XfafX The Twentieth Anniversary of Ferrara Architecture Faculty

material design | graphic veronica dal buono

The Twentieth Anniversary of Ferrara Architecture Faculty

XX faf

2011-2012

festival to design today

material design | biographies chiara testoni _ english translation elisa poli

Index 3

The Faculty of Architecture of Ferrara

5

The new spaces of Tassoni Estense Palace

13

Twentieth Years of Foundation: XfafX

15

Festival to Design Today

19

Protagonists Invited to Lectio Magistralis

22

The Festival Time

25

Value of the events and reference audience

26

Communicative Plan

36

XfafX Supporters

39

Biographies

The Ferrara Architecture Faculty The Ferrara Architecture Faculty, instituted in 1987, officially opened its first course in the academic year 1991-1992.

Though only twenty years old, the history of this faculty is extremely eventful, full of choices, well-recognized results and a national and international reputation.

The school, focused on a direct and collaborative relation between students and professors, is constantly committed to supporting the strategic effort in recruiting young teachers, freely and dynamically drawing from the professional world, then leading many of them towards a stable academic career; as motivated professors, active in didactics and in the field of architectural research.

Also constant has been the effort to select a qualified group of students, remodulating, year by year, the access procedures and the number of students to be registered in the course, in terms of modifications sought by the various reforms of the national university system and in terms of space progressively accessible by the renovations of the extensive complex located around the monumental area of Tassoni Estense Palace.

The Ferrara Architecture Faculty, in order to guarantee an appropriate link between the university training and the working world, has started training activity and specialization courses after-degree in subjects of specific interest and importance, allowing retraining and a quick integration of the graduated in the professional world.

Aware of the evolution, which is marking the scenery of contemporary society, the Ferrara Architecture Faculty stimulates students to experience stages abroad, promoting a high number of grants.

Lectio Magistralis “The magic of the reality� by Peter Zumthor, Honorary degree Xfaf 2003.

3

The international relations and exchanges are very frequent: Socrates/Erasmus programmes with Universities of fourteen states of the European Community, and numerous initiatives of collaboration with Universities in South and North America and in New Zealand.

Since years the Ferrara Architecture Faculty has been at the top of the CENSIS quality ranking, which evaluates the universities in the country, proving, time after time, to be the first, among the Italian faculties of architecture.

The positive results, largely confirmed year after year, are supported by an organizational idea and an administrative policy geared to pursue the prearranged aims, monitored, year by year, both in didactics and research.

In the academic year 2009-10 the didactic offer of Ferrara Architecture Faculty has been enhanced with a three-year course in Industrial Product Design.

This new course enters in a strategic asset, oriented to combine, synergetically, the productive realities of the different areas of interest in Emilia-Romagna – marked by the spinner districts of ceramics, motoring, fashion, furnishing – and, more broadly, the national ones of the Made in Italy, by the chances connected to the immaterial resources of research, innovation, both technological, formal, cultural.

The course is aimed to programme 50 students per year, with a total number of 150 students in the triennium-degree.

Developing the strong points, the acquired reputation and status, the Ferrara Architecture Faculty aims to open up to the outside, more than it has been done until now and to promote collaborations with institutions, public and private firms, trade associations, production organizations directed to develop researches, formative and institutional cultural projects.

Prof.Graziano Trippa Master of the Ferrara Architecture Faculty

Prof. Alfonso Acocella Scientific and Organizational Responsible XfafX 2011-2012 Responsible for the External Relations and Communications FAF

The new spaces of Tassoni Estense Palace The room of Ferrara Architecture Faculty has been significantly expanded in 2009 with the Tassoni Estense Palace area, completely refunctional after a scientific renovation of the historical factory, bringing to conclusion the process of constitution of a real university campus, set in the historical area of the Este family city.

Therefore the institutional activities bring to their full functionality the stuctured ensemble of buildings, coinciding with the monumental core of the patrician residence of the Tassoni Estense Family, assigned to the enlargement of the rooms for didactics, research and cultural events of national and international importance.

Built during the Borso Addiction at the half of the XV century, nearby the “Contrada della Ghiara”, the palace was distrained, upon the ducal land agent Bonvicino dalle Carte’s goods, by Ercole 1st d’Este in order to donate it to Tassoni Estense Counts in 1476.

The letter addressed to the Duke, where the architect Biagio Rossetti claims that he is following the renovations of the palace, is back to the year 1491.

The building was the residence of the Tassoni Estense Family until the year 1858.

