From the virtual to the real: Made in Italy objects from the Fattobene archive arrive in the United States, on display (and available for purchase) at the prestigious contemporary art museum in New York
The icons of the Made in Italy have earned a place of honor at the MoMA contemporary art museum in New York – and can also be purchased until September 29th. The all-Italian creative genius is celebrated in the Big Apple with a temporary pop-up store with the perfect name (not surprisingly): FATTOBENE. An interesting proposal and in some way expected by lovers of Italian Style from around the world, who here find the everyday objects that have established themselves for their timeless aesthetics. We are not talking about very expensive works of art, but of those tools and products that tell the evolution of Italy through habits, traditions and desires, becoming real cultural symbols. There is no wonder then to find the rolling pin to roll out the pasta or the kitchen apron because the kitchen means culture, a thought always supported by La Cucina Italiana.
FattoBene, much more than a pop up store
The initiative stems from the collaboration with the Fattobene platform, a project born in 2015 from a far-sighted idea of Anna Lagorio, journalist, e Alex Carnevali, photographer. Together, they decided to identify, collect and archive Italian objects that have existed for generations and that have an intrinsic cultural meaning, in addition to a distinctive design. Fattobene is an archive of Italian objects that have existed for generations available for online purchase, as well as a memory catalog.
From the site, the creators of the project tell us: “To find them, we traveled from north to south in search of archetypes of the tradition that time has not scratched and that today are part of our collective imagination. The result is a continuously evolving collection, composed of art deco soaps and popular fabrics, tavern carafes or drinks with ancient names, such as rosolio or ratafià. Each object struck us for different reasons: a unique graphic or design, a curious story or its apparent simplicity (here, even a candle can become a work of art). Many of them are impossible to find outside the region of origin: for this reason, we have decided to create a place where readers can discover the stories. "
Alongside the Zenith stapler, the Coccoina glue or the Martelli toothpaste, the kitchen's objects are numerous – all involuntary containers of memories, flavors and nostalgia attributable to each of us. From the white and blue jar of theAmarena Fabbri, the tower pepper mill Three Swords, lo Saffron Leprotto up to the classic classics like the wooden rolling pin for noodles, the classic striped kitchen towel, the old ravioli machine or the stainless steel egg cup, reproduced by the Fattobene Collection.
From virtual to real
The platform FATTOBENE, the perfect mix of archive and e-commerce, comes to life in the prestigious museum of Soho in New York, where the most important collection of international contemporary art is collected. Here, where you can admire modern artistic treasures such as Andy Warhol's Campbell soups or Frida Kahlo's self-portraits, today you can see and purchase a selection of 150 Made In Italy icons at the boutique design – until September 29th. A journey into memory between the past and the future that Americans like at least as much as Italian cuisine, do we bet?
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