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La Sterpaia cerca complici!

Il Progetto 26
1 Dicembre 2005
La città “fuori uso”
1 Dicembre 2005
 

"La creatività è un surplus di intelligenza, di sensibilità, è la possibilità che sta tra il cuore e il cervello."
Oliviero Toscani

PREMESSA
Prende avvio il progetto "La Sterpaia" da un'idea di Oliviero Toscani.

L'IDEA
LA STERPAIA sarà un luogo unico al mondo, sarà una factory etica, una bottega dell'arte della comunicazione moderna che produrrà innovazione culturale, un'incubatrice di creatività, un media lab interdisciplinare. LA STERPAIA sarà strutturata come un grande centro Editoriale, una grande redazione in cui verranno elaborati contenuti innovativi con i diversi mezzi della comunicazione moderna. Le espressioni e i prodotti de LA STERPAIA potranno essere una campagna di comunicazione mondiale, un libro, un disco, un film, un innovativo oggetto di design, un programma televisivo, una mostra, un sito internet, una rivista, una sfilata, un'esposizione, un'indagine giornalistica, una campagna di opinione, un censimento storico e molto altro ancora.

IL PROGETTO
Gli obiettivi di fondo del progetto evidenziano l'impegno di realizzare un luogo sperimentale che sia il punto d'incontro tra creatività e imprenditorialità, tra formazione e produzione, un centro che sappia rappresentare un nuovo modo per coniugare cultura e industria, arte ed economia attraverso la comunicazione intesa come espressione di una nuova "cultura industriale". LA STERPAIA sarà un centro internazionale di ricerca e produzione creativa in cui giovani di talento, selezionati in tutto il mondo, lavoreranno a fianco a fianco con i protagonisti della cultura contemporanea per ricercare e sperimentare i nuovi linguaggi della comunicazione. Sarà una struttura tanto aperta al mondo quanto attenta alle necessità e alle peculiarità locali.

IL LUOGO
Tutto questo nel cuore di un parco, ritenendo che il futuro potrà nascere solo da un nuovo e diverso rapporto tra uomo e ambiente: ecco il perché della scelta de LA STERPAIA.

 

METODO E OBIETTIVI CULTURALI
LA STERPAIA significherà "imparare facendo", secondo la metodologia del "Workshop", comune alla bottega d'arte rinascimentale e alle esperienze del Bauhaus. A LA STERPAIA la creatività diventerà concreta, riguarderà la realtà, non l'astrazione; la pratica, non la teoria. Riguarderà le idee tradotte in pratica. Questo innovativo modello formativo sarà sviluppato in collaborazione con la Scuola Normale Superiore di Pisa. LA STERPAIA sarà strutturata in dipartimenti che opereranno in una logica trasversale e interdisciplinare, infatti la maggior parte dei progetti a LA STERPAIA richiederà nel tempo la collaborazione simultanea di vari dipartimenti. Ogni dipartimento che sarà attivato per i diversi progetti operativi, verrà guidato dai maestri d'arte (responsabili creativi e responsabili operativi) e disporrà dello spazio e delle attrezzature necessarie per operare nel miglior modo possibile. Ogni dipartimento avrà specifici luoghi per le discussioni e gli incontri dei singoli Allievi e dei gruppi di lavoro. I dipartimenti saranno le "officine", i laboratori dove la creatività diviene realtà. Tutti i dipartimenti saranno interessati, nel tempo, anche a progetti che promuovano un nuovo rapporto uomo/ambiente e che sostengano gli obiettivi di qualificazione del territorio e dello stesso Parco di San Rossore. LA STERPAIA si porrà come elemento di attrazione e innovazione per le aziende e per il sistema produttivo italiano e internazionale che in questo momento di crisi potranno sperimentare e realizzare nuovi prodotti di comunicazione legati alla novità creativa e ad una nuova etica della comunicazione. Come in una grande e innovativa "bottega rinascimentale" i gruppi di lavoro si formeranno intorno ai progetti e alle richieste dei committenti, in uno stretto rapporto con il mondo della produzione reale, producendo lavori concreti e utilizzabili sul mercato. La messa in cantiere dei primi progetti concreti che saranno avviati con il sistema industriale e istituzionale, darà la possibilità di sviluppare varie iniziative culturali. LA STERPAIA è "pensare e agire in network". LA STERPAIA darà vita e svilupperà costantemente una rete mondiale di contatti con istituzioni culturali, fondazioni, centri di ricerca, artisti, giornalisti, corrispondenti dei progetti editoriali, ex allievi ed ex collaboratori, Enti, aziende, scuole d'arte, Università, Organizzazioni non governative, etc. Su tutte la certezza dell'importanza e della necessità di dare vita ad una Bottega d'arte della Comunicazione in grado di controvertire la crisi di creatività che affligge il mondo contemporaneo. Una crisi che è poi declinabile in termini sociali, culturali ed economici ma che parte appunto dalla mancanza di idee e dall'assuefazione alle banalità. Una nuova sfida anche per la cultura architettonica italiana, chiamata in forze, a LA STERPAIA, per ritrovare il ruolo internazionale che le compete.

il Progetto

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