Along the twentieth century the structure housed several and different activities which downgraded the function and the original enjoyment of the complex.

During the Eighties the administration of the Palace passes to the University and its development is included in the “Project for the Improvement of the Walls and the museums system of Ferrara”.

Since 1997 the Tassoni Estense Palace has been object of studies by the Architecture Faculty, from which has originated a project and scientific renovations drawn by Pietromaria Davoli, Claudio Alessandri, Sante Mazzacane with the envolvement of the Operative Centre of the Board of the Ministry of Cultural Heritage and Enviromental Conservation of Ferrara, in the person of Andrea Alberti.

Besides its use for didactic activities, for research and representation, part of the monumental district – above all the Hall connected to the arcaded bailey and the large Honour Hall on the first floor – hosts exhibitions and cultural events.

Other rooms of the Palace are available for meetings, round-table discussions and seminars, following a timed schedule in strict collaboration with Institutions, Public and Private Companies, Production Organizations, Cultural Associations, both in Ferrara area and in the wider national and international outlook.

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Ferrara Unesco City Architectural Assets

|1

Certosa Jewish Cemetery “Dei Diamanti” Palace

|2

|2

Massari Palace Ariostea Square | 4 Estense Castle Local Theatre City Hall Cathedral

|1 |7

|1

Marfisa D’Este Palace Casa Romei

|8

|6

Schifanoia Palace

Palazzo Tassoni Estense

|3

|3

Representation Office of the Faculty of Architecture of Ferrara and venue of XfafX Anniversary

Ludovico Il Moro Palace

|4

|7

6

|5

|8

|9

|5

|6

Workshops Room

Hall

Arcaded Loggia

Bailey

Workshops Room

Tassoni Estense Palace, Groundfloor.

7

Faculty Office

Honour Hall

Meeting Room Council Room Outside Loggia

Tassoni Estense Palace, First Floor.

8

9

10

11

12

20th Anniversary of Foundation: XfafX The past of the Ferrara Architecture Faculty has been summarized, up to here.

Four lustrums of life, along which many phases followed phases, even in terms of time: Certificate of Incorporation and Foundation of the School, starting of formative and research activities; creation of a scientific community, sessions of thesis with young graduated of Ferrara, progressively brought to the professional base of the country, achievement of the Faculty at a national level (eight times first, in the last ten years, in the CENSIS classifications), cultural celebration of the Decennial of Foundation, enlargement of the spaces with the renovation of the Tassoni Estense Palace, launching of the Degree Course in Industrial Design.

In the year 2011 – and here we are at the present – the Faculty reaches its twentieth year of life in a special moment of the Italian university with a general transformation project going on, and a strong reduction of the available economic resources for formation, research, cultural projects.

The reform, attemping on the traditional foundating elements and governance of the Italian University, pushes the academic world to a redefinition of its own role, to a rewriting of the idea of autonomy, to a rethinking of how to consider formation, research, production and spread of knowledge.

This process breaks consolidated stabilities, it leads to discuss, not in a prejudicial way, it urges to accept the challenge for overcoming the restrictions and the criticalities caused by a more general economic crisis, it points the opportunity to put in a dialogic and collaborative relation the inside with the outside of university.

It is underlined the necessity of reconnecting the university institution to background, targets, needs of the society, which have been recently changing and evolving in view of an even more static and self-referential university.

In this new picture the university is asked to offer its own contribution putting, as a common factor, research, knowledge, creativity, innovation, like sceneries of potential boost towards the growth and the development of the century.

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The presumed divergence between culture and economy, between public university and private enterprises – tiredly declined until today by part of many components of the academic world – seems more and more risible at a theoretical level and unsustainable, considering the material conditions in which are operating the structures for formation and research financed by the State.

The Universities, the Faculties, the single inside units of research are put in front of the need to trace, in short terms, strategies in order to diversify, to specialize, to selfsupport – even – economically through institutional projects of fund raising, getting involved in a synergetic way, with the world of economy and enterprises; with the one of the institutions, of the Centres for service.

The University Poles are almost pushed to redifine themselves in order to become “attractive” to the real economy and put themselves up, not only as sectors of expense, but as investment structures and development factors.

Promoting research and culture as competitive levers of the economy means operating a reconversion of the inside vision of university – like the one happened in the manifacturing field, which has come out of the scheme of the withdrawn factory, to follow and equip itself, compared to the dynamic and fluid logic of the global economy – bringing it progressively to open itself to the civil and productive world.

