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Italianism, the Design of the Word. The Word of Designers

On Thursday, 15 June 2017, from 10:30 a.m. to 12:30 p.m., the Farnesina hosted the 4th edition of the “Italianism” project entitled “Il design della parola. La parola ai designer” (“The Design of the Word. The Word of Designers”).

“The initiative –  said Minister Alfano – is meant to capitalise on the relationship between our language, Italian creativity and the world of young and emerging designers.”

The Conference opened with remarks by the Minister of Foreign Affairs and International Cooperation, Angelino Alfano, followed by contributions by Renato Fontana, of the association Italianism, Giovanna Talocci, of ADI (Associazione per il Disegno Industriale) and Massimo Bray, of the Institute of the Italian Encyclopaedia.   

“Within the scope of the project – the minister pointed out – a prize will be awarded to 30 Italian emerging designers and creatives who will be called to illustrate, through their work, ten words of the Italian language connected to the world of culture and design: ethics, form, future, idea, innovation, interaction, intuition, project, research and vision.”

The initiative, whose working sessions continued at the premises of the Department of Architecture of University La Sapienza, followed the edition entitled “Ten Words”, which was organised in cooperation with the Accademia della Crusca, and was co-developed by ADI – Associazione per il Disegno Industriale. Over 600 designers entered the 2017 contest.

The Campari Group, a historical Italian spirits manufacturer, granted on a free loan to the Ministry of Foreign Affairs the artwork “Lo Spiritello” (1921) by Leonetto Cappiello for the prize-awarding ceremony.  

Vincenzo De Luca, director general of the Foreign Ministry’s Directorate for Cultural and Economic Promotion and Innovation, moderated the event.