YXZb kf j\\ `k Y\kk\i# `e [Xpc`^_k% @e (0./ @ dX[\ X gX`ek`e^ ZXcc\[ ÈK_\ gXk`\ek Xe[ k_\ [fZkfiÉ# n`k_ Yifb\e [`j_\j ^cl\[ fekf k_\ jli]XZ\% @ nXj kip`e^ kf Ôe[ X nXp kf dXb\ X gX`ek`e^ k_Xk @ _X[ e\m\i j\\e Y\]fi\% @ nXj `e X _fk\c iffd `e 9XiZ\cfeX# @ d\Xjli\[ k_\ nXi[ifY\ Xe[ k_\e @ n\ek _fd\# Xe[ Yfl^_k jfd\ [`j_\j Xk k_\ JXcmXk`fe 8idp jkfi\% @ Yifb\ k_\d n`k_ X _Xdd\i Xe[ ^cl\[ k_\d Xe[ [i\n fe kfg f] k_\d% @ Xcjf dX[\ jfd\ gXe\cj fe n_`Z_ @ XkkXZ_\[ Yifb\e [`j_\j# Ylk X]k\i _Xm`e^ gX`ek\[ k_\d1 jf k_\p n\i\ j`dgc\ gXe\cj# Ylk kf d\ k_\p cffb\[ X Y`k c`b\ c\Xm\j# c`b\ gXik f] jfd\k_`e^ eXkliXc% @ c`b\ gX`ek`e^ flk[ffij% @ c`b\ k_\ `[\X

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 68

:Ë\iXef (/ jZlckli\ Z_\ \iXef jkXk\ g`XqqXk\ X JX`ek Dfi`kq Zfd\ le gi\j\g\ \ jfef jkXk\ cXjZ`Xk\ c~ g\i le `ek\if `em\ief% Dfck\ Zfj\ _Xeef X Z_\ m\[\i\ Zfe `c [`jcfZXd\ekf \ Zfe cËfjj\imXi\ c\ Zfj\ `e le [`]]\i\ek\ Zfek\jkf% ;\` mXj` Z_\ _f kifmXkf `e KfjZXeX# [\` ]Xcj` Z_\ _f kifmXkf `e le e\^fq`f [` ]\iiXd\ekX1 c` _f Zfg\ik` [` Yifeqf \ c` _f ]Xkk\ [`m\ekXi\ m\i` [` elfmf Zi\Xe[f leX jZlckliX# d\kk\e[fc` lef jfgiX XccËXckif% CX dX^^`fi gXik\ [\cc\ Zfj\ Z_\ Z` Z`iZfe[X jkXkX i\Xc`qqXkX g\i cX gif[lq`fe\# dX hl\ccf Z_\ ]XZZ`f `f cf ]XZZ`f jfckXekf jl i`Z_`\jkX# f Zfdlehl\ g\i Xd`Z`# \ hl`e[` jg\jjf i\Xc`qqXkX X dXef% ?f [`j\^eXkf XccË`e`q`f [\c OO j\Zfcf leX ZXjX `e =cfi`[X# `jg`iXe[fd` Xccf jk`c\

XiZ_`k\kkfe`Zf `kXc`Xef \ dXifZZ_`ef% HlXe[f \if `e <^`kkf _f XZhl`jkXkf [\cc\ m\c\ [X` dXi`eX` [` =XclbX g\ejXe[f1 g\iZ_ [fmi\` ]Xi\ [\` ZcXjj`Z` hlX[i` ]XZ\e[fe\ [\` i\kkXe^fc`# hlXe[f `em\Z\ gfki\` j]ilkkXi\ hl\jk\ m\c\ g\i ]Xi\ [\` hlX[i` X ]fidX [` m\cX6 LeX [\cc\ YXiZ_\ j` Z_`XdXmX AXe\% :fj _f g\ejXkf XccX ZXekXek\ Xe^cf$ ]iXeZ\j\ \ _f k`kfcXkf `c Z`Zcf AXe\ 9`ib`e% >c` jk\jj` hlX[i` jfef jkXk` gf` `ej\i`k` `e le Xckif jgXq`f1 `c GXcXqqf M\e\q`X X IfdX% CX efq`fe\ [` k\dgf hlXcZfjX [` dfckf `dgfikXek\ g\i d\% ?f cË`dgi\jj`fe\ Z_\ efe jk`Xdf Xe[Xe[f [X e\jjleX gXik\ e\c ]lklif% ;` ]Xkkf Zi\[f efe Z` j`X le ]lklif \ Zi\[f XeZ_\ Z_\ efe Z` j`X le gXjjXkf# dX jfcf `c gi\j\ek\# le \k\ief gi\j\ek\ `e Zl` m`m`Xdf XccË`eÔe`kf% Hl\jkf gfki\YY\ \jj\i\ Xi^fd\ekXkf `e dXe`\i\ [`m\ij\# Zfd\ g\ejXe[f XccX efjkiX Zfek`elX \mfclq`fe\% IXZZfekf leX jkfi`X1 leX mfckX hlXe[f \if YXdY`ef d`f gX[i\ jkXmX ^l`[Xe[f g\i Xe[Xi\ [X d`X q`X \ [Xc Ôe\jki`ef m`[` XcZle\ ZXY`e\ k\c\]fe`Z_\# c\ _f ^lXi[Xk\ \ gf` c\ XYY`Xdf jlg\iXk\1 X hl\c glekf _f g\ejXkf Z_\ gi`dX \iXef `c ]lklif \ gf` `c gXjjXkf# Z_\ m`jk\ [X [XmXek` \iXef `c ]lklif# dX gf` leX mfckX gXjjXk\ \iXef `c

JULIAN SCHNABEL ALL’OPERA ALL’APERTO, 1981 JULIAN SCHNABEL PAINTING OPENAIR, 1981

f] _Xm`e^ kXb\e jfd\k_`e^ ]ifd X D\[`k\iiXe\Xe Z`kp Xe[ Yifl^_k `k kf X ^cXZ`Xc gcXZ\% K_\i\ n\i\ (/ jZlcgkli\j gcXZ\[ Xk JX`ek Dfi`kq# c`b\ X eXk`m`kp jZ\e\# Xe[ c\]k k_\i\ ]fi k_\ n_fc\ n`ek\i% Cfkj f] k_`e^j _Xm\ kf [f n`k_ i\cfZXk`fe# n`k_ fYj\im`e^ k_`e^j `e X [`]]\i\ek Zfek\ok% MXj\j @ ]fle[ `e KljZXep# ]Xb\j @ ]fle[ `e X _Xi[nXi\ jkfi\1 @ Zfm\i\[ k_\d n`k_ Yifeq\ Xe[ dX[\ k_\d Y\Zfd\ i\Xc# Zi\Xk`e^ X jZlcgkli\# glkk`e^ k_\d fe kfg f] \XZ_ fk_\i% Dfjk f] k_\ k_`e^j Xifle[ lj _Xm\ Y\\e Zi\Xk\[ ]fi gif[lZk`fe# Ylk n_Xk @ [f @ fecp [f Yp i\hl\jk# fi ]fi ]i`\e[j# Xe[ f]k\e `k `j [fe\ Yp _Xe[% @ [\j`^e\[ X _flj\ `e =cfi`[X# k_`eb`e^ XYflk @kXc`Xe Xe[ DfifZZXe XiZ_`k\ZkliXc jkpc\j% N_\e @ nXj `e <^pgk @ Yfl^_k jX`cj ]ifd k_\ jX`cfij f] =XclbX# k_`eb`e^1 n_p j_flc[ @ dX[\ ZcXjj`Z gX`ek`e^j# i\ZkXe^c\j# n_\e `ejk\X[ @ Zflc[ lj\ k_\j\ jX`cj kf dXb\ jX`c$j_Xg\[ gX`ek`e^j6

Fe\ f] k_\ YfXkj nXj ZXcc\[ AXe\# jf k_\ Ôijk fe\ @ k_fl^_k f] nXj 9`ib`e Xe[ k_Xk `j n_p @ ZXcc\[ k_\ nfib AXe\ 9`ib`e# Y\ZXlj\ `k j\\d\[ c`b\ X nXp f] \jkXYc`j_`e^ X [`Xcf^l\ n`k_ <^pgk% K_\ jXd\ gX`ek`e^j n\i\ k_\e `ej\ik\[ `e Xefk_\i jgXZ\1 GXcXqqf M\e\q`X `e Ifd\% K_\ efk`fe f] k`d\ `j jfd\k_`e^ m\ip `dgfikXek ]fi d\% @ _Xm\ k_\ `dgi\jj`fe k_Xk n\ Xi\ ^f`e^ efn_\i\ `e k_\ ]lkli\% @e ]XZk# @ Y\c`\m\ k_\i\ `j ef ]lkli\ Xe[ Xcjf k_\i\ `j ef gXjk# Ylk aljk k_\ gi\j\ek# Xe \k\ieXc gi\j\ek `e n_`Z_ n\ c`m\ `eÔe`k\cp% K_`j Zflc[ Y\ Xi^l\[ `e [`]]\i\ek nXpj# c`b\ k_`eb`e^ XYflk fli fe^f`e^ \mfclk`fe% C\k d\ k\cc X jkfip1 feZ\# n_\e @ nXj X Yfp# dp ]Xk_\i nXj [i`m`e^ fe k_\ nXp kf fli XlekËj _flj\# Xe[ ]ifd k_\ n`e[fn f] k_\ ZXi @ jXn jfd\ g_fe\ Yffk_j% @ cffb\[ Xk k_\d Xe[ k_\e n\ gXjj\[ k_\d1 Xk k_Xk gf`ek @ k_fl^_k k_Xk Y\]fi\ k_\p n\i\ k_\ ]lkli\# Xe[ k_\e k_\p n\i\ k_\ gXjk% J\\e X_\X[ f] lj# k_\p n\i\ k_\ ]lkli\# Ylk X]k\i n\ _X[ gXjj\[ k_\d k_\p

13/08/12 13.55

+V-*BO 4$)OB#F-

SOTTO E SOPRA. “QUANDO ERO IN EGITTO HO ACQUISTATO DELLE VELE DAI MARINAI DI FALUKA E HO PENSATO: PERCHÈ DOVREI FARE DEI CLASSICI QUADRI FACENDONE DEI RETTANGOLI QUANDO INVECE POTREI SFRUTTARE QUESTE VELE PER FARE DEI QUADRI A FORMA DI VELA? UNA DELLE BARCHE SI CHIAMAVA JANE. DOVRESTE CONSIDERARE LE DIMENSIONI DI QUESTO QUADRO, LE DOVRESTE PERCEPIRE E POI VEDIAMO COME GLI STESSI QUADRI SONO STATI INSERITI IN UN ALTRO SPAZIO, IN QUESTO CASO PALAZZO VENEZIA A ROMA”. BELOW AND ABOVE. “WHEN I WAS IN EGYPT, I PURCHASED SAILS FROM THE FALUKA SAILORS AND I THOUGHT: WHY SHOULD I MAKE CLASSIC PAINTINGS CUTTING THEM IN RECTANGULAR SHAPES WHEN I COULD USE THOSE SAILS TO MAKE PAINTINGS IN THE SHAPE OF A SAIL? ONE OF THE BOATS WAS CALLED JANE. YOU SHOULD CONSIDER THE SIZE OF THIS PAINTING, YOU SHOULD PERCEIVE IT AND THEN LET US SEE HOW THE SAME PAINTINGS HAVE BEEN PLACED IN A DIFFERENT SPACE, IN THIS CASE PALAZZO VENEZIA IN ROME”. A DESTRA. “QUESTO È SOLO IL DISEGNO DELLA SEDIA CHE HO FATTO L’ALTRO GIORNO CON LEGNO, GESSO E POI RICOPERTA DI BRONZO AL QUALE POI HO ATTACCATO DEI PON PON E INFINE L’HO DIPINTA CON DEI COLORI DI CIRCA SESSANTA ANNI FA RECUPERATI DAL MERCATO DI FALUKA”. RIGHT. “THIS IS JUST THE DRAWING OF THE CHAIR I MADE THE OTHER DAY WITH WOOD, GYPSUM AND THEN I COVERED IT WITH BRONZE ON WHICH I THEN HUNG POMPOMS AND FINALLY I PAINTED IT WITH SOME COLOURS THAT DATE BACK TO SIXTY YEARS AGO, WHICH I FOUND AT THE FALUKA MARKET”.

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 69

13/08/12 13.55

%BJMZ )BQQZ

gXjjXkf \ Z_\ hl`e[` `f efe \j`jk\mf [Xmm\if g\iZ_ \if gXjjXkf [X lef XccËXckif j\eqX i\e[\id\e\ Zfekf% Hl`e[` Z` Z_\ g\ejX` ]l Z_\ [fm\mf ]Xi\ [\` hlX[i` g\i gfk\i ]\idXi\ `c k\dgf# ]\idXi\ `c gi\j\ek\ \ gf` gfk\icf i`m`j`kXi\% 8[ \j\dg`f# le dfeXjk\if [\c (+0)# X J`m`^c`X# gi`dX \iX le Zfem\ekf# gf` [`m\ekXkf le i`]l^`f g\i cË\j\iZ`kf% @f _f cXjZ`Xkf klkkf hl\ccf Z_\ _f kifmXkf e\c dfeXjk\if# dX _f ]Xkkf [\` hlX[i` \ c` _f Xgg\j` X` dli`1 )+ jkXq`fe` [\ccX m`X ZilZ`j# `em\Z\ Z_\ (+% :Ë\iX le hlX[if Z_`XdXkf :fik\j \ le Xckif 9\e\[`Z\e[f :cXiX% Hl`e[` fmm`Xd\ek\ `c m`X^^`f jkXkf hlXcZfjX [` dfckf `dgfikXek\ g\i d\% IXZZfekf leËXckiX jkfi`X1 _f [`j\^eXkf \ ]Xkkf Zfjkil`i\ le \[`ÔZ`f X E\n Pfib% GiXk`ZXd\ek\ _f d\jjf le gXcXqqf m\e\q`Xef jfgiX X hl\ccf `e Zl` m`m\mf \ ZË\iXef Xcki\ [l\ g\ijfe\ Z_\ m`m\mXef `e hl\ccf jkXY`c\ Zfe d\% ß `ek\i\jjXek\ g\iZ_ efe j`Xdf dX` Xe[Xk` dfckf cfekXe` Zfe cX dXZZ_`eX [\` j\^e`# \ X[ \j\dg`f cX ^\ek\ j` [`d\ek`ZXkX Zfd\ cXmfiXi\ Zfe cf jklZZf% LeX ZfjX Z_\ [Xmm\if efe d` g`XZ\ Z_\ hlXe[f d` ^lXi[f `e ^`if \ m\[f klkk` hl\jk`

\[`ÔZ` ]Xkk` [` m\kif# `e klkkf `c dfe[f# X E\n Pfib Zfd\ X ?fe^ Bfe^# Zfj Zfd\ X D`cXef1 j\ ^lXi[Xk\ [XccËXckf m\ijf `c YXjjf j\dYiXef klkk` l^lXc`% :Ë leX jkXe[Xi[`qqXq`fe\ ^cfYXc\ XeZ_\ e\c df[f [` Zfjkil`i\ ^c` \[`ÔZ`# ljXe[f dXk\i`Xc` Zfd\ `c m\kif \ lk`c`qqXe[f jk`c` Z_\ [\Ôe`i\` ^\e\i`Z` \ ef`fj` \ `f hl`e[` _f mfclkf Zi\Xi\ le \[`ÔZ`f g\i gfk\i Xe[Xi\ `e[`\kif e\c k\dgf# kXekf [X j\dYiXi\ g` m\ZZ_`f [\^c` Xcki` gXcXqq` [\c hlXik`\i\% G\i hlXekf i`^lXi[X `c k\dX [\ccX ]\c`Z`k~ e\c hlfk`[`Xef# `f m`mf `e leX ZXjX Zfj` Zfd\ cX mf^c`f \ cXmfif e\c df[f `e Zl` [\j`[\if \ jfef ]fikleXkf [` Xm\i Xmlkf XZZ\jjf X hl\ccX gfikX XkkiXm\ijf cX hlXc\ k` ZfeZ\jjf [`g`e^\i\ \ ]Xi\ Zfj\ Z_\ efe _Xeef XckiX cf^`ZX j\ efe hl\ccX Z_\ j` _X mf^c`X [` ]Xic\% 8 mfck\ ]XZZ`f `c i\^`jkX \ d` ZXg`kXkf [` ^`iXi\ le Ôcd Z_\ j` Z_`XdX ÈK_\ [`m`e^ Y\cc Xe[ k_\ Ylkk\iÕpÉ ÈCf jZX]Xe[if \ cX ]Xi]XccXÉ % ?f Ôe`kf [` ^`iXi\ `c Ôcd Z`iZX (' ^`fie` gi`dX [\c gi\m`jkf# hl`e[` Z\iZXmf leËXckiX cfZXk`fe \ ZË\iX hl\jkX j`^efiX Z_\ Xm\mX Xmlkf le efeef Z_\ c\ Xm\mX cXjZ`Xkf leX ZXjX d\iXm`^c`fjX \ hlXe[f Xe[X` c~ kifmX` Z_\ `e hl\jkX ZXjX \iX g`\ef [` cXjki\ k`gf^iXÔZ_\ [\c (0(( Z_\

gf` \iX cËXeef `e Zl` \iX eXkf d`f gX[i\%%% \ X d\ hl\jk\ cXjki\ \iXef j\dYiXk\ Zfd\ [\` hlX[i`# hl`e[` gi`dX _f ]Xkkf ` k`kfc` g\i `c Ôcd \ gf` e\ _f ]Xkkf [\` hlX[i`% <ZZf# hl`e[` `f m\[f hlX[i` fmlehl\%%% DX X[\jjf gXic`Xdf [\c k\dgf% E\c (/,' Z` ]l cX gi`dX i`mfclq`fe\ Zfe cX ZXikX [` >\fi^\ NXj_`e^kfe Z_\ XZZ\kkXmX cX i\jX [` :ifdn\cc1 cË_f d\jjX e\c d`f l]ÔZ`f [fm\ j` kifmXmX XeZ_\ leX ZXgiX `dYXcjXdXkX Zfe le Zfe`^c`\kkf jlccX k\jkX% ?f d\jjf cX ZXgiX \ `c Zfe`^c`f jfgiX cX k\jkX [` NXj_`e^kfe \ :ifdn\cc% LeX c\kkliX Z_\ Zfej`^c`f m`mXd\ek\ X klkk` Z_`XdXkX È@e k_\ _Xe[ f] ;Xek\É [` E`Zb KfjZ_\j \ j\ Xm\k\ hlXcZ_\ [fdXe[X jl [` mf`# jl ;`f \ jlccË\k\ie`k~# [`^e`k~ \ g\ZZXkfi`# XccfiX c gfki\jk\ kifmXi\ [\cc\ i`jgfjk\% @e ZfeZclj`fe\% @f fjj\imf c\ Zfj\ \ kifmf [\cc\ Zf`eZ`[\eq\# [\cc\ jfmiXggfj`q`fe`# [\cc\ j`d`c`kl[`e`%%% MX[f `e ^`if \ fjj\imf c\ Zfj\ Z_\ j\dgi\ d` i`Zfi[Xef hlXcZfjËXckif Z_\ _f ^`~ m`jkf [X hlXcZ_\ XckiX gXik\# Zfd\ j\ j` i`^\e\iXjj\if1 \ hl\jkf [fmi\YY\ \jj\i\ XZZ\kkXkf% @e hl\jkX jfZ`\k~ efe mXc\ g` `c [`jZfijf [\c Z_` cf _X ]Xkkf gi`dX# dX

PAGINA A LATO. “IL LETTO CHE HO CREATO UN BEL PO’ DI TEMPO FA, MI SEMBRA PER GIANNI VERSACE. È FATTO DI BRONZO E DI UN ACCIAIO PARTICOLARMENTE DURO E LA CASA DI CAMPAGNA IN CUI VIVO. ANCHE LÌ FUORI DIPINGO” (MONTAUK, LONG ISLAND). OPPOSITE PAGE. “THE BED I CREATED A LONG TIME AGO, I GUESS IT WAS FOR GIANNI VERSACE. IT IS MADE OF BRONZE AND A PARTICULARLY HARD STEEL AND THE COUNTRYHOUSE WHERE I LIVE. I ALSO PAINT OUT THERE” (MONTAUK, LONG ISLAND).

n\i\ k_\ gXjk# jf @ [`[ efk i\Xccp \o`jk# Y\ZXlj\ @ _X[ jc`gg\[ ]ifd fe\ kf k_\ fk_\i n`k_flk \m\e i\Xc`q`e^ `k% Jf @ k_fl^_k XYflk dXb`e^ gX`ek`e^j k_Xk Zflc[ jkfg k`d\# jkfg k_\ gi\j\ek# Xe[ c\k pfl i\m`j`k `k% =fi \oXdgc\# X dfeXjk\ip ]ifd (+0)# `e J\m`cc\2 Ôijk `k nXj X dfeXjk\ip# k_\e X i\]l^\ ]fi k_\ Xidp% @ c\]k \m\ipk_`e^ @ ]fle[ `e k_\ dfeXjk\ip# Ylk @ dX[\ gX`ek`e^j Xe[ _le^ k_\d fe k_\ nXccj1 )+ jkXk`fej f] k_\ Zifjj# `ejk\X[ f] (+% K_\i\ nXj X gX`ek`e^ ZXcc\[ :fik\j# Xe[ Xefk_\i ZXcc\[ 9c\jj\[ :cXiX% Jf fYm`fljcp k_\ ki`g nXj jfd\k_`e^ m\ip `dgfikXek ]fi d\% 8efk_\i jkfip1 @ [\j`^e\[ Xe[ _X[ ZfejkilZk\[ X Yl`c[`e^ `e E\n Pfib% GiXZk`ZXccp# @ glk X M\e\k`Xe gXcXqqf fe kfg f] k_\ Yl`c[`e^ n_\i\ @ c`m\[# Xe[ k_\i\ n\i\ knf fk_\i g\fgc\ n_f c`m\[ `e k_Xk Yl`c[`e^ n`k_ d\% @k `j `ek\i\jk`e^ Y\ZXlj\ n\ _Xm\ e\m\i ^fkk\e m\ip ]Xi n`k_ k_\ dXZ_`e\ip f] j`^ej# ]fi \oXdgc\ g\fgc\ _Xm\ ]fi^fkk\e _fn kf nfib n`k_ jklZZf% Fe\ k_`e^ @ i\Xccp [feËk c`b\ `j n_\e @

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 70

cffb Xifle[ Xe[ j\\ Xcc k_\j\ Yl`c[`e^j dX[\ f] ^cXjj# Xcc fm\i k_\ nfic[# `e E\n Pfib fi ?fe^ Bfe^# fi `e D`cXe1 `] pfl cffb lg ]ifd Y\cfn k_\p Xcc j\\d k_\ jXd\% K_\i\ `j X ^cfYXc jkXe[Xi[`qXk`fe# \m\e `e k_\ nXp f] ZfejkilZk`e^ Yl`c[`e^j# lj`e^ dXk\i`Xcj c`b\ ^cXjj Xe[ jkpc\j @ nflc[ [\Ôe\ Xj ^\e\i`Z Xe[ Yfi`e^# jf @ nXek\[ kf Zi\Xk\ X Yl`c[`e^ kf Y\ XYc\ kf ^f YXZb `e k`d\# kf dXb\ `k j\\d fc[\i k_Xe k_\ fk_\i Yl`c[`e^j `e k_\ e\`^_Yfi_ff[% Fe k_\ k_\d\ f] \m\ip[Xp _Xgg`e\jj# @ c`m\ `e X _flj\ k_\ nXp @ nXek `k# @ nfib k_\ nXp @ nXek kf# Xe[ @ Xd clZbp kf _Xm\ XZZ\jj kf k_Xk [ffi k_ifl^_ n_`Z_ pfl Xi\ Xccfn\[ kf gX`ek Xe[ kf [f k_`e^j k_Xk _Xm\ ef fk_\i cf^`Z k_Xe pfli [\j`i\ kf [f k_\d% Jfd\k`d\j @ [`i\Zk Ôcdj# Xe[ @ j_fk fe\ ZXcc\[ ÈK_\ ;`m`e^ 9\cc Xe[ k_\ 9lkk\iÕpÉ% @ Ôe`j_\[ j_ffk`e^ XYflk (' [Xpj X_\X[ f] jZ_\[lc\# jf @ cffb\[ ]fi Xefk_\i cfZXk`fe# Xe[ k_\i\ nXj k_`j cX[p n_f _X[ _X[ X ^iXe[]Xk_\i n_f _X[ c\]k _\i\ X dXim\cflj _flj\# Xe[ n\ek @ n\ek kf j\\ _\i k_\i\ n\i\ k_\j\ kpgf^iXg_`Z gcXk\j ]ifd (0((# n_`Z_ `j k_\ p\Xi dp ]Xk_\i nXj Yfie%%% k_fj\ gcXk\j j\\d\[

c`b\ gX`ek`e^j# kf d\# jf Ôijk @ lj\[ k_\d ]fi k_\ k`kc\j f] k_\ Ôcd# Xe[ k_\e @ dX[\ k_\d `ekf gX`ek`e^j% Jf @ j\\ gX`ek`e^j \m\ipn_\i\%%% 9lk efn c\kËj kXcb XYflk k`d\% @e (/,' Z` ]l cX gi`dX i`mfclq`fe\ Zfe cX ZXikX [` >\fi^\ NXj_`e^kfe Z_\ XZZ\kkXmX cX i\jX [` :ifdn\cc1 @ _X[ `dX^\j f] >\fi^\ NXj_`e^kfe Xe[ :ifdn\cc `e dp f]ÔZ\% @ Xcjf _X[ X ^fXk Xe[ X iXYY`k# jkl]]\[% @ glk k_\d fm\i k_\ _\X[j f] NXj_`e^kfe Xe[ :ifdn\cc% @ jkife^cp i\Zfdd\e[ k_Xk pfl i\X[ È@e k_\ ?Xe[ f] ;Xek\É Yp E`Zb KfjZ_\j# Xe[ `] pfl _Xm\ hl\jk`fej XYflk pflij\cm\j# >f[ Xe[ \k\ie`kp# [`^e`kp Xe[ j`ee\ij# pfl ZXe Ôe[ jfd\ Xejn\ij k_\i\% @e ZfeZclj`fe1 @ fYj\im\ k_`e^j Xe[ Ôe[ Zf`eZ`[\eZ\j# fm\icXgj# j`d`cXi`k`\j%%% @ ^f Xifle[ Xe[ fYj\im\ k_`e^j Xe[ k_\p XcnXpj i\d`e[ d\ f] jfd\k_`e^ \cj\ @ _Xm\ Xci\X[p j\\e jfd\gcXZ\# Xj `] k_\p _X[ Y\\e i\^\e\iXk\[1 Xe[ n\ j_flc[ XZZ\gk k_Xk% @e k_`j jfZ`\kp k_\ [`jZljj`fe XYflk n_f [`[ n_Xk Ôijk `j ef cfe^\i mXc`[% DXpY\ n\ j_flc[ kXcb XYflk n_f nXj k_\ cXjk fe\ kf [f `k% K_`j `j X jfik f] dpfg`X% G\fgc\ Xi\ Zfe]fid`e^ `e X nXp @ Ôe[ iXk_\i lj\c\jj1 dXpY\ ]fi fk_\i

13/08/12 13.55

+V-*BO 4$)OB#F-

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 71

13/08/12 13.55

%BJMZ )BQQZ

SED MODIT PELENTESTIS EOSA NONSEDIS DELIS ESTEM DELENIMETUS MO BLATEM RERUMEN SED MODIT PELENTESTIS EOSA NONSEDIS DELIS ESTEM DELENIMETUS MO BLATEM RERUMEN

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 72

13/08/12 13.55

+V-*BO 4$)OB#F-

ZXjfdX` Z_` cf _X ]Xkkf g\i lck`df# \ hl\jkX leX jfikX [` d`fg`X% CX ^\ek\ j` jkX Zfe]fidXe[f `e le df[f Z_\ `f kifmf g`lkkfjkf `elk`c\1 dX^Xi` g\i Xcki\ g\ijfe\ hl\jkf ]leq`feX# dX efe g\i d\ Z_\ [\mf Zfjkil`id` cX d`X i\Xck~ g\ijfeXc\% =fij\ hl\jkX cX iX^`fe\ g\i Zl` gXicf [` ]\c`Z`k~# Z\iZf [` Zi\Xi\ cX d`X i\Xck~ g\ijfeXc\ \ Zfj # g\i \j\dg`f# gfjjf j\[\id` j\eqX Z_\ cX clZ\ j`X kifggf ]fik\ f dX^Xi` gfjjf ZfekifccXi\ `c jlfef [\ccX ZXjX `e Zl` m`mf%%%

