Ferro and the Archi-body

Oct 26, 2006

26/10/06 - “The body, which has always been used as an architectural element and taken as a model for materials and objects” is the phrase chosen by Ferro to sum up its latest study on colour trends for the two-year period 2008-2009, unveiled on 19 October at the Forum Guido Monzani in Modena.

A large and attentive audience followed talks exploring the themes of body and architecture: architecture as an essential aspect of a world undergoing rapid urbanisation; the body as focus of attention, constantly in search of well-being, health, beauty and complex sensorial experiences; the body as an architectural element and a model for materials and objects.
Ornella Bignami’s clear and detailed account of the new colour trends for the two-year period 2008-2009 was complemented by interesting talks given by renowned guest speakers.
After the introductory remarks by Ferro Italia chairman Daniele Bandiera, the first talks were given by Franco Purini (Director of Valle Giulia Architecture and Construction Faculty, University La Sapienza) and Margherita Petranzan (Civil Architecture, Milan Polytechnic and Director of Anfione and Zeto), who discussed the VEMA project.
This innovative utopian city located between Verona and Mantua and designed by a team of architects led by Purini without any constraints imposed by political, economic or productive institutions was presented at the 10th Venice Biennale Architecture Exhibition.
Arturo Dell’Acqua Bellavitis (director of the Indaco department of Milan Polytechnic and Vice Chairman of the Milan Triennial) then gave an interesting talk on the development of industrial design and the consequent construction of its value and perception by consumers.

After the presentation of Moods, Mario D’Andrea continued with the theme first proposed three years ago at the Ferro day events on a new approach to marketing, this year’s talk being entitled “The Da Vinci code and the marketing archi-body” .
The final talk was given by Giovanni Panciroli (general manager of Coopsette scarl and chairman of Rimini Terme), who discussed the plan to relaunch Rimini Terme based on the concept of placing humans and their physical well-being at the centre of the architectural project.
The Ferro event was complemented by several multi-sensorial exhibits exploring the Archi-body concept.