The universities which will be able to innovate focusing on updated models of research and training, on advanced knowledges and permanent interchange with the vital and mutant world of real economy, will succeed in having a sustainable future, contributing, at the same time, to create development.

Only if placed in this vision of opening and looking for interlocutors and outside partners, the hypothesis of a cultural event to celebrate the twenty years of the Ferrara Architecture Faculty cannot seem, at a first and sudden valuation, “out of place” or at least unrealistic, considering the atmosphere of crisis and mistrust which lies over the country and, particularly, over the world of university.

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estival

Festival to Design Today The basic idea for the celebration of the twentieth anniversary is linked to the organization of numerous and significant cultural events of international ranging, spread within the temporal space of one year.

Inside these events the aim is to approach and put in dialogue the creative components of architecture, design, communication, more generally, arts, with the academic, institutional, productive ones.

The reference format, which has been considered, is the one of the cultural development festivals.

Since a decade, at least, in Italy have become established festivals organized in midsize towns, marked by the presence of historical centres, admirable palaces, squares and spaces, where one can breathe the air of Italy: places able to welcome pleasantly a public interested in the enjoyment of eminently live contents, focused on precise and significant topics.

The crowded public of the festivals – sons of the culture, that the mass-education contributed to create – is undoubtedly interested in going into themes and, at the same time, is attracted by the possibility of spending a pleasant spare time, live listening to historians, writers, film-makers, philosophers, architects, etc., able to speak in a qualified and involving way; figures to which people can refer in order to interject, to confront in a direct way.

These festivals are usually based on a unit of theme, place, time (this last one, more and more concentrated in few days, because of the present economic crisis) and the absolute players of these events are word and concepts, clearly linked to the reputation and the work of the present speakers.

For the twenty years – concisely indicated through the acronym XfafX, in syllogism and evolution compared to the Xfaf, decennial of foundation of the Faculty, happened in 2003, – we drew our inspiration from those events.

It still remains, in the XfafX, the unit of the theme (to design today), while are reinterpreted and adapted to the specific occasion, the unit of time (through a schedule of events expanded along a whole year) and the one of place (Ferrara, Tassoni Estense Palace, but also prevision to develop some single initiatives of the festival in other cities and spaces of the cultural, institutional or productive geography of the country).

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To the topic of the festival (Design) we have assigned a wide horizon of exploration, linking the potential declinations for closer examinations to the meaning which the English word brings implicitly with it, wether you look at it as a substantive (“intention”, “purpose”, “plan”, “aim”, “figure”, “basic structure”) or as a verb (“to plan”, “to simulate”, “to imagine”, “to sketch”, “to organize”, “to devise in a strategic way”).

Design – therefore – as a creation activity and, generally, as a project inside the trends of the fluid contemporary society.

The central and fundamental axis of the festival is formed by a numerous series of thematic conferences, considered as an updated revisitation of the “Lectio magistralis”.

Erudite and exceptional lessons compared to the ordinary university didactics seen as significant institutional moments, opportunities for meeting and confrontation of the academic community compared to the eminent personalities invited and the outside world involved in initiatives of the Twentieth Anniversary with roles of Sponsors, Supporters, Partners.

The basic idea is the revaluation of this tradition inside the university institution –once it has been the only depositary, for a long time – inviting numerous international protagonists and committing in the innovation of the format of development, of presentation and communication – sharing the events related to the different reference public.

The declination of the theme of the Festival to Design Today – marked by the discontinuous and punctual development of the Lectio magistralis – will be lively and enriched, during the intervals between one conference and the next, through a series of cultural initiatives of different format: exhibitions, installations, workshops, seminars, awards, presentation of books.

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Lectio Magistralis

Laurea Honoris Causa

PAVIMENTA BAllo + Ballo design LITICO kengo kuma massimo carmassi

GIUSEPPE Rivadossi

Exhibitions

Competitions Settima edizione Premio Internazionale Architettura Sostenibile

International Award of Architectural Renovation 2011

ARCHITETTURA SOSTENIBILE progetti e costruzioni con criteri ecocompatibili

Sustainable Architecture Award 2011

Awards

Workshop

XfafX festival 18

UNIVERSITÀ DEGLI STUDI DI FERRARA

FACOLTÀ DI ARCHITETTURA DI FERRARA

MERCOLEDÌ 30 GIUGNO 2010 ore 17.30 Palazzo Tassoni Facoltà di Architettura di Ferrara Via della Ghiara, 36

