THIRD WORKSHOP: “LA FRUIZIONE – UN MUSEO DEL MADE IN ITALY A ROMA” Friday, 29th February 2008 The third Workshop results of the Master MED of Rome has been presented the 29th February, the Workshop focused on the topic of the Fruition, concerning a planning idea for a “Made in Italy” museum in Rome. The Workshop, which was directed by the Project Leaders Dante Donegani e Giovanni Lauda and by the Project Leader Junior Mattia Darò, was structured into 4 phases: 1) Meetings, lectures and a visit in Milan to the Design Museum in the Triennale. The principal lecturers were by Giovanna Talocci, Giorgio Van Straten, Andrea Branzi, Stefano Casciani, Ico Migliore, Umberto Croppi, Domitilla Dardi, Silvia Bignardi. 2) The class has been divided in three groups, at the beginning the work focused on a critical idea of the “Made in Italy” concept. 3) Starting from a critical idea of “Made in Italy” the students defined a planning hipothesys of the exhibit and of the Marketing and/or Communication aspects. 4) In the last phase the students worked on the public presentation of the final project, summarizing in a synthetic way the different phases of their works. The three projects, focused on the chronological period from 1950 till today, were so shortly summarized: * ATMOSPHERE, in other words the Made in Italy intended strictly related to the consumption. The exhibition arised like a triple installation of Italian products, located inside the big store market “La Rinascente”, iconic space of the Made in Italy history. * L’ARTE DI ARRANGIARSI - THE MAKE SHIFT ART It’s a work with a strong critic aspect wich tells a peculiar characteristic of the history of the contemporary italian creativity. The exposition it was thought for one of the MACRO Future padillion , inside the ex Mattatoio in Rome, as a vertical section of an house. * MADE IN ITALY ON STAGE, the italian setting as a pretense to tell the “Made in Italy” history, according to two opposite expressive forms: Histrionism and intimism. Located in the Palazzo della Civiltà Italiana, the exhibition shows several representative products playing with the contrast between the exuberance and the essentiality of the italian creativity.