october 2008 | nº 00					Interview with Marco Scala Francesco Scianni
Galileo. Images... Fashion at the Bardini Museum... International Flag Ships Store The man who should kill Mao Replay & Sons at Pitti Bimbo Caterina and Maria de' Medici... Award Italian Women...		Pitti Immagine Uomo 76 Chic. 26-29 March 2009 Trends - Spring Summer 09 Trends - Spring Summer 09 Creativity of Akiko Chiba Interview with Marco Scala Momaboma Back in China... - 1 part		Marco Scala was born in Arezzo in 1956. He has matured technical, organizational and creational competences thanks to the interdisciplinary of his study course and his professional experiences. He's graduate in Architecture and has got his office in Florence, Str.Il Prato 28. He has projected stands in Florence, Bologna, Bari, Milan, Paris and New York. Since 1985 he has got the consultant assignmentfor the manifestations organized with the trade mark Pitti, he follows the division of the big area in single stands, the access and running of the expositions, the common areas, the relax zones; he has also followed the technical aspect of various events such as formal dinners, parties, presentations, conferences, fashion shows, expo, and so on... Architect, you work in the sector of events' set. How did you approach this professional sector? I've began with the invention of a new job, that many years ago didn't exit specifically in this sector. I have won a study grant in direction and scenography with Virginio Puecher, I've studied musicology with Albert Mayr at the conservatory Cherubini, and at the university of Architecture I've attended many exams on the subject that at that time was called provisional architecture, in order to underline the difference with the real constructions made with bricks and reinforced concrete. In this sense Florence has got an important tradition, we can think for example at Buontalenti. As doctoral dissertation, in 1982 I have elaborated a project, that later it has been realized from the city Council of Florence for the Carnival in year 1982, that included an artificial hill in Santa Croce Square with a twenty meter dragon on it, inspirated by the celebrations of Buontalenti. Working in the fashion world and cpmparing with various stylists or different company of the sector, when you are busy with the set of an event, which approach do you have with your interlocutors and which are the problematic that more often you have to face? What a designer should have clear in his mind is the communication of the product, the danger is to fall in love with the set, but this love couldn't overbear and get the upper hand, that means not that we have to make a "passpartout project" without personality, but sometimes it is necessary a strong and important impact of the design; but anyway the set should be coherent with the product, it must speak the same language, sound the same music, have the same poetic and even if they are moments united only for a commercial purpose, the set must transfer the same emotion, it has to create and exalt this feeling, that is what will remain to the person, what will connect people to those specific product. For that reason we have to know deeply the company, his history, his creative part, but also whose who follow the communication, the press office, so that there will be coherence with what will be presented. This is what happens with the first meetings and first inspections in order to choose the right location, important moment for a correct genesis, then it is necessary to believe and be convinced of what we are going to do painting spaces, objects and just creating motions where volumes, lights and sounds, graphics, food, drinks converge to create the final result. Every location has got his own characteristics, his rhythm, his harmony that we have to respect and interpret. I think for example at a wonderful place, Antinori Palace in Florence where I have projected the exposition of Cardigan for Ballantyne during the last Pitti Immagine Men, and where I have projected some time ago the expo of the clocks' history of the Officine Panerai, so the same place but two unlike histories and two projects deeply different. Or I think also about the power station in Berlin that has been used for a dinner party in occasion of the Bread & Butter for Valueretail with the division of the various levels in restaurant, disco area and so on. Obviously this job needs also technical managerial competences, because there is a bureaucratic part that is really important in order to get the various licenses, and above all it is useful a fruitful mentality with two main priority: the timetable and the budget. Often the time of the assignation of the commission and the time for the project's realization come down to few days, and as soon as the project gets the approval, start the request of estimations to the confidential supplier because of the time and quality of the places where we have to operate. For that reason must already exist a special feeling with the suppliers in order to cancel downtime so that the communication is already clear and continuous.
Fashion Design Lab Magazine · firenze, via de' bardi 36 · magazine@fashiondesignlab.com · iscrizione tribunale di firenze n. 5674 del 29.09.2008 · web design: blue klein