Migliore+Servetto designs the interior, exhibition, graphic and multimedia design of the Procuratie Vecchie in Piazza San Marco in Venice
The Migliore+Servetto studio, internationally recognized for its excellence in the design of exhibitions and the design of communication spaces, has been chosen by the Generali Group to design the new headquarters of The Human Safety Net. The 3000 m² project includes the interior, the exhibition, the graphic and multimedia design of the third floor and the reception areas on the ground floor of the Procuratie Vecchie in Piazza San Marco, under the artistic direction of Davide Rampello.
The project is divided into four distinct spaces: an exhibition trail with an innovative concept open to all, which offers visitors an immersive experience of the Generali Group Foundation and its activities; A coffee; a co-working space with functional areas reserved for Foundation activities; event rooms that flank the auditorium. The overall intervention translates into an integrated project that goes from space to graphics and the design of digital content and all interactions, through the study of materials and light design, with an innovative and experimental approach. – a veritable stylistic business card of the Studio – generating sustainable and inclusive spaces, created “for sharing” and designed in relation to the behaviors, expectations and needs of users.
The exhibition was conceptualized by Migliore+Servetto as a progression of experiences and develops according to a prologue, three acts and an epilogue that lead visitors to discover their own potential, starting from values such as creativity, kindness, perseverance, gratitude, curiosity, hope, social intelligence and teamwork, identified by curators Orna Cohen and Andreas Heinecke of DSE – Dialogue for Social Enterprise. These abstract concepts have been translated by Migliore+Servetto into 16 interactive machines to show. Both analogue and digital, they are able to reach the most diverse audiences and stimulate reflection and self-analysis.
The Venetian referencing and the genius of the intervention is also strong, both in terms of content and materials, thanks to the collaboration with local craftsmen. The link with the city is built on several levels, starting from the visual continuity with Saint Mark’s Square. In fact, particular importance has been given to the 100 16th century oculi that run along the entire floor overlooking the center of city life, giving pictorial value to the whole, while establishing a direct relationship with Venice, who welcomed and embraced cultures from around the world. In some of these openings, the view has been improved thanks to a technological magnification system which, like the optical machines of Canaletto, allows visitors to immerse themselves in the life of the square, through a new way of interacting. with her. In addition, the “Window on Venice” installation allows you to take a step back in time, exploring in 3D what various places in the city were like in the 16th century, such as the Giudecca, the Rialto Bridge, the Arsenale, Burano and Murano.
“The project for the headquarters of Human Safety Net is characterized by the lightness with which it relates both to the city of Venice, emblem of a strong cultural identity and hospitality, and to the historical complex of the Procuratie which It also emphasizes inclusion and accessibility, which are central themes in the development of the project, so harmony between the parties is a basic element on which we have worked to build this which we call a “nest of space”, which represents the new sense of hospitality that THSN wants to promote,” say Ico Migliore and Mara Servetto.
The partitions of the spaces and the furniture, purposely designed by Migliore+Servetto, are placed in dialogue with the existing structures, emphasizing the division of the architectural volumes of the top floor of the Procuratie. In turn, they also evoke the deep Venetian roots of the place through the materials used: glass, copper, wood, mirrors. The typical Venetian bricole (the oak wooden poles used in the lagoon to mark the waterways) constitute the framework of the installation of the exhibition route dedicated to teamwork, which refers to the body of water of the lagoon. The café benches, made of natural wood, recall those of historic Venetian cafés. The patterns of the rugs, arranged in various spaces, rework traditional motifs such as the ornate arcades of the Doge’s Palace or the millefiori murrines. The glass chandeliers located in the café and in the reception areas are made by Benvenuto Mastri Vetrai and designed to represent the identity in dialogue with natural and artificial light.
Venice’s connection with theater and masks also inspired the installation that welcomes visitors, born from an idea by Davide Rampello: the wooden puppets of Arlecchino, Pantalone and Colombina,
handcrafted by the skilled hands of the Carlo Colla workshop and brought to life by sophisticated technology, first address visitors in Venetian, then interact directly in their own language, creating a first moment of hospitality.
“Three recurring symbols connect the whole project: the table, the nest and the mirror. Emblematic of encounter and dialogue, the table is present in interactive installations and in social spaces, in wood, metal or copper tubing. and glass. The nest is a symbol of hospitality and bonds, and is recalled in the structures of the shelves, a kind of red thread that connects the social spaces and those dedicated to work”, explain the architects Ico Migliore and Mara Servetto. , the mirror boasts a centuries-old tradition in Venice and is found in the furniture of the café and in various installations. It is an allegory of self-defense, of reflection, of awareness.”
In addition to the interior design of the entire THSN headquarters, Migliore+Servetto designed the environmental graphics and orientation that accompanies and guides visitors. Moreover, in order to build a deep connection between physical and digital experiences, he also designed interactive installations and developed multimedia contents for the entire exhibition route. The workshop also contributed to the selection of the contents of the Art Studio, the space dedicated to temporary exhibitions within the exhibition route. For the opening, he will host CHUTZPAH. A tent that is not a tent, animals that are not animals curated by Gabi Scardi, an exhibition project created by the Atelier dell’Errore collective, a unique and valuable presence on the Italian scene that uses the art to give voice to a community of young people characterized by neurodiversity.
“Designing the new home of The Human Safety Net is about weaving relationships: as in a weft, threads come together, physical and conceptual knots are tied. This intertwining brings stories to life, promotes encounters, real or possible, and engages people. The resulting network is permeable and, at the same time, resistant. The project is a work that consists in weaving spaces, things and people, through which stories and ideas circulate”, conclude Ico Migliore and Mara Servetto.