{"id":38927,"date":"2023-05-17T12:14:33","date_gmt":"2023-05-17T10:14:33","guid":{"rendered":"https:\/\/www.studiochiesa.it\/?p=38927"},"modified":"2023-09-01T18:10:56","modified_gmt":"2023-09-01T16:10:56","slug":"casa-marcegaglia-oltre-la-soglia-dellacciaio","status":"publish","type":"post","link":"https:\/\/www.studiochiesa.it\/en\/casa-marcegaglia-oltre-la-soglia-dellacciaio\/","title":{"rendered":"Casa Marcegaglia: oltre la soglia dell\u2019acciaio"},"content":{"rendered":"<p class=\"p1\"><strong>UN MUSEO D\u2019IMPRESA DOVE CONTENUTI, ARTE E TECNOLOGIA CREANO UN\u2019ESPERIENZA IMMERSIVA E DINAMICA<\/strong><\/p>\n<p>Nasce <strong>Casa Marcegaglia<\/strong>, un <strong>museo d\u2019impresa<\/strong> che gi\u00e0 nel nome qualifica la propria identit\u00e0 inclusiva, solida ed eccezionale, come l\u2019intraprendenza di un fondatore, Steno Marcegaglia, e dei suoi figli, Emma e Antonio, che fanno dell\u2019azienda un\u2019estensione del concetto di famiglia.<\/p>\n<p>La straordinariet\u00e0 di questo spazio si situa nella combinazione dei contenuti alle tecnologie, nell\u2019armonico flusso di dati e suggestioni, laddove la narrazione dei processi si combina all\u2019immersivit\u00e0 multisensoriale.<\/p>\n<p>Il <strong>progetto museografico<\/strong> da me curato, insieme a Rossella Roncaia e al team di Studio Chiesa, ha infatti cercato di potenziare al massimo la valenza dei contenuti mediante uno storytelling puntuale, una narrazione coinvolgente, utilizzando il contributo dell\u2019arte sia nei processi progettuali che in quelli installativi.<\/p>\n<p class=\"translation-block\">Based on these premises, through a <strong>contemporary museological language<\/strong> and an international and interdisciplinary perspective, Casa Marcegaglia opens up to diverse audiences, capable of <strong>updating information in real time<\/strong> in relation to the company's evolution, fostering <strong>industry culture<\/strong>, and continuously growing to configure itself as an innovative reservoir for accessing stimuli, accredited contributions, and authoritative insights. The <strong>digital tools<\/strong>, combined with <strong>artistic sensitivity<\/strong>, provided the means to generate evocative atmospheres through projections, touchscreens, and interactive systems.<\/p>\n<p>Il percorso inizia all\u2019esterno dove \u00e8 possibile attivare i contenuti sull\u2019<strong>app dedicata<\/strong>, sostando nell\u2019area verde antistante l\u2019edificio, e continua all\u2019interno dove si \u00e8 accolti dall\u2019opera di <strong>Zhang Huan <em>Buddha of Steel life<\/em><\/strong>, che siede davanti al coil d\u2019acciaio, tridimensionale concretizzazione del mandala, simbolico e rituale rimando alla creazione del cosmo e al fluire ciclico degli eventi.<\/p>\n<p>Oltre le tre steli digitali touchscreen, si entra nel raccordo che \u00e8 buio e funge da \u201cmembrana\u201d propedeutica ad avvolgere il visitatore, a creare estraniazione e predisporlo all\u2019esperienza che qualche passo oltre vivr\u00e0: ossia il <em>Teatro<\/em> &#8211; dove sostare nella visione del video \u201cIo sono Acciaio\u201d nel quale le parole fluiscono in armonia con il visual dell\u2019artista <strong>Ozan Turkkan <\/strong>&#8211; e il <em>Tunnel immersivo<\/em>, che racconta la ciclicit\u00e0 dell\u2019acciaio, il suo riciclo, la pervasivit\u00e0 nella societ\u00e0 e la sua eternit\u00e0. \u00c8 stato realizzato da <strong>Marco Barsottini e Lorenzo Sarti<\/strong>, autori anche della sala che segue, denominata <em>Forma dell\u2019acciaio<\/em>.<\/p>\n<p>Here, gestures generate on the walls the unveiling of the Marcegaglia production process and the sectors of use: from the production of carbon plates and tubes to the stainless steel process and the production of train sheets, highlighting the presence in all product categories where steel becomes either a structural component of the plants themselves or a key player in the industrial product.<\/p>\n<p class=\"translation-block\">The section dedicated to the group's <em>History<\/em> unfolds in two ways: a timeline of developmental phases and, on the opposite side, a projection on multi-level surfaces that simultaneously stimulates both sight and sound, dynamically presenting black-and-white photographs and videos of Steno and his family, as well as collaborators who represent the vital fabric of the company, alongside color videos showcasing the production reality.<\/p>\n<p class=\"translation-block\">A special room is dedicated to Steno, worked on by directors <strong>Massimo D\u2019Anolfi and Martina Parenti<\/strong> and sound designer <strong>Massimo Mariani<\/strong>, resulting in an extraordinary and touching docufilm, using a selection of original audio, period photographs, and press reviews. Visitors move from darkness, immersing themselves in the projections, to the light of the atriums, which host the sculptures of <strong>Simon Benetton and Neveo Cacciani<\/strong>, and the room defined as <em>Catena dei valori<\/em>, dedicated to recounting all the activities that add value to the Marcegaglia world through a continuous line of monitors that can be activated from the touchscreen table in the center.<\/p>\n<p class=\"translation-block\">From here, one accesses the <em>Hall<\/em>, which becomes a place of memory as well as a future space. The duality between past and future converses in this wide and welcoming area, where the portraits of Steno and Mira Marcegaglia created by <strong>Vito Tongiani<\/strong> interact with the steel artworks of <strong>Tetsuya Nakamura, Adeela Suleman, Francesco Bocchini, and Luc Mattenberger<\/strong>, and outside, with the works of <strong>Julia Bornefeld<\/strong> (works created, like Zhang Huan's Buddha, for <a href=\"https:\/\/www.studiochiesa.it\/en\/portfolio\/steellife\/\" target=\"_self\">Steel Life<\/a>, the first contemporary art exhibition dedicated to steel, realized in 2009 in collaboration with the Triennale di Milano).<\/p>\n<p>In conclusion, Casa Marcegaglia is not just a corporate museum but an exhilarating journey into the material and the knowledge of its transformation. It is a multifunctional space capable of speaking to anyone who enters, regardless of purpose, age, or culture, generating an enriching and motivating experience. The coherence that can be felt, despite the diversity of the exhibition tools employed, stems from having built a museum starting from the content itself and maximizing its effectiveness through a harmonious, polyphonic, digital, yet deeply empathetic setup.<\/p>","protected":false},"excerpt":{"rendered":"<p>Un museo d\u2019impresa dove contenuti, arte e tecnologia creano un\u2019esperienza immersiva e dinamica<\/p>\n<p>Nasce Casa Marcegaglia, un museo d\u2019impresa che gi\u00e0 nel nome qualifica la propria identit\u00e0 inclusiva, solida ed eccezionale, come l\u2019intraprendenza di un fondatore, Steno Marcegaglia, e dei suoi figli, Emma e Antonio, che fanno dell\u2019azienda un\u2019estensione del concetto di famiglia.<\/p>","protected":false},"author":6,"featured_media":38899,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[233],"tags":[223],"class_list":["post-38927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-heritage","tag-223"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v27.5) - 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