Brussels/ Red in Italy, Mezzadro among the Italian excellences on show from September 12th

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The exhibition Red in Italy. The colours of red in Italian design presented by the Italian Cultural Institute, the Campari Group and the Campari Gallery is a sensory journey through all the nuances and interpretations of red, from its physical perception to its symbolic value, through a series of design icons and objects.
The starting point of the journey is the iconic Campari red, from which a cultural dialogue unfolds: colours are the integral part of a country's culture, they influence behaviour and environment, language and imagination. The story of this shade, so rich and surprising, recounts the evolution of mentalities, at the crossroads between art, design, culture and sociology.

One red Mezzadro represents the Zanotta excellence: it is one of the most innovative objects designed by Achille and Pier Giacomo Castiglioni (1957), a symbol of Zanotta production and icon of made in Italy design.
Within the exhibition, Mezzadro is the story of a simple red tractor seat from the early 20th century that through a "ready-made" process turns into an object of industrial production and thus enters the homes and museums worldwide, becoming part of the collective imagination and identification of Italian culture of project.

Red in Italy. The colours of red in Italian design
Italian Cultural Institute in Brussels
from 12.09.2019 to 10.10.2019
opening 11.09.2019