ANNO XIV Ottobre 2020.  Direttore Umberto Calabrese

Sabato, 27 Giugno 2015 16:17

Companies display their art in GNAM museum exhibit

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Rome - The National Gallery of Modern and Contemporary Art (GNAM) in Rome will host the "Corporate Art" exhibit from now till October 11 in an effort to endorse relations between the business and art worlds. The exhibit, organised in collaboration with the crowdsourcing website pptArt and the LUISS university Creative Business Center, aims to restore the traditional cooperation between the two fields and demonstrate the recent rediscovery of art's potential in marketing, corporate social responsibility, and business communication.

One of the most popular pieces on the inaugural day was "La grande fiaba" ("The great fable") by Emilio Tadini, born from the collaboration between the Sisal betting and lottery company and its employee, who put his interpretation of the company's objectives into a symbolic universe. Tadini, a painter, sculptor, and poet from Milan, produced a series of pieces featuring flying creatures, suspended objects, immense skyscrapers in a vibrant and colorfoul atmosphere, representing Sisal vast range of activities. An image from his artpiece was temporarily featured alongside the Sisal's logo on official documents and items such as ashtrays and clay mugs and pots, kept in the Sisal Group's Historic Archive. "It's as though I wanted to represent the extended meaning of the word 'play' in this painting," Tadini said. "Doing something in complete freedom, for pure enjoyment, or performing an action alone or with others, following certain rules, or betting on probabilities or more simply luck. And I wanted to depict a festive scene. The happiness that comes with the winnings, but also with playing the game itself, when we deliberately place ourselves in the condition to live in a fairytale, even for just a moment. A dimension where everything is possible and anything can happen. Even learning to fly, of course." (AGI)

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