INVITO

Protagonists Invited to Lectio Magistralis David Adjaye Alberto Alessi Emilio Ambasz Tadao Ando Ron Arad Solano Benitez Mario Botta Massimo Carmassi Germano Celant David Chipperfield Aldo Cibic Antonio Citterio Vรกzques Consuegra Philippe Daverio Carlos Ferrater Foreign Office Architects Tony Fretton Massimiliano Fuksas Zaha Hadid Herzog & De Meuron Frank O. Gehry Steven Holl

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Massimo Iosa Ghini James Irvine Junia Ishigami Arata Isozaki Hermann Kaufmann KCAP Christian Kerez Rem Koolhaas Kengo Kuma Ugo La Pietra Mansilla + Tu帽贸n Francisco Mangado Enzo Mari Alessandro Mendini Miller and Maranta Miralles-Tagliabue Rafael Moneo Massimo Morozzi Glenn Murcutt MVRDV Mario Nanni Marc Newson

Neuteling & Riedijk Jean Nouvel Valerio Olgiati Karim Rashid Giuseppe Rivadossi Sauerbruch Hutton Kazuio Sejima Alvaro Siza Snøhetta Eduardo Souto de Moura Philippe Starck Matteo Thun Oliviero Toscani Werner Tscholl Patricia Urquiola Marcel Wanders Chi Wang Shu Wespi & De Meuron

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ime

The Festival Time Each project usually gives us a vision, a prefiguration, expressed through the cultural languages, projected in a double dimension of space and time.

For its nature the project implies the propositional activity of the “throwing forward”, of the inscribing the action in the future, playing on the visionary daring, exploiting the acquired positions and contacts, drawing from the accessible resources and energies or from the latent and interceptable ones.

Everyone knows, for direct experience, how risky is the condition of opening to the future, to the desirable, to the longing, above all when the project, in its implementation, will be forced to face the time, the unpredictable, the undefinable.

Being aware of such difficulties, in the concept of the Festival To Design Today, we have assigned a special value to the timefactor, considered as the “resource” of the project itself in a double strategic perspective.

The first one concerns the temporal declination of the events’ sequence, projected in a long term dimension, which will allow us to absorb and enhance the unpredictable.

The events will take place along a whole year, between 2011 and 2012, hoping that the cultural events can continue beyond the official term of the XXth Anniversary, keeping alive and developing the collaborative relationships with the outside, started during the Festival To Design Today.

The second strategic declination of the time factor is closely linked to the specific “dialogic” nature of the XXth Anniversary project.

We have imagined the XfafX project as an “open” prefiguration, susceptible of being defined, framed, enriched; absorbing and structuring, in actions and events, the suggestions and the hypothesis which could arise from the meeting-comparing with the Partners, the Supporters and the reference audience.

This schedule is aimed to accept, in progress, “redefinitions”, “deletions”, “alterations” of new elements; an architecture – the one proposed for the festival – which sometimes will be able to shake, to vibrate in order to recollect and to reconfigure through new contributions which the time ahead will give us.

23

Press Conference XfafX Ferrara

Press Conference Milan Triennial

Lectio Magistralis

Lectio Magistralis

massimo carmassi

Exhibitions

GIUSEPPE Rivadossi

Lectio Magistralis Lectio Magistralis Settima edizione Premio Internazionale Architettura Sostenibile

Architectural Renovation ARCHITETTURA

Awards

SOSTENIBILE

INVITO

progetti e costruzioni con criteri ecocompatibili

Sustainable Architecture

Lectio Magistralis

UNIVERSITÀ DEGLI STUDI DI FERRARA

MERCOLEDÌ 30 GIUGNO 2010 ore 17.30 Palazzo Tassoni Facoltà di Architettura di Ferrara

FACOLTÀ DI ARCHITETTURA DI FERRARA

Via della Ghiara, 36

Lights at Tassoni Palace

Workshop

Lithic design

Mostre

kengo kuma

Lectio Magistralis

Laurea Honoris Causa

Lectio Doctoralis

2011-2012 24

Value of the events and reference audience

The value of the cultural initiative of XfafX is connected to the status of the Ferrara Architecture Faculty, to the presence of representative figures of the academic world, to the fame and reputation of the speakers invited to develop the Lectio Magistralis, to the intrinsic nature of uniqueness and emotionality of the events, to the innovation of the institutional Communicative Plan.

The territoriality of the XfafX reference audience, in physical presence or “mediated”, will have – on the whole – a local, regional, national extent.

