glo™, flagship brand of British American Tobacco (BAT) Italy for heated tobacco devices, which as a patron supports art in all its forms by bringing it into different expressions and declinations around Italy, will be present during the week of design supporting two works of high artistic value: Fake Authentic ed Try it out.
Both signed by the famous artist Marco Nereo Rotelli, the majestic installations convey the philosophy of glo ™ in a highly conceptual key, which invites us not to necessarily have to choose between two apparently opposite options, but to make them coexist “without compromises”.
Thanks to the skilful work of Rotelli, within the work Fake Authentic, exposed from 4 to 19 September in the courtyard of the eighteenth century of the University of Milan, we find strong references to the concept of the glo ™ brand: not only the oxymoron used as the name itself, but also the combination of profoundly different but complementary materials.
With Fake Authentic in fact, the artist creates a work capable of expressing and representing a concept in which the opposites coexist in a single environment, just as people’s choices can contemplate contradictions and elements even apparently in opposition, without necessarily having to choose one or the other: “without compromise” in line with the philosophy of gloTM.
So the artist Marco Nereo Rotelli presents his work: «Falso Autentico is the home of the languages that we have lost and resurfaces transformed. It is about entering an architecture made of raw earth with the ancient African technique to go out into the future, since the inside is the outside: a digital and immersive space, an idea of a place as logos. It’s like stepping into myth and stepping out into digital infinity. What can give a place where the peel speaks of the ancient earth and the interior of globalization? ».
Fake Authentic is a dome made of raw earth with the ancient African technique that meets the futuristic and digital atmosphere of its interiors, where the underlying message suggests that past and future can coexist in the same space. The building was designed together with the architect. Mauro Bertagnin and also reveals a sustainable approach to building and living. The external structure bears writings by the artist which constitute a reference to the Authentic. The internal walls act as a support for the projections of images from devices integrated into a central tower with a square plan. In an immersive space created by Marco Nereo Rotelli with a video installation dedicated to climate change, the visitor will discover a cognitive sensory state, through dynamic graphics provided by the geologist Paolo Dell’Aversana and a music – elaborated by Alessio Bertallot and in constant change – which is urgent search for balance and harmony.
In the cloister that houses the work, six totems will be installed that will accompany the visitor in the discovery of the project, through the story of the concept, the structure, the artist and the interaction between the physical and digital world. To complete Falso Autentico, glo ™ also supports a second important project, Try it out, conceived by Rotelli always inspired by the brand’s philosophy according to which it is not necessary to choose between different options, apparently opposite, but it is possible to make them coexist “without compromise”.
The project, produced by Palazzo Reale, Comune di Milano-Cultura, Art Project and 2CHANGINGART will be visible to the public by reservation inside the prestigious Caryatids wing of Palazzo Reale. from 8 to 12 September.
With Try it out a live performance comes to life, where artists of different natures alternate creating, with their personal artistic expression, the work itself. The Experiri project not only aspires to codify and communicate multiple artistic and musical forms in a new language, but above all it has the ambition to explore the connections and relationships between visual arts, music, multimedia technologies, scientific disciplines, poetic sensitivity and philosophical reflection. .
In such a complex path, Rotelli chooses the path of multidisciplinarity, inviting protagonists of international caliber. Participating, each with their own competence and creativity, the poets Adonis and Yang Lian, the photographer Aurelio Amendola, the musician and DJ Alessio Bertallot, the composer Roberto Cacciapaglia, the physicist and geologist Paolo Dell’Aversana, the philosopher Massimo Donà, the director Franco Piavoli.
For five days, it will be possible to participate in an event in progress: the creation of a «device of the arts» inside the Sala delle Cariatidi transformed into a site of multifaceted creativity. Art, music, poetry and photography, cinema and theater will interact creating renewed symbiosis. Rich will be the contributions of the «guest authors»: Maria Vittoria Baravelli, Art-Sharer; Mauro Bertagnin, architect; James Bradburne, General Manager of the Brera Art Gallery; Domenico De Masi, sociologist; Oscar Farinetti, entrepreneur; Antonio Lanzillo, designer; Alessio Lega, songwriter; Francesco Marelli, digital creative; Andrea Margaritelli, President of the National Institute of Architecture; Federica Restani, actress; Pietro Verardo, a scholar of Futurist music.
Roberta Palazzetti, President and CEO of BAT Italia and Area Director for Southern Europe he comments: «We are very happy to be present in this international context of great importance for the art sector, reaffirming glo ™ ‘s mission as a patron to support different forms of art. It is a path undertaken by our brand for some time and which with this new collaboration is further strengthened: in recent months we inaugurated the ART & more by gloTM project in Naples, which will continue throughout the year in other Italian cities, a concept of activations that they aim precisely to enhance and support art in its various expressions. On the occasion of the Milan Design Week we asked Marco Nereo Rotelli to create artistic works that were able to best interpret the philosophy of glo ™, that is the possibility of making seemingly opposite roads coexist, without compromise. It is an honor and a pleasure to collaborate with Marco, a visionary artist, absolutely close to our values and who has made the mixture of genres and styles one of his strengths ».
«BAT is today engaged in the realization of A Better Tomorrow, a better future for consumers, for society and for the communities in which it operates, by reducing its environmental impact. Rotelli has also been able to render this value, expressing a sustainable approach to building in Falso Autentico ».
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