The exposition "The Home of Values" was presented in Moscow from 21st to 25th November 2006 in the area Manezh inside ATELIER ITALIA, an exhibition in parallel with Mebel'.
The concept of the exposition "The Home of Values"
Tuscany is a region of high quality of life, as annually confirmed by the most authoritative surveys about well-being elements, such as the level of education, health and environment, the availability of services, employment levels, the sense of civil responsibility and social cohesion. The region has the highest number of companies with certification SA 8000, and in Tuscany we find the only environmental quality label for furniture sector: Casa Toscana / Green Home.
This productive complexity is expression of territorial peculiarities - from furniture to glass and crystal, ceramics, stone (and how much stone: marble, pietra serena, travertine, alabaster...), from fashion to sailing, camper vans and leather accessories. It's no accident that the most detailed analyses of Italian productive particularity based on districts have been carried out by that commonly described as the Florentine School of economists with Giacomo Becattini, Gabi Dei Ottati, Giuliano Bianchi.
It's a continuity with the past as a value and its careful, uninterrupted re-interpretation - for example the interpretation of classicism during the Renaissance. Its contemporary products include the magical Celle gardens, the Niki de Saint Phalle Tarot Garden and the Daniel Spoerri Garden on Mount Amiata.
A territory full of artworks, not only in the main cities, such as Florence, Siena, Pisa, Lucca, Arezzo, but also in the smaller towns, such as San Gimignano, Montepulciano, Volterra...
Consequently, design from this region has always been open to contamination by artistic phenomena. We just need to think of how Tuscany originated the Radical Architecture and Counter-design movements thanks to the contribution made by companies open to experimentation - Poltronova most of all, but also Ceramiche Flavia, which first realized Ettore Sottsass' visions - and also in the work of groups, such as Archizoom, Superstudio and Ufo and in experiences such as the Global Tools.
These considerations have been expressed in terms of key phrases and interpretations, and presented by a Scientific Committee composed by Vincenzo Legnante, Massimo Ruffilli, Giuseppe Furlanis, Giuseppe Lotti.
-continuity with a constantly reinterpreted past
-history as a repertoire of knowledge
-tradition as cultural heritage and a model for innovation
DEVELOPING WITH NATURE
-sustainable development, providing a balance between production and the environment
-eco-friendly processes and production by means of marks and certificates
-ecosystem and quality of life
PRODUCTION AS AN IDENTITY
-rooting production in the local territory and society
-promoting local knowledge and skills
-district-based production processes
-narrative ability of an object
-making the most of the object's meanings and the way it is used
-slow quality of life
CONNOTING WITH ART
-aesthetic quality as a form of identification
-art as a meaning
-aesthetic pleasure as cultural reflection
The products developed by Tuscan companies are identified on the basis of these key characteristics which, in The Home of Values, are shown and gathered in five house rooms: from the sitting-room to the bathroom, from the kitchen-dining room to the bedroom, up to the gardens.
The products are presented and promoted with the help of videos, which show Tuscany and its products in a non-didactic and non-conventional tone.
The purpose is to strengthen the image of a region, which, in the international markets, presents itself claiming the unique characteristics of its model, which takes so much care of production values, quality of life and respect for the environment.