NOAO

Cannes 2016

Branding, Concept, Set Design

The 69° Cannes Festival Italian Pavilion has been realized in collaboration with the artistic collective NONE, coordinated by Luce-Cinecittà, in collaboration with Anica and with the support of the Direzione Generale Cinema, Ministero dello Sviluppo Economico and ICE.

none.business

NOAO_Universo Elegante 07.jpg
NOAO_Universo Elegante 01.jpg
— ​​​​​​​The project is inspired by the String Theory, according to which our Universe is not made up of atoms but of ribbon-like energy strings.

— ​​​​​​​The project is inspired by the String Theory, according to which our Universe is not made up of atoms but of ribbon-like energy strings.

 The whole Italian Pavilion architecture is a celebration of the motion picture Universe: it pays tribute to it through some of the most famous and elegant icons and scenes belonging to the Italian filmmaking. This concept gives the Pavilion its name: Universo Elegante.  The project is inspired by the String Theory, according to which our Universe is not made up of atoms but of ribbon-like energy strings. Such harmonic vision of nature is metaphorically compared to the filmmaking universe, whose strings are nothing else but the old celluloid films. The Universe laws reflect the Italian filmmaking ones, through more than 7500 white fabric ribbons that hang from the ceiling creating a constantly moving image and light flow.  Visitors are overwhelmed by an image wave, which is lit up by a light enlivening the films; they become spectators of an immersive experience, by entering a body moving at the rhythm of its own breath.

The whole Italian Pavilion architecture is a celebration of the motion picture Universe: it pays tribute to it through some of the most famous and elegant icons and scenes belonging to the Italian filmmaking. This concept gives the Pavilion its name: Universo Elegante.

The project is inspired by the String Theory, according to which our Universe is not made up of atoms but of ribbon-like energy strings. Such harmonic vision of nature is metaphorically compared to the filmmaking universe, whose strings are nothing else but the old celluloid films. The Universe laws reflect the Italian filmmaking ones, through more than 7500 white fabric ribbons that hang from the ceiling creating a constantly moving image and light flow.

Visitors are overwhelmed by an image wave, which is lit up by a light enlivening the films; they become spectators of an immersive experience, by entering a body moving at the rhythm of its own breath.

NOAO_Universo Elegante 04.jpg
NOAO_Universo Elegante 05.jpg
NOAO_Universo Elegante 06.jpg
NOAO_Universo Elegante 08.jpg