G\i _Xeef j\dgi\ Z\iZXkf [` [`jjlX[\id` [Xc ]Xi\ hl\ccf Z_\ jkXmf ]XZ\e[f% :_\ ]fjj\if ZXj\ f Zfj\% @f Zi\[f Z_\ cX ^\ek\ Z\iZ_` j\dgi\ [` ]\idXik` hlXe[f mlf` ]Xi\ [\ccËXik\# \ j\ k` Z_`\[fef [` ]Xi\ le Ôcd k` [XiXeef d\ef jfc[` [` hl\cc` Z_\ k` j\imfef g\i ]Xicf% :` jfef [l\ df[` [` ]Xi\ c\ Zfj\ Xc dfe[f1 ]Xi\ Zfj\ Z_\ gfjjfef \jj\i\ lk`c` \ ^lXi[Xi\ e\c gifgi`f Xe^fc`ef g\i kifmXi\ hlXcZfjX Z_\ `e i\Xck~ gl jgXcXeZXi\ X klkkf le elfmf dfe[f [` Xcki\ g\ijfe\ Z_\ dX^Xi`

g\fgc\ `k nfibj# Ylk efk ]fi d\# Y\ZXlj\ @ _Xm\ kf ZfejkilZk dp fne g\ijfeXc i\Xc`kp% DXpY\ k_`j `j n_p @ kXcb XYflk _Xgg`e\jj# @ kip kf Zi\Xk\ dp g\ijfeXc i\Xc`kp Xe[ jf# ]fi \oXdgc\# @ ZXe j`k [fne n`k_flk k_\ c`^_k Y\`e^ kff jkife^# fi dXpY\ @ ZXe Zfekifc k_\ jfle[ `e k_\ _flj\ n_\i\ @ c`m\%%% 9lk g\fgc\ _Xm\ XcnXpj ki`\[ kf [`jZfliX^\ d\ ]ifd [f`e^ n_Xk @ nXj [f`e^% N_\k_\i _flj\j fi k_`e^j% @ Y\c`\m\ g\fgc\ XcnXpj kip kf jkfg pfl n_\e pfl nXek kf dXb\ Xik# Xe[ `] k_\p Xjb pfl kf dXb\ X Ôcd k_\p n`cc ^`m\ pfl c\jj dfe\p k_Xe pfl e\\[ kf dXb\ `k% K_\i\ Xi\ knf nXpj f] [f`e^ k_`e^j `e k_\

nfic[1 kf [f k_`e^j k_Xk ZXe Y\ lj\]lc Xe[ cffb Xk pfli fne c`kkc\ Zfie\i kf Ôe[ jfd\k_`e^ k_Xk ZXe XZklXccp fg\e lg X n_fc\ e\n nfic[ f] fk_\i g\fgc\# fi dXpY\ k_\p ZXe cffb `ekf k_Xk jXd\ Zfie\i% K_\i\ Xi\ [`]]\i\ek Z_Xe^\j `e c`]\1 @ Z_ffj\ kf kXb\ fe\ jk\g Xk X k`d\# Ylk @ [f `k fe dp fne# Xe[ \m\e k_fl^_ k_\p _Xm\ Xjb\[ d\ kf dXb\ k_`e^j ]fi k_\ dXib\k# @ _Xm\ e\m\i [fe\ `k% <m\ip g`\Z\ f] ]lie`kli\ @ ZfejkilZk# \m\ip gX`ek`e^ @ dXb\# @ k_`eb @ _Xm\ [fe\ `e X m\ip gXik`ZlcXi nXp# Xe[ `] @ c`b\[ `k jf dlZ_ Z\ikX`ecp jfd\fe\ \cj\ n`cc c`b\ `k kff% DXpY\ k_Xk `j i\Xc _Xgg`e\jj%

2_BeOpen Book_066_073_DailyHappy_Schnabel_all.indd 73

i`\jZfef X ^lXi[Xi\ [\ekif hl\ccf jk\jjf Xe^fcf% :` jfef [`m\ij` ZXdY`Xd\ek` e\ccX m`kX1 `f jZ\c^f [` ]Xi\ le gXjjf [fgf cËXckif# dX cf ]XZZ`f g\i Zfekf d`f \ XeZ_\ j\ hlXcZ_\ mfckX d\ cf _Xeef Z_`\jkf efe _f dX` ]Xkkf gif[lq`fe` g\i `c d\iZXkf% F^e` dfY`c\ Z_\ Zfjkil`jZf \ f^e` hlX[if Z_\ i\Xc`qqf# j\ekf [` Xm\icf Zfjkil`kf `e le df[f kXcd\ek\ gXik`ZfcXi\ \ Z_\ d` g`XZ\mX Zfj kXekf# Z_\ j`ZliXd\ek\ XeZ_\ X hlXcZle Xckif g`XZ\i~% < ]fij\ hl\jkX cX m\iX ]\c`Z`k~%

ESTERNO E INTERNO DI PALLAZZO CHUPI, EDIFICIO RESIDENZIALE COSTRUITO NEL WEST VILLAGE A NEW YORK, RICONOSCIBILE PER LA TINTA ROSA. PALAZZO CHUPI, RESIDENTIAL BUILDING IN THE WEST VILLAGE, NEW YORK, WITH DISTINCTIVE PINK PAINTING, EXTERIOR AND INTERIOR.

13/08/12 13.55

%BJMZ )BQQZ

/&(-* "//* m /& )0 GBUUF nEJ UVUUJ J DPMPSJo * .6-5*1-* %m"35& *- 7"40 %* %BMÃ $0/ (-* ".* *- #0--*503& .&-0%*040 %* 4BQQFS & 10* )0 */$0/53"50 4PUUTBTT $BTUJHMJPOJ .FOEJOJ 3PTTJ (SBWFT 4UBSDL .BSJ '*/03" " -"703"3& .* 40/0 13013*0 %*7&35*50

%BJMZ )BQQZ "-#&35P "-FTT* DONATA FANTONI (INDA), LUIS SABANÈS (LAUFEN), ALBERTO ALESSI (ALESSI), PEKKA PAASIKIVI (ORAS), STEFANO GIOVANNONI

© GIUSEPPE PINO

*/ 5)& 4 * %*% nBMM TPSUT PG UIJOHTo "35 .6-5*1-&4 %BMÃ 105 8*5) )00,4 5)& .&-0%*$ ,&55-& #: 4BQQFS "/% 5)&/ * .&5 4PUUTBTT $BTUJHMJPOJ .FOEJOJ 3PTTJ (SBWFT 4UBSDL .BSJ 40 '"3 "5 803, * )"7& 3&"--: &/+0:&% .:4&-'

8cY\ikf 8c\jj`# `dgi\e[`kfi\ \ 8dd`e`jkiXkfi\ ;\c\^Xkf [` 8c\jj`&\eki\gi\e\li Xe[ :<F 8c\jj`

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 74

13/08/12 13.59

"MCFSUP "MFTTJ

DISEGNO LA CONICA DI ALDO ROSSI, ARCHIVIO ALESSI. LA CONICA DEL 1984 È UNA CAFFETTIERA ESPRESSO PRODOTTA DA ALESSI IN ACCIAIO INOSSIDABILE CON FONDO IN RAME. LA CONICA DRAWING BY ALDO ROSSI, ALESSI ARCHIVE. LA CONICA, 1984, IS AN EXPRESSO COFFEE MAKER IN STAINLESS STEEL WITH COPPER BASE, PRODUCED BY ALESSI.

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 75

13/08/12 13.59

%BJMZ )BQQZ

FIAT PANDA ALESSI, DESIGN STEFANO GIOVANNONI, 2004. PHOTO ALESSI ARCHIVE.

HOT BERTAA, DESIGN PHILIPPE STARCK, 1990. BOLLITORE/KETTLE.

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 76

13/08/12 13.59

CË

Xq`\e[X eXjZ\ e\ccX mXcc\ JkifeX# leX ZfeZX dfckf jki\kkX jlc cX^f [ËFikX# Z`iZX ('' Z_`cfd\ki` X efi[ [` D`cXef% Hl` \iX jfikX# Z`iZX ki\ j\Zfc` ]X# leX kiX[`q`fe\ gif[lkk`mX [` g`ZZfc` f^^\kk` `e c\^ef \ `e d\kXccf g\i cX ZXjX \ cX ZlZ`eX% <ekiXdY` ` d`\` efee` m\e`mXef [X hl\jkX kiX[`q`fe\1 `c gX[i\ [` d`X dX[i\ 8c]fejf 9`Xc\kk` ]l cË`em\ekfi\# `c [`j\^eXkfi\ \ `c gif[lkkfi\ [\ccX fdfe`ZX ZX]]\kk`\iX dfckf gfgfcXi\ \ ZfefjZ`lkX2 cËXckif efeef# gXk\ief# ]fe[ cËXq`\e[X 8c\jj`# e\c (0)(% @c [\j`^e# Zfe `c j\ejf Z_\ j` [~ f^^` X hl\jkf k\id`e\# ]l `ekif[fkkf [X d`f gX[i\ :Xicf# Z_\ [`j\^e cX dX^^`fi gXik\ [\` gif[fkk` 8c\jj` e\^c` Xee` Ê*'% Dfckf fi^f^c`fjf [\c jlf lck`df gif^\kkf1 9fdY # le j\im`q`f [X k $ZX]] # `e gif[lq`fe\ XeZfiX f^^`% E\^c` Xee` Ê,'# d`f gX[i\# j\Zfe[f cX kiX[`q`fe\ [\cc\ Xq`\e[\ [` hl\c g\i`f[f# Z_\ `f [\Ôe`jZf cX ]XYYi`ZX [\c [\j`^e `kXc`Xef# Z_`Xd [`m\ij` XiZ_`k\kk` \ [\j`^e\i# X gif^\kkXi\ g\i cl`% @c d`f [\jk`ef# [` cXmfiXi\ `e hl\jkf Zfek\jkf# `e hl\jkf XdY`\ek\ Zi\Xk`mf# \iX j\^eXkf Ôe [XccËfi`^`e\% G\i cX m\i`k~ cËXdY`\ek\ [\` ZXjXc`e^_`# Xcd\ef e\^c` Xee` Ê.'# hlXe[f _f `e`q`Xkf `f# \iX le gfË ^i`^`f# gifgi`f d\kXccli^`Zf \ X d\ gXi\mX g`lkkfjkf ef`fjf1 Zfj k\ekX` [` Xmm\ekliXid` `e fg\iXq`fe` `eefmXk`m\ `eefmXk`m\ g\i m\[\i\ j\ i`ljZ`mf X i\e[\i\ cX j`klXq`fe\ g` [`m\ik\ek\# `eeXeq`klkkf g\i d\# Z_\ Z` cXmfiXmf [\ekif% @c gi`df k\ekXk`mf# `e]Xkk` ]l efd`eXkf 8c\jj` [ËXgi\j1 cË`[\X \iX [` ljXi\ c\ dXZZ_`e\ [\ccX efjkiX ]XYYi`ZX g\i gif[lii\ Æ `em\Z\ [\` jfc`k` ef`fj`jj`d` mXjjf`# j_Xb\i# ZX]]\kk`\i\# k\`\i\ \ Zfj m`X Æ m\i\ \ gifgi`\ fg\i\ [ËXik\1 f^^\kk` ZfeZ\g`k` efe g` [X [\j`^e\i e [X XiZ_`k\kk`# dX [X Xik`jk`# Zfe cËle`ZX [`]]\i\eqX Z_\ jXi\YY\if jkXk` i\Xc`qqXk` [Xcc\ dXZZ_`e\ dle`k\ [` jkXdg` `e[ljki`Xc`# `e le eld\if mfclkXd\ek\ efe c`d`kXkf [` \j\dgcXi`% <iX cË`[\X $ [\Z`jXd\ek\ lkfg`ZX $ [\ccËXik\ g\i klkk`1 `e]Xkk` \iXef m\e[lk` Xc gi\qqf [` le efidXc\ dXel]Xkkf% CËfg\iXq`fe\ ]l gi\j\ekXkX e\c (0.( \ YXjkXifef gfZ_` d\j`

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 77

g\i Z_`Xi`i\ Z_\ j` kiXkkXmX [` le \efid\ Õfg# `c gi`df [` dfck` d`\` Õfg % @c glYYc`Zf efe dfjkiXmX e\jjle `ek\i\jj\ g\i ` d`\` gfm\i` dlck`gc` [ËXik\# kXekf Z_\ d`f gX[i\ d` ]\id \ efe d` cXjZ` g` Xe[Xi\ XmXek` e\ccËXld\ekXi\ cX Zfcc\q`fe\# Z_\ e\cc\ d`\ `ek\eq`fe` jXi\YY\ jkXkX dfckf g` i`ZZX% :fj # X[ \j\dg`f# efe _f gfk\` d\kk\i\ `e gif[lq`fe\ `c dlck`gcf [` JXcmX[fi ;Xc # Z_\ Xm\mX [`j\^eXkf g\i d\ le Y\cc`jj`df f^^\kkf% J` Z_`XdXmX È%%%g\k`k mXj\ jli \e gifYc\d [\ kfgfcf^`\ e\^Xk`m\É% CX gXik\ Z\ekiXc\ [\ccËfg\iX \iX le ^iXe[\ g\kk`e\ [fiXkf Zfe ` [\ek` X Zl` \iXef jXc[Xk` [\^c` \efid` Xd` g\i cX g\jZX [\c jXcdfe\# Z_\ i\e[\mXef XeZ_\ cËf^^\kkf g`lkkfjkf g\i`Zfcfjf [X dXe\^^`Xi\% D`f gX[i\# [lehl\# d` YcfZZ \ efe i`ljZ`` X gif[lii\ `c dlck`gcf [` ;Xc % DX efe i`ljZ X ]\idXid` gi`dX Z_\ ZfdgiXjj` Y\e ,' d`cX [` hl\jk` Xd` [X le gif[lkkfi\ [`

BANANA FAMILY, ARCHIVIO ALESSI. “BANANA FAMILY”, DESIGN DI STEFANO GIOVANNONI CON LA COLLABORAZIONE DI RUMIKO TAKEDA, 2009. PROGETTO IN COLLABORAZIONE CON IL NATIONAL PALACE MUSEUM DI TAIWAN. LA SCIMMIA, CHE È UNO DEGLI ANIMALI PIÙ AMATI NELLA CULTURA CINESE E ORIENTALE, CELEBRATO SIA NELLE OPERE ARTISTICHE CHE NEGLI OGGETTI LEGATI ALL’IMMAGINARIO POPOLARE, DIVENTA UN’ ICONA CARATTERIZZANTE. BANANA FAMILY, ALESSI ARCHIVE. “BANANA FAMILY”, DESIGN BY STEFANO GIOVANNONI WITH THE COLLABORATION OF RUMIKO TAKEDA, 2009. PROJECT IN PARTNERSHIP WITH THE NATIONAL PALACE MUSEUM, TAIWAN. THE MONKEY IS ONE OF THE MOST BELOVED ANIMALS IN CHINESE AND EASTERN CULTURE, CELEBRATED IN WORKS OF ART AND IN POPULAR OBJECTS. HERE IT BECOMES A CHARACTERIZING ICON.

@

"MCFSUP "MFTTJ

n`cc k\cc pfl XYflk k_\ nfic[ `e n_`Z_ @ _Xm\ giXZk`ZXccp XcnXpj c`m\[# eXd\cp k_\ ZfdgXep @ ile2 Xe[# Ôijk f] Xcc# XYflk dp ]Xd`cp# Y\ZXlj\ 8c\jj` `j X ]Xd`cp Ylj`e\jj# n`k_ Xcc k_\ gifj Xe[ Zfej f] k_Xk Zfe[`k`fe% @ _Xm\ _X[ kf Zfd\ kf ^i`gj n`k_ dp ]Xk_\i# dp leZc\# dp Zflj`ej# Xe[ n`k_ k_\ gcXZ\# MXcc\ JkifeX# X m\ip eXiifn mXcc\p fe CXb\ FikX# XYflk ('' bd efik_ f] D`cXe% 8Yflk k_i\\ Z\ekli`\j X^f# k_`j gcXZ\ jkXik\[ X kiX[`k`fe f] gif[lZk`fe f] jdXcc fYa\Zkj `e nff[ Xe[ d\kXc ]fi k_\ _fd\ Xe[ b`kZ_\e% 9fk_ dp ^iXe[]Xk_\ij ZXd\ ]ifd k_`j kiX[`k`fe f] MXcc\ JkifeX1 dp dfk_\iËj ]Xk_\i# 8c]fejf 9`Xc\kk`# nXj Xe `em\ekfi# Xe[ k_\ [\j`^e\i Xe[ gif[lZ\i f] k_`j gfglcXi Zf]]\\dXb\i# n_`c\ dp fk_\i ^iXe[]Xk_\i nXj k_\ ]fle[\i f] fli ZfdgXep# `e (0)(% ;\j`^e# Xj n\ lj\ k_\ k\id kf[Xp# Y\^Xe n`k_ dp ]Xk_\i :Xicf# n_f [\j`^e\[ dfjk f] k_\ 8c\jj` gif[lZkj `e k_\ (0*'j% M\ip gifl[ f] _`j cXk\jk Zi\Xk`fe ]fi 8c\jj`# X k\X Xe[ Zf]]\\ j\im`Z\ ZXcc\[ 9fdY Æ n_`Z_ `j jk`cc `e gif[lZk`fe kf[Xp% @e k_\ (0,'j _\ Y\^Xe kf ZXcc `e \ok\ieXc XiZ_`k\Zkj fi [\j`^e\ij kf Zi\Xk\ gif[lZkj% Dp ]Xk\ nXj kf nfib `e k_`j \em`ifed\ek% K_\ _flj\nXi\j j\Zkfi# Xk c\Xjk `e k_\ (0.'j# nXj XZklXccp hl`k\ [lcc# jf @ ki`\[ kf cXleZ_ `eefmXk`m\ fg\iXk`fej# kf j\\ `] @ Zflc[ dXb\ k_\ j`klXk`fe X c`kkc\ dfi\ ]le# j`eZ\ @ _X[ kf nfib `ej`[\ `k% K_\ Ôijk fg\iXk`fe# `e ]XZk# nXj ZXcc\[ 8c\jj` ;Ë8gi\j2 k_\ `[\X nXj kf lj\ k_\ dXZ_`e\j f] fli ]XZkfip kf gif[lZ\ kil\ Xiknfibj# `ejk\X[ f] k_\ ljlXc Yfi`e^ kiXpj# j_Xb\ij# Zf]]\\gfkj# k\Xgfkj Xe[ jf fe% Nfibj ef cfe^\i Zi\Xk\[ Yp [\j`^e\ij fi XiZ_`k\Zkj# Ylk Yp Xik`jkj% K_\ fecp [`]]\i\eZ\ nXj k_Xk k_\p nflc[ lj\ `e[ljki`Xc dXZ_`e\ip# Xe[ k_\ \[`k`fej nflc[ efk Y\ c`d`k\[% @k nXj X m\ip lkfg`Xe `[\X# Xik ]fi \m\ipYf[p% K_\ g`\Z\j n\i\ jfc[ Xk efidXc gi`Z\j# k_\ fg\iXk`fe nXj gi\j\ek\[ `e (0.( Xe[ `k fecp kffb X ]\n dfek_j kf i\Xc`q\ k_Xk `k nXj X _l^\ Õfg# k_\ Ôijk f] Xcc dp Õfgj2 g\fgc\ n\i\ efk `ek\i\jk\[ `e dp gffi Xik dlck`gc\j# jf dp ]Xk_\i glk X jkfg kf `k# _\ [`[eËk c\k d\ ^f fe \ogXe[`e^ k_\ Zfcc\Zk`fe# jf @ [`[eËk ^\k X Z_XeZ\# ]fi \oXdgc\# kf glk k_\ dlck`gc\ Yp JXcmX[fi ;Xc `ekf gif[lZk`fe% ;Xc _X[ Zi\Xk\[ X Y\Xlk`]lc nfib ]fi d\# ZXcc\[ È%%%g\k`k mXj\ jli le gifYc d\ [\ kfgfcf^`hl\ e\^Xk`m\É% K_\ Z\ekiXc gXik f] _`j dlck`gc\ nXj X cXi^\ ^`c[\[ ZfdY kf n_`Z_ \efidflj jXcdfe Ôj_`e^ _ffbj n\i\ n\c[\[# dXb`e^ `k m\ip [Xe^\iflj kf _Xe[c\%

13/08/12 13.59

%BJMZ )BQQZ

Fjcf# jg\Z`Xc`qqXkf e\ccX g\jZX Xc jXcdfe\% < ,' d`cX Xd` ^`XZZ`fef XeZfiX e\c efjkif dX^Xqq`ef# g\iZ_ # [fgf ;Xc # _f cXmfiXkf Zfe Z\ek`eX`X [` Xlkfi` [`m\ij` dX e\jjlef _X kifmXkf le j`jk\dX g\i i`Z`ZcXi\ ^c` Xd`% @f \if dfckf [`m\ik`kf% Dfckf d\ef [`m\ik`k` \iXef ^c` Xeq`Xe` [\ccË8c\jj` Z_\ d` m\[\mXef ]Xi\ [\cc\ Zfj\ jkiXe`jj`d\ X` cfif fZZ_`% E\^c` Xee` Ê.' gf` \YY` leX ^iXe[\ ]fikleX1 cX gfjj`Y`c`k~ [` cXmfiXi\ Zfe ` ^iXe[` dX\jki` [\c [\j`^e `kXc`Xef# gi\jjfZ_ klkk`# `e`q`Xe[f [X <kkfi\ JfkkjXjj f I`Z_Xi[ JXgg\i# Xlkfi\ [\ccX gi`dX ZX]]\kk`\iX 8c\jj`% G\i `c gi`df Yfcc`kfi\ [ËXZhlX [\ccX 8c\jj` g\ejXddf Z_\ JXgg\i ]fjj\ `c [\j`^e\i ^`ljkf2 X hl\ccË\gfZX jkXmXdf ]XZ\e[f Y\` gif^\kk` Zfe cl`# \ XZZ\kk gfe\e[f leX Zfe[`q`fe\1 mfc\mX Zi\Xi\ le Yfcc`kfi\ dlck`$ j\ejfi`Xc\ \ efe jfcf g\iZ\g`Y`c\ [Xc kXkkf \ [XccX m`jkX% 8ZZ\kkX` Zfe g`XZ\i\# j\ efe Z_\ cX jlX `ek\eq`fe\ \iX hl\ccX [` Zi\Xi\ le Yfcc`kfi\ Z_\# hlXe[f cËXZhlX Yfcc`mX# \d\kk\jj\ leX d\cf[`X2 Z`f # `em\Z\ [\` jlfe` j^iX[\mfc`# Xej`f^\e`# gif[fkk` [X` Yfcc`kfi` Ôef X[ XccfiX jlc d\iZXkf# `c jlf Yfcc`kfi\# `c efjkif Yfcc`kfi\# [fm\mX gif[lii\ leX dlj`ZX2 \ efe jfcf# leX d\cf[`X Z_\ ^c` i`Zfi[Xjj\ cX jlX `e]Xeq`X% HlXe[Ë\iX YXdY`ef JXgg\i m`m\mX `e le m`ccX^^`f m`Z`ef X JkfZZXi[X [fm\ jZfii\mX le Ôld\ jl Zl` gXjjXmX le YXkk\ccf X mXgfi\ Z_\ jg\jjf ÔjZ_`XmX# \ cl` mfc\mX Z_\ ef` e\ i`gif[lZ\jj`df `c jlfef% Hl\jkf [\mË\jj\i\ hlXcZfjX Z_\ _X X Z_\ ]Xi\ Zfe cX ]\c`Z`k~% ;fgf Z`iZX [l\ Xee` [` i`Z\iZX# ` d`\` k\Ze`Z` efe Xm\mXef XeZfiX kifmXkf `c df[f [` jf[[`j]Xi\ JXgg\i# \ Zfj ]l` Zfjki\kkf# j\dgi\ [X d`f gX[i\ \ [X d`f q`f# X d\kk\i\ [X gXik\ `c gif^\kkf \ g\ejXi\ X[ Xckif2 j\ efe Z_\# [fgf Z`iZX XeZfiX le Xeef \ d\qqf# XZZX[[\ Z_\ leX [\cc\ jfi\cc\ [` I`Z_Xi[# Z_\ m`m\mX `e >\idXe`X# kifm ZXjlXcd\ek\# e\ccX ]fi\jkX e\iX# le g`ZZfcf Xik`^`Xef gif[lkkfi\ [` Zfi`jk`% FiX# ` Zfi`jk`# jfef klY`Z`e` Z_\ _Xeef XccË`ek\ief leX c`e^lX `e j`d`cfif \ m\e^fef ljXk` g\i g\i [Xi\ `c ÈcXÉ X^c` jkild\ek` dlj`ZXc`% ;fgf dfck\ e\^fq`Xq`fe` Zfe `c g`ZZfcf Xik`^`Xef [\ccX ]fi\jkX e\iX Æ ` k\[\jZ_` efe jfef dfckf \cXjk`Z` Æ cf Zfem`eZ\ddf X gif[lii\ [l\ jg\Z`Xc` m\ij`fe` [\` jlf` Zfi`jk` efe g` `e ÈcXÉ# dX `e Èd`É \ Èj`É# `e df[f kXc\ Z_\# `ej\i`k` e\c ÔjZ_`\kkf# e\c Zfg\iZ_`f [\c Yfcc`kfi\# hlXe[f cËXZhlX Yfcc`mX# ` [l\ Zfi`jk` gif[lZ\jj\if leX d\cf[`X% Gf` cf dXe[Xddf `e gif[lq`fe\ \ [`m\ek lef [\^c` f^^\kk` g` `dgfikXek` [\ccË8c\jj`# XeZfiX f^^` `e gif[lq`fe\% Le ^iXe[\ jlZZ\jjf# dX Zfe hlXcZ_\ gifYc\dX ]leq`feXc\% Gf`Z_ hl\jk` Y\cc`jj`d` Zfi`jk` efe \iXef jkXk` Zi\Xk` Zfe cf jZfgf [` \jj\i\ `ej\i`k` `e le ÔjZ_`\kkf [`

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 78

Yfcc`kfi\# X j\Zfe[X [\ccX [li\qqX [\ccËXZhlX [` Z_` cf ljX# [fgf hlXcZ_\ d\j\ j` fjj`[Xef# \ hl`e[` efe ]leq`feXef g` % CX ]leq`fe\ [` Yfcc`i\ cËXZhlX \iX j\dgi\ g\i]\kkX dX cX ]leq`fe\ g` `dgfikXek\# j\Zfe[f JXgg\i# \ jfe [ËXZZfi[f XeZ_Ë`f# Z_\ hl\ccX [` gif[lii\ le gfË [` ^`f`X# le gfË [` Y\cc\qqX dlj`ZXc\ jZfdgXi`mX% ;X XccfiX# d\kk`Xdf `e f^e` jZXkfcX [l\ [fgg` Zfi`jk` Z_\ jfef ]XZ`c`jj`d` [X kf^c`\i\ \ jfjk`kl`i\% 8Z_`cc\ :Xjk`^c`fe` le Xckif ^iXe[\ dX\jkif Zfe Zl` XYY`Xdf cXmfiXkf% F^elef [` hl\jk` ^iXe[` XiZ_`k\kk` _X cXjZ`Xkf leË`dgifekX dfckf ]fik\ jlc YiXe[ Zfdgc\jj`mf [\ccËXq`\e[X# hl\jkf jlZZ\jjf g\i ef` [\ccX 8c\jj` dX XeZ_\ g\i klkk` ` d`\` Zfcc\^_` [\cc\ È]XYYi`Z_\ [\c [\j`^e `kXc`XefÉ%

“ANNA G.-PROUST” DESIGN ALESSANDRO MENDINI, 2003 (1994). CAVATAPPI IN POLIAMMIDE E ZAMA CROMATA, DECORO “PROUST.” ARCHIVIO ALESSI. “ANNA G.-PROUST” DESIGN ALESSANDRO MENDINI, 2003 (1994). CORCKSCREW IN PA AND CHROME-PLATED ZAMAK, “PROUST” DECORATION. ALESSI ARCHIVE.

