FABRICA HOSTED BY SEOUL DESIGN FOUNDATION
On 7 and 8 July the communication research centre will be hosted by the prestigious Korean foundation for a two-day workshop
Ponzano, July 2011. Fabrica, Benetton's communication research centre, has been invited by the Seoul Design Foundation to hold a two-day workshop presenting its activities and spearhead projects. The workshop will be held on 7 and 8 July, and is intended for an audience of design teachers and professionals, as well as for students specialising in this sector.
The programme for the workshop begins with an introduction to Fabrica as a creative laboratory designed to support and give voice to the creativity of young artists, and continues by taking a more in-depth look at the special attention that has always been reserved for research into the world of design, interactivity and digital art, particularly in their more participative and social aspects.
It is on these foundations that the team at Fabrica, led by Alfio Pozzoni, has developed the Benetton Live Windows Project for Benetton: a project in which Fabrica explores the world of retail design and of social participation in design. Thanks to the installation of vast, high-resolution videowalls, the store windows of a number of selected Benetton megastores around the world have been transformed into large animated spaces that serve as the vehicle for a new form of communication between the store and the surrounding urban environment. In addition to presenting commercial content, they also give voice to local and global issues, and allow anyone and everyone to take part, using interactive applications to take centre stage in Benetton's store windows.
Communication, participation, interactivity, irony, light-heartedness, playing the lead role in our own lives, technology, networks, hyperscale: these are the key words of this project, currently in place at the Benetton megastores in Milan, Munich, Barcelona, Moscow, Shanghai and Bologna.
The next stops will be New Delhi, Mexico City, Paris and London, so that by the end of the year, Benetton Live Windows will be present in Europe, Asia and America, uniting these cities and continents into a single network, governed by Fabrica, enlivened and made unique by the participation of everybody.
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