The Aesthetics of Technology
The Aesthetics of Technology
Photographs by Niccolò Biddau
Niccolò Biddau’s photographs of Italian industry will be showcased in an exhibit at the Italian Cultural Institute of San Francisco February 16 to March 18, 2011 and feature an array of unusual subjects: from engineering to chemistry, from home furnishings to fashion, from food production to communications. The ensemble presents an open, visual narrative of Italy’s entrepreneurial spirit. Raw materials and finished products alternate in glimpses of wrought iron and pipe wrenches, brass casting and window handles, assembly lines and chocolate eggs, weaving looms and stockings. In this exhibit, industry plays a lead role and is presented with a stunningly beautiful and artistic perspective. In these admirable shots the artist has immortalized momentary glimpses into “productive” life.
Niccolò Biddau will be present at the opening of The Aesthetics of Technology on Wednesday, February 16 at 6:30 pm at the Italian Cultural Institute (814 Montgomery Street, San Francisco) to introduce the works.
The Aesthetics of Technology offers an opportunity to gain a completely new perspective on industry through the eyes of an artistic photographer. Over the course of many years Niccolò Biddau has visited a wide range of Italian factories searching for frames that illustrate the true nature of industry: strong, productive, abounding with ideas, enriched by design, in continuous movement toward global competition. The photographs were selected with the goal of representing the wide range of manufacturing that characterize Italy and the excellence of Italian industry. Biddau’s intense shots in black and white help give the observer a “behind the scenes” glimpse into industry and rouse a sense of amazement at the beauty that factories can express when they are observed with an artistic eye rather than simply being considered productive tools.
Biddau’s black and white images show how industry can produce not only goods and services for society, but it can also create cultural values: through the design of its factories, its landscaping, the complexity of technology and the appeal of innovation. There is a wealth of examples of this cultural influence in Italy, starting with the architectural forms of the objects in these very photographs.
The Italian Cultural Institute is delighted to present for the first time in the US an exhibit that offers an innovative way of showcasing Italy’s “culture of enterprise”.
The companies featured in the exhibit are: Engineering: Alessi, Fiat, TenarisDalmine, Beta Utensili, Brembo, Pirelli, Fiocchi Munizioni, Beretta, Agusta, Aermacchi. Chemical Engineering: Lechler, Gruppo Tamoil Italia, Gruppo Bayer Italia. Fashion: Boselli, Csp International, Missoni, Corneliani, Moreschi. Furnishing: Valli&Valli, Artemide, Flou, B&B Italia. Food production: Berlucchi, Lindt & Sprungli, Star, Rigamonti. Communications: Fiera Milano, Mondadori, Telecom Italia, Mediaset.
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