;Xc \ogcX`e`e^ k_\ `dgfikXeZ\ f] k_fj\ _ffbj kf k_\ m\ip pfle^ 8cY\ikf% Dp ]Xk_\i jkfgg\[ d\# Ylk Xk k_Xk gf`ek n\ _X[ Xci\X[p Yfl^_k ,'#''' f] k_fj\ Ôj_ _ffbj ]ifd k_\ dXel]XZkli\i `e Fjcf% N\ jk`cc _Xm\ k_\d `e fli nXi\_flj\# Y\ZXlj\ X]k\i ;Xc @ _Xm\ nfib\[ n`k_ _le[i\[j f] [`]]\i\ek Xlk_fij# Ylk ef fe\ _Xj ]fle[ X nXp kf i\ZpZc\ k_fj\ _ffbj% @ _X[ X cfk f] ]le# Ylk k_\ fc[\i ^\e\iXk`fe k_fl^_k @ nXj ZiXqp% @e k_\ (0.'j @ _X[ X jkifb\ f] clZb# Y\ZXlj\ @ _X[ k_\ Z_XeZ\ kf nfib n`k_ k_\ ^i\Xk dXjk\ij f] @kXc`Xe [\j`^e# giXZk`ZXccp Xcc f] k_\d# jkXik`e^ n`k_ <kkfi\ JfkkjXjj# Xe[ k_\e I`Z_Xi[ JXgg\i# n_f [\j`^e\[ k_\ Ôijk 8c\jj` Zf]]\\gfk% =fi k_\ Ôijk 8c\jj` k\Xb\kkc\ n\ k_fl^_k JXgg\i nXj k_\ i`^_k [\j`^e\i2 Xk k_\ k`d\ n\ n\i\ [f`e^ jfd\ ^i\Xk gifa\Zkj n`k_ _`d% 9lk _\ j\k fe\ Zfe[`k`fe1 È`k `j efk \efl^_ kf dXb\ X e`Z\ b\kkc\¿ @ nXek kf dXb\ X dlck`j\ejfi`Xc fYa\Zk# k_Xk `emfcm\j dlck`gc\ j\ej\j# efk aljk kflZ_ Xe[ j`^_kÉ% Fe gXg\i k_Xk jfle[\[ Ôe\# Ylk n_Xk _\ nXek\[ nXj ]fi k_\ k\Xb\kkc\ kf gcXp X d\cf[p n_\e k_\ nXk\i Yf`c\[2 `ejk\X[ f] k_\ ljlXc `ii`kXk`e^ jfle[j dX[\ Yp k\Xb\kkc\j fe k_\ dXib\k Xk k_\ k`d\# _`j b\kkc\# fli b\kkc\# nXj jlggfj\[ kf dXb\ dlj`Z# X d\cf[p _\ i\d\dY\i\[ ]ifd _`j Z_`c[_ff[ `e X m`ccX^\ e\Xi Jklkk^Xik# n_\i\ k_\i\ nXj X i`m\i Xe[ X YfXk k_Xk dX[\ fecp k_`j dlj`Z% 8]k\i XYflk knf p\Xij f] i\j\XiZ_ dp k\Z_e`Z`Xej jk`cc _X[eËk ]fle[ X nXp kf dXb\ `k nfib# jf @ nXj ]fiZ\[ Æ X^X`e Yp dp ]Xk_\i Xe[ dp leZc\ Æ kf glk k_\ gifa\Zk Xj`[\% K_\e# X p\Xi Xe[ X _Xc] cXk\i# fe\ f] JXgg\iËj j`jk\ij n_f c`m\[ `e >\idXep ]fle[ X ZiX]kjdXe `e k_\ 9cXZb =fi\jk n_f be\n _fn kf dXb\ jlZ_ [\m`Z\j% ?\ jg\Z`Xc`q\[ `e g`kZ_$g`g\j# k_\ b`e[ dlj`Z`Xej lj\ kf kle\ lg% 8]k\i \e[c\jj e\^fk`Xk`fej n`k_ k_`j Xik`jXe# n\ Zfem`eZ\[ _`d kf dXb\ knf jg\Z`Xc g`kZ_$g`g\j# efk n`k_ k_\ efk\ 8 Ylk n`k_ < Xe[ 9% @] n\ `ej\ik\[ k_\d `ej`[\ k_\ Zfm\i f] k_\ k\Xb\kkc\# X d\cf[p _Xgg\e\[% K_\e n\ gif[lZ\[ k_\ k_`e^# Xe[ `k Y\ZXd\ fe\ f] 8c\jj`Ëj dfjk `dgfikXek gif[lZkj% @k `j jk`cc Y\`e^ dX[\ kf[Xp# Xe[ `k `j X ^i\Xk jlZZ\jj# Xcjf `e Zfdd\iZ`Xc k\idj# k_fl^_ `k _Xj _X[ jfd\ ]leZk`feXc gifYc\dj% N_Xk _Xgg\ej6 J`eZ\ k_fj\ [Xde\[ g`kZ_$g`g\j n\i\ efk dX[\ kf Y\ `ej\ik\[ `e X k\Xb\kkc\# [\g\e[`e^ fe k_\ _Xi[e\jj f] k_\ nXk\i k_\p nflc[ fo`[Xk\ X]k\i X ]\n dfek_j Xe[ jkfg nfib`e^% Pfl Zflc[ XcnXpj Yf`c nXk\i# n_`Z_ `j k_\ dfjk `dgfikXek ]leZk`fe# XZZfi[`e^ kf JXgg\i# Xe[ @ X^i\\# nXj kf gif[lZ\ X Y`k f] afp# X Y`k f] dlj`ZXc \eafpd\ek k_Xk nXj ef cfe^\i k_\i\% J`eZ\ k_\e n\ _Xm\ Y\\e glkk`e^ knf [flYc\ g`kZ_$g`g\j `e \XZ_ Yfo# jf pfl ZXe \Xj`cp i\gcXZ\ k_\ k_`e^% 8Z_`cc\ :Xjk`^c`fe` `j Xefk_\i ^i\Xk dXjk\i n`k_ n_fd n\ nfib\[% <XZ_ f] k_\j\ ^i\Xk XiZ_`k\Zkj _Xj c\]k X jkife^ dXib fe fli fm\iXcc YiXe[# n_`Z_ _Xgg\e\[ ]fi lj Xk 8c\jj`# Ylk Xcjf ]fi Xcc dp Zfcc\X^l\j `e k_\ @kXc`Xe [\j`^e ]XZkfi`\j%

13/08/12 13.59

"MCFSUP "MFTTJ

SCHIZZO LA CUCINA ALESSI BY VALCUCINE, ORAS. DI ALESSANDRO MENDINI. ARCHIVIO ALESSI.LA CUCINA ALESSI BY VALCUCINE, ORAS. DESIGN ALESSANDRO MENDINI CON GABRIELE CENTAZZO. SKETCH LA CUCINA ALESSI KITCHEN BY VALCUCINE, ORAS. BY ALESSANDRO MENDINI. ALESSI ARCHIVE.LA CUCINA ALESSI KITCHEN BY VALCUCINE, ORAS. DESIGN ALESSANDRO MENDINI WITH GABRIELE CENTAZZO

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 79

13/08/12 13.59

%BJMZ )BQQZ

MISTER MEUMEU, DESIGN PHILIPPE STARCK, 1992. FORMAGGIERA CON GRATTUGIA/PARMESAN CHEESE CELLAR WITH GRATER.

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 80

13/08/12 13.59

"MCFSUP "MFTTJ

CËXckif dX\jkif 8c\jjXe[if D\e[`e`# Z_\# [` ]Xkkf# `c [\j`^e g` m`Z`ef X d\ \ hl\ccf Zfe `c hlXc\ cXeZ`f \ jm`clggf ` gif^\kk` g` [`]ÔZ`c`# g` gXiX[fjjXc`# Zfd\ g\i \j\dg`f# cË8c\jjf]fef# le jXjjf]fef Z_\ XYY`Xdf jm`clggXkf Xjj`\d\ X [l\ Zfejlc\ek`# eXkliXcd\ek\ jg\Z`Xc`jk`# [` jXo% J` kiXkkX# ^iXe cle^X# [\c jXjjf]fef g` Zfjkfjf Xc dfe[f g\iZ_ klkkf ]Xkkf X dXef \[ jkXkf i\Xc`qqXkf jlc cX^f [ËFikX [fm\ ZË leX kiX[`q`fe\ [` gif[lq`fe\ [` jXjjf]fe` Xek`ZX [` [l\Z\ekf Xee`% 8c\jjXe[if D\e[`e` j\dgi\ jkXkf dfckf Ô\if [` \jj\i\ Zfej`[\iXkf le [\j`^e\i Z_\ [`j\^eX Zfj\ Z_\ efe j` m\e[fef# Z`f Zfe le ^ljkf kifggf jfÔjk`ZXkf g\i `c glYYc`Zf efidXc\# `c Z_\ kfkXcd\ek\ m\if% <Ë Z\ikf Z_\ Zfe cX d`X ZfccXYfiXq`fe\ hl`e[`Z` Xee` ]X _X Zi\Xkf 8eeX ># Z_\ gf` jkXkf `c efjkif Y\jk$j\cc\i g\i dfck`# dfck` Xee` \# [fgf le gfË [` k\dgf# gf`Z_ 8eeX > j` j\ek`mX le gfË jfcX XYY`Xdf [\Z`jf [` [Xic\ le Ô[XeqXkf# \ XccfiX XYY`Xdf Zi\Xkf 8c\jjXe[if D# \ [X XccfiX m`mfef Xjj`\d\# Xeq` jg\jjf cX ^\ek\ ZfdgiX [l\ ZXmXkXgg`# Z_\ leËXjjli[`k~% Gf` 8c\jjXe[if D m\e[lkf XeZ_\ `e [`m\ij\ m\ij`fe`# X k`iXkliX c`d`kXkX% 8c[f Ifjj` jkXkf lef [\` ki\ g\ijfeX^^` Z_\ g` _Xeef iXggi\j\ekXkf g\i 8c\jj` ^c` Xee` Ê/'2 Xm\mX leËfjj\jj`fe\ g\i c\ ZX]]\kk`\i\ \ `c jlf lck`df gif^\kkf g\i 8c\jj` 8c[f dfikf e\c (00. leX g\ekfcX Z_\ j` Z_`XdX cX ZlY`ZX# \ Z_\ iXggi\j\ekX Zfd\ [`i\ cËlck`df fdX^^`f [` Ifjj` Xc dfkkf ]leq`feXc`jkX È]fid ]fccfnj ]leZk`feÉ# \jj\e[f cX g\ekfcX `[\Xc\ g\i ZlfZ\i\ ` Ègfdf[fi` ZlY`Z`É% @c j\Zfe[f ^iXe[\ kXc\ekf Zfe Zl` XYY`Xdf ZfccXYfiXkf e\^c` Xee` Ê/' D`Z_X\c >iXm\j# gf`# X d\k~ [\c [\Z\ee`f _f `eZfekiXkf g\i cX gi`dX mfckX `c [\j`^e\i ]iXeZ\j\ G_`c`gg\ JkXiZb# Z_\ XeZ_\ dfckf [`m\ik\ek\ e\ccË`em\ekXi\ ` efd` [\` gifgi` f^^\kk` X[ \j\dg`f# Al`Zp JXc`] f `c ]Xdfjf Yfcc`kfi\ Z_\ efe _X dX` ]leq`feXkf# ?fk 9\ikX# f cX ]fidX^^`\iX ZfdY`eXkX Zfe leX ^iXkkl^`X Z_\ j` Z_`XdX D`jk\i D\ld\l % :fdlehl\# lef [\` gif^\kk` g` [`m\ik\ek`# j\ Zfj gfjjf [`i\# [\ccX d`X jkfi`X jkXkf hl\ccf [\c mXjf <Zfcf# Zfe le Xckif ^iXe[\ dX\jkif [\c [\j`^e `kXc`Xef1 <eqf DXi`% J`Xdf XccË`e`q`f [\^c` Xee` Ê0'# [X [`m\ij` Xee` <eqf `ej`jk\mX# g\i [Xi gifmX [\ccX efjkiX j\ej`Y`c`k~ XccË\Zfcf^`X1 Xmi\ddf [fmlkf d\kk\i\ `e gif[lq`fe\ le mXjf g\i Ôfi` [` jlX ZfeZ\q`fe\# ]Xkkf i`Z`ZcXe[f Yfkk`^c`\ [` gcXjk`ZX ljXk\% :` XYY`Xdf cXmfiXkf le gfË# `c i`jlckXkf6 IXZZf^c`\i\ klkk\ c\ Yfkk`^c`\ ljXk\# cXmXic\# j\ZZXic\# kX^c`Xic\ j\Zfe[f c\ `jkilq`fe` [\c dX\jkif# \ gf` d\kk\i^c` le Y\c

2_BeOpen Book_074_081_DailyHappy_Alessi_all.indd 81

gXZbX^`e^1 le gi\qqf Z_\ `c glYYc`Zf efe jXi\YY\ jkXkf [`jgfjkf X gX^Xi\% 8ccfiX# Zfe le gfË [` [`]ÔZfck~# jfef i`ljZ`kf X Zfem`eZ\i\ <eqf Z_\# `e hl\jkf ZXjf# `c m\if gif[fkkf [fm\mX i`dXe\i\ jfcf `c c`Yi\kkf [` `jkilq`fe`# Z_\ `e]Xkk` XYY`Xdf d\jjf `e gif[lq`fe\ \ m\e[lkf g\i [`m\ij` Xee`% LeX Y\ccX ^iXÔZX ]XkkX [Xccf jk\jjf DXi` \ e\c c`Yi\kkf Z` jfef [`j\^e` ]Xkk` X dXef [X cl`# Z_\ jg`\^Xef Zfd\ Z`XjZlef gl Xlkf$gif[lii\ le mXjf gXik\e[f [Xcc\ Yfkk`^c`\ [` gcXjk`ZX% < ZË leX Y\cc`jj`dX \k`Z_\kkX Z_\# leX mfckX Ôe`kf `c gifZ\jjf [` Xlkfgif[lq`fe\# j` gl XkkXZZXi\ Xc mXjf# X k\jk`dfe`XeqX [` \jj\i\ `e gfjj\jjf [` le fi`^`eXc\ gif[fkkf 8c\jj` [`j\^eXkf [Xc ^iXe[\ dX\jkif DXi`% J # [\mf gifgi`f [`i\ Z_\# `e Ôe [\` Zfek`# ÔefiX d` jfef [`m\ik`kf# XeZ_\ j\ _f ]Xkkf le Y\c gfË [` ]Xk`ZX% <Ë hl\jkX ]fij\ cX dXe`\iX d`^c`fi\ [` iXZZfekXi\ cX ]\c`Z`k~%

ALESSIWATCHES. PHOTO FABRIZIO BERGAMO. UNA DELLE PRIME OPERAZIONI DI LICENSING REALIZZATE DA ALESSI È STATA LA CREAZIONE DEL MARCHIO ALESSIWATCHES CON IL LANCIO DELLA PRIMA COLLEZIONE NEL 2002. ONE OF THE FIRST LICENSING OPERATIONS BY ALESSI WAS THE CREATION OF THE ALESSIWATCHES BRAND AND THE LAUNCH OF ITS FIRST COLLECTION IN 2002.

8c\jjXe[if D\e[`e` `j k_\ dXjk\i Xe[ [\j`^e\i Zcfj\jk kf dp j\ej`Y`c`k`\j# n`k_ n_fd n\ _Xm\ cXleZ_\[ Xe[ [\m\cfg\[ k_\ dfjk [`]ÔZlck# \m\e gXiX[fo`ZXc gifa\Zkj# c`b\ k_\ 8c\jjf]fef% K_\ 8c\jjf]fef `j X jXofg_fe\ n\ _Xm\ [\m\cfg\[ kf^\k_\i n`k_ knf jg\Z`Xc`jkj% @k `j k_\ dfjk \og\ej`m\ jXo `e k_\ nfic[# Y\ZXlj\ `k `j \ek`i\cp dX[\ Yp _Xe[ Xk CXb\ FikX# n_\i\ k_\i\ `j X cfZXc kiX[`k`fe f] dXb`e^ k_\j\ `ejkild\ekj% 8c\jjXe[if D\e[`e` _Xj XcnXpj Y\\e m\ip gifl[ f] k_\ ]XZk k_Xk _\ `j Zfej`[\i\[ X [\j`^e\i n_f dXb\j k_`e^j k_Xk [feËk j\cc# k_`e^j k_Xk Xi\ kff jfg_`jk`ZXk\[ ]fi X efidXc Xl[`\eZ\# n_`Z_ `j kil\¿ Ylk n`k_ dp ZfccXYfiXk`fe# Ô]k\\e p\Xij X^f _\ Zi\Xk\[ 8eeX ># n_`Z_ _Xj Y\\e fe\ f] fli Y\jkj\cc\ij ]fi dXep p\Xij# Xe[ cXk\i n\ [\Z`[\[ kf Zi\Xk\ X ÔXeZ ]fi _\i# 8c\jjXe[if D% J`eZ\ k_\e k_\p _Xm\ c`m\[ kf^\k_\i# Xe[ `e ]XZk g\fgc\ f]k\e Ylp Yfk_ f] k_\j\ ZfibjZi\nj# n_`Z_ `j X Y`k XYjli[% K_\i\ Xi\ Xcjf c`d`k\[ \[`k`fej% 8c[f Ifjj` nXj fe\ f] k_\ k_i\\ g\ijfeXc`k`\j k_Xk Y\jk i\gi\j\ek\[ 8c\jj` `e k_\ (0/'j2 _\ nXj fYj\jj\[ n`k_ Zf]]\\gfkj% ?\ gXjj\[ XnXp `e (00.# Xe[ _`j cXjk gifa\Zk ]fi 8c\jj` nXj X gXe ZXcc\[ CX :lY`ZX# _`j cXjk ki`Ylk\ kf k_\ dfkkf È]fid ]fccfnj ]leZk`feÉ# j`eZ\ `k `j k_\ `[\Xc gfk n`k_ n_`Z_ kf Zffb ZlY`ZXc kfdXkf\j% K_\ j\Zfe[ dXafi kXc\ek f] k_\ (0/'j nXj D`Z_X\c >iXm\j¿ k_\e# _Xc]nXp k_ifl^_ k_Xk [\ZX[\# @ d\k k_\ =i\eZ_ [\j`^e\i G_`c`gg\ JkXiZb ]fi k_\ Ôijk k`d\% ?\ `em\ekj m\ip Xdlj`e^ eXd\j ]fi _`j gifa\Zkj% =fi \oXdgc\ k_`j fe\ `j ZXcc\[ Al`Zp JXc`]# Xe[ k_`j `j k_\ gifa\Zk2 Xe[ k_`j cXi^\ b`kZ_\e ZfcXe[\i# C\ :_`ef`j2 _\i\ `j _`j ]Xdflj k\Xb\kkc\ k_Xk e\m\i nfib\[# k_\ ?fk 9\ikXX2 Xe[ k_`j `j X Z_\\j\ [`j_ ZfdY`e\[ n`k_ X Z_\\j\ ^iXk\i# ZXcc\[ D`jk\i D\ld\l % Fe\ f] k_\ dfjk Xdlj`e^ gifa\Zkj f] dp _`jkfip nXj k_\ <Zfcf mXj\# [fe\ n`k_ Xefk_\i ^i\Xk dXjk\i f] @kXc`Xe [\j`^e# <eqf DXi`% N\Ëi\ Xk k_\ jkXik f] k_\ (00'j% =fi dXep p\Xij <eqf DXi` `ej`jk\[ k_Xk 8c\jj`# kf gifm\ `kj jfZ`Xc Xe[ \Zfcf^`ZXc Zfdd`kd\ek# j_flc[ gif[lZ\ X mXj\ _\ _X[ [\j`^e\[# dX[\ n`k_ i\ZpZc\[ gcXjk`Z Yfkkc\j% N\ nfib\[ fe `k ]fi X n_`c\% K_\ i\jlck6 >Xk_\i`e^ Xcc k_fj\ lj\[ Yfkkc\j# nXj_`e^ k_\d# [ip`e^ k_\d# Zlkk`e^ k_\d XZZfi[`e^ kf DXi`Ëj `ejkilZk`fej# k_\e glkk`e^ k_\d `e jfd\ e`Z\ gXZbX^`e^¿ `k Xcc Zfjk kff dlZ_# g\fgc\ nflc[eËk Y\ n`cc`e^ kf gXp jlZ_ X _`^_ gi`Z\% N`k_ jfd\ [`]ÔZlckp @ dXeX^\[ kf Zfem`eZ\ <eqf DXi` k_Xk `e k_`j ZXj\ k_\ i\Xc gif[lZk nflc[ _Xm\ kf Y\ Xe `ejkilZk`fe dXelXc# Xe[ `e k_\ \e[ k_Xk `j aljk n_Xk _Xgg\e\[# n\ gif[lZ\[ Xe[ jfc[ `k ]fi dXep p\Xij% K_\ ^iXg_`Z [\j`^e `j Yp DXi` _`dj\c]# Xe[ k_\ Yffbc\k ZfekX`ej _`j [iXn`e^j# \ogcX`e`e^ _fn Xepfe\ ZXe dXb\ X mXj\ Yp _`dj\c]# jkXik`e^ n`k_ gcXjk`Z Yfkkc\j% 8e[ k_\i\ `j X i\Xccp e`Z\ cXY\c pfl ZXe glk fe k_\ mXj\ n_\e `k `j [fe\# kf j_fn k_Xk `k `j Xe fi`^`eXc 8c\jj` gif[lZk [\j`^e\[ Yp k_\ ^i\Xk dXjk\i DXi`% 8cc kfc[ @ dljk jXp @ _Xm\ _X[ X cfk f] ]le# k_fl^_ `k _Xj Xcjf Y\\e X cfk f] nfib% DXpY\ k_`j `j k_\ Y\jk nXp kf eXiiXk\ k_\ `[\X f] _Xgg`e\jj%

13/08/12 13.59

%BJMZ )BQQZ

/PO $m¿ OVMMB EJ QJÐ 2605*%*"/0 & '&-*$& EFM 1"/& 3JQFSDPSSFOEPOF 03*(*/& 4503*" 3*5* 53"%*;*0/* F JOUFSBHFOEP DPO MB TPDJPMPHJB F MmBOUSPQPMPHJB TJ JNQBSB B nDVDJOBSF JOTJFNFo *%&/5*5 F %*7&34*5·

%BJMZ )BQQZ (*V-*B 5B$$)*O*

/PUIJOH DPVME CF NPSF &7&3:%": "/% )"11: UIBO #3&"% 3FUSBDJOH JUT 03*(*/ )*4503: 3*56"-4 "/% 53"%*5*0/4 JOUFSBDUJOH XJUI TPDJPMPHZ BOE BOUISPQPMPHZ XF DBO MFBSO UP nDPPL UPHFUIFSo *%&/5*5: "/% %*7&34*5:

>`lc`X KXZZ_`e`# ]ff[ [\j`^e\i

BeOpen Book_082_083_DailyHappy_Tacchini.indd 82

10/08/12 14.31

(*V-*B 5B$$)*O*

E

\c Zfijf [` ]ff[ [\j`^e k\elkf [Xc gif]\jjfi >`Xee` <d`c`f J`dfe\kk` Xc Gfc`k\Ze`Zf [` D`cXef j` cXmfiX XccX gif^\kkXq`fe\ [\^c` Xkk` Xc`d\ekXi`# `ek\iX^\e[f Zfe cX jfZ`fcf^`X# cËXekifgfcf^`X# cX jkfi`X% GXik\e[f [Xc hlfk`[`Xef \ [XccX ]\c`Z`k~# XYY`Xdf gifgfjkf leË \j\iZ`kXq`fe\ jlc gXe\ XccË`e`q`f [\ccX jlX jkfi`X% @c gXe\ c\^Xkf [X j\dgi\ X i`k` \ kiX[`q`fe`# XccX iXZZfckX [\` Z\i\Xc`# Xcc\ jkX^`fe` \ Xccf jZXe[`ij` [\c k\dgf2 Xc gXe\ jfef c\^Xk\ gXifc\ Zfd\ Èhlfk`[`XefÉ \ ÈZfdgXeXk`ZfÉ1 `c gXe\ hl`e[` lef [` hl\^c` Xc`d\ek` [` Zl` cX efjkiX d\dfi`X Zfej\imX kiXZZ\# Zfe kiX[`q`fe` Z_\ i`X]ÔfiXef% >c` lfd`e` [\c E\fc`k`Zf# Z_\ XY`kXmXef cX d\qqXcleX ]\ik`c\# Xm\mXef X [`jgfj`q`fe\ dfck` Z\i\Xc` Z_\ `dgXiXifef gi\jkf X i`ZfefjZ\i\ \ X kiXj]fidXi\ `e Yif[f \ gXe\% F^^` gfjj`Xdf [`i\ Z_\ ^c` lfd`e` jZfgi`ifef hlXj` jlY`kf `c mXcfi\ [\` Z\i\Xc`# Zfd`eZ`Xe[f X kiXkkXic` g\i d`^c`fiXie\ cX hlXc`k~2 `c i`em\e`d\ekf [` i\jk` [` gXe\# [XkX cX eXkliX [\ccËXc`d\ekf# dfckf iXiX% E\c (0.-# e\ccX jkXq`fe\ e\fc`k`ZX [` KlXe# jkXkX i`em\elkX leX gX^efkkX [` ]fidX Z`iZfcXi\ Z_\ _X [`dfjkiXkf Zfd\ Ôe [Xc @M d`cc\ee`f 8%:% `e <lifgX j` gif[lZ\jj\ le gXe\ ]Xkkf [` ]Xi`eX [` ]ild\ekf \ ^iXef% @ gi`d` X jm`clggXi\ leËXik\ [\ccX gXe`ÔZXq`fe\ ]lifef ` ^i\Z`# Z_\ Zfe]\q`feXmXef g` [` .' k`g` [` gXe\# i\Xc`qqXe[f [Xc M j\Zfcf 8%:% m\i` \ gifgi` dlc`e`% E\ccX ZlckliX ^i\ZX klkkf Z` Z_\ ilfkXmX `ekfief Xcc\ jZ\ck\ Xc`d\ekXi` m\e`mX Zf[`ÔZXkf XkkiXm\ijf le Zfdgc\jjf j`jk\dX [` j\^e` \ [` j`dYfc`# Z_\ Xe[XmXef X `[\ek`ÔZXi\ `c df[\ccf [` m`kX ^i\Zf2 efe X ZXjf ` ^i\Z`# g\i [`jk`e^l\ij` [X` YXiYXi`# j` Z_`XdXmXef ÈdXe^`Xkfi` [` gXe\É% @ i`jlckXk` [\ccË\j\iZ`kXq`fe\ Z_\ ^c` jkl[\ek` _Xeef i\Xc`qqXkf le gXe\ Zfd\ j` ]XZ\mX e\c E\fc`k`Zf% CË\j\iZ`kXq`fe\ Zfej`jk\mX e\c dXZ`eXi\ `c ^iXef g\i ]Xie\ ]Xi`eX# Zi\Xi\ `c c`\m`kf dX[i\ [XccX ]\id\ekXq`fe\ [` hl\jkX ]Xi`eX# \ leX mfckX Zfdgfjkf cË`dgXjkf# X[fkkXi\ `c d\kf[f [` ZfkkliX Z_\ m\e`mX lk`c`qqXkf XccfiX1 efe \j`jk\e[f XcZle k`gf [` ]fief# j` ZlfZ\mX cË`dgXjkf Xkkfief X le jXjjf kfe[\^^`Xek\# ^\e\iXcd\ek\ [` Ôld\# Z_\ gi`dX m\e`mX Xiifm\ekXkf e\c ]lfZf% E\c gifZ\jjf [` j`dYfc`qqXq`fe\ Xc`d\ekXi\ cËlfdf `[\ek`ÔZX `c gXe\ Zfd\ hlXcZfjX [` Ylfef [X g\ejXi\ \ Ylfef [X dXe^`Xi\% E\ \j`jkfef `eÔe`k\ m\ij`fe`# c\^Xk\ X jkfi`\ i`k` \ kiX[`q`fe`# \ gifgi`f g\iZ_ gi\j\ek\ fmlehl\ j`dYfcf [` Z` Z_\ g\i ef` hlfk`[`Xef \ ]\c`Z\%

2_BeOpen Book_082_083_DailyHappy_Tacchini_p83.indd 83

LA PANETTERIA. POSTER DIDATTICO, STAMPA A COLORI, D. LORDEY. ST. GERMAINEN-LAYE (EDIZ. M.D.I.) 1964. THE BAKER. EDUCATIONAL POSTER, COLOUR PRINT D. LORDEY. ST. GERMAINEN-LAYE (EDITIONS M.D.I.) 1964.

