(May 2011) „Zero“ reminded us of the Grand Arch in Paris’ District La Défense: a cube devoid of front and back in Carrara marble open to see and walk through. Whereas the Paris construction is conceived as a counterpoint to the Arche de Triomphe measuring 100 m, „Zero“ is a mere 5 m in length and has irregular inner walls.
The piece was on exhibit in the court of the university during the „Settimana Milanese del Design“ („Milan Design Week“) in April. Stimulated by the Carrara Marmotec, Norway’s Snøhetta Architects, already known for their design of the Oslo Opera House in white marble, developed „Zero“ to demonstrate the various design possibilities of the stone, e.g. the various surfaces on the interior of the cube.
The project was completed by a total of 8 companies from around Carrara: Franchi Umberto Marmi, GEMEG, Il Fiorino, Italmarble di Pocai, MT&S, SAM, Savema, Up Group in cooperation with Italian architects Paolo Armenise+Silva Nerbi.
Photos: IMM Carrara
Carrara Marble Week
The aim of marketing is not to directly increase turnover but rather to make a name for oneself – creating a buzz. In contrast to basic human needs such as eating, drinking, and, yes, what else beside sleeping..? – there are non-essential desires of which a customer must constantly be reminded.
This is the concept pursued by Marmotec in Carrara at its Marble Week held from June 8th to 12th at the foot of the Apulian Alps. The fair takes place but bi-annually and the added attention is good for the region’s marketing.
Visitors and Milanese alike have „5 days to talk about one subject, Carrara’s marble, through different languages with different people“. 5 routes are specially marked: design in marble, the material as such, art, architecture and communication, according to information provided in the program.