The communication strategy of the events will take a capillary informative and disseminative action operating, through a specific XfafX Press Office, with continuity in time and with a direct involvement of different media: general and specialized press, radio, TV, new media.

The communication actions will be addressed and developed towards different audience: institutional representatives, opinion leaders, stakeholders, professors and students of the Faculties of Architecture and Engineering, architects, engineers, designers.

> Professors, researchers, students > Architecture Faculty / Engineering Faculty > Opinion Leaders > Stakeholders

> Supporters > Designers > Technicians > Public Administrators Festival Reference Audience

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Communicative Plan Nowadays it is imperative, for each social productive organization, to attract and improve whatever is “thought”, “vision”, “innovation research” and to develop – in the meantime – sharing relationships with the widest and most diversified reference audience.

Culture, narrations, communication represent now indefeasible resources – immaterial surplus value – for goods, services, life experiences in the post-fordisme economy.

The most sensible organizations, including a few universities, are already aware of it and they are involving knowledge, creativity, new competences evaluated, by and large, as levers for the success of projects and programmes in the global society.

In this frame it is inscribed the XfafX project, specifically arranged and focused to pursue: - innovation of the institutional communicative strategy of Faculty through an accurate graphic design, inedited crossmedia event formats, a rich relational and involving activity of the media - diffusion and wide visualization towards the significant reference audience of the events and cultural contents of the initiative promoted by the Ferrara Architecture Faculty for its Twentieth Anniversary.

Communicative plan XfafX

Un progetto di comunicazione crossmediale

Communicative plan

XfafX

Alfonso Acocella | Concept

Responsabile Relazioni esterne e Comucazione FAF Responsabile scientifico e organizzativo XFAFX 2011

Veronica Dal Buono | Graphic design e Ufficio stampa Laboratorio md_materialdesign

Incipit Del comunicare XfafX

Perchè comunicare Obiettivi del comunicare Cosa comunicare Come comunicare Per quanto tempo comunicare Verso chi comunicare Attraverso quali canali comunicare

CANALI DI COMUNICAZIONE

Siti autogestiti (vedi allegato) Rete universitaria SITdA (vedi allegato) Canali del media partner e forme di collaborazione comunicativa

FORMAT COMUNICATIVI. EX ANTE Cartella stampa

faf

XfafX festival to design to day Ventennale della Fondazione 1991- 2011

facoltà architettura ferrara

Pubblico di riferimento diretto (o primario) fisicamente presente agli eventi

Format cartaceo e digitale Contenuti: Programmi Convegno Corso AEL Biografie Panel Conferenzieri e Docenti Corso di formazione Profilo FAF Profilo laboratorio md Profilo laboratorio ricerca a>e Comunicato “Verso XfafX” Profilo promotori e sostenitori generali AEL Profilo Media partner

Press room nel web

Videointervista in Palazzo Tassoni FAF su progetto AEL Intervistati: Graziano Trippa (Preside FAF) / Alfonso Acocella / Andrea Rinaldi / Gianfranco Di Cesare Intervistatori: Veronica Dal Buono e Davide Turrini Cartella stampa con comunicati stampa on line

Poster Convegno e Corso di formazione formato A0 formato A3 formato A2 ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ........

Ufficio Stampa | XfafX Canale digitale istituzionale materialdesign.it

md XfafX

mass media | media relations contatti md riviste italiane / webzine / stampa generalista

Flyer

formato 21 x 9

Invito

cartaceo 21 x 9 digitale

Totem in FAF UFFICIO STAMPA Cartella stampa Attività Ufficio Stampa Rassegna Stampa FORMAT COMUNICATIVI. EX POST

pubblico di riferimento indiretto | progettisti raggiungibili attraverso i media

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faf

The Twentieth Anniversary of the Faculty of Architecture of Ferrara

XfafX festival to design today

facoltĂ architettura ferrara

Direct reference audience, physically present during the events

XfafX Press Office ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ............. ........ ............. ............. ............. ............. ........

md material design

Ventennale FacoltĂ Architettura Ferrara 1991-2011

XfafX

XX faf

Sostenitori festival to design to day

Indirect reference audience, recheable through media

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Institutional Digital Channels | XfafX.it, materialdesign.it

festival to design today

Mass media | media relations General Press/specialized rewies and webzines

XfafX Press Office towards the media of the sector Sector Reviews

Digital Channels archinect.com archdaily.com architectmagazine.com architectureforhumanity.org architonic.com arquitectura.com dailytonic.com designspotter.com dezona.com inhabitat.com notesondesign.net plataformaarquitectura.cl materialdesign.it unife.it/architettura/md xfaf.it tecnologi.net architetturadipietra.it archinfo.it archiportale.com edilportale.com archphoto.it quotidianocasa.it architetturaitalia.it costruzioni.net edilia2000.it edilio.it europaconcorsi guidaedilizia.it inarchgiovani.org infobuild.it under-construction.it professionearchitetto.it archiblog.info ...