@

e fli ]ff[ [\j`^e Zflij\ kXl^_k Yp >`Xee` <d`c`f J`dfe\kk` Xk k_\ D`cXe Gfcpk\Z_e`Z# n\ nfib fe k_\ [\j`^e f] elki`k`feXc XZk`fej# `ek\iXZk`e^ n`k_ jfZ`fcf^p# Xek_ifgfcf^p# _`jkfip% JkXik`e^ n`k_ k_\ \m\ip[Xp [`d\ej`fe Xe[ _Xgg`e\jj# n\ _Xm\ gifgfj\[ fe \o\iZ`j\ XYflk Yi\X[ Xk k_\ jkXik f] `kj _`jkfip% 9i\X[ _Xj XcnXpj Y\\e c`eb\[ kf i`klXcj Xe[ kiX[`k`fej# k_\ _Xim\jk f] ^iX`e# k_\ j\Xjfej# k_\ gXjj`e^ f] k`d\2 n\ \m\e kXcb XYflk fli È[X`cpÉ Yi\X[% Jf Yi\X[ `j fe\ f] k_\ elki`k`feXc \c\d\ekj Zfej\im\[ `e d\dfip# n`k_ kiX[`k`fej k_Xk Zfd\ YXZb kf k_\ jli]XZ\ efn Xe[ k_\e% K_\ d\e f] k_\ Jkfe\ 8^\# `e k_\ =\ik`c\ :i\jZ\ek# _X[ dXep Z\i\Xcj Xe[ jffe c\Xie\[ kf i\Zf^e`q\ k_\d Xe[ kf kiXej]fid k_\d `ekf jflg Xe[ Yi\X[% Kf[Xp n\ ZXe jXp k_Xk _ldXe Y\`e^j Xcdfjk `dd\[`Xk\cp [`jZfm\i\[ k_\ mXcl\ f] Z\i\Xcj# jkXik`e^ kf nfib fe k_\d kf `dgifm\ k_\`i hlXc`k`\j2 ^`m\e k_\ eXkli\ f] Yi\X[ `k `j m\ip iXi\ kf Ôe[ kiXZ\j f] `k `e XiZ_X\fcf^`ZXc [`^j% @e (0.-# Xk k_\ E\fc`k_`Z j`k\ f] KlXe# X Z`iZlcXi cfX] f] Yi\X[ nXj ]fle[# [\dfejkiXk`e^

k_Xk j`eZ\ k_\ +k_ d`cc\ee`ld 9: `e <lifg\ Yi\X[ _Xj Y\\e gif[lZ\[# lj`e^ n_\Xk% K_\ Ôijk kf [\m\cfg k_\ Xik f] Yi\X[ YXb`e^ n\i\ k_\ >i\\bj# n_f dX[\ fm\i .' kpg\j# Yl`c[`e^ kil\ d`ccj ]fi dXb`e^ Õfli jkXik`e^ `e k_\ ,k_ Z\eklip 9:% @e >i\\b Zlckli\ \m\ipk_`e^ XjjfZ`Xk\[ n`k_ elki`k`feXc Z_f`Z\j nXj \eZf[\[ `e X Zfdgc\o jpjk\d f] j`^ej Xe[ jpdYfcj# n_`Z_ flkc`e\[ k_\ >i\\b df[\c f] c`]\2 `k `j ef Zf`eZ`[\eZ\ k_Xk k_\ >i\\bj# kf j\k k_\dj\cm\j XgXik ]ifd k_\ YXiYXi`Xej# ZXcc\[ k_\dj\cm\j È\Xk\ij f] Yi\X[É% @e k_\ \o\iZ`j\# k_\ jkl[\ekj dX[\ Yi\X[ Xj `k nXj [fe\ `e k_\ Jkfe\ 8^\% K_\p _X[ kf ^i`e[ k_\ n_\Xk kf dXb\ Õfli# Zi\Xk\ c\Xm\e`e^ Yp ]\id\ekXk`fe# be\X[ k_\ [fl^_# Xe[ lj\ X Zffb`e^ d\k_f[ ]ifd k_Xk k`d\1 j`eZ\ k_\i\ n\i\ ef fm\ej# k_\ [fl^_ nXj Zffb\[ fe X ifle[\[ jkfe\# ljlXccp ]ifd X i`m\i# n_`Z_ nXj [`i\Zkcp _\Xk\[ fe X Ôi\% @e elki`k`feXc jpdYfc`jd# dXe `[\ek`Ô\j Yi\X[ Xj jfd\k_`e^ ^ff[ kf k_`eb XYflk Xe[ kf \Xk% K_\i\ Xi\ `eÔe`k\ m\ij`fej# Zfee\Zk\[ kf jkfi`\j# i`klXcj Xe[ kiX[`k`fej# Xe[ gi\Z`j\cp Y\ZXlj\ `k `j \m\ipn_\i\# Yi\X[ `j X jpdYfc ]fi lj kf[Xp f] Xcc k_Xk `j [X`cp Xe[ _Xggp%

13/08/12 13.51

6OJRVF 6OJWFSTBM

6OJDJU· F VOJWFSTBMJU· *- 5&." "''"4$*/"/5& 1&3$) 13010/& 26&--" $)& /0* %&'*/*".0 MB TFDPOEB HMPCBMJ[[B[JPOF 5655* $0/04$*".0 -" 13*." (-0#"-*;;";*0/& '034& -" 1044*".0 %&'*/*3& */ 6/" 1"30-" BNFSJDBOJ[[B[JPOF EFM NPOEP P .D%POBMEJ[[B[JPOF 4& 1"3-*".0 %* 45*-* "-*.&/5"3*

6OJDP 6OJWFSTBMF 6OJRVF 6OJWFSTBM 6OJRVF BOE VOJWFSTBM 5)& 5)&.& *4 '"4$*/"5*/( #&$"64& *5 10*/54 50 8)"5 8& .*()5 $"-- UIF TFDPOE HMPCBMJ[BUJPO 8& "-- ,/08 "#065 5)& '*345 8)*$) .*()5 #& 46..&% 61 "4 UIF "NFSJDBOJ[BUJPO PG UIF XPSME PS JUT .D%POBMEJ[BUJPO *' 8& "3& 5"-,*/( "#065 &"5*/( )"#*54

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 84

10/08/12 20.49

6OJRVF 6OJWFSTBM

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 85

10/08/12 20.50

6OJRVF 6OJWFSTBM

8

^c` `e`q` [\^c` Xee` Ë0' hlXcZlef g\ej Z_\ `c dfe[f j` jXi\YY\ fdfcf^Xkf# le`]fidXkf eXkliXcd\ek\ ^lXi[Xe[f Xc ^iXe[\ gfk\i\ \Zfefd`Zf# ÔeXeq`Xi`f Z_\ Xii`mXmX [X fcki\ fZ\Xef# f^^` gfjj`Xdf [`i\ Zfe j`Zli\qqX Z_\ hl\ccX gi\m`j`fe\ efe j` Xmm\iXkX% Efe j` Xmm\iXkX g\iZ_ \j`jkfef kXek\ i\Xck~# gfjj`Xdf gXicXi\ [` leX ^cfYXc`k~ dlck`gfcXi\# \j`jkfef Zlckli\# GX\j` Z_\ jkXeef Zi\jZ\e[f# Z_\ efe j` c`d`kXef X j\^l`i\ `c df[\ccf Xd\i`ZXef f `c df[\ccf fZZ`[\ekXc\ f `c df[\ccf \lifg\f% ;fYY`Xdf iX^`feXi\ jl leX elfmX ]fidX [` ^cfYXc`qqXq`fe\# \ ef` gifgfe`Xdf hl\jkf gXiX[`^dX Z_\ ZXgfmfc^\ `c ZcXjj`Zf jcf^Xe Êk_`eb ^cfYXcp# XZk cfZXccpË# cf jcf^Xe [\ccX gi`dX ^cfYXc`qqXq`fe\% @c g\ej`\if ^cfYXc\ `e i\Xck~ efe \j`jk\% Klkk` ` g\ej`\i` \ klkk\ c\ \jg\i`\eq\ jfef j\dgi\ cfZXc`% ß Zfd\ [`i\ leX Ôj`fcf^`X le d\kXYfc`jdf Z_\ Zfdlehl\ cfZXc\% @c m\if ^iXe[\ k\dX Zfd\ ]XZZ`Xdf X cXmfiXi\# X^`i\ \ gifgfiZ` e\c dfe[f ^cfYXc\ XkkiXm\ijf le g\ej`\if cfZXc\% <[ hl` Z_\ \d\i^\ hl\jkX Z_\ efe leËXek`efd`X dX le kXe[\d Èle`hl\ Xe[ le`m\ijXcÉ%

8

k k_\ jkXik f] k_\ (00'j jfd\ k_fl^_k k_\ nfic[ nXj ^f`e^ kf Y\Zfd\ jkXe[Xi[`q\[ Xe[ le`]fid# k_Xebj kf k_\ ^i\Xk \Zfefd`Z Xe[ ÔeXeZ`Xc gfn\i k_Xk Xii`m\[ ]ifd fm\ij\Xj% 9lk kf[Xp n\ ZXe jkXk\# n`k_ Z\ikX`ekp# k_Xk k_Xk _Xj efk _Xgg\e\[% @k _XjeËk kXb\e gcXZ\ Y\ZXlj\ k_\i\ Xi\ dXep i\Xc`k`\j# X dlck`gfcXi ^cfYXc`jd# n\ d`^_k jXp% :fleki`\j k_Xk Xi\ ^ifn`e^ Xe[ [f efk j`dgcp `d`kXk\ k_\ 8d\i`ZXe fi FZZ`[\ekXc fi <lifg\Xe df[\c% N\ _Xm\ kf k_`eb XYflk X e\n ]fid f] ^cfYXc`qXk`fe% N\ d`^_k gifgfj\ X gXiX[`^d k_Xk i\m\ij\j k_\ ZcXjj`Z jcf^Xe Êk_`eb ^cfYXc# XZk cfZXcË# k_Xk f] k_\ Ôijk ^cfYXc`qXk`fe% >cfYXc k_`eb`e^ [f\jeËk i\Xccp \o`jk% 8cc k_fl^_kj Xe[ \og\i`\eZ\j Xi\ XcnXpj cfZXc fi# Xk c\Xjk# k_\`i g_pj`fcf^p Xe[ d\kXYfc`jd k_Xk# `e Xep ZXj\# `j cfZXc% K_\ kil\ k_\d\ `j _fn n\ ZXe dXeX^\ kf nfib# kf XZk# kf gi\j\ek flij\cm\j `e k_\ ^cfYXc nfic[ k_ifl^_ cfZXc k_`eb`e^% K_`j `j n_\i\# `ejk\X[ f] X j\k f] fggfj`k\j# X Zfdgc\d\ekXip gX`i \d\i^\j1 Êle`hl\ Xe[ le`m\ijXcË%

UN PICCOLO CONTRIBUTO CHE ARRIVA DAL MONDO DELLA COMUNICAZIONE PUBBLICITARIA: I PERSONAGGI DI UN PAESINO SICILIANO DI POCHE MIGLIAIA DI ABITANTI DIVENTANO POSSIBILI PORTATORI DI FASHION TREND NEL MONDO. A SMALL CONTRIBUTION THAT ARRIVES FROM THE WORLD OF ADVERTISING COMMUNICATIONS: THE PERSONALITIES OF A SMALL TOWN IN SICILY BECOME POSSIBLE CARRIERS OF FASHION TRENDS IN THE WORLD.

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 86

10/08/12 20.50

6OJRVF 6OJWFSTBM

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 87

10/08/12 20.50

6OJRVF 6OJWFSTBM

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 88

10/08/12 20.50

6OJRVF 6OJWFSTBM

Hl\ccf Z_\ f^^` `c d\iZXkf [\ccX Zi\Xk`m`k~ Z` jkX [`Z\e[f Z_\ g` j` le`Z`# g` j` _X cX ZXgXZ`k~ [` kiX[lii\ c\ gifgi`\ iX[`Z` ZlckliXc` \ g` j` m`\e\ XZZ\kkXk` e\c dfe[f j\ j` ^XiXek`jZ\ cX hlXc`k~% G\i Xee` XYY`Xdf g\ejXkf Z_\ g\i [`]\e[\i\ cX efjkiX `[\ek`k~ Z` [fm\jj`df Z_`l[\i\# Z` [fm\jj`df XiifZZXi\ `e leX [`]\jX g\i[\ek\ [\c k\ii`kfi`f `e hlXekf k\ii`kfi`f% Efe Zfj # `c k\ii`kfi`f ^\e\iXk`mf% ß ^\e\iXk`mf [` `ek\cc`^\eqX# [` g\ej`\i`# [` gif^\kk`# g\i Y`jf^eX X]]ifekXi\ `c dfe[f% ;fYY`Xdf d`jliXiZ` Zfe leX [`d\ej`fe\ Z_\ le`m\ijXc\% J`ZliXd\ek\ `e hl\jkX d`jj`fe\ c\ elfm\ k\Zefcf^`\ X`lkXef% 8`lkXef g\iZ_ X Zfjkf q\if Z` Zfej\ekfef [` \jj\i\ cfZXc` \ ^cfYXc` e\ccf jk\jjf k\dgf% G\id\kkfef [` Zfek`elXi\ X[ \jj\i\ ef` jk\jj`# hl`e[` cXmfiXi\ Xc dXjj`df jlccX efjkiX jf^^\kk`m`k~# dX e\ccf jk\jjf k\dgf [`m\ek`Xdf gifkX^fe`jk`# `dd\[`XkXd\ek\ jlc gXcZf jfZ`Xc\ [\ccËXjZfckf# [\ccËfjj\imXq`fe\# [\c Zfe]ifekf \ hl\jkX leX gfjj`Y`c`k~ XjjfclkXd\ek\ jkiXfi[`eXi`X% 8eZ_\ j\ efe YXjkX# g\i Zl` `c m\if ^iXe[\ k\ii`kfi`f hl\ccf [\` c`e^lX^^` Zi\Xk`m` [\` Zf[`Z` \ [\` gif^\kk`% <ZZf XccfiX hl` [`m\ekX `ek\i\jjXek\ ÈcË`dgfcc`eXq`fe\ Zi\Xk`mXÉ% Hl\ccf Z_\ ]X `c Zfc`Yi f `c m\ekf hlXe[f jgfjkX `c gfcc`e\ [X le Ôfi\ XccËXckif \ g\id\kk\ cX ^\e\iXq`fe\ [` ]fid\ elfm\# `f Zi\[f Z_\ f^^` ` [\j`^e\i# ^c` XiZ_`k\kk`# ` Zi\Xk`m` j`Xef le gfË Zfd\ [\` Zfc`Yi Z_\ gfjjfef jgfjkXij`% Efe jfcf \Zc\kk`jdf dX leX ZXgXZ`k~ [` `ee\jkf% E\c d\[`k\iiXe\f j\dgi\ jkXkf Zfj`# efe ZË elccX [` elfmf `e hl\jkf g\iZfijf le`hl\ Xe[ le`m\ijXc# cË`dgfikXek\ \jj\i\ ZfejXg\mfc` \ i`ljZ`i\ X[ Xm\i\ ^c` jkild\ek` XeZ_\ ZlckliXc` g\i gfk\icf ^\jk`i\% =iXeZ\jZf DfiXZ\

N_Xk k_\ Zi\Xk`m`kp dXib\k `j jXp`e^ kf[Xp `j k_Xk k_\ dfi\ le`hl\ pfl Xi\# k_\ dfi\ pfl _Xm\ k_\ ZXgXZ`kp kf kiXejcXk\ pfli fne ZlckliXc iffkj# k_\ dfi\ pfl n`cc Y\ XZZ\gk\[ `e k_\ nfic[ Xj cfe^ Xj ^lXiXek\\j f] hlXc`kp Xi\ dX`ekX`e\[% =fi p\Xij n\ k_fl^_k k_Xk kf [\]\e[ fli `[\ek`kp n\ _X[ kf Zcfj\ flij\cm\j f]]# kf j\k lg YXii`ZX[\j f] ]lk`c\ [\]\ej\ f] k_\ k\ii`kfip Xj jlZ_% 9lk k_`j `j efk k_\ ZXj\# Y\ZXlj\ k_\ k\ii`kfip `j ^\e\iXk`m\% @k ^\e\iXk\j `ek\cc`^\eZ\# k_fl^_kj# gifa\Zkj# Ylk `k _Xj kf Zfd\ kf k\idj n`k_ k_\ nfic[% N\ _Xm\ kf k\jk flij\cm\j X^X`ejk X le`m\ijXc [`d\ej`fe% E\n k\Z_efcf^`\j ZXe Z\ikX`ecp _\cg flk n`k_ k_`j d`jj`fe% K_\p _\cg Y\ZXlj\ Xk q\if Zfjk k_\p Xccfn lj kf Y\ cfZXc Xe[ ^cfYXc Xk k_\ jXd\ k`d\% K_\p Xccfn lj kf ^f fe Y\`e^ flij\cm\j# kf nfib Xk k_\ _`^_\jk c\m\c f] fli jlYa\Zk`m`kp# n_`c\ Xk k_\ jXd\ k`d\ `dd\[`Xk\cp Y\Zfd`e^ gifkX^fe`jkj fe k_\ jfZ`Xc jkX^\ f] c`jk\e`e^# fYj\imXk`fe# [`jZljj`fe Xe[ k_`j `j Xe XYjfclk\cp \okiXfi[`eXip gfjj`Y`c`kp k_fl^_ `k `j efk \efl^_% Jf k_\ dX`e k\ii`kfip `j k_Xk f] k_\ Zi\Xk`m\ cXe^lX^\j f] Zf[\j Xe[ gifa\Zkj% K_`j ZXe dXb\ ÊZi\Xk`m\ Zifjj$gfcc`eXk`feË `ek\i\jk`e^# n_Xk k_\ _ldd`e^Y`i[ Xe[ k_\ n`e[ [f n_\e k_\p dfm\ k_\ gfcc\e ]ifd fe\ Õfn\i kf Xefk_\i# g\id`kk`e^ k_\ ^\e\iXk`fe f] e\n ]fidj% @Kf[Xpk [\j`^e\ij# XiZ_`k\Zkj Xe[ fk_\i Zi\Xk`m\ g\fgc\ ZXe dfm\ c`b\ _ldd`e^Y`i[j% K_`j `j efk aljk \Zc\Zk`Z`jd# `k `j Xcjf X ZXgXZ`kp ]fi ^iX]k`e^% @e k_\ D\[`k\iiXe\Xe k_`e^j _Xm\ XcnXpj Y\\e c`b\ k_Xk% K_\i\ `j efk_`e^ e\n `e k_`j le`hl\ Xe[ le`m\ijXc gXk_% N_Xk `j `dgfikXek `j kf Y\ XnXi\# Xe[ kf dXeX^\ kf _Xm\ k_\ kffcj# `eZcl[`e^ ZlckliXc fe\j# kf dXeX^\ k_\ j`klXk`fe% =iXeZ\jZf DfiXZ\

=fkf [`&g_fkfj Yp Fjj\imXkfi`f \ Gif^iXddX [` I`Z\iZX ÈJki\\k 9f[p J`^eXcjÉ

3_BeOpen Book_084_089_UniqueUniversal_INTRO.indd 89

10/08/12 20.50

6OJRVF 6OJWFSTBM

%"- 16/50 %* 7*45" %&- %&4*(/ *- 1"3"%*(." nVOJDP F VOJWFSTBMFo 4*$63".&/5& 6/ .0%0 #3*--"/5& %* DSFBSF PQQPSUVOJU· DPNNFSDJBMJ 453"5&(*$0 /0/ 40-0 30."/5*$0 1"35& 4&.13& 1&3© %"- DPODFUUP EJ JEFOUJU·

6OJRVF 6OJWFSTBM *-TF $SBX'PS%

© STEF BAKKER

'30. " %&4*(/ 7*&810*/5 5)& n6OJRVF 6OJWFSTBMo 1"3"%*(. *4 6/%06#5&%-: " #3*--*"/5 8": 50 DSFBUF DPNNFSDJBM PQQPSUVOJUJFT JU JT 453"5&(*$ /05 +645 30."/5*$ #65 *5 "-8":4 )"4 50 45"35 8*5) 5)& DPODFQU PG JEFOUJUZ

@cj\ :iXn]fi[# `ek\i`fi [\j`^e\i \&Xe[ Zi\Xk`m\ [`i\Zkfi

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 90

10/08/12 11.42

*-TF $SBX'PS%

© YVONNE MULLOCK

A FOGO ISLAND È IN ATTO UN PROGETTO PER TRASFORMARE L’ISOLA, CHE UNA VOLTA VIVEVA DI PESCA DEL MERLUZZO, IN UN LUOGO DA VISITARE VALORIZZANDO LE RISORSE LOCALI: TESSUTI E PATCHWORK FATTI A MANO. A PROJECT IS NOW UNDERWAY TO TRANSFORM FOGO ISLAND, WHICH ONCE SURVIVED ON COD FISHING ALONE, INTO A PLACE TO VISIT, MAKING USE OF LOCAL RESOURCES: HANDMADE FABRICS AND PATCHWORKS.

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 91

10/08/12 11.42

6OJRVF 6OJWFSTBM

C

\ :fiYlj`\i le lfdf Z_\ _X gXjjXkf YlfeX gXik\ [\ccX jlX \j`jk\eqX X gXicXi\ [\ccX dXZZ_`eX [\ccX m`kX X]]\idXe[f1 È8ccX Ôe\ cX m`kX _X j\dgi\ iX^`fe\ \ cËXiZ_`k\kkliX _X j\dgi\ kfikfÉ% JkiXeXd\ek\ efe jfef hl\jk\ c\ Zfj\ g\i c\ hlXc` f^^` i`Zfi[Xkf% F^^` gfjj`Y`c\ \jj\i\ Èle`hl\ Xe[ le`m\ijXcÉ# \jj\i\ cfZXc` \ le`m\ijXc`# jfgiXkklkkf ^iXq`\ XccX i`mfclq`fe\ Z_\ XYY`Xdf m`jjlkf e\c dfe[f [\cc\ Zfdle`ZXq`fe`% 8m\mX iX^`fe\ DXij_Xcc DZCl_Xe hlXe[f gXic e\` gi`d` Xee` Ë-' [` le m`ccX^^`f ^cfYXc\% F^^` gfjj`Y`c\ Zfdle`ZXi\ c\ Xkk`m`k~# ^c` jk`c` \ ` gif^\kk` cfZXc` `dd\[`XkXd\ek\ `e klkkf `c dfe[f# Zfd\ j\ ]fjj`df e\ccf jk\jjf clf^f# \ hl\jkf ]X leX ^iXe[\ [`]]\i\eqX% 8eq` `c gXiX[fjjf Z_\ gifgi`f ^c` \c\d\ek` cfZXc` gfjjfef Xii`mXi\ ]XZ`cd\ek\ `e Xcki\ cfZXc`k~# d\eki\ Z` Z_\ i\Xc`qqXkf `ek\ieXq`feXcd\ek\ i\jkX jg\jjf c\^Xkf X le clf^f%

C

© YVONNE MULLOCK

\ :fiYlj`\i jg\ek dlZ_ f] _`j \o`jk\eZ\ kXcb`e^ XYflk k_\ dXZ_`e\ f] c`]\# jXp`e^1 È`e k_\ \e[# c`]\ `j XcnXpj i`^_k Xe[ k_\ XiZ_`k\Zk `j XcnXpj nife^É% JkiXe^\cp \efl^_# k_\i\ Xi\ efk k_\ k_`e^j ]fi n_`Z_ _\ `j i\d\dY\i\[ kf[Xp%%% Kf[Xp `k `j gfjj`Yc\ kf Y\ Èle`hl\ Xe[ le`m\ijXcÉ# cfZXc Xe[ le`m\ijXc# \jg\Z`Xccp k_Xebj kf k_\ i\mfclk`fe f] Zfddle`ZXk`fej% DXij_Xcc DZCl_Xe nXj i`^_k n_\e _\ kXcb\[ XYflk X ^cfYXc m`ccX^\# YXZb `e k_\ \Xicp J`ok`\j% Kf[Xp n\ ZXe `dd\[`Xk\cp Zfddle`ZXk\ XYflk cfZXc XZk`m`k`\j# jkpc\j Xe[ gifa\Zkj Xcc fm\i k_\ nfic[# Xj `] n\ n\i\ Xcc `e k_\ jXd\ gcXZ\# Xe[ k_`j dXb\j X Y`^ [`]]\i\eZ\% K_\ gXiX[fo `j k_Xk cfZXc \c\d\ekj ZXe \Xj`cp i\XZ_ fk_\i cfZXc`k`\j# n_`c\ n_Xk `j dX[\ `ek\ieXk`feXccp f]k\e i\dX`ej c`eb\[ kf fe\ gcXZ\% =ifd X [\j`^e

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 92

;Xc glekf [` m`jkX [\c [\j`^e `c gXiX[`^dX Le`hl\ Le`m\ijXc# Z_\ gl kiXj]fidXij` `e gif^\kk` X[\^lXk` Xcc\ Èe`ZZ_`\ [` dXjjXÉ# j`ZliXd\ek\ le df[f Yi`ccXek\ [` Zi\Xi\ fggfikle`k~ Zfdd\iZ`Xc`1 jkiXk\^`Zf# efe jfcf ifdXek`Zf% >c` \c\d\ek` jg\Z`ÔZ` [\cc\ jfkkfZlckli\ jfef [`]ÔZ`c` [X Zfg`Xi\ \ Xdd\kk`Xdfcf1 cX i`mfclq`fe\ `e[ljki`Xc\ _X ZXdY`Xkf XeZ_\ hl\jk\ Zfj\1 :`eX# @e[`X# 9iXj`c\% Efe gfjj`Xdf g` Zfdg\k\i\ `e k\id`e` [` m\cfZ`k~# gi\qqf# efm`k~ f hlXek`k~% [fYY`Xdf `em\ekXi\ Xcki` df[` \ efe jfcf leX i`Õ\jj`fe\ g\jj`d`jkX1 cX i`Z\iZX [` leX `[\ek`k~ j\dgi\ jkXkX Z\ekiXc\ `e dfck` clf^_` e\c dfe[f% @e hl\jkf j\ejf jkiXk\^`Zf `c gif^\kkf [` =f^f @jcXe[# leX elfmX k\iiX# le gfjkf Z_\ j`ZliXd\ek\ [\m\ cXmfiXi\ jlccX [\Ôe`q`fe\ [` leX `[\ek`k~% ß le gif^\kkf Xc hlXc\ XYY`Xdf ZfccXYfiXkf Zfe leX Zffg\iXk`mX jfZ`Xc\ [\ccË`jfcX \ Zfe le XiZ_`k\kkf [\ccX E\n]fle[cXe[%

m`\ngf`ek k_\ Le`hl\ Le`m\ijXc gXiX[`^d# n_`Z_ ZXe Y\ kiXej]fid\[ `ekf gifa\Zkj ]fi ÈdXjj e`Z_\jÉ# `j le[flYk\[cp X Yi`cc`Xek nXp kf Zi\Xk\ Zfdd\iZ`Xc fggfikle`k`\j1 `k `j jkiXk\^`Z# efk aljk ifdXek`Z% K_\ jg\Z`ÔZ \c\d\ekj f] jlYZlckli\j Xi\ _Xi[ kf Zfgp# Xe[ n\ d`^_k Xj n\cc X[d`k `k2 k_\ `e[ljki`Xc i\mfclk`fe _Xj Xcjf Z_Xe^\[ k_\j\ k_`e^j% :_`eX# @e[`X# 9iXq`c%%% n\ ZXe ef cfe^\i Zfdg\k\ `e k\idj f] jg\\[# gi`Z\# efm\ckp fi hlXek`kp%%% jf n\ _Xm\ kf `em\ek fk_\i nXpj K_`j `j efk aljk X g\jj`d`jk`Z `[\X1 k_\ j\XiZ_ ]fi Xe `[\ek`kp _Xj XcnXpj Y\\e Z\ekiXc# `e dXep gcXZ\j `e k_\ nfic[% @e k_`j j\ej\ k_\ =f^f @jcXe[ gifa\Zk `j jkiXk\^`Z# X e\n cXe[# X gcXZ\ k_Xk _Xj kf nfib fe k_\ [\Ôe`k`fe f] Xe `[\ek`kp% N\ _Xm\ nfib\[ fe k_`j gifa\Zk kf^\k_\i n`k_ X jfZ`Xc Zffg\iXk`m\ ]ifd k_\ `jcXe[ Xe[ Xe XiZ_`k\Zk ]ifd E\n]fle[cXe[% @k `j X gcXZ\ k_Xk e\\[j kf Y\ Zfddle`ZXk\[ kf k_\ i\jk f] k_\ nfic[# Y\ZXlj\ `k feZ\ c`m\[ fe Zf[ Ôj_`e^# Xe[ kf[Xp `k _Xj kf Ôe[ mXc`[ Xck\ieXk`m\j `e fi[\i kf jlim`m\1 k_\ \Zfefdp _Xj ZfccXgj\[ Xe[ k_\ pfle^\i ^\e\iXk`fej Xi\ ^iX[lXccp c\Xm`e^ k_\ `jcXe[% Fe\ f] k_\ gfjj`Yc\ jkiXk\^`\j `j gi\Z`j\cp kf kiXej]fid k_\ `jcXe[ `ekf X gcXZ\ kf m`j`k# n_\i\ cfZXc g\fgc\ ZXe \ogi\jj k_\`i `[\ek`kp n`k_ gi`[\# `e X [`^e`Ô\[# jljkX`eXYc\ nXp% Jf n\ _Xm\ Zfe[lZk\[ i\j\XiZ_# XYflk k_\ g\fgc\ Xe[ n_Xk k_\p ZXe [f¿ n\ [`jZfm\i\[ k_Xk k_\p Xi\ ]lcc f] i\jfliZ\j# n`k_ X m\ip jg\Z`ÔZ cfZXc `[\ek`kp# Xe[ Xi\ XYc\ kf dXb\ ]XYi`Zj# gXkZ_nfibj# dXep _Xe[dX[\ k_`e^j K_\ XiZ_`k\Zk Yl`ck jfd\ _flj\j ]fi Xik`jkj# n`k_ k_\ X`d

ß le clf^f Z_\ _X Y`jf^ef [` \jj\i\ Zfdle`ZXkf Xc i\jkf [\c dfe[f g\iZ_ leX mfckX m`m\mX [\ccX g\jZX [\c d\iclqqf \ f^^` [\m\ kifmXi\ mXc`[\ Xck\ieXk`m\ g\i jfgiXmm`m\i\1 cX cfif \Zfefd`X X g\qq` \ c\ ^`fmXe` ^\e\iXq`fe` jkXeef gif^i\jj`mXd\ek\ XYYXe[feXe[f cË`jfcX% LeX [\cc\ gfjj`Y`c` jkiXk\^`\ gifgi`f hl\ccX [` kiXj]fidXi\ cË`jfcX `e le clf^f [X m`j`kXi\# [fm\ ` cfZXc` gfjjXef \jgi`d\i\ cX cfif `[\ek`k~ Zfe fi^f^c`f# ^lX[X^eXe[f `e df[f [`^e`kfjf \ jfjk\e`Y`c\% :fj` XYY`Xdf i\Xc`qqXkf leX i`Z\iZX# XYY`Xdf `e[X^Xkf jl^c` lfd`e` \ c\ Zfj\ Z_\ gfk\mXef ]Xi\ \ XYY`Xdf jZfg\ikf Z_\ jfef g`\e` [` i`jfij\# i`ZZ_` [` leX `[\ek`k~ cfZXc\ dfckf jg\Z`ÔZX# ZXgXZ` [` i\Xc`qqXi\ k\jjlk`# gXkZ_nfib# klkk\ Zfj\ ]Xkk\ X dXef% CËXiZ_`k\kkf _X Zfjkil`kf XcZle\ ZXj\ g\i Xik`jk` Xccf jZfgf [` Xkk`iXi\ Zi\Xk`m` jlccË`jfcX glekXe[f jlccX m`j`Y`c`k~% CXmfiXe[f Zi\Xk`mXd\ek\ jl^c` \[`ÔZ`

