From a purely functional object, the refrigerator has become a piece of furniture in the home. So why not make it meet directly with art? It is from this idea that the collaboration between Samsung and four artists was born, Diego Cusano, Fernando Cobelo, Camilla Falsini and Outline, who have personalized with their own work as many unique pieces of Bespoke refrigerators, a range already ‘active’ on this front because created by the Korean company with the intention of giving personality and color to the kitchens, through the possibility of choosing the aesthetics and the modules that make up the appliance according to your tastes. “From a purely functional object, the refrigerator has become an additional piece of furniture in the home,” Daniele Grassi, vice president of Home Appliances at Samsung Electronics Italia, told Adnkronos. “As such it must reflect our personality and our style. The digitization process we have been witnessing in recent years has meant that the concept of ‘standard’ no longer exists. We have become accustomed to using content, experiences and services designed on measure of our needs and tastes. Thus the refrigerator – continues Grassi – is no longer just the household appliance that must extend the life of food “but” must also be aesthetically integrated into the domestic space and evolve according to the needs of consumers “. And since Samsung defines “Bespoke as a ‘lifestyle’ refrigerator”, continues Grassi, “how many different meanings are there of ‘lifestyle’? On this basis we have involved artists with a very different nature who have been able to represent in the best way what it means to have a product that knows how to adapt to every taste: we move from concrete art, to a futuristic approach, to pop style and street art “. Always with the aim of bringing together and creativity and art with the products of the series, Samsung also gave life to the BeCreative initiative, a contest that involved over 250 students from 10 artistic high schools and secondary schools of graphics, who customized the panel of the Bespoke refrigerator with the goal of expressing its own concept of Italianness. The first place on the podium was conquered by the project ‘L’italianità’, by Carola Sisto, a young graphic designer from the 4 ° C class of Figurative Arts, who reproduced some of the most famous in a refined game of white lines on a black background. symbols of Italian art and culture on the panel. Carola was awarded a scholarship, while her school, Liceo Artistico Caravaggio, received a Samsung Flip digital whiteboard. The second place was assigned to the project carried out by Domenico Mastrogiacomo, a student of Isis Europa in Pomigliano d’Arco, who wanted to tell about Italy … in words, reporting on Bespoke’s ‘canvas’ the names of some Regions, some ways to say local and some more famous foods. The third place is an authentic dip in the landscapes of the South, made possible by the trompe-l’oeil technique. The representation that tends towards reality is a window that opens to the most rooted Italian tradition: good food, a sunny view overlooking the sea. The drawing is by Noemi De Marco, student of the G. De Nobili Art School in Catanzaro. The artistic jury also decreed an ex aequo prize for Suyani De Souza, of the Kandinskij Professional Institute for Commercial Services in Milan and for Melissa Grosso, of the Boccioni Art School in Milan. “Commitment to young people is part of the DNA of Samsung – continues Grassi commenting on the initiative – and also for the launch of refrigerators in Italy we looked to the new generations. With ‘Bespoke – BeCreative’ we want to continue to support the vision of Samsung’s Global Corporate Citizenship with concrete actions, linked to the concept of ‘Enabling People’, which for over 10 years the company has been putting into practice in our country with projects on the development of digital skills “.” This time we also worked with art and creativity, and it was nice to see the passion and the commitment of the young people and their mentors, coming from the most important Academies of Fine Arts in Italy, and of all those who have followed this initiative, also by voting for the works on the soc on average. Having motivated young creatives and bringing them closer to the world of work has given us great satisfaction, and seeing their highly original works on Bespoke has filled us with pride “, concluded Grassi.
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