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A+U Archicréé Architectural Review Architectural Record Bauwelt Detail Frames Abitare Abitare la Terra Aion AL Ambiente & Sicurezza And Archedilia Area Arketipo Bioarchitettura Casabella City Project Costruire Costruire in Laterizio D donna D’Architettura Domus Edilizia e Territorio Edilizia Popolare Energia 24 Gazzetta degli Edili Geocentro Il Giornale dell’Architettura Il Nuovo Cantiere Il Progetto Industria delle Costruzioni Interni L’Arca L’Edilizia Lotus Materia Modulo Paesaggio Urbano Ufficio Tecnico ...

XfafX Paper and Digital Communicative Formats

............. ............. ............. ............. ............. ............. ............. .......................... ............. ............. ............. ............. ............. .......... .......................... ............. ............. ............. ............. ............. ............. .......... ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. .......... ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ..........

............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............. ............ ............. ............. ............. ............. ............ ............. ............. ............. ............. ............ ............ ............. ............. ............. ............ ............ ............. ............. ............. ............ ............ ............. ............ ............. ............ ............ ............. ............ ............. ............ ............ ............. ............ ............. ............ ............ ............ ............. ............ ............ ............ ............. ............ ............ ............. ............ ............ ............. ............ ............ ............ ............ ............ ............ ............ ............ ............ ............

Ventennale Facoltà Architettura Ferrara

XX faf

2011-2012

festival to design today

XfafX Press Folder

Single Lectio Magistralis release

Invited Protagonists’ Biographies Folder

Ventennale Facoltà Architettura Ferrara 1991-2011

Ventennale Facoltà Architettura Ferrara 1991-2011

XfafX XfafX eventi XfafX eventi XfafX eventi XfafX eventi XfafX eventi XfafX eventi XfafX eventi

XfafX XfafX eventi XfafX eventi XfafX eventi XfafX eventi XfafX eventi XfafX eventi

eventi

Ventennale Facoltà Architettura Ferrara 1991-2011

XX XX XX XX

XfafX eventi

eventi

Ventennale Facoltà Architettura Ferrara 1991-2011

faf

festival to design today

Digital Invitations

Paper invitation

faf

festival to design today

faf

festival to design today

faf

festival to design today

Single Lectio Magistralis Poster Ventennale Facoltà Architettura Ferrara

The Twentieth Anniversary of the Faculty of Architecture of Ferrara

XX X X faf

2011-2012

faf

material design | graphic veronica dal buono

festival festivaltotodesign designtoday today

XX faf

2011-2012

Ventennale Facoltà Architettura Ferrara

XX

festival to design today

faf

2011-2012

festival to design today

Maxi poster XfafX Entry Totem

29

Totem in the area and paths of the Faculty

Conferences Bag with Supporters’ documentation

FAF Institutional Newsletter of announcement of the Lectio Magistralis

The faf newsletters are addressed to a mailing list of more than 5000 references (institutional and notinstitutional): university professors and researchers, members of professional associations, national and international famous designers.

The faf data-base of the faf newsletter addressee comes from the contacts and the relationships created since the events of the Tenth Anniversary of the Ferrara Architecture Faculty (Xfaf, 2003).

Each supporter, through the contents linked to the events and the cultural activities developed and promoted

by XfafX will benefit by a significant and important visibility through the institutional information strategy linked to the regular mail of newsletters created in order to be read and used even by new mobile devices, like smartphone, iphone, ipad.

database _ faf mailing list

faf

2011

Si è sintetizzato, sin qui, il passato della Facoltà di Architettura di Ferrara. Quattro lustri di vita lungo i quali si sono succedute, ma anche sovrapposte nel tempo, varie fasi: atto costitutivo e fondazione della Scuola, avvio delle attività formative e di ricerca, creazione di una comunità scientifica, sessioni di tesi con giovani laureati ferraresi che si sono progressivamente inseriti nel tessuto professionale del Paese, affermazione della Facoltà a livello nazionale (otto volte prima, negli ultimi dieci anni, nelle graduatorie di qualità CENSIS), celebrazione culturale del Decennale di fondazione, ampliamento degli spazi con il recupero di Palazzo Tassoni, varo del Corso di laurea in Disegno industriale.

