A turning point for the Lavazza Calendar, which continues on the path of the great contemporary authors with an unusual artistic route in an innovative and social project that shatters roles and distances between artist and spectators. A two-minute video-installation to describe with 12 themes a year condensed in a day.
On the occasion of inauguration of the Turin Social Media Week, Lavazza presents the project 1/365, the 2013 Social Calendar. The project with the creative direction of Michele Mariani and Marco Faccio, is signed by the Armando Testa Agency which has always accompanied Lavazza in the study and development of its Calendars.
Lavazza Calender enthusiasts will be amazed by the new edition of the Calendar which has a temporal genesis that begins today and will come to light on 1 January 2013. An original project due to its redefinition and delimitation of time - innovative starting with the choice of Marco Brambilla, the internationally famous Italo-Canadian digital artist (known for his videos selected for the 2011 Venice Film Festival and the 2012 Sundance Film Festival) and social as, for the first time, the web will have the chance to become its protagonist.
Though still continuing on the path laid out by previous Art Calendars signed by the greats of photography like Newton, Leibowitz, LaChapelle and many others, Lavazza inaugurates something new in art and international digital creativity entitled 1/365, the 2013 Social Calendar. This new edition will mark a turning point in the Turin firm’s Calendars, a further evolution of the almanac that shatters roles and distances between the artist and the spectator and continues on the path of experimentation in new arts, passion and philosophy.
So, no longer on paper, but transformed into a video collage and – for the first time – into a choral work of great breadth, thanks to the images and videos sent out on the web by hundreds of photography enthusiasts and new digital arts which the artist – and, in this case, also the director – will use to create the final work, integrating the works chosen with the video. 1365 will be online from January 2013 at the site calendar2013.lavazza.com.
The way to enjoy 1/365 is another novelty: from January on it will be possible to download the final work and users may personalize it with their own multimedia contents to create their own unique and exclusive version of the Calendar. Will it be possible to tell about 365 days in the span of one day? And articulate the seasons in portions of hours, then condense everything into just a few minutes? For Marco Brambilla it is a stimulating challenge. The artist, author of videos that narrate even the story of humanity in a few minutes, has divided the day-calendar in 12 parts where every section corresponds to a month of the year and, ideally, every month corresponds to a time span of 2 hours of the day. The result will be a video-installation of about two minutes that tells of a day expanded in a year, where through the rhythm of thrilling images with a strong impact, the colours used, the sounds (or the silences) will take the spectator into the mental space that usually is associated with the corresponding hour of the day. As always, the emotional centre of the ideal day is coffee: the companion to our daily experiences, it marks time through precise social or private rituals.
“Digital art - states Francesca Lavazza (Corporate Image Director) – is by now a form of concrete language and has special characteristics that always render it different and able to transform itself in a plurality of different languages and to adapt to them”. She continues: “Exactly in the moment in which our Calendar celebrated its twentieth anniversary, we wanted to explore creative solutions that open the horizon to diverse and original artistic scenarios which arouse new emotions and create other ‘universes’. Our firm – concludes Francesca Lavazza – has always been in the avant-garde, in perfect harmony with the times and a precursor of new artistic proposals. Today we are seeing a changed fruition of art through increasingly social channels, and Lavazza is once again the interpreter of the times”.
After 20 years of art photography, culminating last year with the The Lavazzers Calendar, Lavazza wished to expand its concept of photography towards new experimentations: a unique and innovative project that can be seen live on the web from 1 January 2013 on.