PAGINA A LATO, ARTIST’S STUDIO A FOGO, NEWFOUNDLAND NEXT PAGE, ARTIST’S STUDIO, FOGO, NEWFOUNDLAND

f] XkkiXZk`e^ Zi\Xk`m\ g\fgc\ kf k_\ `jcXe[# kf ^`m\ `k m`j`Y`c`kp% Nfib`e^ Zi\Xk`m\cp fe k_\ Yl`c[`e^j# n\ ]fle[ X nXp kf dXb\ k_\d ZfdgXk`Yc\ n`k_ k_\ `e_XY`kXekj# n`k_flk cfj`e^ Xgg\Xc% N\ _X[ kf Ôe[ X d`o\[ jfclk`fe lj`e^ g`\Z\j k_Xk n\i\ Xci\X[p fe k_\ `jcXe[ Xe[ dXk\i`Xcj n`k_ n_`Z_ kf dXb\ Z_X`ij# Y\eZ_\j Xe[ fk_\i fYa\Zkj# Zi\Xk`e^ X e\knfib f] [\j`^e\ij n_f jkXik n`k_ k_`j m`j`fe Xe[ Zfd\ kf nfib `e[`m`[lXccp n`k_ cfZXc Xik`jXej% K_\ gifa\Zk `j Xcdfjk Ôe`j_\[# Xe[ @ Xd m\ip Zli`flj kf j\\ k_\ i\jlckj2 k_\ `[\X f] Zi\Xk`e^ X m`iklflj Z`iZl`k kf jlggfik k_\ cfZXc \Zfefdp _Xj [\Ôe`k\cp Y\\e dX`ekX`e\[% B\\g`e^ k_\ nfic[ kf^\k_\i k_Xebj kf [\j`^e `j jfd\k_`e^ XdXq`e^ Xe[ jkiXk\^`Z1 `k ZXccj ]fi Ylj`e\jj j\ej\ Xj n\cc Xj X\jk_\k`Zj% @ cfm\ k_`j g_iXj\1 È@

10/08/12 11.42

*-TF $SBX'PS%

XYY`Xdf kifmXkf le df[f g\i i\e[\ic` ZfdgXk`Y`c` Zfe ^c` XY`kXek`# j\eqX g\i[\i\ [` XkkiXkk`mX% ;fm\mXdf kifmXi\ leX jfclq`fe\ d`jkX lk`c`qqXe[f g\qq` Z_\ ^`~ j` kifmXmXef jlccË`jfcX \ dXk\i`Xc` Zfe Zl` ]Xi\ j\[`\# gXeZ_\# \ Xcki` f^^\kk`# Zi\Xe[f le e\knfib [` [\j`^e\i Z_\ Æ gXik\e[f [X hl\jkX m`j`fe\ Æ m\e`jj\if X cXmfiXi\ `e[`m`[lXcd\ek\ Zfe ^c` Xik`^`Xe` cfZXc`% @c gif^\kkf fidX` hlXj` Ôe`kf \ jfef dfckf Zli`fjX [` m\[\ie\ ` i`jlckXk`# dX j`ZliXd\ek\ jkXkX i`jg\kkXkX cX gi\d\jjX [` Zi\Xi\ le Z`iZfcf m`iklfjf Z_\ jfjk\e\jj\ cË\Zfefd`X [\c clf^f% K\e\i\ `ej`\d\ `c dfe[f ^iXq`\ Xc [\j`^e hlXcZfjX [` gfik\ekfjf# [` jkiXk\^`Zf1 Z` mlfc\ Ôlkf g\i `c Ylj`e\jj fcki\ Z_\ g\i cËXjg\kkf \jk\k`Zf% 8[fif hl\jkX ]iXj\1 È@f _f m`jkf `c ]lklif \[ dfckf j`d`c\ Xc gi\j\ek\# dX jfcf g` cle^fÉ \ hl\jkX d` j\dYiX j`X cX hl\jk`fe\1 jg\jjf cX ^\ek\ g\ejX Xc ]lklif Zfd\ X hlXcZfjX [` dfckf [`m\ijf \ X mfck\ cf #

_Xm\ j\\e k_\ ]lkli\ Xe[ `k `j aljk c`b\ k_\ gi\j\ek# fecp cfe^\iÉ# Xe[ k_`j j\\dj kf Y\ k_\ hl\jk`fe1 g\fgc\ f]k\e k_`eb XYflk k_\ ]lkli\ Xj jfd\k_`e^ m\ip [`]]\i\ek# Xe[ Xk k`d\j `k `j# Y\ZXlj\ k_\i\ Xi\ k_`e^j k_Xk ZXe Y\ [`]]\i\ek Xe[ k_Xk n\ ZXeefk Zfekifc% 9lk dXep f] k_\ k_`e^j n\ [f kf[Xp n\ n`cc Zfek`el\ kf [f `e k_\ ]lkli\% Dp XggifXZ_ kf [\j`^e `j kf j\\ Yl`c[`e^j Xe[ k_\`i `ek\i`fij Xj Xe fe^f`e^ \o`jk\eZ\1 k_\p _Xm\ X gXjk# X gi\j\ek Xe[ X ]lkli\# k_\p le[flYk\[cp _Xm\ X c`]\% K_`j Yi`e^j lj YXZb kf k_\ hlfk\ ]ifd C\ :fiYlj`\i @ d\ek`fe\[ Xk k_\ Y\^`ee`e^% @ Xd efk efjkXc^`Z# Ylk @ Xcjf k_`eb k_\ gi\j\ek Xci\X[p f]]\ij lj Xcc k_\ Xejn\ij% N\ Xi\ `dd\ij\[ `e X gifZ\jj f] fe^f`e^ Z_Xe^\ Xe[ @ Y\c`\m\ `k `j `ek\i\jk`e^ kf ZfejkilZk n_Xk @ ZXcc X c`]\ ]iXd\1 `%\% jfd\k_`e^ g\fgc\ ZXe `e_XY`k# Ylk k_Xk

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 93

10/08/12 11.42

6OJRVF 6OJWFSTBM

“QUESTA È UNA CASA CHE ABBIAMO COSTRUITO QUASI 10 ANNI FA: ERA RIVOLTA A RAGAZZI CHE LAVORAVANO NEL MONDO DEI MEDIA, DELLA PUBBLICITÀ E DEL CINEMA. ABBIAMO COSTRUITO PER LORO UNA CLUB-HOUSE E UN HOTEL COSÌ CHE POTESSERO SENTIRSI A LORO AGIO. È DIVENTATO UN LUOGO QUASI LEGGENDARIO, CON LA SUA DIVERTENTE PISCINA SUL TETTO. C’ERANO STANZE IN CUI POTEVI PORTARE I BAMBINI, ALTRE IN CUI PORTARE LA TUA RAGAZZA, ALTRE ANCORA DOVE FARE DELLE RIUNIONIE POI, VELOCEMENTE, CHIUDERE UNA PARTE DELLO SPAZIO CON LE TENDE E DIVERTIRTI”. “THIS IS A HOUSE WE BUILT ABOUT TEN YEARS AGO: IT WAS FOR YOUNG PEOPLE WORKING IN THE WORLD OF MEDIA, ADVERTISING AND CINEMA. WE BUILT THEM A CLUBHOUSE AND A HOTEL WHERE THEY WOULD FEEL COMFORTABLE. IT BECAME AN ALMOST LEGENDARY PLACE, WITH ITS AMUSING ROOFTOP POOL. THERE WERE ROOMS WHERE YOU COULD BRING KIDS, OTHERS WHERE YOU COULD BRING YOUR GIRL, OR ROOMS WHERE YOU COULD HAVE A MEETING AND THEN QUICKLY CLOSE PART OF THE SPACE WITH CURTAINS TO HAVE FUN”. © MARTYN THOMPSON

g\iZ_ Z` jfef Zfj\ Z_\ gfjjfef \jj\i\ [`m\ij\ \ Z_\ efe gfjj`Xdf ZfekifccXi\# dX dfck\ [\cc\ Zfj\ Z_\ ]XZZ`Xdf f^^` Zfek`el\i\df X ]Xic\ `e ]lklif% @c d`f XggifZZ`f Xc [\j`^e hl\ccf [` m\[\i\ ^c` \[`ÔZ` \ ` cfif `ek\ie` Zfd\ leË\j`jk\eqX Zfek`elX1 _Xeef le gXjjXkf# le gi\j\ek\ \ le ]lklif \ j`ZliXd\ek\ _Xeef leX m`kX% < hl` i`kfieX cX Z`kXq`fe\ [` C\ :fiYlj`\i Z_\ _f i`Zfi[Xkf `e Xg\ikliX% Efe jfef efjkXc^`ZX# dX g\ejf XeZ_\ Z_\ `c gi\j\ek\ Z` f]]iX klkk\ c\ i`jgfjk\% J`Xdf `dd\ij` `e le gifZ\jjf [` Zfek`elf ZXdY`Xd\ekf \ `f Zi\[f j`X `ek\i\jjXek\ Zfjkil`i\ hl\ccX Z_\ `f Z_`Xdf leX Zfie`Z\ g\i cX m`kX1 Z`f hlXcZfjX Z_\ cX ^\ek\ gfjjX XY`kXi\# dX Z_\ gfjjX XeZ_\ kiXj]fidXij`# \mfcm\e[fj` XeZ_\ j\eqX `c efjkif `ek\im\ekf% 8ccX Ôe\ Y`jf^eX Zfdgi\e[\i\ Z_\ ^c` \[`ÔZ` jfef ` gfjk` `e Zl` m`m`Xdf# dX Xc k\dgf jk\jjf jfef c\^Xk` XccX k\iiX# hl`e[`# hlXe[f gXicf © MARTYN THOMPSON

© MARTYN THOMPSON

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 94

10/08/12 11.43

*-TF $SBX'PS%

© LISA COHEN

[` leX Zfie`Z\ g\i cX m`kX# g\ejf X hlXcZfjX Z_\ i`jg\kk` ^c` \[`ÔZ`# c\ ZXiXkk\i`jk`Z_\ [\c clf^f# cX ]leq`feXc`k~ [Ëljf% Hl\jkf Z` Z_\ [fmi\YY\ Xdgc`ÔZXi\ cX m`kX Z_\ j` jmfc^\ XccË`ek\ief [` le \[`ÔZ`f# XZZ\eklXe[f \ [Xe[f ]fidX Xc ^\e`lj cfZ`% @c [\j`^e Zfd\ le c`e^lX^^`f `e *[# Xii`mX XccX Ôe\ [\c efjkif gifZ\jjf# efe XccË`e`q`f1 i\Xc`qq`Xdf j\dgi\ leX ^iXe i`Z\iZX gifg\[\lk`ZX gi`dX [` `ddX^`eXi\ leX Zfjkilq`fe\ \ hl\jkf j`^e`ÔZX \jj\i\ Xg\ik`1 ljXi\ ` efjki` j\ej`% @f [`Zf j\dgi\ Z_\ XYY`Xdf [l\ fZZ_`# [l\ fi\ZZ_`\ \ leX YfZZX \ [fmi\ddf ljXic` `e hl\ccX jk\jjX gifgfiq`fe\1 ^lXi[Xk\ \ XjZfckXk\ gi`dX [` jXckXi\ Xcc\ ZfeZclj`fe`% J\ Z` g\ejXk\ Y\e\ hlXcZfjX Z_\ gl \j`jk\i\ Xc [` c~ [\ccf jk`c\1 \j`jkfef gj`Zfcf^`X \ dXib\k`e^# dX XeZ_\ cËXe`dX [` le clf^f% HlXe[f g\ejf Xc [\j`^e [\^c` f^^\kk` `em\Z\ Z_\ [\^c` jgXq`# d` dlfmf e\ccX jk\jjX [`i\q`fe\# dX fmm`Xd\ek\ Zfe hlXcZ_\ [`]]\i\eqX1 efe _X` le clf^f jl Zl` cXmfiXi\# dX _X` Zfdlehl\ cX ZlckliX [\ccËXq`\e[X# ZfefjZ` `c Zfek\jkf `e Zl` m\ii~ `ej\i`kf \ fmm`Xd\ek\ cX ZlckliX jk\jjX [\ccËf^^\kkf# Z`f `c df[f `e Zl` ljXkf \ X ZfjX j\im\% < XeZ_\ hl\jkX [`m\ekX leX jÔ[X \ZZ`kXek\1 j\dgi\ jlc Ôcf [\ccËle`Zf \ [\ccËle`m\ijXc\%

BeOpen Book_090_095_UniqueUniversal_Crawford.indd 95

STOCCOLMA. PROGETTO PER MATHIAS DAHLGREN, CHEF SVEDESE REALIZZATO INTERPRETANDO LA SUA PERSONA, LA SUA STORIA E LA SUA FILOSOFIA RIGUARDO AL CIBO. LO SPAZIO NON ESISTE INDIPENDENTEMENTE DA LUI E SOPRATTUTTO ESPRIME I SUOI VALORI E PUÒ EVOLVERSI. STOCKHOLM. PROJECT FOR MATHIAS DAHLGREN, THE SWEDISH CHEF, DONE BY INTERPRETING HIS PERSONALITY, HIS HISTORY AND HIS PHILOSOPHY OF FOOD. THE SPACE DOES NOT EXIST APART FROM HIM. ABOVE ALL, IT EXPRESSES HIS VALUES AND CAN EVOLVE.

ZXe Xcjf Y\ kiXej]fid\[# \mfcm`e^# \m\e n`k_flk fli `ek\im\ek`fe% @e k_\ \e[# n\ _Xm\ kf le[\ijkXe[ k_Xk Yl`c[`e^j Xi\ gcXZ\j `e n_`Z_ n\ c`m\# Ylk Xk k_\ jXd\ k`d\ k_\p Xi\ Zfee\Zk\[ kf k_\ \Xik_# jf n_\e @ kXcb XYflk X c`]\ ]iXd\ @ Xd k_`eb`e^ f] jfd\k_`e^ k_Xk i\jg\Zkj Yl`c[`e^j# k_\ Z_XiXZk\i`jk`Zj f] k_\ gcXZ\# k_\ lj\]lc ]leZk`fej% K_`j `j n_Xk j_flc[ Xdgc`]p k_\ c`]\ k_Xk _Xgg\ej `ej`[\ X Yl`c[`e^# XZZ\eklXk`e^ Xe[ ^`m`e^ ]fid kf k_\ ^\e`lj cfZ`% ;\j`^e `j c`b\ X *; cXe^lX^\# `k Zfd\j Xk k_\ \e[ f] fli gifZ\jj# efk Xk k_\ Y\^`ee`e^1 n\ XcnXpj Zfe[lZk ^i\Xk gi\gXiXkfip i\j\XiZ_ gi`fi kf `dX^`e`e^ X ZfejkilZk`fe# Xe[ k_`j d\Xej Y\`e^ fg\e1 lj`e^ fli j\ej\j% @ XcnXpj jXp n\ _Xm\ knf \p\j# knf \Xij Xe[ fe\ dflk_# Xe[ n\ j_flc[ lj\ k_\d gifgfik`feXk\cp1 cffb`e^ Xe[ c`jk\e`e^ Y\]fi\ aldg`e^ kf ZfeZclj`fej% @] pfl k_`eb XYflk `k# `k `j jfd\k_`e^ k_Xk ZXe \o`jk Y\pfe[ jkpc\1 k_\i\ Xi\ gjpZ_fcf^p Xe[ dXib\k`e^# Ylk k_\i\ `j Xcjf k_\ jflc f] X gcXZ\% N_\e @ k_`eb XYflk k_\ [\j`^e f] fYa\Zkj `ejk\X[ f] jgXZ\j# @ dfm\ `e k_\ jXd\ [`i\Zk`fe# Ylk fYm`fljcp n`k_ jfd\ [`]]\i\eZ\j1 pfl [feËk _Xm\ X gcXZ\ fe n_`Z_ kf nfib# Ylk `e Xep ZXj\ pfl _Xm\ k_\ Zlckli\ f] k_\ ZfdgXep# pfl befn k_\ Zfek\ok `e n_`Z_ `k n`cc Y\ `ej\ik\[ Xe[# fYm`fljcp# k_\ Zlckli\ f] k_\ fYa\Zk `kj\c]# `%\% k_\ nXp `e n_`Z_ `k `j lj\[# n_Xk `k `j ^ff[ ]fi% K_`j kff Y\Zfd\j Xe \oZ`k`e^ Z_Xcc\e^\# XcnXpj Xcfe^ k_\ \[^\ f] k_\ le`hl\ Xe[ k_\ le`m\ijXc%

10/08/12 11.43

6OJRVF 6OJWFSTBM

-" TFNQMJDJU· -" 2605*%*"/*5 -& '03.& "3$)&5*1& 45"//0 4*$63".&/5& "--" #"4& %&- /04530 -"7030 -" 4&.1-*$*5 .0-50 3*$$" )" */ 4 6/" TUSBPSEJOBSJB RVBMJU· 3*41&55" & $63" -& $04& 3*41&55" & $63" -" 7*5" " 1"35*3& %" 26&450 1044*#*-& QSPHFUUBSF RVBMDPTB EJ VOJDP F VOJWFSTBMF 1&3$) -" 4&.1-*$*5 )" *- 7"/5"((*0 %* &44&3& $0.13&4" & DBQJUB JO UVUUF MF DVMUVSF

6OJRVF 6OJWFSTBM 1BP-B /BWPOF %BO*F- 3P[FOT[5SPD)

© F. MANTOVANI

4JNQMJDJUZ &7&3:%": -*'& "3$)&5:1"- '03.4 6/%06#5&%-: '03. 5)& #"4*4 0' 063 803, 4*.1-*$*5: *4 7&3: 3*$) *5 $0/5"*/4 "/ FYUSBPSEJOBSZ RVBMJUZ *5 3&41&$54 "/% $"3&4 '03 5)*/(4 '03 -*'& 45"35*/( '30. )&3& *5 *4 1044*#-& 50 EFTJHO TPNFUIJOH VOJRVF BOE VOJWFSTBM #&$"64& 4*.1-*$*5: )"4 5)& "%7"/5"(& 0' #&*/( VOEFSTUPPE JO BMM DVMUVSFT GXfcX EXmfe\# XiZ_`k\kkf&XiZ_`k\Zk \&Xe[ [\j`^e\i ;Xe`\c Ifq\ejqkifZ_# Xik [`i\Zkfi [`&f] D\iZ` GXi`j

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 96

13/08/12 13.59

1BPMB /BWPOF %BOJFM 3P[FOT[USPDI

POSATE DA INSALATA IN LEGNO LACCATO SU VASSOIO IN ARGENTO MARTELLATO. DESIGN PAOLA NAVONE. SALAD SERVING SET, MADE OF LAQUERED WOOD ON A HAMMERED SILVER TRAY. DESIGN PAOLA NAVONE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 97

13/08/12 14.00

6OJRVF 6OJWFSTBM

:

` g`XZ\ Z_`XdXi\ cX efjkiX g`ZZfcX jkfi`X Èjgfe^\ [\j`^eÉ% G\iZ_ `c efjkif df[f [` cXmfiXi\ le gfË Zfd\ hl\ccf [` leX jgl^eX% :` jm\^c`Xdf \ Zfd`eZ`Xdf jlY`kf X[ XjjfiY`i\ fmlehl\ `ddX^`e`# ]fid\# Zfcfi`# f[fi` \ `dgi\jj`fe`% F^e` ^`fief# )+ fi\ jl )+# () d\j` XccËXeef% Klkk\ hl\jk\ Zfj\ mXeef X Ôe`i\ XccX i`e]ljX `e le ^ifjjf ÈY`[fe\É Z_\ cX efjkiX k\jkX% F^e` mfckX Z_\ cXmfi`Xdf jl le gif^\kkf# Z` Z_\ j\im\ \d\i^\ `e df[f `dd\[`Xkf \ eXkliXc\% CË`[\X gi\e[\ ]fidX% <iX ^`~ c [X hlXcZ_\ gXik\% < hl\jkX g`ZZfcX dX^`X Z` jfigi\e[\ f^e` mfckX% CX jgl^eX g\i d\ le f^^\kkf j`dYfc`Zf% ß le f^^\kkf eXkliXc\# le`m\ijXc\# [\dfZiXk`Zf# ]Xd`c`Xi\# \Zc\kk`Zf \ X jlf df[f `ife`Zf% @e jfjkXeqX le dX^e`ÔZf \j\dg`f [` È]i`\e[cp [\j`^eÉ# Zfd\ d` g`XZ\ g\ejXi\ Z_\ j`Xef klkk\ c\ Zfj\ Z_\ ]XZZ`Xdf1 ]Xd`c`Xi`# [\c`ZXk\# gf\k`Z_\# dX` X^^i\jj`m\% :fj\ [Xcc\ ]fid\ `ekl`k`m\# j\dgc`Z`% HlXj` YXeXc`% J\dgc`Z`k~ g\i ef` leX gXifcX i`ZZX [` `jg`iXq`fe\% Efe j`^e`ÔZX d\[`fZi`k~# dfefkfe`X# Zfem\eq`feXc`k~# i`eleZ`X% ß leË`[\X Z_\ _X X Z_\ ]Xi\ Zfe `c i`jg\kkf g\i c\ Zfj\ \ Zfe `c ]XjZ`ef [\ccX d\dfi`X% < efe \jZcl[\ XjjfclkXd\ek\ gf\j`X# Y\cc\qqX \ `ife`X% Klkkf Z` Z_\ ]XZZ`Xdf eXjZ\ [XccX Zli`fj`k~% LeX Zli`fj`k~ le gfË dXe`XZXc\# hlXj` [X Xekifgfcf^`% CËf^^\kkf [\c efjkif `ek\i\jj\ efe `c ZfdgfikXd\ekf [\^c` lfd`e` e\cc\ [`m\ij\ Zlckli\# dX c\ Zfj\ [X cfif gif[fkk\ Z_\ jfef `c ]ilkkf [` leX Zi\Xk`m`k~ j\eqX efd\% :` X]]XjZ`eXef ^c` f^^\kk` [\ccX m`kX hlfk`[`XeX# \jgi\jj`fe` [` lj` Xek`Z_`# e\Z\jjXi`# ZfejXg\mfc`% @ efjki` j`k` [` i`Z\iZX jfef c\ g`Xqq\# ` YXqXi# ` dlj\`# ` e\^fq`# ` d\iZXk`# ` jlb# c\ jkiX[\# ` ZfeZ\ik`# c\ YXeZXi\cc\# ` jlg\id\iZXk`# c\ jÔcXk\ [` df[X Zfd\ c\ ]\jk\ [` gX\j\% Klkk` clf^_` `e Zl` Xmm\e^fef `eZfejXg\mfcd\ek\ `eZifZ` jkiXfi[`eXi` [` ZlckliX dXk\i`Xc\% Jfkkf ZXjX f `e clf^_` cfekXe`jj`d` efe `dgfikXek\%

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 98

N

\ c`b\ kf ZXcc fli c`kkc\ jkfip Èjgfe^\ [\j`^eÉ% 9\ZXlj\ fli nXp f] nfib`e^ `j X Y`k c`b\ X jgfe^\% N\ nXb\ lg Xe[ n\ `dd\[`Xk\cp jkXik kf XYjfiY `dX^\j# ]fidj# Zfcfij# jd\ccj Xe[ `dgi\jj`fej% <m\ip [Xp# )+ _flij X [Xp# () dfek_j X p\Xi% 8cc k_\j\ k_`e^j \e[ lg `e k_Xk Y`^ Y`e k_Xk `j fli _\X[% <m\ip k`d\ n\ nfib fe X gifa\Zk n_Xk `j e\\[\[ \d\i^\j `e Xe `dd\[`Xk\# eXkliXc nXp% K_\ `[\X kXb\j ]fid% @k nXj Xci\X[p k_\i\# jfd\gcXZ\% 8e[ k_`j c`kkc\ Y`k f] dX^`Z jligi`j\j lj \m\ip k`d\% =fi d\# k_\ jgfe^\ `j X jpdYfc`Z fYa\Zk% @k `j eXkliXc# le`m\ijXc# [\dfZiXk`Z# ]Xd`c`Xi# \Zc\Zk`Z Xe[ `ife`Z# `e `kj nXp% @e jlYjkXeZ\ `k `j X dX^e`ÔZ\ek \oXdgc\ f] È]i`\e[cp [\j`^eÉ# Xj @ c`b\ kf k_`eb Xcc k_\ k_`e^j n\ [f Xi\1 ]Xd`c`Xi# [\c`ZXk\# gf\k`Z# e\m\i X^^i\jj`m\% K_`e^j n`k_ `ekl`k`m\# j`dgc\ ]fidj% 8cdfjk YXeXc% J`dgc`Z`kp# ]fi lj# `j X nfi[ i`Z_ `e `ejg`iXk`fe% @k [f\jeËk d\Xe d\[`fZi`kp# dfefkfep# Zfem\ek`fe# jXZi`ÔZ\% @k `j Xe `[\X k_Xk _Xj kf [f n`k_ i\jg\Zk ]fi k_`e^j Xe[ k_\ Z_Xid f] d\dfip% @k XYjfclk\cp [f\j efk \oZcl[\ gf\kip# Y\Xlkp Xe[ `ifep% <m\ipk_`e^ n\ [f Zfd\j ]ifd Zli`fj`kp# X iXk_\i dXe`XZXc Zli`fj`kp# c`b\ k_Xk f] Xe Xek_ifgfcf^`jk% K_\ fYa\Zk f] fli `ek\i\jk `j efk k_\ Y\_Xm`fi f] _ldXe Y\`e^j `e [`]]\i\ek Zlckli\j# Ylk k_\ k_`e^j k_\p gif[lZ\# k_\ i\jlck f] eXd\c\jj Zi\Xk`m`kp% N\ Xi\ ]XjZ`eXk\[ Yp k_\ fYa\Zkj f] \m\ip[Xp c`]\# \ogi\jj`fej f] XeZ`\ek Zljkfdj# e\Z\jjXip# XnXi\% Fli gcXZ\j f] i\j\XiZ_ Xi\ jhlXi\j# dXib\kj# dlj\ldj# j_fgj# jki\\kj# ZfeZ\ikj# b`fjbj# jlg\idXib\kj# ]Xj_`fe j_fnj# iliXc Z\c\YiXk`fe1 Xcc gcXZ\j n_\i\ \okiXfi[`eXip _pYi`[j# f] dXk\i`Xc Zlckli\ _Xgg\e aljk% I`^_k [fnejkX`ij fi `e ]XiXnXp cXe[j%

13/08/12 14.00

1BPMB /BWPOF %BOJFM 3P[FOT[USPDI

ALCUNE IMMAGINI DI INTERIORS. IN BASSO A SINISTRA DODO-POMELLATO SHOP, LONDON 2011. DESIGN PAOLA NAVONE. SOME INTERIORS IMAGE. BOTTOM LEFT, DODO-POMELLATO SHOP, LONDON 2011. DESIGN PAOLA NAVONE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 99

13/08/12 14.00

6OJRVF 6OJWFSTBM

COLLEZIONE DI PIATTI IN PORCELLANA DECORATA SOTTO SMALTO, BLU COBALTO CUCCHIAIO DA RISO IN ACCIAIO LUCIDO. DESIGN PAOLA NAVONE, PRODUZIONE DRIADE. PORCELAIN UNDERGLAZED DISH COLLECTION COBALT BLUE COLOR POLISHED STAINLESS STEELE RICE SPOON. DESIGN PAOLA NAVONE, MANUFACTURED BY DRIADE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 100

13/08/12 14.00

1BPMB /BWPOF %BOJFM 3P[FOT[USPDI

LAPU LAPU, PRESINA A FORMA DI PESCE IN SILICONE DI PAOLA NAVONE PER HABITAT. ALCUNI OGGETTI REINTERPRETATI DA PAOLA NAVONE: “TROVO CHE SIA BELLISSIMO QUANDO UN ELEMENTO CHE APPARTIENE A UN LUOGO SI SPOSTA, VIENE RIUSATO, RIGENERATO PER DIVENTARE UN’ALTRA COSA ALTROVE”. LAPU LAPU FISH SHAPED SILICONE MITT BY HABITAT, DESIGN PAOLA NAVONE. A COMPOSITION OF OBJECTS CREATED BY PAOLA NAVONE: “I LOVE IT WHEN AN ELEMENT THAT BELONGS TO ONE PLACE IS MOVED, REUSED, REGENERATED TO BECOME SOMETHING ELSE, ELSEWHERE WHEN AN OBJECT LEAVES ITS PLACE OF ORIGIN AND BECOMES A PRODUCT MADE OF MANY STORIES, RELATIONSHIPS, PATHS OF VOYAGES”.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 101

:fd\ \ZZ\eki`Z` ÈXekifgfcf^` [\cc\ Zfj\É j`Xdf gfikXk` hlXj` [Ë`jk`ekf X[ XjjfZ`Xi\# ZfekXd`eXi\ \ `Yi`[Xi\ `ddX^`e`# Zfcfi`# dXk\i`Xc` \ f^^\kk` gifm\e`\ek` [X dfe[` [`m\ij` m`Z`e` \ cfekXe`% J\eqX ^\iXiZ_`\ [` k\dgf f [` mXcfi\% :fj gi\e[fef m`kX Zfj\ le`Z_\ \ `eXjg\kkXk\% :fj\ Z_\ _Xeef kXek\ m`k\ [X iXZZfekXi\ Zfd\ Z_` kfieX [X le cle^f m`X^^`f gfikXe[fj` [`\kif le gfË [` jkfi`X [\c dfe[f% ?fe^ Bfe^# `c D\[`k\iiXe\f# ` EXm`^c`# cË8]i`ZX# E\n Pfib# `c Efi[ <lifgX# cË@e[`X# ` 9XcZXe`# GXi`^`# cX K_X`cXe[`X# f `c jlg\id\iZXkf jfkkf ZXjX% @c m`X^^`f hlXcZfjX [X Zl` `c efjkif cXmfif# \ cX d`X m`kX g\ijfeXc\# efe gfjjfef gi\jZ`e[\i\% ß `c d`f df[f [` i\jg`iXi\% M`X^^`f `ek\jf Zfd\ ]fidX [` g\ej`\if% :fd\ df[f [` \jj\i\% Efe `dgfikX hlXekf cfekXef% :fd\ fZZ_`f efdX[\ Z_\ efe jd\kk\ dX` [` ^lXi[Xi\# [` XjjfiY`i\# [` jklg`ij`# [` Zi\Xi\ Zfee\jj`fe` kiX c\ Zfj\ g` [`m\ij\% Kifmf Z_\ j`X Y\cc`jj`df hlXe[f le \c\d\ekf Z_\ XggXik`\e\ X le clf^f j` jgfjkX# m`\e\ i`ljXkf# i`^\e\iXkf g\i [`m\ekXi\ leËXckiX ZfjX Xckifm\

C`b\ \ZZ\eki`Z ÈXek_ifgfcf^`jkj f] k_`e^jÉ n\ Xcdfjk `ejk`eZk`m\cp jkXik kf XjjfZ`Xk\# ZfekXd`eXk\ Xe[ ZfdY`e\ `dX^\j# Zfcflij# dXk\i`Xcj Xe[ fYa\Zkj ]ifd [`]]\i\ek nfic[j# e\Xi Xe[ ]Xi n`k_flk iXeb`e^ k_\d Yp k`d\ fi mXcl\% Jf le\og\Zk\[# le`hl\ k_`e^j Xi\ Yfie% K_`e^j k_Xk _Xm\ dXep c`m\j kf eXiiXk\# c`b\ jfd\fe\ YXZb ]ifd X cfe^ ki`g# Yi`e^`e^ YXZb X Y`k f] k_\ _`jkfip f] k_\ nfic[% ?fe^ Bfe^# k_\ D\[`k\iiXe\Xe# k_\ ZXeXcj f] D`cXe# 8]i`ZX# E\n Pfib# Efik_\ie <lifg\# @e[`X# k_\ 9XcbXej# GXi`j# K_X`cXe[# fi k_\ jlg\idXib\k Xifle[ k_\ Zfie\i% K_\ mfpX^\ `j jfd\k_`e^ k_Xk ZXeefk Y\ j\gXiXk\[ ]ifd fli nfib# fi ]ifd dp g\ijfeXc c`]\% KiXm\c j\\e Xj X k_fl^_k ]fid% 8 nXp f] Y\`e^% @k [f\jeËk dXkk\i _fn ]Xi pfl ^f% C`b\ X efdX[`Z \p\ k_Xk e\m\i jkfgj cffb`e^# XYjfiY`e^# Y\`e^ XdXq\[# Zi\Xk`e^ Zfee\Zk`fej Xdfe^ k_\ n`[\jk iXe^\ f] k_`e^j% @ cfm\ `k n_\e Xe \c\d\ek k_Xk Y\cfe^j kf fe\ gcXZ\ `j dfm\[# i\lj\[# i\^\e\iXk\[ kf Y\Zfd\

13/08/12 14.00

6OJRVF 6OJWFSTBM

LIVING ROOM A PARIGI CON OGGETTI DI SERIE RE-INTERPRETATI DA PAOLA NAVONE. PARISIENNE LIVING ROOM, WITH PRODUCTION OBJECTS CUSTOMIZED BY PAOLA NAVONE.