Con il 2011 - e qui siamo all’oggi - la Facoltà giunge al suo ventesimo anno di vita in un momento particolare per l’Università italiana con un progetto di trasformazione generale in atto e una forte riduzione delle risorse economiche statali disponibili per formazione, ricerca, progetti culturali.

La riforma, insidiando le tradizionali componenti fondative e di governance dell’Università italiana, spinge il mondo accademico ad una ridefinizione del proprio ruolo, ad una riscrittura del concetto di autonomia, ad un ripensamento dei modi stessi di intendere formazione, ricerca, produzione e disseminazione di conoscenza.

Tale processo rompe equilibri consolidati, spinge l’Istituzione accademica a contesti, scopi, bisogni della società che si sono venuti modificando ed evolvendo recentemente a fronte di una Università sempre più statica ed autorefenziale.

In questo nuovo quadro all’Università si chiede di offrire il proprio contributo mettendo a fattore comune ricerca, conoscenza, creatività, innovazione quali scenari di potenziale spinta alla crescita e allo sviluppo del Paese.

> go to xfafx.it > go to materialdesign.it

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Presentation of the Lectio Magistralis on the institutional sites Lectio Magistralis

Lectio Magistralis

festival to design today

eventi

Sostenitori xfafx.it

festival to design today

Institutional Website of the Twentieth Anniversary of the Foundation of the Faculty of Architecture of Ferrara

eventi

md material design

Sostenitori

materialdesign.it Institutional Website of the Lab MD and External Relations and FAF Communication

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XfafX Streaming fruition of the Lectio Magistralis

Fruition of the Lectio Magistralis on programme in XfafX through the web and the live video streaming service of the University of Ferrara.

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Video-interview to the protagonists of the XfafX Lectio Magistralis Lectio Magistralis

festival to design today

festival to design today

md material design

Production and editing of the video-interviews of the XfafX invited protagonists.

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Video sharing diffusion of the XfafX video-interviews

Sharing the videointerviews, created along the XfafX festival, with the videosharing channels and tv.

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Digital report of the XfafX events The XfafX initiative inside the Tassoni Estense Palace will relive through the visual report of the events during the institutional moments, at the presence of the protagonists, the public and the supporters.

The folder will be sent by the faf newsletter the more than 5000 electronic addresses in faf data base.

PALAZZO TASSONI ESTENSE Il 2009 rappresenta per la Facoltà un anno particolarmente

importante anche sotto il profilo dell’espansione delle proprie strutture architettoniche rappresentative e di servizio. Gli spazi della Facoltà di Architettura di Ferrara si accrescono significativamente con il particolarmente complesso monumentale di Palazzo Tassoni Il 2009 rappresenta per la Facoltà un anno costruito durante l’Addizione borsiana nella metà del XV secolo, importante anche sotto il profilo dell’espansione delle proprie restaurato scientificamente nella fabbrica storica, portando strutture architettoniche rappresentative e di servizio. Gli quasi adiconclusione costituzione di un vero e proprio campus spazi della Facoltà di Architettura Ferrara si la accrescono universitario incastonato nel tessuto della città estense. significativamente con il complesso monumentale di Palazzo Le attività istituzionali acquisiscono alla piena funzionalità Tassoni costruito durante l’Addizione borsiana nella metà del l’articolato nella insieme di edifici coincidente con il nucleo di alta XV secolo, restaurato scientificamente fabbrica storica, rappresentanza della residenza portando quasi a conclusione la costituzione di un vero epatrizia della famiglia Tassonai, all’ampliamento proprio campus universitariodestinato incastonato nel tessuto degli della spazi per la formazione, per la ricerca e per importanti progetti culturali. città estense.

Oltre che alla per attività Le attività istituzionali acquisiscono piena didattiche funzionalitàuna parte dei quartieri monu– soprattutto il grande Salone a piano terra e il Salone l’articolato insieme di edifici mentali coincidente con il nucleo di alta d’Onore al della primofamiglia piano –Tassoni, è idonea a ospitare mostre, eventi rappresentanza della residenza patrizia culturali, iniziative condiviseper e la aperte al mondo della società destinato all’ampliamento degli spazi per la formazione, civile ed economica. ricerca e per importanti progetti culturali.

