Museo Novecento

Museo Novecento – a Florence museum entirely dedicated to Italian 20th Century Art – opened to the public today: exhibition and museum design are by Avatar-Architettura.
Centro Studi Poltronova is present in the collection of the museum with the reconstruction of the manifesto-exhibition “Superarchitettura” by Archizoom and Superstudio Radical architecture groups.
“Superarchitettura” exhibition – shown for the very first time in Pistoia, in 1966 – has been rebuilt in 2007 by Centro Studi Poltronova, under supervision by Gilberto Corretti (Archizoom Associati).

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Florence, June 23rd, 2014

Re-value


Centro Studi Poltronova presents “Re-value, the new mis-assembly line”, factory workshop from 2008 to… the end of orphaned manufactures.

Creative director : Pier Paolo Taddei (Avatar Architettura)
Creative system management: Peter Lang

THE NEW MIS-ASSEMBLY LINE FOR THE NEW ECONOMY SYSTEM > NEW MATERIAL ECONOMY> RE-VALUED MEANS OF PRODUCTION – SUSTAINABLE POLITICAL SUPERSTRUCTURE
I was always totally astonished looking at the Poltronova warehouse: dozens and dozens of cubic meters, improbable stratifications of all kinds of different materials, from wooden table tops to the skeleton of a sofa, from an aluminum casting for a bookcase to a plastic chair body; big or very small parts of objects that have been produced in 50 years of business, which by now are no longer needed, and which could be the illustrations in a book on technology.
Re-Value means giving a new identity to all of these pieces, which are part of a whole that is no more. The concept of “design bricolage” is not new to Poltronova – just look at the Olok lamp by Superstudio from 1967, or the Tizio-Caio-Sempronio “cans” by Archizoom from 1968.
(Roberta Meloni, Centro Studi Poltronova, 2008)

“Re-value system”
A. ORPHANED MANUFACTURES ENTER THE MIS-ASSEMBLY LINE FROM FACTORY OR WAREHOUSE STOCK-ROOMS (COSTS DETERMINED BY WEIGHT, MATERIAL CONTENT).
B. SCATTERED, LOST, OBSOLETE, DISFUNCTIONAL PARTS ARE BROUGHT ONTO THE MIS-ASSMEBLY LINE FLOOR AND ARE GROUPED INTO RANDOM INDETERMINATE PACKAGES.
C. MIS-MATCHED, RE-TOOLED PARTS AND EQUIPMENT, AS WELL AS PREVIOUSLY FETISHIZED SIGNATURE UNITS ARE PROCESSED INTO NEW RE-VALUED DESIGN UNITS.
D. RE-VALUED DESIGN ELEMENTS ARE RE-FINISHED, DRILLED, CUT, PLANED, BORED, ANCHORED, HINGED, POLISHED.
E. NEW RE-EVALUED DESIGN ELEMENT IS BRANDED WITH A SEAL OF RE-VALUE.
F. NEW RE-VALUED DESIGN ELEMENTS EXITS MIS-ASSEMBLY LINE AND IS INTRODUCED INTO THE NEW ECONOMY SYSTEM. (Peter Lang, 2008)

First step on 31 May 2009, projects by:
Peter T. Lang, Pierpaolo Taddei (Avatar Architettura), Nicola Santini (Avatar Architettura), Jacopo Giagnoni, Arabeschi di Latte, Katia Giuliani (Frigo+), Andreas Schwarzkopf (Frigo+), Elena Mariani.

FIRST EXHIBITION:
Beyond Media – Festival Internazionale di architettura e media, Firenze, Stazione Leopolda, 9-17 Luglio 2009


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Dada sofa by Andreas Schwarzkopf (Frigo+)

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Brunella chair by Arabeschi di Latte

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Dolly by Jacopo Giagnoni

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Dress for Chair by Katia Giuliani (Frigo+)

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Pier Paolo Taddei

Pier Paolo Taddei (born 1969 in Foligno, Italy) is a designer. After several years working for architectural companies, in 2001 he founded Avatar Architettura (Pier Paolo Taddei, Nicola Santini), an architectural firm based in Florence.

Avatar Architettura’s work has been shown and published worldwide: Beijing Biennale (2004), Brasilia Architecture Biennale (2006), Venice Biennale (2004, 2006, 2008), Milan Triennale (2011), Maison & Objet, Paris (2012). Recent projects include: The Hangar extension in Beirut, a Recycled Wood Art Pavilion in Florence, a collection of recycled furniture for a French-Lebanese company and Green Up, a rooftop greening system for sustainable cities, Beirut-Milan (2011), art pavilion for centre of contemporary art in Warsaw. (2012). The Novecento museum in Florence (2014).

Between 2008 and 2009 Pier Paolo Taddei was the art director of Re-value project on behalf of Centro Studi Poltronova. In 2011 he became Poltronova’s design consultant. Later on, he has been appointed as communication and Creative director for many projects such as: the brand new company catalog, the new website, the monographic series on Poltronova’s historical products (to be published in 2015).

Since 2014 he has been gradually moving to London, where he has just founded Disegno/Seriale ltd,(February 2015).


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Centro Studi Poltronova

Centro Studi Poltronova was founded in 2005 by Roberta Meloni, in order to archive all the historical documents of Poltronova firm about Italian design of the Sixties and the Seventies and to make its iconic furniture pieces available in the marketplace.
Since 2012 Pier Paolo Taddei of Avatar-Architettura has been the communication and development manager for Centro Studi Poltronova.
On 2013 the historical archive and showroom has been located in the centre of Florence at Grid#, a space for architecture and design founded by Pier Paolo Taddei.