HlXe[f le f^^\kkf cXjZ`X cX jlX fi`^`e\ \ [`m\ekX le gif[fkkf ]Xkkf [` kXek\ jkfi`\# i\cXq`fe` \ g\iZfij`% =Xkkf [` m`X^^` Xgglekf% @Yi`[Xi\ le d\kf[f [` cXmfif Z_\ Xd`Xdf dfck`jj`df% @Yi`[Xi\ mlfc [`i\ d\kk\i\ \c\d\ek` dfckf [`m\ij` `e le j`e^fcf f^^\kkf% D`jZ_`Xi\ `e le le`Zf XdY`\ek\ f^^\kk` XggXi\ek\d\ek\ [`jZfi[Xek`# cfekXe` e\ccf jgXq`f \ e\c k\dgf% =Xi [`Xcf^Xi\ j\eqX ZfekiX[[`q`fe\ `c gi\j\ek\ \ `c gXjjXkf Xe[Xe[f Xc [` ~ [\ccX j\dgc`Z\ Z`kXq`fe\ m`ekX^\% @c df[f g` eXkliXc\ \ [`m\ik\ek\ g\i `Yi`[Xi\ ` gif^\kk` cXmfiXi\ Xc ÔXeZf [` Xcki\ g\ijfe\% G\ijfe\ [`m\ij\ g\i ZlckliX# ]fidXq`fe\ \[ \jg\i`\eq\# dX c\^Xk\ [XccË`jk`ekf XccX Zfee\jj`fe\# [XccËXdfi\ g\i `c d\ck`e^ gfk ZlckliXc\# Z_\ g\i ef` mlfc [`i\ Xii`ZZ_`d\ekf% ;Xcc\ [`m\ij`k~ gfjjfef eXjZ\i\ Zfj\ `eZi\[`Y`c` \ Y\cc`jj`d\% ;`d\ek`ZXmf cË`ife`X% 8ccË`ife`X klkkf ZfeZ\jjf% J` gfjjfef jg`e^\i\ ^c` f^^\kk` [` klkk` ` ^`fie` Ôef Xcc\ cfif g` \jki\d\ gfjj`Y`c`k~ j\dXek`Z_\% DfjkiXi\ Zfd\ e\jjlef j` \iX dX` `ddX^`eXkf [` m\[\i\ XeZ_\ c\ Zfj\ g` YXeXc`% JfkkfjfgiX% =lfi` jZXcX% =lfi` clf^f% < jl^^\i`i\ c\kkli\ elfm\ \ [`m\ij\ [\ccX i\Xck~% CË`ife`X ]fe[Xd\ekXc\% Ef` Z\iZ_`Xdf [` efe ]XicX dXeZXi\ dX` e\` efjki` gif^\kk`%

jfd\k_`e^ \cj\# \cj\n_\i\ n_\e Xe fYa\Zk c\Xm\j `kj gcXZ\ f] fi`^`e Xe[ Y\Zfd\j X gif[lZk dX[\ f] dXep jkfi`\j# i\cXk`fej_`gj# gXk_j f] mfpX^\j% N\ cfm\ kf dXb\ _pYi`[j% @k d\Xej glkk`e^ m\ip [`]]\i\ek \c\d\ekj `ekf X j`e^c\ fYa\Zk% D`o`e^ XggXi\ekcp [`jZfi[Xek fYa\Zkj `e X j`e^c\ \em`ifed\ek# k_`e^j k_Xk Xi\ [`jkXek ]ifd \XZ_ fk_\i `e jgXZ\ Xe[ k`d\% Kf Zi\Xk\ X [`Xcf^l\ n`k_flk ZfekiX[`Zk`fej Y\kn\\e gi\j\ek Xe[ gXjk# ^f`e^ Y\pfe[ d\i\ m`ekX^\ Z`kXk`fej% K_\ dfjk eXkliXc Xe[ Xdlj`e^ nXp kf dXb\ _pYi`[ gifa\Zkj `j kf nfib n`k_ fk_\i g\fgc\# g\fgc\ ]ifd [`]]\i\ek Zlckli\j# YXZb^ifle[j Xe[ \og\i`\eZ\j# c`eb\[

Yp Xe `ejk`eZk ]fi Zfee\Zk`e^ k_`e^j# k_\ cfm\ f] k_\ ZlckliXc d\ck`e^ gfk# n_`Z_ `j X jfliZ\ f] \ei`Z_d\ek% @eZi\[`Yc\# Y\Xlk`]lc k_`e^j Zfd\ flk f] [`m\ij`kp% @ nXj ]fi^\kk`e^ k_\ gXik XYflk `ifep# k_fl^_% <m\ipk_`e^ `j g\id`kk\[ `] k_\i\ `j `ifep% Pfl ZXe glj_ \m\ip[Xp fYa\Zkj kf k_\ \oki\d\ c`d`kj f] k_\`i j\dXek`Z gfk\ek`Xc j_fn`e^ \m\e k_\ dfjk YXeXc k_`e^j `e X nXp efYf[p _X[ \m\i `dX^`e\[% Lgj`[\$[fne% Flk f] jZXc\% Flk f] gcXZ\% Jl^^\jk`e^ e\n# [`]]\i\ek `ek\igi\kXk`fej f] i\Xc`kp% @ifep `j ]le[Xd\ekXc% N\ _fg\ `k `j e\m\i cXZb`e^ `e fli gifa\Zkj%

PAGINA A LATO, TEMPORARY SHOP DODO-POMELLATO, MILANO 2010. DESIGN PAOLA NAVONE. NEXT PAGE, DODO-POMELLATO TEMPORARY SHOP, MILANO 2010. DESIGN PAOLA NAVONE.

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 102

13/08/12 14.00

1BPMB /BWPOF %BOJFM 3P[FOT[USPDI

2_BeOpen Book_096_103_UniqueUniversal_Navone_all.indd 103

13/08/12 14.00

6OJRVF 6OJWFSTBM

-m FDMFUUJTNP .* "11"35*&/& 1&3 $6-563" & 1&3 &41&3*&/;" F *- SBQQPSUP USB JOEVTUSJB F BSUJHJBOBUP $04£ *5"-*"/0 )" $".#*"50 -" .*" *%&" %* n4&3*&o *- $0/'*/& 53" 6/*$0 & 6/*7&34"-& 7*&/& $"/$&--"50 %"--" TJOUFTJ "--" '*/& %&- -"7030 4* "33*7" " $"1*3& 26"-$04" */ 1*° ." 40-0 BMMB GJOF

6OJRVF 6OJWFSTBM 1B5S*D*B 6S2V*P-B

© ALESSANDRO PADERNI

&DMFDUJDJTN *4 1"35 0' .: $6-563& "/% &91&3*&/$& "/% UIF SFMBUJPOTIJQ CFUXFFO JOEVTUSZ BOE DSBGUT &41&$*"--: */ *5"-: )"4 $)"/(&% .: *%&" 0' n4&3*"- 130%6$5*0/o 5)& #03%&3-*/& #&58&&/ 6/*26& "/% 6/*7&34"- (&54 &3"4&% #: TZOUIFTJT */ 5)& &/% :06 6/%&345"/% 40.&5)*/( NPSF #65 0/-: BU UIF FOE PG UIF XPSL

GXki`Z`X Lihl`fcX# XiZ_`k\kkf&XiZ_`k\Zk \&Xe[ [\j`^e\i

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 104

13/08/12 13.57

@

1BUSJDJB 6SRVJPMB

f jfef Ô^c`X [\c gfjk df[\ief# \ hl\jkf g\i d\ `dgfikXek\% CË\Zc\kk`jdf d` XggXik`\e\ g\i ZlckliX \ g\i \jg\i`\eqX1 jfef jgX^efcX dX m`mf \ cXmfif `e @kXc`X [X g` [` ), Xee`% CX d`X ]fidXq`fe\ gif]\jj`feXc\ `kXc`XeX# X[[`i`kkliX d`cXe\j\# dX c\ d`\ iX[`Z` jfef XjjfclkXd\ek\ jgX^efc\% Jfef jkXkX ]fidXkX e\c g\i`f[f [\c gfjkdf[\ie# Zfe C\Xie`e^ ]fi cXj M\^Xj [` 9fY M\ekli`# Zfe `c N`d N\e[\ij [` GXi`j K\oXj% :fe ;Xm`[ 9pie\# le Xckif g\ijfeX^^`f ]fe[Xd\ekXc\ g\i cX d`X \[lZXq`fe\# XjjfclkXd\ek\ kiXjm\ijXc\% HlXe[f `f jfef Xii`mXkX X D`cXef ZË\iXef [l\ Zfj\ d\iXm`^c`fj\% ;X le cXkf JfkkjXjj& D\dg_`j \ D\e[`e`&8cZ_`d`X# [XccËXckif :Xjk`^c`fe` XccËle`m\ij`k~ \ DX^`jki\kk` `e Y`Z`Zc\kkX1 j\^eXc` ]fik`jj`d` Z_\ \ekiXmXef `e ZfekiXggfj`q`fe\ Zi\Xe[f lef jZ\eXi`f X]]XjZ`eXek\%

ISTALLAZIONE “OSSIMORI”. PRODUZIONE BUDRI. GALLERIA CASABELLA LABORATORIO, MILANO, 2011. INSTALLATION “OSSIMORI”. PRODUCED BY BUDRI. CASABELLA LABORATORIO GALLERY, MILAN, 2011.

@

Xd X [Xl^_k\i f] k_\ gfjkdf[\ie# Xe[ k_`j `j `dgfikXek ]fi d\% @ Xd \Zc\Zk`Z Yp eXkli\1 JgXe`j_# Ylk @ c`m\ Xe[ nfib `e @kXcp# ]fi ), p\Xij efn% Dp gif]\jj`feXc YXZb^ifle[ `j @kXc`Xe# \m\e D`cXe\j\# Ylk dp iffkj Xi\ XYjfclk\cp JgXe`j_% @ ZXd\ lg `e k_\ gfjkdf[\ie \iX# n`k_ C\Xie`e^ ]ifd CXj M\^Xj Yp 9fY M\ekli`# n`k_ k_\ N`d N\e[\ij f] GXi`j K\oXj% N`k_ ;Xm`[ 9pie\# Xefk_\i ]le[Xd\ekXc Ô^li\ f] dp YXZb^ifle[% N_\e @ i\XZ_\[ D`cXe k_\i\ n\i\ knf nfe[\i]lc k_`e^j% Fe k_\ fe\ _Xe[# JfkkjXjj&D\dg_`j Xe[ D\e[`e`&8cZ_`d`X# fe k_\ fk_\i :Xjk`^c`fe` Xk k_\ le`m\ij`kp Xe[ DX^`jki\kk` fe _`j Y`ZpZc\1 m\ip jkife^ j`^eXcj k_Xk f]k\e ZcXj_\[# Zi\Xk\[ X ]XjZ`eXk`e^ jZ\e\% @ nXj `e k_\ d`[[c\# n`k_ dp JgXe`j_ iffkj% D`cXe nXj ]XjZ`eXk`e^ `e k_\ (0/'j1 `k nXj ^f`e^ k_ifl^_ X m\ip ^ff[ dfd\ek%

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 105

13/08/12 13.58

6OJRVF 6OJWFSTBM

< `f \if e\c d\qqf# Zfe c\ d`\ fi`^`e` jgX^efc\% D`cXef \iX X]]XjZ`eXek\ e\^c` Xee` FkkXekX1 m`m\mX le dfd\ekf [Xmm\if d\iXm`^c`fjf% < gf` ZË\iXef c\ cXdgX[\ [` [\j`^e e\cc\ ZXj\ [` g\ijfe\ efidXc`1 cX GXi\ek\j` efe \iX gf` Zfj ZXiX# cX kifmXm` `e ZXjX [` dfck` Xd`Z` \[ \iX le f^^\kkf Z_\ efe Xm\mf dX` m`jkf `e JgX^eX% @e JgX^eX efe XYY`Xdf hl\jkX [`j`emfckliX e\` Zfe]ifek` [\c gif^\kkf [\ccX ZXjX% < gf` ZË\iX cX Gc`X# cX j\[`X g`\^_\mfc\# [Xc ]iXeZ\j\ gc`XYc\# \ k\ cX kifmXm` [`\kif c\ gfik\ [\cc\ ZlZ`e\ X ZXjX [` dfckX ^\ek\# \[ \iXef [l\ f^^\kk` g\i d\ XjjfclkXd\ek\ d`cXe\j` Z_\ d` _Xeef dfckf \[lZXkf% @c glYYc`Zf `e Zi`j` e\c dfe[f Xggi\qqX hlXclehl\ ZfjX XYY`X le d`e`df [` hlXc`k~ \jk\k`ZX# ]leq`feXc\% 8ggi\qq`Xdf ]fidlc\ elfm\ [` hlXclehl\ k`gf \ Zfcfi\# [\j`[\i`Xdf cË`ek\im\ekf [\` [\j`^e\i# \ Z` jfef ^\e\iXq`fe` Z_\ Xii`mXef [`\kif [` d\ Z_\ XmiXeef leËXdg`\qqX [` m\[lk\ XeZfiX g` `ek\i\jjXek\% @c iXggfikf kiX `e[ljki`X \ Xik`^`XeXkf# Z_\ Zfj `kXc`Xef# _X ZXdY`Xkf cX d`X `[\X [\ccX Èj\i`\É Zfe Zl` d` jfef kifmXkX jg\jjf X Zfe]ifekXid`1 g\i cX dfjkiX [\ccX 9`\eeXc\ [` M\e\q`X d` _Xeef Z_`\jkf [` i\Xc`qqXi\ Zfe DliXef leX ]Xd`^c`X [` f^^\kk`% @ dX\jki` m\kiX` cXmfiXef Zfe cX ]fieXZ\ XccËXcYX# \ Z` j`Xdf kifmXk` X i\Xc`qqXi\ leX j\i`\ [` mXj` Xcc\ j\` [\c dXkk`ef kiXj]fidXe[f ` [`j\^e` `e dXk\i`X# Zfe ^c` jZ_`qq` i\Xc`qqXk` jlc gXm`d\ekf% Hl\ccf Z_\ [Xmm\if `ek\i\jjXek\ [` hl\jkf cXmfif kiX cËle`Zf \ cËle`m\ijXc\ cX j`ek\j`1 XccX Ôe\ [\c cXmfif# kl Xii`m` X ZXg`i\ hlXcZfjX `e g` % DX jfcf XccX Ôe\% :fd\ e\ccË\jg\i`\eqX [\c dXidf% Le dXk\i`Xc\ kXcd\ek\ Zfjkfjf# kXcd\ek\ gfk\ek\# [X efe mfc\icf X]]ifekXi\% G\i # gf`# hlXe[f `eZfeki` Z_` Z` cXmfiX [Xmm\if# Xik`^`Xe` Zfe ZXgXZ`k~ k\Ze`Z_\ `dgi\jj`feXek`# ZXg`jZ` Z_\ efe glf` jfkkiXik` XccË\j\iZ`q`f1 leX gfjj`Y`c`k~ Z_\ [fYY`Xdf [`]\e[\i\ X klkk` ` Zfjk`% 8 hl\jkf gifgfj`kf lef [\` gif^\kk` g` `ek\i\jjXek` [X iXZZfekXi\ \ m\iXd\ek\ ]XekXjk`Zf [Xc glekf [` m`jkX jfZ`fcf^`Zf# i`^lXi[X cX ZfccXYfiXq`fe\ Zfe leX j`^efiX jXi[X Z_\ Dfifjf d` _X ]Xkkf `eZfekiXi\ g\i i\Xc`qqXi\ cX Zfcc\q`fe\ [` kXgg\k` [\ccËXq`\e[X%

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 106

K_\e k_\i\ n\i\ k_\ [\j`^e cXdgj `e k_\ _fd\j f] efidXc g\fgc\1 k_\ GXi\ek\j` nXjeËk jf \og\ej`m\ p\k# cfkj f] ]i`\e[j _X[ fe\# Xe[ `k nXj Xe fYa\Zk @ _X[ e\m\i j\\e `e JgX`e% @e JgX`e n\ [feËk _Xm\ jlZ_ efeZ_XcXeZ\ i\^Xi[`e^ k_\ [\j`^e f] k_\ _fd\% K_\e k_\i\ nXj k_\ Gc`X# k_\ ]fc[`e^ Z_X`i pfl Zflc[ Ôe[ Y\_`e[ k_\ [ffij `e g\fgc\Ëj b`kZ_\ej% =fi d\# k_fj\ n\i\ knf m\ip D`cXe\j\ fYa\Zkj# Xe[ k_\p kXl^_k d\ jfd\k_`e^% K_\ glYc`Z# `e Zi`j`j# `e k_\ nfic[# Xggi\Z`Xk\j Xepk_`e^ k_Xk _Xj X Y`k f] X\jk_\k`Z Xe[ ]leZk`feXc hlXc`kp% N\ Xggi\Z`Xk\ e\n ]fidlcXj f] Xcc kpg\j Xe[ Zfcfij# n\ nXek k_\ `ek\im\ek`fe f] [\j`^e\ij# Xe[ k_\i\ Xi\ ^\e\iXk`fej k_Xk Zfd\ X]k\i d`e\ k_Xk _Xm\ X dfi\ `ek\i\jk`e^# n`[\i m`\ngf`ek% K_\ m\ip @kXc`Xe i\cXk`fej_`g Y\kn\\e `e[ljkip Xe[ ZiX]kj _Xj Z_Xe^\[ dp `[\X f] j\i`Xc gif[lZk`fe1 ]fi k_\ \o_`Y`k`fe Xk k_\ M\e`Z\ 9`\ee`Xc k_\p Xjb\[ d\ kf dXb\ X ]Xd`cp f] fYa\Zkj `e DliXef% K_\ dXjk\i ^cXjjdXb\ij nfib Xk [Xne# jf n\ Zi\Xk\[ X j\i`\j f] mXj\j Xk j`o `e k_\ dfie`e^# kiXej]fid`e^ [iXn`e^j `ekf dXkk\i# n`k_ jb\kZ_\j dX[\ fe k_\ Õffi N_Xk `j i\Xccp `ek\i\jk`e^ XYflk k_`j nfib Y\kn\\e k_\ le`hl\ Xe[ k_\ le`m\ijXc `j jpek_\j`j1 Xk k_\ \e[ f] k_\ afY# pfl le[\ijkXe[ X Y`k dfi\% 8j `e k_\ \og\i`\eZ\ n`k_ dXiYc\% 8 dXk\i`Xc k_Xk `j jf Zfjkcp# jf gfn\i]lc k_Xk `k `j _Xi[ kf XggifXZ_# Ylk n_\e pfl d\\k g\fgc\ n_f i\Xccp nfib n`k_ `k# ZiX]kjd\e n`k_ `dgi\jj`m\ XY`c`k`\j# pfl le[\ijkXe[ k_Xk pfl ZXeefk Xmf`[ k_\ \o\iZ`j\1 `k `j X gfjj`Y`c`kp n\ e\\[ kf [\]\e[ Xk Xcc Zfjkj% Fe\ f] k_\ dfjk `ek\i\jk`e^ gifa\Zkj kf kXcb XYflk# ]XekXjk`Z ]ifd X jfZ`fcf^`ZXc jkXe[gf`ek# _Xj kf [f n`k_ k_\ ZfccXYfiXk`fe n`k_ X JXi[`e`Xe cX[p Dfifjf `ekif[lZ\[ kf d\ kf dXb\ X Zfcc\Zk`fe f] ZXig\kj ]fi k_\ ZfdgXep% 8 c`kkc\ JXi[`e`Xe cX[p Æ `k nXj k_\ Ôijk k`d\ j_\ _X[ Zfd\ kf k_\ ÈZfek`e\ekÉ Æ _X[ kf [f X gifa\Zk f] i\`ek\igi\kXk`fe n`k_ d\# f] ÈXep df[\ie [\j`^eÉ# Xj j_\ glk `k# Xe[ @ jX`[# ÈEf# ef% Pfl Yi`e^ d\ Xcc pfli c`kkc\ k_`e^j# Xe[ n\ n`cc nfib fe n_Xk `j pfli Zlckli\É%

DALL’ALTO: DISEGNO DI MIA FIGLIA SOFIA DELLA SEDUTA “KLARA” PER MOROSO. “ACEITUNA RELLENA”. OLIVE RIPIENE DI PEPERONE. SINTESI DI DESIGN SPAGNOLO. “LA MIA PRIMA CASA DI BAMBOLE”. COMPRATA DA MIA MADRE A BARCELLONA NEGLI ANNI 60. RAZIONALISTA E VERDE ACIDO. IL MIO PRIMO APPROCCIO ALL’ARCHITETTURA. FROM THE TOP: MY DAUGHTER DRAWING OF “KLARA” ARMCHAIR FOR MOROSO. “ACEITUNA RELLENA”. RED PEPPER FILLED OLIVES. SYNTESIS OF SPANISH DESIGN. MY FIRST DOLL HOUSE. BOUGHT BY MY MOTHER IN BARCELONA DURING THE 60’S. RATIONALIST AND ACID GREEN. MY FIRST APPROACH TO ARCHITECTURE.

13/08/12 13.58

1BUSJDJB 6SRVJPMB

DA SINISTRA: IMMAGINE DI UNA DONNA RUMENA, COLLEZIONE TAPPETI SARDI “PIBIONES” PER MOROSO, UNA MIA FOTO A SCUOLA DI BALLO VESTITA DA SEVILLANA, A OVIEDO, NEL NORD DELLA SPAGNA. SOMIGLIANZE TRA CULTURE DIVERSE. IMAGE OF A RUMANIAN WOMEN, SARDINIAN RUGS COLLECTION “PIBIONES” BY MOROSO, A PICTURE OF MY SELF AT DANCING LESSONS, DRESSED AS A SEVILLANA, IN OVIEDO, NORTH OF SPAIN SIMILARITIES BETWEEN DIFFERENT CULTURES. .

FOTO DI OPERE DI GERHARD RICHTER ALLA NEUE NATIONALGALERIE DI BERLINO. LA POTENZA DI SAPER INTERPRETARE IL FIGURATIVO E L’ASTRATTO CON LA STESSA TENSIONE. PICTURES OF GERHARD RICHTER WORKS AT THE NEUE NATIONALGALERIE, BERLIN. THE CAPABILITY OF INTERPRETATE FIGURATIVE AND ABSTRACT WITH THE SAME TENSION.

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 107

13/08/12 13.58

6OJRVF 6OJWFSTBM

“LA MACCHINA DEL TEMPO – THE BUG” SITE SPECIFIC, PATRICIA URQUIOLA, ESPOSTO NELLA MOSTRA “O’CLOCK”, MUSEO DELLA TRIENNALE DI MILANO, 2011. IN BASSO: INGRESSO DELLA MOSTRA “O’CLOCK”, MUSEO DELLA TRIENNALE DI MILANO, 2011. IDEAZIONE E PROGETTO DI ALLESTIMENTO PATRICIA URQUIOLA. “ THE TIME MACHINE – THE BUG” SITE SPECIFIC, PATRICIA URQUIOLA, PRESENTED AT THE “O’CLOCK” EXHIBITION AT THE TRIENNALE DI MILANO MUSEUM, MILAN. 2011. BOTTOM, ENTRANCE TO “O’CLOCK” EXHIBITION AT THE TRIENNALE DI MILANO MUSEUM, MILAN. 2011.EXHIBITION LAYOUT CONCEPT AND DESIGN PATRICIA URQUIOLA.

