The second edition of the event dedicated to design, in Versilia, confirmed itself to be an event of interest and a form of success

Pietrasanta Design Week-end has reached its conclusion and, like last year, has confirmed itself to be a successful event.

Organized by Studio Coronel and designed to welcome designers, architects, interested and passionate about the subject in the renowned town art of Versilia, Pietrasanta Design Week-end diverted four days of event to the contaminations between art, design and architecture with a schedule of exhibitions, talks and events which involved excellent names such as Giulio < strong>Cappellini, who curated the exhibition Idee Geniali.

“I am very happy with the result, but even more so with the participation which made this second Design Weekend extraordinary” commented Paola Coronel “my role is similar to that of a director, who without actors would very little. The enthusiasm I felt in this edition was the strength to get to the end and the reward for so much effort: being able to create a schedule so rich in content and protagonists is truly challenging, but after each edition, our credibility grows and the interest of companies as well; therefore, I would say that there are all the conditions for an edition n. 3. A moment's break and then everyone back on track for the next edition of Courmayeur, which will be from 1 to 4 February 2024 and who knows, next year do not add a third stage, in a location that is currently top secret".

The Pietrasanta Design Week-end program kicked off on Thursday 19 October, with the rehearsals of the sailingCAD sailing regatta which marked the beginning official of the event. Participating were well-known names who climbed the provisional ranking with three equal merits: Atelier(S) Alfonso Femia, whose crew was captained by Simonetta Cenci; Oneworks, with Michele Pugliese and Carlo Ratti Associati, with Emanuele Rossetti.

The three teams achieved the same score at the end of the trials, with an advantage for Carlo Ratti's Studio, which won a victory in the last regatta, considered prevalent (thanks to the weather which, for due to the bad weather forecast for the following day, transformed the tests into the definitive version of the race).

The winning team was rewarded with a prize that re-presented the famous America's Cup in a “Memphis” key and created ad hoc by Venini, starting from a sketch by Paola Coronel.

The first conference instead took place on Thursday afternoon: entitled A life of brilliant ideas and dedicated to Giulio Cappellini - protagonist and curator of the exhibition Genious ideas< /em>, set up in the Church of Sant'Agostino - during which he told his idea of design in conversation with Giorgio Tartaro, moderator and soul of all the conferences in plan.

The first day ended with a cocktail party set in the cloister of Sant'Agostino, withCentro Porsche Firenze as a partner, which presented its vision of design with the new Full-electric Porsche Taitan remained on display for a short period of time in the central square of Pietrasanta.

During Friday, however, originally intended for the official version of the races, the event continued with a visit to Binar10, a Street Art project near the railway strong>Viareggio.

The meeting program was characterized by the comparison of planing ideas, displacing ideas, the physics of creativity, which highlighted the contrasts and affinities of these two worlds and which involved the nautical and of design; moderated by Giorgio Tartaro with Désirée Sormani of TheONE Yacht&Design.

Vincenzo Poerio, Tankoa Yachts, Federico Rossi, Rossi Navi, Valentina Gandini, Mylius Yacht and Fabio Ermetto, Baglietto brought ideas of great interest to the large audience of designers present in the room.

Leonardo Allasia and Poltrona Frau also spoke about sustainability and long-selling products, which with a more than century-old history have several icons of over-100 design. Stefania Ferrari, Dria-de/FontanaArte brought the experience of one of the most eclectic brands on the Italian scene and Andrea Citterio, Penta/Arredoluceconcluded with its "financial" point of view to analyze the complete life cycle of a successful idea.

At the end of the conference, a dinner party in the spaces of ForteIN which welcomed the guests of Design Week-end with an installation dedicated to the new Cappellini collection, immersed among the icons of most important Italian design brands.

Saturday morning was the turn of art, which reigns supreme in Pietrasanta. In the refectory of the CAV, the Centre of Visual Arts, a meeting dedicated to the Binar10 project took place: an urban redevelopment project through street art, near the Viareggio railway.

Thanks to the intervention of Soroptimist, a historic women's association, born in America in 1921, which decided to intervene, involving established and emerging street artists every year, creating a large site-specific work.

Isabella Luporini, President of the Viareggio delegation with Fabio Nardini, President of the Order of PPC Architects of Lucca and Beatrice Brunetti, architect and Soroptimist member, introduced the project, then leaving the stage to the prof. Bruno Ialuna, who enchanted the audience with an incredible excursus from Giotto to Banksy, through the world of gangs, social and political protests, hip-hop music, the use of substances and all that fertile ground that brought out artists like Keith Haring or Obey.

