Paper Museums, Cited by the British magazine The World oflnteriors (July 20 12) as one of the most significant events of the week of Design in Milan 2012, arrives in Rome after stops in Milan and Palermo.
The exhibition will be hosted at one of the most prestigious museums of the city: National Etruscan Museum of Villa Giulia keeper of the richest and most fascinating collection of Etruscan art in the world.
Paper Museum, promoted by Aliantedizioni as a research dedicated to Italian museums, it created the conditions for a reflection on the theme of merchandising museum. The exhibition brings together the results of this research and pre-hear some alternative proposals offered to the leaders of museums and operators of commercial interior spaces.
Italian museums preserve some of the most spectacular treasures in the history of international art and could reap greater economic benefits, than is currently the case, thanks to a more careful selection of the products offered to visitors in the internal bookshops. MdC therefore has the purpose of stimulating a comparison that can contribute to improving the choices of specialized operators.
The prototypes presented were designed by 20 interesting Italian designers each associated with one of the most important national museums and are all made of recycled paper or cardboard. These are light objects, economical but able to constitute a pleasant memory of the museum visited. The list of museums was compiled according to a logic that took into account at the same time some significant factors: the prestige of the collections, an adequate representation of the various artistic eras, the number of visitors per year and a fair distribution throughout the country as much as possible.
The exhibition, curated by Alessandro Loschiavo, It was conceived as a traveling event and is facilitated in the movements thanks to a recyclable minimalist setting designed by Makoto Kawamoto. On the occasion of the Roman stage, the exhibition will be accompanied by a multimedia projection that will illustrate the dialogue between the projects of the designers and the works of the museums mentioned.