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 108

LeX g`ZZfcX j`^efiX jXi[X Æ \iX cX gi`dX mfckX Z_\ m\e`mX Èjlc Zfek`e\ek\É Æ [fm\mX ]Xi\ Zfe d\ le gif^\kkf [` i\`ek\igi\kXq`fe\ Zfe ÈhlXcj`Xj` [`j\^ef df[\iefÉ# Zfd\ [`Z\mX c\`# \ `f1 ÈEf# ef% D` gfik` c\` klkk\ c\ jl\ g`ZZfc\ Zfj\ Z_\ cXmfi\i\df jl hl\ccf Z_\ cX jlX ZlckliXÉ% ß Zfj Z_\ d` m`\e\ [X iXZZfekXi\ `c cfZXc# `c cfZXc XeZ_\ hl\jkf1 i\jg`iXi\ XkkiXm\ijf c\ iX[`Z` [\^c` Xcki`# hl\cc\ iX[`Z` Z_\ j` `e ^iX[f [` i\`ek\igi\kXi\% :Xg`i\ hlXc` jfef c\ iX[`Z` Zfe c\ hlXc` j` c\^X [` g` % GXki`q`X Dfifjf jgfjXkX Zfe le lfdf [\c J\e\^Xc Z_\ le Xik`jkX \ XeZ_\ le g`kkfi\ \ _X [\Z`jf [` cXeZ`Xi\ le \jg\i`d\ekf# Z_\ jfcf XccË`e`q`f% 8ZZXekf X klkkf Z` Z_\ m`\e\ gif[fkkf `e ]XYYi`ZX# jkXkX Zi\XkX leX g`ZZfcX \hl`g\ [` g\ijfe\ Z_\ cXmfiX \ Zi\X leX j\i`\ [` gif[fkk` Z_\ jfef Dfifjf# dX Z_\ jfef XeZ_\ J\e\^Xc% ß leX ]Xd`^c`X# Z_\ Zf`emfc^\ klkk` ` [\j`^e\i Z_\ c\` ZfefjZ\% CË`Yi`[Xq`fe\ mXc\ XeZ_\ g\i c\ [`m\ij\ [`jZ`gc`e\1 ki\ Xee` ]X Xii`mXkf [X d\ le i\^`jkX [` Fg\iX% Cl` d` _X [\kkf1 È`f mfii\` ]Xi\ leX jZ\ef^iXÔX Zfe k\É% @f _f [\kkf1 Èjfef le XiZ_`k\kkf# leX [\j`^e\i# efe leX jZ\ef^iX]XÉ# d` j\dYiXmX [` \jj\i\ ]lfi` clf^f% 8ccX Ôe\ d` _X Zfem`ekf% 8YY`Xdf ]Xkkf le \j\iZ`q`f [` jZ\ef^iXÔX Zfe XcZle` d`\` dfY`c`1 leX j\[`X [` BXik\cc# le f^^\kkf [` ;i`X[\# le kXgg\kf jXi[f% ß jkXkf [`m\ik\ek\# Zfd\ d\kk\i\ `e jZ\eX j\ jk\jj` \ cX gifgi`X Zi\Xk`m`k~% 8[[`i`kkliX ZË\iX le kXmfcf Zfe [\` ZlY`# Z_\ j` XcqXmX \ Xe[XmX ^` g\i cX jZ\eX% E\c d`f jkl[`f cXmfi`Xdf Zfek`elXd\ek\ jlcc\ dXk\i`\# Zfe i`Z\iZ_\ Xik`ZfcXk\ \ Xggif]fe[`k\ \ ZË leX g\ijfeX [\ccË8ZZX[\d`X [` 9i\iX# Z_\ _X mfclkf ]Xi gXik\ [\ccX efjkiX g`ZZfcX ki`Y \ Z` X`lkX X ]Xi\ ` df[\cc`% Hl\jkX leËXckiX fefi\mfc\ jkfi`X [` `Yi`[Xq`fe`% 9XZZXiXk leËXq`\e[X Z_\ d` _X Z_`XdXkf g\i le gif^\kkf# \ [fgf \jj\i\ Xe[XkX e\ccX cfif j\[\ _f ZXg`kf dfck\ Zfj\1 \j`jk\ le m`ccX^^`f 9XZZXiXk# leX Z_`\jX 9XZZXiXk# XZZXekf XccX ]XYYi`ZX# \j`jk\ cË_fk\c 9XZZXiXk% <j`jk\ leX jkfi`X [` [l\ j\Zfc` [`\kif leËXq`\e[X Z_\ fidX` [`m\ekXkX le dXiZ_`f [\c cljjf1 \ XccfiX ZXg`jZ` Z_\ g\i cXmfiXi\ Zfe cfif Y`jf^eX \ekiXi\ `e j`ekfe`X \ [`m\ekXi\ le gfË ]iXeZ\j\ f Xcd\ef ZfefjZ\i\ hl\jkf m`ccX^^`f% J`Xdf Xe[Xk` XccËXiZ_`m`f jkfi`Zf# XYY`Xdf cXmfiXkf `ek\ejXd\ek\# i\Xc`qqXkf [\` Y`ZZ_`\i` X le Zfjkf XZZ\kkXY`c\# Zfe jf[[`j]Xq`fe\ [` klkk`% @e ZfeZclj`fe\ [`i\` Z_\ i`dXe`Xdf j\dgi\ c\^Xk` XccË_fdf ]XY\i# Z_\ X d\ `ek\i\jjX dfck`jj`df# g\iZ_ hl\ccf Z_\ ]fie`jZ\ cX jfjkXeqX [\c cfZXc\# dX Z_\ `c j\ejf jk\jjf [\c gXiX[`^dX Le`hl\ \ Le`m\ijXc i`j`\[\ e\ccX Zfek`elX `Yi`[Xq`fe\%

13/08/12 13.58

1BUSJDJB 6SRVJPMB

BOZZETTO DI SCENA E FOTO DI SCENA, SCENOGRAFIA DELL’OPERA CLASSICA “L’INCORONAZIONE DI POPPEA” DI CLAUDIO MONTEVERDI. PATRICIA URQUIOLA. PRODUZIONE DEL TEATRO ARRIAGA DI BILBAO, OPERA DI OVIEDO, TEATRO VILLAMARTA DI JEREZ E TEATRO CALDERON DI VALLADOLID. IN BASSO: INTERNI DRAWING COLLECTION. SCHIZZO DI PATRICIA URQUIOLA. SET DESIGN SKETCH AND PHOTO OF THE SCENOGRAPHY OF THE CLASSICAL OPERA “L’INCORONAZIONE DI POPPEA” BY CLAUDIO MONTEVERDI. PATRICIA URQUIOLA. PRODUCTION OF TEATRO ARRIAGA BILBAO, OPERA DE OVIEDO, TEATRO VILLAMARTA JEREZ AND TEATRO CALDERON VALLADOLID. BOTTOM, INTERNI DRAWING COLLECTION. DRAWING BY PATRICIA URQUIOLA.

N_`Z_ dXb\j d\ k_`eb XYflk k_\ cfZXc% K_\ cfZXc `j Xcjf k_`j1 kf Yi\Xk_\ k_ifl^_ k_\ iffkj f] fk_\ij# k_fj\ iffkj n\ Xi\ ZXgXYc\ f] i\`ek\igi\k`e^% Kf le[\ijkXe[ n_`Z_ iffkj Xi\ k_\ jkife^\jk c`ebj% GXki`q`X Dfifjf `j dXii`\[ kf X dXe ]ifd J\e\^Xc n_f `j Xe Xik`jk# Xe[ X gX`ek\i# Xe[ j_\ [\Z`[\[ kf [f Xe \og\i`d\ek n_`Z_ `j aljk Y\^`ee`e^% 8cfe^j`[\ \m\ipk_`e^ k_Xk `j gif[lZ\[ `e k_\ ]XZkfip# j_\ _Xj Zi\Xk\[ X jdXcc k\Xd f] g\fgc\ k_Xk nfibj Xe[ Zi\Xk\j X j\i`\j f] gif[lZkj k_Xk Xi\ Dfifjf# Ylk Xi\ Xcjf J\e\^Xc% @k `j X ]Xd`cp# `emfcm`e^ Xcc k_\ [\j`^e\ij j_\ befnj% ?pYi`[j Xi\ X gXik f] [`]]\i\ek [`jZ`gc`e\j1 k_i\\ p\Xij X^f Xe fg\iX [`i\Zkfi ZXd\ kf d\% ?\ jX`[# È@ nflc[ c`b\ kf [f j\k [\j`^ej n`k_ pflÉ% @ jX`[# È@ Xd Xe XiZ_`k\Zk# X [\j`^e\i# efk X j\k [\j`^e\iÉ1 `k j\\d\[ flk f] gcXZ\% @e k_\ \e[ _\ Zfem`eZ\[ d\% N\ [`[ Xe \o\iZ`j\ n`k_ jfd\ f] dp ]lie`kli\1 X BXik\cc Z_X`i# Xe fYa\Zk Yp ;i`X[\# X JXi[`e`Xe ZXig\k% @k nXj ]le# c`b\ jkX^`e^ pflij\c] Xe[ pfli Zi\Xk`m`kp% K_\i\ nXj Xcjf X kXYc\ n`k_ ZlY\j k_Xk ^fk lg Xe[ dfm\[ fe k_\ jkX^\% @e dp jkl[`f n\ ZfejkXekcp nfib fe dXk\i`Xcj# Zfe[lZk`e^ `e$[\gk_ i\j\XiZ_# Xe[ k_\i\ `j X g\ijfe Xk k_\ 9i\iX 8ZX[\dp n_f nXek\[ kf Y\Zfd\ X gXik f] fli c`kkc\ ki`Y\# Xe[ _\cgj lj kf dXb\ df[\cj% K_`j `j Xefk_\i ^ff[ jkfip f] _pYi`[j% 9XZZXiXk `j X ZfdgXep k_Xk ZXcc\[ d\ ]fi X gifa\Zk# Xe[ X]k\i _Xm`e^ m`j`k\[ k_\`i _\X[hlXik\ij @ le[\ijkff[ dXep k_`e^j1 k_\i\ `j X 9XZZXiXk m`ccX^\# X 9XZZXiXk Z_liZ_# e\ok kf k_\ ]XZkfip# X 9XZZXiXk _fk\c% 8 _`jkfip f] knf Z\ekli`\j Y\_`e[ X ZfdgXep k_Xk _Xj Y\Zfd\ X clolip YiXe[1 k_\e pfl i\Xc`q\ k_Xk kf nfib n`k_ k_\d pfl _Xm\ kf ^\k `e kle\ Xe[ Y\Zfd\ X Y`k =i\eZ_# fi Xk c\Xjk befn k_Xk m`ccX^\% N\ n\ek kf k_\ _`jkfi`ZXc XiZ_`m\j# n\ nfib\[ `ek\ej\cp# n\ dX[\ ^cXjj\j Xk Xe XZZ\gkXYc\ Zfjk# Xe[ \m\ipfe\ nXj jXk`jÔ\[% Kf ZfeZcl[\# @ nflc[ jXp k_Xk n\ Xi\ XcnXpj jk`cc c`eb\[ kf _fdf ]XY\i# Xe[ k_Xk `ek\i\jkj d\ X cfk# Y\ZXlj\ `k `j n_Xk `j gifm`[\[ Yp cfZXc jlYjkXeZ\2 Ylk k_\ m\ip d\Xe`e^ f] k_\ Le`hl\ Le`m\ijXc c`\j `e ZfejkXek Zifjj`e^ f] _pYi`[j%

2_BeOpen Book_104_109_UniqueUniversal_Urquiola_all.indd 109

13/08/12 13.58

6OJRVF 6OJWFSTBM

)P QFOTBUP B VO BOUJEPUP FGGJDBDF BMMmPNPMPHB[JPOF JM QBTTBQPSUP DPNF JDPOB 0HOJ 1BFTF EPWSFCCF NFUUFSWJ JO FWJEFO[B J QSPQSJ FMFNFOUJ EJTUJOUJWJ F -m*UBMJB BWSFCCF VO QBTTBQPSUP VOJDP F VOJWFSTBMF QFS MmBSUF

6OJRVF 6OJWFSTBM (BF5BOP 1FTDF

* IBWF DPNF VQ XJUI BO FGGFDUJWF BOUJEPUF UP TUBOEBSEJ[BUJPO UIF QBTTQPSU BT JDPO &WFSZ DPVOUSZ TIPVME EJTQMBZ JUT EJTUJODUJWF GFBUVSFT BOE *UBMZ TIPVME IBWF B VOJRVF VOJWFSTBM QBTTQPSU GPS BSU

>X\kXef G\jZ\# XiZ_`k\kkf \ [\j`^e\i&XiZ_`k\Zk Xe[ [\j`^e\i

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 110

09/08/12 11.11

(BF5BOP 1FTDF

L’ ITALIA IN CROCE DI GAETANO PESCE. L’INSTALLAZIONE, ESPOSTA PRESSO IL TEATRO DELL’ARTE DI MILANO NELL’ APRILE 2011, È UN LAVORO-SIMBOLO PER SPRONARE GLI ITALIANI A RECUPERARE E VALORIZZARE QUELLA CREATIVITÀ CHE DA SEMPRE LI HA RESI FAMOSI IN TUTTO IL MONDO. “L’ITALIA IN CROCE” BY GAETANO PESCE. THE INSTALLATION, SHOWN AT THE TEATRO DELL’ARTE IN MILAN IN APRIL 2011, IS A SYMBOLIC WORK TO URGE ITALIANS TO RECOVER AND REGENERATE THAT CREATIVITY THAT HAS ALWAYS MADE THEM FAMOUS ALL OVER THE WORLD.

“QUALSIASI PASSAPORTO È ANONIMO, SENZA NESSUNA PARTICOLARITÀ, ALLORA HO PENSATO CHE OGNI PAESE DEL MONDO DOVREBBE METTERVI IN EVIDENZA I PROPRI ELEMENTI DISTINTIVI”. “EVERY PASSPORT I’VE SEEN SO FAR IS ANONYMOUS, WITH NO DISCTINTIVE FEATURES, SO I THOUGHT THAT EVERY COUNTRY OF THE WORLD OUGHT TO DISPLAY ITS DISTINCTIVENESS THROUGH ITS PASSPORT”.

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 111

09/08/12 11.11

6OJRVF 6OJWFSTBM

I

`Zfcc\^Xe[fd` XccX [`d\ej`fe\ Zi\Xk`mX [\ccËle`Zf \ le`m\ijXc\# [`i\` Z_\ `c gifYc\dX efe hl\ccf [\ccf jk`c\ cfZXc\ f ^cfYXc\# dX `dgc`ZX leX i`Õ\jj`fe\ jlc dfe[f [` [fdXe`# Z`f le dfe[f le`kf# le`ÔZXkf% Le dfe[f ]fij\ Zfe le ^fm\ief le`Zf \ cf^`Z_\ j`jk\d`Z_\ Z_\ cf le`]fid\iXeef# `e Zl` cX ]leq`fe\ [\` Zi\Xkfi` \ [\` Zi\Xk`m` jXi~ gifgi`f hl\ccX [` Zi\Xi\ [`m\ij`k~% Efe j\dgc`Z\d\ek\ [`m\ij`k~ [` jk`c` f [` ]fid\# dX g`lkkfjkf [`m\ij`k~ gif]fe[\ [` jk`dfcXq`fe\ \ [` \jg\i`\eqX% @c dfe[f le`ÔZXkf gfki~ \jj\i\ le d\iXm`^c`fjf gXiX[`^dX cX[[fm\ gi\m\[X cX [\dfZiXq`X `e klkk` ` GX\j` [\c dfe[f%

>

\kk`e^ YXZb kf k_\ Zi\Xk`m\ [`d\ej`fe f] le`hl\ Xe[ le`m\ijXc# @Ë[ jXp k_\ gifYc\d `j efk k_Xk f] cfZXc fi ^cfYXc jkpc\# Ylk fe\ k_Xk `dgc`\j i\Õ\Zk`fe fe k_\ nfic[ f] kfdfiifn# `%\% X le`k\[# le`Ô\[ nfic[# X nfic[ k_Xk d`^_k _Xm\ X j`e^c\ ^fm\ied\ek Xe[ k_\ cf^`Z f] jpjk\dj# `e n_`Z_ k_\ ]leZk`fe f] Zi\Xkfij Xe[ Zi\Xk`m\ g\fgc\ n`cc Y\ gi\Z`j\cp k_Xk f] Zi\Xk`e^ [`m\ij`kp# efk j`dgcp [`m\ij`kp f] jkpc\j fi ]fidj# Ylk X [\\g\i [`m\ij`kp f] jk`dlcXk`fe Xe[ \og\i`\eZ\% K_\ le`Ô\[ nfic[ Zflc[ Y\ X dXim\cflj gXiX[`^d ZXcc`e^ ]fi nfic[n`[\ [\dfZiXZp `e Xcc k_\ Zfleki`\j f] k_\ nfic[% N\i\ k_`j k_\ ZXj\# Xe[ n\ _X[ X le`Ô\[ Zlii\eZp Xe[ k_lj \Zfefdp# fecp ^ff[ k_`e^j

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 112

J\ Zfj ]fjj\ j` Zi\\i\YY\if gi\jlggfjk` XjjfclkXd\ek\ gfj`k`m`# j\^l\e[f leË`[\X [` le`ÔZXq`fe\ [\ccË\Zfefd`X# [\ccX dfe\kX% G\iZ_ XkkiXm\ijXi\ `c dfe[f \ ]i\hl\ekXicf Xkk`mXd\ek\ Zfe dfe\k\ [`m\ij\ jXi~ j\dgi\ g` le gifYc\dX% E\ccf jk\jjf k\dgf ]fe[Xd\ekXc\ ^XiXek`i\ `e hlXcZ_\ df[f cX gifk\q`fe\ [\cc\ [`m\ij`k~# g\iZ_ `c i`jZ_`f cX jZfdgXijX [\cc\ c`e^l\ \ [\cc\ Zlckli\% @e lef jZ\eXi`f [X ]XekXjZ`\eqX gfki\ddf Xii`mXi\ X \c`d`eXi\ cËXjg\kkf ^\f^iXÔZf [\` clf^_` Zi\Xe[f [\` Zc`d` Xik`ÔZ`Xc`% :fd\ ZfekiXgglekf X hl\jkX i`Õ\jj`fe\ jlccËfdfcf^Xq`fe\# k\dgf ]X g\ejXmf X le Xek`[fkf \]ÔZXZ\ \ dfckf j\dgc`Z\#

hlXj` YXeXc\1 `c gXjjXgfikf Z_\ f^elef [` ef` lk`c`qqX g\i m`X^^`Xi\# Zfd\ `ZfeX le`ZX \ le`m\ijXc\% CX ZfjX d`^c`fi\ g\i ` ^`fmXe` jXi\YY\ Xm\i\ dfck` k`dYi` jl` cfif gXjjXgfik`% G\iZ_ hl\jkf g\id\kk\ [` ZfefjZ\i\ c\ ZfekiX[[`q`fe` [\c dfe[f# mXclkXic\ \ gifYXY`cd\ek\ ZXg`ic\1 hl\jkX cX [`d\ej`fe\ g` `dgfikXek\ Z_\ gfjj`Xdf Xkk`mXi\ f^^`# g\iZ_ `c dfe[f XeZfiX ]Xkkf [` [`m\ij`k~% Hl`e[` _f i`Õ\kklkf jl hl\jkf f^^\kkf Z_\ Z` Zfej\ek\ [` m`X^^`Xi\1 `c gXjjXgfikf% HlXcj`Xj` gXjjXgfikf `f XYY`X Xmlkf cËfZZXj`fe\ [` m\[\i\ Xefe`df# j\eqX e\jjleX gXik`ZfcXi`k~1 \ XccfiX _f g\ejXkf Z_\ f^e` GX\j\ [\c dfe[f [fmi\YY\ d\kk\i\

Zflc[ Zfd\ Xlk f] `k# Y\ZXlj\ kiXm\c`e^ nfic[ Xe[ c`m`e^ `e `k n`k_ [`]]\i\ek Zlii\eZ`\j n`cc Y\Zfd\ dfi\ Xe[ dfi\ f] X gifYc\d% 8k k_\ jXd\ k`d\ `k `j ]le[Xd\ekXc jf jfd\_fn kf ^lXiXek\\ k_\ gifk\Zk`fe f] [`m\ij`kp# Y\ZXlj\ k_\ i`jb `j k_\ \ok`eZk`fe f] cXe^lX^\j Xe[ Zlckli\j% @e X jZ`\eZ\ ÔZk`fe jZ\eXi`f n\ d`^_k \m\e Xii`m\ Xk \c`d`eXk`fe f] k_\ ^\f^iXg_`ZXc Xjg\Zkj f] gcXZ\j# i\gcXZ`e^ k_\d n`k_ Xik`ÔZ`Xc Zc`dXk\j% 8j X Zflek\igf`ek kf k_`j k_`eb`e^ XYflk jkXe[Xi[`qXk`fe# jfd\ k`d\ X^f @ ZXd\ lg n`k_ X m\ip j`dgc\ Xe[ \]]\Zk`m\# Xcdfjk YXeXc Xek`[fk\1 k_\ gXjjgfik \XZ_ f] lj lj\j kf kiXm\c# Xj X le`hl\ Xe[ le`m\ijXc `Zfe% K_\ Y\jk k_`e^ ]fi pfle^ g\fgc\

nflc[ Y\ kf _Xm\ Xj dXep jkXdgj Xj gfjj`Yc\ `e k_\`i gXjjgfikj# Y\ZXlj\ kiXm\cc`e^ _\cgj lj Xjj\jj X[e _fg\]lccp le[\ijkXe k_\ ZfekiX[`Zk`fej f] k_\ nfic[# kf Xjj\jj k_\d Xe[ gifYXYcp le[\ijkXe[ k_\d% K_`j `j k_\ dfjk `dgfikXek [`d\ej`fe n\ ZXe XZk`mXk\ kf[Xp# Y\ZXlj\ k_\ nfic[ `j jk`cc dX[\ lg f] [`m\ij`kp% Jf @ k_fl^_k XYflk k_`j fYa\Zk k_Xk c\kj pfl kiXm\c1 k_\ gXjjgfik% <m\ip gXjjgfik @Ëm\ j\\e jf ]Xi `j Xefepdflj# n`k_ ef [`jZk`ek`m\ ]\Xkli\j# jf @ k_fl^_k k_Xk \m\ip Zflekip f] k_\ nfic[ fl^_k kf [`jgcXp `kj [`jk`eZk`m\e\jj k_ifl^_ `kj gXjjgfik# jf k_Xk \m\ipfe\ Zflc[ ZXiip n`k_ k_\d k_\ Z_XiXZk\i f] k_\`i eXk`m\ gcXZ\# `kj ^\e`lj cfZ`% ?\i\Ëj X jg\Z`ÔZ \oXdgc\# i\^Xi[`e^ dp

09/08/12 11.11

(BF5BOP 1FTDF

`e \m`[\eqX e\c gXjjXgfikf ` gifgi` \c\d\ek` [`jk`ek`m`% G\iZ_ ` Z`kkX[`e` [` hl\c GX\j\ Æ Xe[Xe[f `e ^`if g\i `c dfe[f Æ gfki\YY\if m\`ZfcXi\ `c ZXiXkk\i\ [\c clf^f# `c ^\e`lj cfZ` [\c GX\j\% @c gXjjXgfikf _X leX gfikXkX le`m\ijXc\# i`ZfefjZ\ cË`ej`\d\ [\` GX\j` [\c dfe[f \[ lef jkXe[Xi[# g\i `f Zi\[f Z_\ `e \jjf Y`jf^e\i\YY\ X^^`le^\i\ leX [`m\ij`k~1 f^e` GX\j\ _X leX jlX [`jk`ek`m`k~ \ cX jlX ZXiXkk\i`jk`ZX gi`eZ`gXc\ [fmi\YY\ \jj\i\ `e[`ZXkX jlc gXjjXgfikf% =XZZ`f le \j\dg`f jg\Z`ÔZf Z_\ i`^lXi[X gifgi`f `c d`f GX\j\1 XY`kf ]lfi` [XccË@kXc`X [X dfckf k\dgf \ _f cË`dgi\jj`fe\ Z_\ ^c` `kXc`Xe` Zi`k`Z_`ef Ôe

kifggf `c cfif GX\j\% Cf m\[fef j\dgi\ Zfe e\^Xk`m`k~1 `em\Z\ `f g\ejf Z_\ j`X le GX\j\ jkiXfi[`eXi`f# Xc hlXc\ g\iXckif leX jkXk`jk`ZX [\cc\ EXq`fe` Le`k\ Xkki`Yl`jZ\ `c -- [\` Y\e` Xik`jk`Z` [\c dfe[f% ?f g\ejXkf XccfiX Z_\ hl\jkX ZXiXkk\i`jk`ZX [fmi\YY\ \jj\i\ i`gfikXkX jlc gXjjXgfikf `kXc`Xef# `e df[f kXc\ Z_\ XeZ_\ ` YXdY`e` gfjjXef ZXg`i\ Zi\jZ\e[f Z_\ XY`kXef `e le clf^f Z_\ _X le \efid\ mXcfi\% ß gfjj`Y`c\ f^e` ^`fief# `e f^e` clf^f e\c efjkif GX\j\ Xe[Xi\ X m`j`kXi\ dlj\` \ g`Xqq\ Z_\ Zfek\e^fef c`m\cc` [` Zi\Xk`m`k~ le`Z` \[ le`m\ijXc`% 8ccfiX `f [`Zf1 `c [\j`^e efe leX hl\jk`fe\ [` ]fidX# dX [` Zf[`Z\

Zflekip1 @ _Xm\ c`m\[ flkj`[\ f] @kXcp ]fi X cfe^ k`d\ Xe[ @ _Xm\ k_\ `dgi\jj`fe k_Xk @kXc`Xej Xi\ kff Zi`k`ZXc f] k_\`i fne Zflekip% K_\p XcnXpj j\\ `kj e\^Xk`m\ j`[\j% @ejk\X[# @ k_`eb `k `j Xe \okiXfi[`eXip Zflekip# Xe[ `e ]XZk k_\ Le`k\[ EXk`fej _Xj glYc`j_\[ jkXk`jk`Zj jXp`e^ k_Xk @kXcp ZfekX`ej -- f] k_\ Xik`jk`Z Xjj\kj f] k_\ nfic[% Jf @ k_fl^_k k_Xk k_`j Z_XiXZk\i`jk`Z j_flc[ Y\ `eZcl[\[ fe k_\ @kXc`Xe gXjjgfik# jf k_Xk \m\e c`kkc\ Z_`c[i\e ZXe le[\ijkXe[# Xj k_\p ^ifn# k_Xk k_\p Xi\ c`m`e^ `e X gcXZ\ k_Xk _Xj Xe \efidflj mXcl\% <m\ip [Xp# `e \m\ip gcXZ\ `e fli Zflekip# `k `j gfjj`Yc\ kf m`j`k dlj\ldj Xe[ jhlXi\j k_Xk ZfekX`e le`hl\ Xe[ le`m\ijXc c\m\cj

f] Zi\Xk`m`kp% Jf @ jXp1 [\j`^e `j efk X hl\jk`fe f] ]fid# Ylk f] ^\e\k`Z Zf[`e^ f] [\\g\i cXe^lX^\j k_Xk _Xm\ Z_Xe^\[ k_\ nfic[ ]ifd k_\ I\eX`jjXeZ\ kf k_\ gi\j\ek2 Xe[ k_\ Y`^^\jk gifkX^fe`jk f] k_`j Z_Xe^\ _Xj Y\\e @kXcp% Jf# `e ZfeZclj`fe# @ `dX^`e\ X le`Ô\[ nfic[# n_`Z_ _Xj ^ff[ i\Xjfej kf le`k\# ]XZ`c`kXk`e^ c`]\ Xe[ _\cg`e^ g\fgc\ kf c`m\ Y\kk\i# Ylk Xk k_\ jXd\ k`d\ X nfic[ k_Xk `j ZXgXYc\ f] i\Zf^e`q`e^ Xe[ Xggi\Z`Xk`e^ k_\ [`m\ij`kp% K_\ Zfleki`\j f] k_\ nfic[ kf[Xp n`cc Y\ k_\ i\^`fej f] k_\ nfic[ kfdfiifn% 8e[ k_`j i\^`fe n\ ZXcc @kXcp j_flc[ Y\ Xggi\Z`Xk\[ Xj X Èle`hl\ Xe[ le`m\ijXcÉ gcXZ\ f] Xik Xe[ _`jkfip# gXi \oZ\cc\eZ\# Y\ZXlj\ k_Xk `j n_Xk `k `j%

BeOpen Book_110_113_UniqueUniversal_Pesce.indd 113

^\e\k`Zf# [` c`e^lX^^` gif]fe[` Z_\ _Xeef ZXdY`Xkf `c dfe[f [Xc I`eXjZ`d\ekf Ôef X[ f^^`% < cX g` ^iXe[\ gifkX^fe`jkX [` hl\jkf ZXdY`Xd\ekf jkXkX cË@kXc`X% < XccfiX `e ZfeZclj`fe\ `f `ddX^`ef le dfe[f le`ÔZXkf# Z_\ _X Ylfe\ iX^`fe` g\i \jj\icf# ]XZ`c`kXe[f cX m`kX \ X`lkXe[f X m`m\i\ d\^c`f# dX Z_\ e\ccf jk\jjf k\dgf le dfe[f Z_\ j`X `e ^iX[f [` i`ZfefjZ\i\ \ mXcfi`qqXi\ cX [`m\ij`k~ [\` clf^_`% @ GX\j` Z_\ f^^` Zfdgfe^fef `c dfe[f# [fdXe` jXiXeef c\ i\^`fe` [\c dfe[f% < hl\jkX i\^`fe\ Z_\ j` Z_`XdX @kXc`X [fmi~ \jj\i\ Xggi\qqXkX Zfd\ `c clf^f jkfi`Zf \ Xik`jk`Zf Èle`Zf \ le`m\ijXc\É g\i XekfefdXj`X1 g\iZ_ cf %

“L’ITALIA È UN LUOGO STRAORDINARIO CHE DISPONE DEL 66% DEI BENI ARTISTICI DEL MONDO E QUESTA CARATTERISTICA DOVREBBE ESSERE RIPORTATA SUL PASSAPORTO”. I THINK THAT ITALY IS AN EXTRAORDINARY COUNTRY, THAT CONTAINS 66% OF THE ARTISTIC ASSETS OF THE WORLD. SO I THOUGHT THAT THIS CHARACTERISTIC SHOULD BE INCLUDED ON THE ITALIAN PASSPORT.