In the afternoon, in the Sala dell'Annunziata (in the Sant'Agostino complex) Oriol Capdevila, international guest of Pietrasanta Design Week-end, talked about the design approach of Studio Bohigas, one of the most important studios of urban planning in the world.

After the one-on-one interview with Giorgio Tartaro, it was the turn of the traditional extended discussion between the guest architects of the event, which brought Simonetta Cenci, Atelier(s) Alfonso Femia to the stage; Alessandro Roj, CMR Project; Giovanni del Boca, del Boca&Partners; Gianpaolo Allocco, Delineo; Aldo Parisotto, Parisot-to+Formenton; Antonio Gioli, GBPA Architects; Silvia Ghirelli, Silvia Ghirelli Studio; Michele Simoni, Ar-chitectural Hero and Giuseppe Tortato, Tortato Architetti.

The propagation of ideas general theme of the event, gave rise to the debate, which then took (as it should be) its own direction, bringing the speakers to reflect on the importance, every now and then, of knowing how to say no to the wrong project, the wrong client or the context, which is not always ready to accept innovative projects.

For the final evening, a location still in progress welcomed the guests of Design Week-end: The Canniccia Motor Club, still in its guise as a construction site, was the setting for an exclusive dinner party, which saw among the guests Giulio Cappellini, Veronica Gaido, Oriol Capdevila and the owners of the main design studios; from the world of publishing Gilda Bojardi of INTERNI; Paola Novati from Pambianco; Marco Miglio of Villegiardini and Matteo Galbiati of TheONE Yacht&Design and several exponents of the Versilia jet set, including, in addition to Attilio Bindi, Paolo De Carli, owner of the Henraux quarries, Maria Castelli, daughter of the founder of Kartell and Anna Castelli Ferreri , whose “Containers” are among the iconic objects on display in the Church of Sant'Agostino; the Mayor of Pietrasanta and several other exponents of local politics.

Sunday morning, the last scheduled meeting, had as its central theme the relationship between art and technology. An art history expert, Valentina Fogher together with a local marble craftsman, Nicola Stagetti and Emilio Lonardo, entrepreneur and professor at the Polytechnic of Milan specialized in 3D modeling and augmented reality technologies, brought art back to the center of the event.

In particular, the interference of technology in the production process of the work of art, interference which can be constructive and destructive: taking the artist's hands away from the material to be shaped and, at the same time, providing to creativity a new "chisel", a new tool, with which to arrive at shapes that were impossible before.

Despite decidedly adverse weather, the turnout was sold out at all the meetings. The exhibitions and installations were visited by over 5000 visitors over the long weekend and a small popular uprising saw inhabitants and traders move, expressing the desire to keep the Cimento installation longer with VilleGiardini, in the cathedral square.

The rolling hills embrace Cimento”, the work conceived by the landscape designer Silvia Ghirelli and created with the contribution of Emiliano Bibolotti, won everyone over. The small living room surrounded by the greenery and beauty of the central square of Pietrasanta has become an opportunity to pause and look, in a different setting, at the Duomo with its bell tower.

Among the other contents of this second edition, in the heart of Pietrasanta, the collective exhibition "Ideas alla drift" which, with its imaginative models, animated one side of the cloister; the hexagonal bookcase by Franchi Umberto Marmi (FUM), which in the center of the cloister, dialogued with the enamelled iron rod seats by Kindof. The poetic lamps of Dixpari, a brand created by two young Genoese sisters, brought chromatic accents and luminous reflections to the corners of the cloister; Provasi, a classic furniture brand, welcomed the guests of the conferences, scheduled in the Sala dell'Annunziata, while a small installation by GiussaniGroup involved the visitors of the “Invisible cities” exhibition by Veronica in an introspective reflection Gaido, set up in the Sala dei Putti. The vibrant shots by the talented Tuscan photographer, capable of showing the fragility of the great contemporary architecture, immediately obtained the consent of the Municipal Administration, which decided to extend the exhibition until 7 January 2024. In the Barsanti garden, a sculpture /bookcase designed specifically by Giulio Cappellini for FUM was positioned as a vanishing point of the perspective between the inside and outside of the cloister. The design project in the Pietrasanta galleries had an origin, which will certainly be explored in depth in the next edition, for which everyone would already like the date.

The event was sponsored by ADI, the Industrial Design Association in line with its mission in spreading the culture of design throughout Italy and a moment of meeting between designers, companies, critics, journalists, supporting the development of design industrial as a cultural and economic phenomenon.