Following the successful edition at Milan Expo2015 and New York 2016, Panorama, the video installation on Italian beauty is coming to Shanghai, during the Salone del Mobile.Milano Shanghai.
Shanghai Exhibition Centre (SEC)
No. 1000 Yan'an Mid Road
Jing'an District, Shanghai 200040
Panorama in Shanghai was brought to life by:
Altagamma Foundation
Salone del Mobile.Milano
PANORAMA PARTNERS
Ministry of Economic Development
Italian Trade Agency
Simest
National Chamber for Italian Fashion
Milan Chamber of Commerce
Municipality of Milan
IN COLLABORATION WITH
Ministry of Cultural Heritage and Activities
FAI
Touring Club Italiano
Archivio Fotografico Scala
SPONSOR
UniCredit
Panorama is from the Greek pan- ‘everything’ and orama ‘sight’, from orào ‘I see‘
A vivid optical machine, in which the viewer can see a broad picture that, produces a perfect illusion; a representation of the most beautiful monuments in a city, a lithography or etching; a magnificent view that embraces a great vista.
Panorama is an extraordinary story of beauty and Italian excellence, born thanks to the co-operation of several partners, who share the goal of enhancing the meaning behind “Made in Italy”, which debuted for the first time at Expo.
Panorama is about the strong link between nature, culture and craftsmanship, it shows how Italian excellence – including fashion, design and food – is well established in the savoir-faire and cultural heritage that Italy has created over 3000 years of history.
A Contemporary Grand Tour
The Panorama team travelled across the entire country in order to shoot images in more than 200 locations and 100 companies, creating the most emotional and innovative movie on Italian beauty.
The best cultural and creative Italian industries showed the cameras the secrets of their creations and drones used for the 360° shoots for the first time flew over the most beautiful landscapes and artistic sites.
Landscapes and Artistic Venues: here
Soundtrack: here
1700
Panoramas were born as popular entertainment in the 18th century: a circular room, whose walls present a 360-degree view recreating the illusion of a surrounding landscape.
1792
In 1792, Robert Barker built the first Panorama in London: a view of the city. It was the first pictorial representation of a 360-degree scene and led to the term panorama, coined by the English painter.
1800
Since the early nineteenth century, the panorama has become very popular and several “rotunda” were created to contain the paintings.
A few examples:
1851 – 2015
Since 1851, when the first edition of the Universal Expo took place in London, Panoramas played an important part in Expo, thanks to their spectacular nature and the enchantment that they arouse in the audience. Cinema would become their direct competitor.
This Panorama is the first video format release implemented at the World Expo and it uses the latest technology to reproduce the same sense of wonder and immersion in the show area.
“With Panorama, I aimed at reinterpreting the beauty of Italy according to the principle of Kalos Kai Agathos, where beauty and goodness are essential and inseparable. Goodness means the inner dimension of man and ethics, with the recognition of values such as creativity and design.”
“In a time that favours a distinct vision of the different segments, Panorama offers a unified vision of beauty, where the arts, landscapes, manufacturing, planning, engineering, fashion and design are embraced in a single glance, because they are the result of a single project, an exclusive, creative and unique art: Italian Culture.”
Davide Rampello
Concept and direction: Davide Rampello
Architectural Design: Alessandro Colombo, Studio Cerri&Associati
Production: Drawlight
360° shooting direction, editing: Andre Guidot
Executive Production: Alberto Gentilin | Mick Odelli
360° shooting direction, data manager: Lorenzo Beccaro
Direction: Giuseppe Carrieri
Operators: Giancarlo Migliore | Nicola Baraglia Drone Pilot: Luca Gasparella
Post Production Art Direction: Luigi Dalla Riva
Motion Graphics: Rudy Bertazzo | Francesco Colosio 3D Artists: Nello Fontani
Music: Alessandro Linzitto
Production Coordinators: Caterina Massuras | Gianluca Zonta
Gallery
Following a successful debut at Expo2015, Panorama, the video installation on Italian beauty came to New York City’s iconic Grand Central Terminal, from June 25 to July 20, 2016 and was visited by more than 16.000 people.
The Opening cocktail was attended by more than 250 people and participated by the Chairman of Altagamma, Andrea Illy, the Chariman if Italian Trade Agency, Michele Scannavini, the Vice Minister Ivan Scalfarotto and the Italian Ambassador in the US, Armando Varricchio.
A silent auction took place during that night, with 62 products offered by Altagamma companies, in favour of the American Cancer Foundation .
On June 28th, the event Vendemmia Altagamma took place, a special tasting during which the Altagamma Wine Companies offered to journalists and trade operators the possibility to savourt their top products, while watching the amazing 360° video on the Italian Grape Harvest.
Press release - download
Events and media coverage - download
Media Coverage - download
Panorama is the result of the collaboration between leading Italian companies representing the cultural and creative industries together with some prestigious institutions.
In collaboration with: FAI Archivio Fotografico Scala Touring Club Italiano
Istitutional Steering Committe Stefania Lazzaroni Fondazione Altagamma (Panorama Project Leader) Carlo Capasa Italian National Fashion Chamber Renato Galliano Municipality of Milan Sergio Rossi Chamber of Commerce Milan Marco Sabetta Federlegnoarredo Giovanni Sacchi ICE Francesco Tilli Simest
General Project Coordination – Altagamma Team Stefania Lazzaroni Elena Besana – Events and Member Companies coordination Annamaria Caimi – Admnistration and partners coordination Edoardo Carloni – Communication Valentina Farolfi (consultant) – Event Coordination
Talking about Excellence
The project “Panorama” at EXPO2015 includes also a series of speeches, called “Talks On Excellence”, that have been developed together with the Directors of some of the major Italian magazines.
They were an occasion to go deeper on excellence – together with the main protagonists of the Italian Beauty – and to face the challenges that are waiting for us, to create a dialogue with the real Ambassadors of Made in Italy.
Tuesday, July 14th at 7 PM: Ettore Mocchetti, Director of “La Cucina Italiana”, meets the chef Gualtiero Marchesi
Wednesday, September 9th at 7 PM: Gilda Bojardi, Director of “Interni”, meets the architect Piero Lissoni
Thursday, September 17th at 7PM: Luciano Fontana, Director of “Corriere della sera”, meets Carlo Calenda, Minister of Economic Development
Thursday, October 1th at 7 PM: Liva Peraldo Matton, Editor of “Elle Decor”, meets the photographer Giovanni Gastel