Centro Congressi Stelline – Milan, October 25-26, 2006
24 Jul '06
6 min read
Product Development Proposals
"CINEMA"
The cinema: with its two centuries of life this great myth of modernity is still alive and even more alive is in its vital technological epigones (TV and other media), which have changed our lives and our view over all what surrounds our daily life.
The cinema, a transformist par excellence, suits the compulsive evolutionism of our society as no other symbolic instrument is able to do.
Its world is a world of images and our culture is more and more made of images. And right this close circle of causes and effects is radically changing our life.
Cinema dictates the myths of modernity thus modifying the meaning of our values and the representation of our life; it also represents the biggest (and also distorting) mirror of reality – that is mostly already virtual.
Therefore, nothing but cinema is capable of better inspiring the most varied thematic digressions of our constrainedly transformist society and nothing better than cinema reflects such metamorphic aspects of modernity.
On the desert borders
Inspiration doesn't mean to be so much ethnic but rather as drawn from the environment, from the materials typical of the lands between desert and savannah; lands that through their colour, architectonic, textile taste have developed a refined and only apparent “primitive” culture of shades that dust makes subdued and soft, of shapes made vague by the sand winds, the touch suggested by the plants and stones brightened by the zenith sun.
marketing@alchempro.com
