HOW AND WHY CONQUERING DESIGN WEEK WITH A VIDEO

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PATRIZIA BELTRAMI
Corporate Communication Director
Alcantara® LAB Video Comment

Good morning!
This is the Alcantara® LAB video press release.
We like using the word “lab” because it stands for experiences, experimentations and challenges. Which is exactly what Alcantara S.p.A., the company that produces the homonymous trade-marked material, faces on a daily basis, working in the design world.
My name is Patrizia Beltrami, and I am the Corporate Communication Director of Alcantara S.p.A.
Alcantara® is an extraordinary material, a unique combination of sensoriality, aesthetics and functionality – exclusive values that are characteristic of an extremely contemporary lifestyle, the lifestyle of those who love enjoying deeply the products they use every day.
That is why with Alcantara® extraordinary becomes part of everyday life.
This is such a powerful concept, and it can be deployed in such a wide array of possibilities, that we have decided to experiment around it.
We thus chose Alcantara® LAB and a communication form – such as a video – that uses different languages: film and digital, graphics, 3d…
It may sound like a paradox: we are a material’s producers yet we give voice to immaterial communication.
But we want also our way of communicating to be extraordinary, and this is our way of introducing it to you.
And this is exactly how the “Alcantara® Extraordinary Every Day Movie Contest” was born: we asked creative personalities, artists and all those who enjoy experimentation, to interpret the extraordinary in their everyday life. We thus gave them all the freedom required in the concept and development phase: they did not even need to quote us to show our product.
It was a pleasant surprise for us to find out that 15,000 people from 38 different countries were sharing our enthusiasm and accessed our contest website! In order to present and award the best videos, we have selected a special setting: Milan and its Design Week.
We will set up a video installation area in the That’s Design! exhibition space in Zona Tortona. This is an innovation-dedicated area and for this reason it is very much visited by many young creatives. We will be there to share with them this extraordinary moment. We are convinced that our company is thoroughly focused on experimentation and that its task is to continue investing in research and in people’s creativity.
Did I manage to keep it down to 3 minutes?

AMONGST THE JURY MEMBERS, THE MOTIVATIONS OF

STEFANO QUAGLIA Executive Producer, THE FAMILY
"For me, as a producer and a film director, being part of this jury is a wonderful opportunity to evaluate emerging talents coming from all over the world, and to be able to assess their creativity and knowledge with respect to such a varied and personal theme as the extraordinary every day is”

PAUL ARDEN Director
"My extraordinary day is spent in bed. When not asleep I prepare my new book called 'A better book than my last', and helping my wife curate exhibitions in our photographic gallery. Kind people and friends visit me and help me with this work. My reason for participating in the jury is that my friend Stefano asked me to."

GIULIO CAPPELLINI Designer, Achitect, Art director
"I believe creativity is increasingly widening its scope and confrontation amongst different creative domains is now a duty. To conceive, interpret and look forward (without denying our own history) is today a much more interesting and stimulating activity than it has ever been before. Challenging stimuli can come from any creative domain and through curiosity it is possible to get inspired from everything that surrounds us, from daily happening to the most amazing events. For this reason, I decided to be a Movie Contest jury member”.

FABRIZIO GIUGIARO Styling Director, GIUGIARO ITALDESIGN
“Alcantara® has been an important partner for Giugiaro for many years. We have used this extraordinary material on several concept cars, most recently, for example was with the Quaranta which we presented at Geneva Motor Show to celebrate our 40 years of business at Italdesign Giugiaro. Leveraging this existing relationship, we have enthusiastically agreed to take part in this initiative, which is truly an extraordinary opportunity for the creative world”

STEFANO PIROVANO Design Studio
Daily life and the extraordinary
Extraordinary every day.
“You know, yesterday I was at the bakery and while I was waiting to be served, in walked Platinette!!!”
It is more extraordinary to live every day without the extraordinary or to experience an extraordinary event every day? The image conjured of the extraordinary deflects its true meaning: its nuances, new modes of expression, and sensorial experience represent today, the profound extraordinary, in opposition to the ordinary-extraordinary…
“…and what did Platinette say?”
“YOUR BREAD IS EXTRAORDINARY!!!”