Altri ambienti sono resi Oltre che per attività didattiche una parte dei disponibili quartieri per riunioni, tavole rotonde seminari in base alla programmazione temporalizzata di spemonumentali – soprattutto il egrande Salone a piano terra e il cifici open day ao ospitare open week per iniziative promosse in stretta Salone d’Onore al primo piano – è idonea mostre, collaborazione conalIstituzioni, con Committenze pubbliche e prieventi culturali, iniziative condivise e aperte mondo della società civile ed economica. vate, con le Organizzazioni di produzione, con le Associazioni di categorie di ambito ferrarese che dell’orizzonte più Altri ambienti sono resi disponibili per culturali riunioni, sia tavole rotonde vasto nazionale temporalizzata ed internazionale. e seminari in base alla programmazione di Lungo il 2010 promosse sono stateinprogrammate una serie di iniziative specifici open day o open week per iniziative stretta formative post laurea pubbliche unitamentee ad eventi di grande richiamo collaborazione con Istituzioni, con Committenze e di impatto emozionale. private, con le Organizzazioni culturale di produzione, con le Associazioni di categorie culturali sia di ambito ferrarese che dell’orizzonte più vasto nazionale ed internazionale.

Lungo il 2010 sono state programmate una serie di iniziative formative post laurea unitamente ad eventi di grande richiamo culturale e di impatto emozionale.

PALAZZO TASSONI ESTENSE

PALAZZO TASSONI

XfafX

Spazi di rappresentanza della Facoltà di Architettura di Ferrara

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Casalgrande Padana Viabizzuno

SUPPORTERS

XfafX Supporters The university, historically considered as a place for research and education, has the duty to create cultural, scientific, technologic innovation and to be – in the meantime- knowledge reservoir and memory account.

Today the university is also asked to be present and active in the area of the civil society and the real economy, putting out its own competences and being active – in view of the drastic cut of government funds for research and cultural activities-in the fund raising process which inevitably considers the idea of a “good reason” and the operative and involving lever of communication.

The XfafX project is inside this critical frame of university governance, marked by the shortage, or even lack of public resources, only grounding on its cultural contents and its potentialities of relational appeal, concerning the protagonists of the design discourse and of visibility for the ones – Institutions, Associations, Fuondations, Productive Enterprises, etc – who will support it economically, in an illuminated vision of social responsability towards the cultural production, towards the world of education and university research.

XfafX General Supporters These Supporters will be present (through logos and specific visibility) in every format and communication activity – either internal or external – connected with the wholeness of Lectio Magistralis and XfafX initiatives.

Contribution | 20.000 (twenty thousand) euros

XfafX Single Events Supporters These Supporters will be present (through logos and specific visibility) in every format and communication activity – either internal or external – connected with a single Lectio Magistralis or XfafX initiative, specifically financied, of national or international importance.

Event Contribution | International guests: 10.000 (ten thousand) euros Event Contribution | National guests: 5.000 (five thousand) euros

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Visualization and presentation of the Supporters’ profiles Lectio magistralis Sostenitori Casalgrande Padana

Casalgrande Padana

Platinum Gold Silver

Sostenitori Casalgrande Padana

Supporters Presentation’s Profiles, Supporters’ Logos and Sites will be visualized inside the institutional sites of XfafX.it and materialdesign.it.

Casalgrande Padana

Platinum Gold Silver

md material design

Supporters Sostenitori

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Supporters

Mediation and creation of innovative relational assets

Design discourse interpreters

mediation

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University

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dia

Research Formation Culture

Supporters Istitutions Firm ...

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Media

Indirect (mediated) reference audience 38

Direct reference audience

XX faf

festival to design today

www.xfafx.it PROMOTERS

università degli studi di ferrara

facoltà di architettura di ferrara

COOPERATIONS

XfafX GENERAL SUPPORTERS

XfafX SINGLE EVENTS SUPPORTERS

SPONSORS ADI Associazione per il Disegno Industriale CNA Consiglio Nazionale degli Architetti Regione Emilia-Romagna – Assessorato Scuola, Formazione Professionale, Università e Ricerca, Lavoro Provincia di Ferrara Comune di Ferrara Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Ferrara Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Bologna Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Modena Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Piacenza Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Ravenna Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Rimini Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Forlì-Cesena Ordine degli Architetti, Pianificatori Paesaggisti e Conservatori della Provincia di Verona

md

MEDIA PARTNERS

material design

A project by External Relations and Communications FAF LAB MD_Material Design www.materialdesign.it

XX faf

festival to design today

www.xfafx.it

md material design

A project by External Relations and Communications FAF LAB MD_Material Design www.materialdesign.it