PROJECTS

La Mole: Present Culture

IDENTITY SYSTEM
LA MOLE, PRESENT CULTURE
MUNICIPALITY OF ANCONA
2019

In collaboration with:
Ch Ro Mo,
Municipality of Ancona,
ADIF Design

Following the contest Plan for the city won by the Municipality of Ancona, the renovation of the modern wing of La Mole started. At the same time, Ancona won the call Valore Territori of the Cariverona Foundation, with the project PRESENTE. PRESENTE is a project that La Mole organizes in a great place full of possibilities for young people, artists, the neighborhood and for those who, often wrongly, are considered more fragile than others. Its actions are precise and at the same time lead to new gestures and perspectives not yet imagined.

There is the start of social enterprise with young people with special needs; the accessibility of culture; the co-planning to win more contests; the production of art with residences and exhibitions; the planning of large exhibition and show events; the festivals; the simple walk. PRESENT involves organizations, associations and individuals who believe in the fire of culture and want to share it with everyone.

COMMUNICATIVE REGISTER

The use of language conveys a feeling of possibility. Everything that is narrated is possible today. Everything that is told is defined, it is clear, it is transparent and it is present. People need to know what is happening today. What is really happening at this very moment. The Mole lives and communicates the present.

"PRESENT is focused on La Mole Vanvitelliana and takes care of young people,social world and the inclusive value of culture."

PAYOFF

PRESENT CULTURE also become the new payoff. It talks about the present because tells the contemporary culture together with the culture which has become a phisical present inside La Mole.

CONCEPT

The meaning matrix is defined by the arrow which describes the present moment, a given place, a certain position, a manageable direction. The arrow is a talking element that synthesizes the certainty, the security of the present moment, and the direction that is being taken today. The Mole speaks through this element that, by transforming and changing itself indicates and makes room for communication contents.

DIGITAL SPACE

Culture Present is transformed into a digital space to try to restore a contact possibility, a space of meeting and relationship, taking the baton of Ancona’s candidacy for Capital of Culture 2021, that activated an entire community.

The heart of the project is an active participation, an invitation that started in the direction of all those subjects with which Ancona had written his dossier of Candidacy, which spoke in an almost prophetic way of meeting also as trauma and care. That invitation extends to all those who want to confront themselves through their sensitivity with the will to find a relationship with people, which explicits itself on projects and cultural, artistic and thought content.

They could have waited for the restoration of the new wing; PRESENT, indeed, actives La Mole spaces by improving progressively the equipements and the practicability, by equipping them and arriving at an overall management which is functional and adequate to today’s social and economic cultural processes. There are spaces available for conferences, performances, meetings, markets, workshops,concerts,exhibitions, restaurants, education.

With PRESENT, La Mole experiences a public service system which engages young people with special educational needs who become their own businessman: La Mole’s bar was born as an inclusive business project which breaks down prejudicts and provides possibilities. PRESENT specific section focuses on the new technologies additions by working with young people at risk on cultural productive experiences.

PRESENT brings to La Mole unique artistic productions, residences, high standard temporary exhibitions, courses, tools for the benefit of festivals and operators. Dozens of people, artistic directors, technicians, bartenders, designers, curators,young talents, and great teachers feed the fire of culture following a strategic path. The culture becomes work by endlessly regenerating and renovating itself seamlessly.

Starting from the Archi neighbourhood made of work and relationships between people with different social and cultural backgrounds, La Mole connects through the culture, exhibitions, and festivals a wider and lustful territory. The fishing vessels monitoring it, the statues that inhabit it, the people who jog or attend a lecture there, highlight its democratic, open and generous nature.

THE EVENT

The event dedicated to the PRESENT Project was an opportunity to present all the strategic assets of the project and to reward those who, over the years, have helped to make La Mole what it has become today: PRESENT has begun.

COMMUNICATION TOOLS

The promotional communication designed for the PRESENT project presentation event includes several communication tools. Externally, it was decided to communicate mainly through publications on digital institutional channels for which short animations were developed Inside the monument was chosen to produce a classic kind of communication composed of totems, posters and banners.

PRESENTATION KIT

The presentation kit consists of a leporello vol.1 that, adopting an evocative language and an imaginary suggestion, tells the story of La Mole. The leporello vol.2 details the services provided by the Present Project and the spaces of La Mole available, including features, rates and useful information.

TEMPORARY SIGN

Temporary signage consists mainly of two elements. The first is an aluminum corner panel positioned in the entrances of the new premises, which has the functionality to tell the new spaces and introduce the people who work there. The second is a mobile signalling element, useful to indicate on occasion of events or festivals places of interest made accessible thanks to the PRESENT project.

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COMES

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CARIFAC ARTE SRL

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