A fit-out about the importance of the environment, between nature and artifice
An exhibition that combines environmental campaigns with a sensory installation in the Triennale’s space
.01
.02
.03
A real lawn, in rolls, trodden and grown along the visitors’ paths. In the foyer of the Triennale di Milano, the fit-out for ‘Madre Natura’ literally brings nature into the exhibition space: painted-steel frames sink their bases into the grass, and each totem tells the story of an international advertising campaign in defence of the environment. The exhibition, promoted by Corriere della Sera’s SetteGreen in November 2012, gathers the most powerful voices of environmental organisations and returns them to the public in a space that transforms day by day, barefoot on the lawn.
The exhibition. SetteGreen, Corriere della Sera’s green monthly given away with Sette, presents the exhibition ‘Madre Natura’, held at the Triennale di Milano from 2 to 12 November 2012. The exhibition featured the leading international advertising campaigns in defence of nature by various environmental associations, bodies and organisations — for press, television, cinema and web — selected by the SetteGreen editorial team together with advertising professional and communication lecturer Roberto Bernocchi.
The candidate campaigns were also collected in a special section within the environment channel of the Corriere della Sera website (www.corriere.it/ambiente) and voted on by readers.
The exhibition is part of the wider SetteGreen Awards project, the eco-Oscars that SetteGreen assigns to the green people and ideas that stood out in the world of ecology during 2011.
‘In seven months since launching SetteGreen as a monthly,’ notes Raimondo Zanaboni, CEO of RCS Pubblicità, ‘we have met with strong appreciation from many companies, increasingly sensitive to environmental issues and committed to eco-sustainability. Confirmation of this is the choice by major brands such as E-On, main partner, Mapei and Monte dei Paschi di Siena as partners to support these awards too.’
‘With SetteGreen,’ Zanaboni concludes, ‘together with Corriere.it’s Environment channel, we now have an extraordinary multimedia communication offering dedicated to environmental themes that involves the entire wide audience of the Corriere della Sera system.’
On the ground. The exhibition area is bounded by a real lawn, in rolls, which over the course of the show wore down along the visitors’ paths and grew around the totems of the advertising campaigns.
Fit-out. The main challenge was using a small, non-enclosed space such as the Triennale di Milano foyer; the decision was to have purpose-built painted-steel frames made to hold the selected campaigns, each frame sinking its base into a real lawn, which required design effort and maintenance throughout the exhibition.