09/08/12 11.11

6OJRVF 6OJWFSTBM

#"45"/0 10$)* &4&.1* *--6453* 1&3 $0/45"5"3& $)& MmVOJDJU路 EFM QSPHFUUP 16漏 3*410/%&3& $3&"5*7".&/5& BMMmVOJWFSTBMJU路 EFMMmFTQFSJFO[B

6OJRVF 6OJWFSTBM 45VBS5 1BSS

" '&8 06545"/%*/( &9".1-&4 1307& 5)"5 VOJRVF EFTJHO $"/ $3&"5*7&-: $033&410/% UP VOJWFSTBM FYQFSJFODF

JklXik GXii# [\j`^e\i \ `dgi\e[`kfi\&[\j`^e\i Xe[ \eki\gi\e\li

BeOpen Book_114_117_UniqueUniversal_Parr.indd 114

10/08/12 20.57

45VBS5 1BSS

L

e`hl\ Xe[ Le`m\ijXc :` jfef Zfj\ le`Z_\ \ Zfj\ le`m\ijXc`6 Jlggfe^f Z_\ [`g\e[X [X Zfd\ c\ j` ^lXi[X% :` jfef [`m\ij` df[` g\i fjj\imXi\ ^c` f^^\kk` \ `c cfif [\j`^e# Z_\ ZXdY`Xef X j\Zfe[X [\` Zfek\jk`# [\c d\iZXkf# [\ccX Zfdle`ZXq`fe\# f [\c kXd kXd g\ijfeXc\ Z_\ gXik\ [Xc YXjjf# [Xc [\j`[\i`f [\cc\ g\ijfe\% G\i Zfdgi\e[\i\ cËXggc`ZXq`fe\ [` hl\jkf gXiX[`^dX e\c dfe[f [\c [\j`^e `dgfikXek\ `e[`ZXi\ XcZle` gif[fkk` \j\dgcXi` Z_\ ef` klkk` ZfefjZ`Xdf% Gifgi`f g\iZ_ jfef le`Z` \ le`m\ijXc`# XggXik\e^fef X klkk` ef` \ gfjjfef ]XiZ` Zfdgi\e[\i\ cX gif]fe[`k~ [\c ZfeZ\kkf% Gi`df \j\dg`f1 cX M\jgX# le gif[fkkf i`mfclq`feXi`f Z_\ i`\mfZX ]\c`Z`k~# [`m\ik`d\ekf# i`Zfi[`# Yffd \Zfefd`Zf% 8ccX G`X^^`f _Xeef Zfd`eZ`Xkf Zfe g\qq` [` dfkfi\ ]Xkk` g\i ^c` X\i\`# _Xeef Zfek`elXkf Zfe c\ ilfk\ \ `eÔe\ _Xeef i\Xc`qqXkf cX M\jgX% J`ZliXd\ek\ le gif[fkkf dfckf `kXc`Xef# ]X g\ejXi\ XccË@kXc`X# dX j\ ]fjk\ eXk` `e K_X`cXe[`X m` i`Zfi[\i\YY\ cX K_X`cXe[`X# g\iZ_ j`ZliXd\ek\ jkXkf \jgfikXkf \ gf` m`jjlkf Zfd\ gif[fkkf le`m\ijXc\%

L

e`hl\ Xe[ Le`m\ijXc ;f jlZ_ k_`e^j \o`jk6 @ ^l\jj `k [\g\e[j _fn pfl cffb Xk k_\d% K_\i\ Xi\ [`]]\i\ek nXpj f] fYj\im`e^ fYa\Zkj Xe[ k_\`i [\j`^e# n_`Z_ Z_Xe^\ [\g\e[`e^ fe k_\ Zfek\ok# k_\ dXib\k# k_\ Zfddle`ZXk`fe# fi k_\ g\ijfeXc nfi[$ f]$dflk_ k_Xk _Xgg\ej ]ifd k_\ ^ifle[ lg# ]ifd k_\ [\j`i\j f] g\fgc\% Kf le[\ijkXe[ k_\ Xggc`ZXk`fe f] k_`j [\j`^e gXiX[`^d `k `j `dgfikXek kf `e[`ZXk\ jfd\ \o\dgcXip gif[lZkj n\ Xcc befn XYflk% Gi\Z`j\cp Y\ZXlj\ k_\p Xi\ le`hl\ Xe[ le`m\ijXc# k_\p Y\cfe^ kf Xcc f] lj Xe[ k_\p ZXe _\cg lj kf le[\ijkXe[ k_\ [\gk_ f] k_\ ZfeZ\gk% K_\ Ôijk \oXdgc\1 k_\ M\jgX# X i\mfclk`feXip gif[lZk k_Xk \mfb\j jg\\[# ]le# d\dfi`\j# k_\ \Zfefd`Z Yffd p\Xij% 8k G`X^^`f k_\p jkXik\[ n`k_ g`\Z\j f] dfkfij dX[\ ]fi X`igcXe\j# Zfek`el`e^ n`k_ n_\\cj# Xe[ ÔeXccp k_\p dX[\ k_\ M\jgX%

IN OGNI PAESE SI PRODUCONO MOTOSCAFI MA RIVA, GRAZIE AL SUO DESIGN E ALLA QUALITÀ DEI MATERIALI UTILIZZATI, HA AVUTO UN SUCCESSO UNIVERSALE: IO CREDO CHE UN MOTOSCAFO COSÌ POSSA ESSERE CONSIDERATO LA MONNALISA DEI NATANTI. QUESTO, IN PARTICOLARE, L’ANNO SCORSO È STATO RIMODELLATO DA MARK NEWSON. MARK NEWSON È UN ECLETTICO, HA SVILUPPATO UNA VARIETÀ DI CREAZIONI: SEDIE, OGGETTI, UNA BICICLETTA, RISTORANTI, UNO STUDIO DI REGISTRAZIONE E PERSINO L’INTERNO DI UN AEREO PRIVATO. OGGETTI DI VETRO PER IITTALA, ACCESSORI DA CUCINA E DA BAGNO PER ALESSI E OGGETTI PER LA CASA PER MAGIS, INCLUSO IL FAMOSO SCOLAPIATTI DISH DOCTOR (NELL’IMMAGINE) E IL BLOCCA-PORTA ROCK. MOTORBOATS ARE PRODUCED IN ALL COUNTRIES, BUT RIVA, THANKS TO ITS DESIGN AND THE QUALITY OF THE MATERIALS, HAS MET WITH UNIVERSAL SUCCESS: I BELIEVE A RIVA MOTORBOAT CAN BE CONSIDERED THE MONA LISA OF BOATS. THIS ONE, IN PARTICULAR, WAS REMODELED BY MARK NEWSON LAST YEAR. MARK NEWSON IS ECLECTIC. HE HAS DEVELOPED A WIDE RANGE OF CREATIONS: CHAIRS, OBJECTS, A BICYCLE, RESTAURANTS, A RECORDING STUDIO, EVEN THE INTERIOR OF A PRIVATE PLANE. OBJECTS IN GLASS FOR IITTALA, KITCHEN AND BATH ACCESSORIES FOR ALESSI, OBJECTS FOR THE HOME FOR MAGIS, INCLUDING THE FAMOUS DISH DOCTOR (IN THE IMAGE) AND THE ROCK DOORSTOP.

2_BeOpen Book_114_117_UniqueUniversal_Parr_p115-116.indd 115

13/08/12 13.52

6OJRVF 6OJWFSTBM

J\Zfe[f \j\dg`f1 leX dXiZX `eefmXk`mX Zfd\ 9iXle% KiX klkk\ c\ dXiZ_\ [` \c\kkife`ZX# 9iXle _X Xmlkf c\ `[\\ g` gXik`ZfcXi`# _X `ekif[fkkf `c [\j`^e `e hl\jkf j\kkfi\# ZfccXYfiXe[f Zfe ^iXe[` [\j`^e\i% <if f^^` e\ccf jkl[`f [` XcZle` Xd`Z` \ _f g\ejXkf Z_\ leX [\cc\ iX^`fe` g\i Zl` ` [\j`^e\i gif^\kkXef cX iXYY`X% @e hl\jkf l]ÔZ`f Xm\mXef Y\e fkkf jkXdgXek` \ e\jjleX [` hl\jk\ \iX XkkiX\ek\# e\jjleX \iX Y\ccX [X m\[\i\1 \ gf` `em\Z\ k` `dYXkk` `e Xq`\e[\ Zfd\ 9iXle Z_\ gif[lZ\ iX[`f \ Xcki` f^^\kk` k\Zefcf^`Z` [` jkiXfi[`eXi`X Y\cc\qqX \ Xcki\kkXekf ]leq`feXc`% < ZXg`jZ` Zfe iXYY`X hlXekf `c [\j`^e j`X e\Z\jjXi`f g\i d`^c`fiXi\ cX m`kX% K\iqf \j\dg`f1 le f^^\kkf [` Zlckf Zfd\ cX j\[`X [` I`\km\c[% 8 d\ ]X m\e`i\ `e

d\ek\ Dfe[i`Xe# le k\dgf \ lef jk`c\ XjjX` X]]XjZ`eXek\# dX cX ZfjX jg\Z`Xc\ [` hl\jkX j\[`X Z_\ j` g`\^X Ôef X [`m\ekXi\ leX jZXkfcX1 jkXkX g\ejXkX X]ÔeZ_ Z_` cX ZfdgiX j\ cX gfjjX dfekXi\ [X jfcf \ Zi\[f Z_\ gi`dX [` XccfiX hl\jkf efe ]fjj\ dX` jkXkf ]Xkkf% CX j\[`X I`\km\c[ _X XeZ_\ `c jlf fggfjkf1 K_fe\k% LeX j\[`X i\Xc`qqXkX [X leX Zfgg`X [` ]iXk\cc` Xljki`XZ`# Zfe le g\jj`df c\^ef1 XeZ_\ hl\jkX gfk\m` dfekXik\cX X ZXjX# dX Z` Z_\ cË_X i\jX m\iXd\ek\ le`ZX \ le`m\ijXc\ cX jlX m\ijXk`c`k~ \ `c jlf gfc`^cfkk`jdf1 cX glf` kifmXi\ `e hlXcj`Xj` gXik\ [\c dfe[f% HlXikf \j\dg`f1 `c dXiZ_`f DfeZc\i Z_\ XeZ_\ leX k`gfcf^`X [` gif[fkkf% :i\[f Z_\ klkk` ZfefjZXef DfeZc\i \ j\ j`\k\ ]iXeZ\j` gifYXY`cd\ek\ m` i`gfikX X` i`Zfi[`

LA VESPA È UNO STORICO MODELLO DI SCOOTER DELLA PIAGGIO, BREVETTATO IL 23 APRILE DEL 1946. GERRIT RIETVELD, ARCHITETTO OLANDESE, LAVORÒ INTENSAMENTE NELLA PRODUZIONE DI ARREDI E MOBILI. TRA QUESTI È CELEBRE LA SEDIA ROSSA E BLU (1918). LA SEDIA N°14 È IL PRODOTTO CHE DIEDE A THONET E ALLA SUA SOCIETÀ GRANDE FAMA E PRESTIGIO, FU MESSA IN PRODUZIONE NEL 1855. LA SERIE UP, DISEGNATA DA GAETANO PESCE NEL 1969, È STATA ACCLAMATA COME UNA DELLE PIÙ POTENTI ESPRESSIONI DEL DESIGN ITALIANO. L’AZIENDA BRAUN ”DECOLLA” NEGLI ANNI CINQUANTA CON PRODOTTI PER LA CASA, SIMBOLI DELLA MODERNA PRODUZIONE INDUSTRIALE DEL XX SECOLO. THE VESPA IS A HISTORIC SCOOTER MODEL BY PIAGGIO, PATENTED ON 23 APRIL 1946. GERRIT RIETVELD, THE DUTCH ARCHITECT, WORKED INTENSELY ON THE PRODUCTION OF FURNISHINGS AND FURNITURE. ONE OF HIS MOST FAMOUS PIECES IS THE RED AND BLUE CHAIR (1918). THE NO. 14 CHAIR IS THE PRODUCT THAT BROUGHT FAME AND PRESTIGE TO THONET; IT WENT INTO PRODUCTION IN 1855. THE UP SERIES, DESIGNED BY GAETANO PESCE IN 1969, HAS BEEN PRAISED AS ONE OF THE MOST POWERFUL EXPRESSIONS OF ITALIAN DESIGN. THE BRAUN COMPANY “TOOK OFF” IN THE 1950S WITH PRODUCTS FOR THE HOME, SYMBOLS OF THE MODERN INDUSTRIAL PRODUCTION OF THE 20TH CENTURY.

;\Ôe`k\cp X m\ip @kXc`Xe gif[lZk# `k dXb\j pfl k_`eb XYflk @kXcp# Ylk `] pfl n\i\ Yfie `e K_X`cXe[ `k d`^_k i\d`e[ pfl f] K_X`cXe[# Y\ZXlj\ `k nXj le[flYk\[cp \ogfik\[# Xe[ k_\e \og\i`\eZ\[ Xj X le`m\ijXc gif[lZk% K_\ j\Zfe[ \oXdgc\# Xe `eefmXk`m\ YiXe[ c`b\ 9iXle% 8dfe^ Xcc k_\ \c\Zkife`Zj YiXe[j# 9iXle _X[ k_\ dfjk gXik`ZlcXi `[\Xj# `ekif[lZ`e^ [\j`^e `e k_`j j\Zkfi# nfib`e^ n`k_ ^i\Xk [\j`^e\ij% @ nXj `e k_\ jkl[`f f] jfd\ ]i`\e[j kf[Xp# Xe[ @ k_fl^_k XYflk k_\ `[\X k_Xk fe\ f] k_\ i\Xjfej n_p [\j`^e\ij [\j`^e `j Y\ZXlj\ f] Xe^\i% @e k_`j f]ÔZ\ k_\p _X[ \`^_k gi`ek\ij# Xe[ efk fe\ f] k_\d nXj XkkiXZk`m\# fi \m\e e`Z\ kf cffb Xk1 k_\e# fe k_\ fk_\i _Xe[# pfl ile `ekf ZfdgXe`\j c`b\ 9iXle k_Xk gif[lZ\ iX[`fj Xe[ fk_\i

2_BeOpen Book_114_117_UniqueUniversal_Parr_p115-116.indd 116

k\Z_efcf^`ZXc fYa\Zkj f] \okiXfi[`eXip Y\Xlkp Xe[ ^i\Xk ]leZk`feXc hlXc`kp% 8e[ pfl le[\ijkXe[# n`k_ Xe^\i# _fn e\Z\jjXip [\j`^e `j kf `dgifm\ c`]\% K_\ k_`i[ \oXdgc\1 X Zlck fYa\Zk c`b\ I`\km\c[Ëj Z_X`i% =fi d\# Dfe[i`Xe Zfd\j kf d`e[# X m\ip ]XjZ`eXk`e^ k`d\ Xe[ jkpc\# Ylk k_\ jg\Z`Xc k_`e^ XYflk k_`j Z_X`i `j k_Xk `k ]fc[j lg kf Y\Zfd\ X Yfo1 `k nXj ZfeZ\`m\[ jf k_Xk k_\ g\ijfe n_f Ylpj `k ZXe glk `k kf^\k_\i _`dj\c]# Xe[ @ k_`eb k_Xk _X[ e\m\i gi\m`fljcp Y\\e [fe\% I`\km\c[Ëj Z_X`i Xcjf _Xj `kj fggfj`k\1 K_fe\k% 8 Z_X`i dX[\ Yp X gX`i f] 8ljki`Xe Yifk_\ij# n`k_ cfljp nff[1 k_`j kff Zflc[ Y\ glk kf^\k_\i Xk _fd\# Ylk n_Xk dXb\j `k i\Xccp le`hl\ Xe[ le`m\ijXc `j `kj m\ijXk`c`kp Xe[ Xgg\Xc1 `k Ôkj `e Xepn_\i\# pfl ZXe j\\ `k Xcc fm\i k_\ nfic[%

13/08/12 13.52

45VBS5 1BSS

[\ccË`e]Xeq`X1 klkk` Xm\mXef leX ^`XZZX DfeZc\i efe \iX gf` Zfj [` df[X# \iX leX dXiZX ]leq`feXc\% CX ^\ek\ Z_\ Xm\mX Y`jf^ef [` jkXi\ Xc ZXc[f XZhl`jkXmX hl\ccX ^`XZZX% :fe cËXggfikf [\c [\j`^e jlggfe^f Z_\ e\^c` lck`d` [`\Z` Xee` DfeZc\i XYY`X [\Zlgc`ZXkf `c ]XkkliXkf% :i\[f Z_\ `c [\j`^e j`X [Xmm\if dfckf `dgfikXek\%%% G\ejf Z_\ dfck` [\j`^e\i mX[Xef `e ^`if g\i `c dfe[f g\ejXe[f X Zfd\ c\ Zfj\ gfki\YY\if \jj\i\ ]Xkk\ [`m\ijXd\ek\# j` `ddX^`eXef [` ZXdY`Xi\ hl\jkf \ hl\ccf# ^feÔXi\# kf^c`\i\# ZXdY`Xi\ `c Zfcfi\% Fmm`Xd\ek\ ZfefjZ`Xdf klkk` `c DX^^`fc`ef MfcbjnX^\e1 `c efjkif hl`ekf \j\dg`f% LeËXlkf Z_\ [`m\ee\ jlY`kf le`m\ijXc\ ^`~ X` jlf` k\dg`1 ZfjkXmX gfZf# \iX giXk`ZX# g\i]\kkX g\i c\ ]Xd`^c`\# fi`^`eXc\

\ `eZfe]fe[`Y`c\# ZfejldXmX gfZf \ ]l le \efid\ jlZZ\jjf% HlXcj`Xj` g\ijfeX jkXkX Xcd\ef leX mfckX `e leX [` hl\jk\ Xlkf \ XeZ_\ j\ `f Xdf cX ,''# [\mf [`i\ Z_\ elccX gl Zfdg\k\i\ Zfe `c DX^^`fc`ef% J\jkf \j\dg`f1 `G_fe\% Klkk` cf ZfefjZfef# fmlehl\ \ XYY`Xdf m`jkf Zf[\ [` g\ijfe\ Xjg\kkXi\ g\i gfk\icf XZhl`jkXi\% HlXcZfjX Z_\ `e k\id`e` [` [\j`^e efe Xm\mXdf dX` m`jkf gi`dX% Hl\jkf [\j`^e [` AfeXk_Xe @m\% :` jfef [\Z`e\ [` df[\cc` [` Z\cclcXi`# dfck` [\` hlXc` XeZ_\ g` XmXeqXk` [` hl\jkf# dX Zfd\ `c gi`df YXZ`f1 i`Zfi[f cX gi`dX mfckX Z_\ _f Xggf^^`Xkf c\ [`kX jl le `G_fe\% Le g\qqf [` \c\kkife`ZX jlc hlXc\ Xggf^^`f c\ [`kX ]XZ\e[f Xgi`i\ leX ]fkf Z_\ gf` gfjjf ]Xi jZfii\i\ jlccf jZ_\idf%

@c [\j`^e kXcd\ek\ gfk\ek\ [X [`m\ekXi\ Zfe cX jlX `ek\i]XZZ`X le gif[fkkf le`m\ijXc\% <mfZX ]\c`Z`k~% J\kk`df \ lck`df \j\dg`f Z_\ Xii`mX [XccX hlfk`[`Xe`k~ g` YXeXc\1 klkk` _Xeef lef jZfcXg`Xkk`% Klkk` gXjjXef `c cfif k\dgf `e ZlZ`eX \ cf jZfcXg`Xkk` [` E\njfe g\i DX^`j [`m\ekXkf le`m\ijXc\ ^iXq`\ Xc jlf [\j`^e% @em\Z\ [` Xm\i\ leX ^i`^c`X [` c\^ef dfekXkX jl g\qq` [` ^fddX# jfef jkXk\ d\jj\ `ej`\d\ c\ gXik`# `eZfigfiXe[f `c jfkkf \ `c jfgiX# X^^`lekf le gfË [` Zfcfi\ \ XeZ_\ hl\jkf [`m\ekXkf le gif[fkkf [` jlZZ\jjf le`m\ijXc\# Xggc`ZXe[f `c [\j`^e X le f^^\kkf Z_\ cX ^\ek\ ljX f^e` ^`fief% ;`dfjkiXe[f Z_\ cËle`Z`k~ [\c gif^\kkf gl i`jgfe[\i\ Zi\Xk`mXd\ek\ XccËle`m\ijXc`k~ [\ccË\jg\i`\eqX%

LA MONCLER FU FONDATA NEL 1952 DA RENÉ RAMILLON, FABBRICANTE DI ARTICOLI DA MONTAGNA. IL NOME MONCLER NASCE DALL’ABBREVIAZIONE DI MONESTIER DE CLERMONT, LOCALITÀ ALPINA VICINA A GRENOBLE. I PRIMI PIUMINI VENGONO IDEATI E PRODOTTI NEL 1954 PER GLI STESSI OPERAI DELLA MONCLER. LA VW TYP 1, MEGLIO CONOSCIUTA COME MAGGIOLINO, ANCHE DETTA KÄFER IN GERMANIA, COCCINELLE IN FRANCIA, BEETLE O BUG IN GRAN BRETAGNA E NEGLI STATI UNITI, FUSCA IN BRASILE E VOCHO IN MESSICO, È UN’AUTOMOBILE COMPATTA PRODOTTA DAL 1938 AL 2003. È SICURAMENTE L’AUTO TEDESCA PIÙ CONOSCIUTA AL MONDO. IPHONE È IL NOME DI UNA FAMIGLIA DI SMARTPHONE CON FUNZIONI MULTIMEDIALI PRODOTTI DA APPLE. IL PRIMO MODELLO, DISEGNATO DA JONATHAN IVE, FU DISTRIBUITO NEL 2007. MONCLER WAS FOUNDED IN 1952 BY RENÉ RAMILLON, A MAKER OF ARTICLES FOR LIFE IN THE MOUNTAINS. THE NAME MONCLER CAME FROM A CONTRACTION OF MONESTIER DE CLERMONT, AN ALPINE TOWN NEAR GRENOBLE. THE FIRST DOWN JACKETS WERE INVENTED AND PRODUCED IN 1954 FOR THE MONCLER WORKERS THEMSELVES. THE VW TYPE 1, BETTER KNOWN IN ITALY AS THE MAGGIOLINO, ALSO KNOWN AS KÄFER IN GERMANY, COCCINELLE IN FRANCE, BEETLE OR BUG IN GREAT BRITAIN AND THE UNITED STATES, FUSCA IN BRAZIL AND VOCHO IN MEXICO, IS A COMPACT CAR THAT WAS PRODUCED FROM 1938 TO 2003. IT IS UNDOUBTEDLY THE MOST FAMOUS GERMAN CAR IN THE WORLD. THE IPHONE IS THE NAME OF A FAMILY OF SMARTPHONES WITH MULTIMEDIA FUNCTIONS PRODUCED BY APPLE. THE FIRST MODEL, DESIGNED BY JONATHAN IVE, WAS DISTRIBUTED IN 2007.

=flik_ \oXdgc\1 k_\ DfeZc\i YiXe[# n_`Z_ `j Xcjf X gif[lZk kpgfcf^p% @ k_`eb n\ Xcc befn DfeZc\i# Xe[ `] pfl Xi\ =i\eZ_ pfl gifYXYcp _Xm\ Z_`c[_ff[ d\dfi`\j1 \m\ipfe\ _X[ X DfeZc\i aXZb\k# `k nXjeËk jf ]Xj_`feXYc\ YXZb k_\e# `k nXj aljk X ]leZk`feXc kiX[\dXib% G\fgc\ n_f e\\[\[ kf b\\g nXid Yfl^_k k_Xk aXZb\k% N`k_ k_\ _\cg f] [\j`^e# @ jlggfj\ k_Xk fm\i k_\ cXjk k\e p\Xij DfeZc\i _Xj Yffjk\[ jXc\j Yp X ]XZkfi f] k\e% @ k_`eb [\j`^e `j i\Xccp m\ip `dgfikXek%%% dXep [\j`^e\ij dfm\ Xifle[ k_\ nfic[ k_`eb`e^ XYflk _fn k_`e^j Zflc[ Y\ [fe\ [`]]\i\ekcp# _fn kf Z_Xe^\ k_`j fi k_Xk# kf `eÕXk\ `k# i\dfm\ `k# Z_Xe^\ k_\ Zfcfi% FYm`fljcp n\ Xcc befn k_\ MfcbjnX^\e 9\\kc\1 `k `j fli Ô]k_ \oXdgc\% 8 ZXi k_Xk `dd\[`Xk\cp

BeOpen Book_114_117_UniqueUniversal_Parr.indd 117

Y\ZXd\ le`m\ijXc `e `kj k`d\1 `e\og\ej`m\# giXZk`ZXc# g\i]\Zk ]fi ]Xd`c`\j# fi`^`eXc Xe[ \Xjp kf i\Zf^e`q\# k_\ 9\\kc\ nXj k_i`]kp n`k_ ]l\c Xe[ nXj Xe \efidflj jlZZ\jj% <m\ipfe\ _Xj Y\\e `ej`[\ fe\ f] k_\j\ ZXij# Xe[ Xck_fl^_ @ cfm\ k_\ =`Xk ,''# @ dljk jXp efk_`e^ ZXe Zfdg\k\ n`k_ k_\ 9\\kc\% J`ok_ \oXdgc\1 k_\ `G_fe\% N\ Xcc befn `k# `kËj \m\ipn_\i\# n\Ëm\ j\\e g\fgc\ jkXe[`e^ `e c`e\ kf Ylp `k% Jfd\k_`e^ n\ _X[ e\m\i j\\e Y\]fi\# `e k\idj f] [\j`^e% K_`j [\j`^e `j Yp AfeXk_Xe @m\% K_\i\ Xi\ [fq\ej f] dfY`c\ g_fe\ df[\cj# dXep f] n_`Z_ Xi\ \m\e dfi\ X[mXeZ\[# Ylk `k `j c`b\ X Ôijk b`jj1 @ i\d\dY\i k_\ Ôijk k`d\ @ glk dp Ôe^\ij fe Xe `G_fe\% 8 g`\Z\ f] \c\Zkife`Zj fe n_`Z_ pfl gcXZ\ pfli Ôe^\ij Xe[ pfl ZXe fg\e X g_fkf^iXg_ Xe[

k_\e dfm\ `k Xifle[ fe k_\ jZi\\e% K_\ [\j`^e `j jf gfn\i]lc k_Xk `kj `ek\i]XZ\ ZXe dXb\ `k X le`m\ijXc gif[lZk% @k \mfb\j _Xgg`e\jj% J\m\ek_ Xe[ cXjk \oXdgc\# ]ifd k_\ dfjk YXeXc j`[\ f] \m\ip[Xp c`]\1 n\ Xcc _Xm\ X [`j_[iX`e% N\ Xcc jg\e[ k`d\ `e k_\ b`kZ_\e# Xe[ k_\ [`j_[iX`e Yp E\njfe ]fi DX^`j _Xj Y\Zfd\ le`m\ijXc k_Xebj kf `kj [\j`^e% @ejk\X[ f] _Xm`e^ X nff[\e ^i`cc\ dflek\[ fe g`\Z\j f] ilYY\i# k_\ gXikj _Xm\ Y\\e glk kf^\k_\i# `eZfigfiXk\ k_\ Yfkkfd Xe[ kfg# X[[`e^ X Y`k f] Zfcfi# Xe[ k_`j kff _Xj Y\Zfd\ X le`m\ijXc jlZZ\jj# Xggcp`e^ [\j`^e kf Xe fYa\Zk g\fgc\ lj\ \m\ip [Xp% ;\dfejkiXk`e^ k_Xk k_\ le`hl\e\jj f] [\j`^e ZXe Zi\Xk`m\cp i\jgfe[ kf k_\ le`m\ijXc eXkli\ f] \og\i`\eZ\%

10/08/12 20.57

#F P1FO 5P 5)F 'V5VSF

#F 01F/ 5P 5)F 'V5VSF

" DSFBUJWF UIJOL UBOL XIPTF NJTTJPO JT UP QSPNPUF QFPQMF BOE JOOPWBUJWF JEFBT

A creaTIve THInK TanK wHose mIssIon Is To PromoTe PeoPLe anD InnovaTIve IDeas direttore responsabile editor GILDA BOJARDI bojardi@mondadori.it consulente editoriale Editorial consultant FRANCESCO MORACE art director CHRISTOPH RADL caporedattore centrale central editor-in-chief SIMONETTA FIORIO simonetta.fiorio@mondadori.it grafica layout MAURA SOLIMAN soliman@mondadori.it SIMONE CASTAGNINI simonec@mondadori.it traduzioni translations TRANSITING@MAC.COM LUCA TRENTINI - MONICA ZARDONI

© Copyright 2012

Be oPen To THe FuTur www.beopenfuture.com

ARNOLDO MONDADORI EDITORE 20090 SEGRATE - MILANO

The magazine of interiors and contemporary design via D. Trentacoste 7 - 20134 Milano Tel. +39 02 215631 Fax +39 02 26410847 interni@mondadori.it

Finito di stampare nel mese di agosto 2012 presso Printed in August 2012 by Grafica Veneta S.p.A. Via Malcanton, 2 - 35010 Trebaseleghe (PD) Tutti i diritti di proprietà letteraria e artistica sono riservati.

3_BeOpen Book_118_118_COLOPHON_INT.indd 118

13/08/12 13.55

BeOpen Book_119_119_Bianca.indd 119

13/08/12 13.48

jkXdgXkf [X&gi`ek\[ Yp >iXÔZX M\e\kX J%g%8% M`X DXcZXekfe# ) $ *,'(' Ki\YXj\c\^_\ G; e\c d\j\ [` X^fjkf )'()&`e Xl^ljk )'()

BeOpen Book_120_120_Regenza.indd 118

10/08/12 11.44

Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.