Costa Smeralda Design Collection

Costa Design Collection COSTA CRUISES

Costa Cruises captures the spirit of Italy in the firstever design museum on board an ocean liner.

Words: Ben Thomas • Photography: © Andrea Martiradonna

Just as every major city has a proud display of local art and culture in its museums, Costa Design Collection (CoDe) was created as a celebration of heritage; on board Costa Smeralda, that heritage is of an Italian-born cruise line and a nation inextricably linked to the world of design.

Billed as the world’s first design museum at sea, the 500m2 gallery – located on deck 7 of the ship – showcases ‘Italy’s Finest’ by way of themes such as design, fashion, transportation, cinema and memorabilia – each featuring a curated collection of artefacts.

The venture has been designed by Costa Cruises’ Creative Director Adam D. Tihany – who studied in Italy and spent time at a number of renowned firms before establishing his own studio – and is curated by Milan-based architect Matteo Vercelloni together with Paola Gallo. On display are 470 objects – including lighting, furniture and apparel – all connected to the history of ‘Made in Italy’ – a sentiment that represents the value of creativity and craftsmanship of the bel paese as well as its global influence on design from the 1930s to present day. 90% of the selected pieces are still currently in production too, emphasising the popularity of items that go beyond passing trends to become lasting classics. This show of longevity is joined by a section on memory, which presents a series of nostalgic items that have long been a part of everyday Italian life and passed down from generation to generation.

“CoDe crowns the new ship with a celebration of modern Italian design, from fashion and film to transportation and household objects, showcasing the broad and renowned Italian talents that transformed the world with innovation, design and style,” Tihany explains. His design of the space is defined by a captivating stainless-steel tunnel that draws passengers in. As the rings of the tunnel separate, winding walkways lead around the exhibits, each housed in a curvilinear display cabinet.

Celebrated products from the worlds of furniture and lighting include armchairs and

table lamps presented as icons of Italian design through the decades. The Lady Chair by Marco Zanuso (1951) sits alongside a red leather version of Sanluca by Achille and Pier Giacomo Castiglioni (1960), while the Pipistrello lamp by Gae Aulenti (1965) makes a statement along with a black gloss Atollo Lamp by Ludovico Magistretti (1977). All are illuminated from above by Patricia Urquiola’s contemporary Caboche chandelier (2005).

Elsewhere, the transportation zone shows models of Ferraris and Fiat 500s as well as full-size bicycles and mopeds in recognition of the nation’s love for scooting around the city on two wheels; the fashion display, curated by Augusta Grecchi, presents the catwalk creations of celebrated Italian designers; and there’s even a food and drink feature that tells the gastronomic story of Italy’s identity.

A collection of objects further underlines the tradition of Murano glass production in Venice, with historic pieces such as the Veronese vase by Vittorio Zecchini (1921) and those of Pietro Chiesa, Carlo Scarpa, Fulvio Bianconi and Ettore Sottsass. Sottass, a founding master of The Memphis Group, is also honoured by the inclusion of his Carlton bookcase and laminated background Bacterio, which has been specially reproduced for CoDe by Abet Laminati. Completing the collection is an homage to Milan-born designers Achille and Pier Giacomo Castiglioni, presenting their famous pieces.

“CoDe is an intricate profile made up of the many professional and personal initiatives of designers, entrepreneurs and artisans, who still speak to the world with the same pride and prowess today,” says Vercelloni. “As Gio Ponti wrote in 1953 on the pages of Corriere della Sera: ‘An Italian ship is a piece of Italy; it has to represent the finer aspects of greatest prestige, of Italian taste, culture, arts and crafts. It should be a thrilling documentation of the cultural, civil, human climate of our country. The tourist ought to learn about Italy on the ship.’ CoDe links back to these words, offering a mosaic in objects of Italian taste over time.” ON DECK Museum Design: Tihany Design Design of Exhibitions: Matteo Vercelloni Curators: Matteo Vercelloni and Paola Gallo; Augusta Grecchi, Roberto Dassoni Graphic Design: Cristina Menotti www.costacruises.com