The Carousel of Time. Milan


Installation.
Urban.

CityLife Milano / Piazza Tre Torri. Milan / June 2022 / Generali Group

The Carousel of Time. Milan


Installation.
Urban.

CityLife Milano / Piazza Tre Torri. Milan / June 2022 / Generali Group


To celebrate the 190th anniversary of the Generali Foundation, the studio has conceived a narrative machine, the “Carousel of Time”, the circular structure of which stands out in the centre of Piazza Tre Torri, in the heart of CityLife.

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A dynamic installation measuring around 9 metres in diameter and 5 metres in height, it draws on the wealth of the Group’s archive to establish a dialogue between the graphic image and the life of the piazza, playing on reflections, dynamism and light. Twelve advertising posters rotating around each other create a graphic landscape in a constant state of evolution and offer multiple perspectives, while also opening up new perspectives thanks to the distorting mirrors that reflect the images of the passers-by. The hourglass shape of the overall structure recalls the traditional carousel and is marked by the red colour that characterises the identity of the installation. The installation was conceived as a sort of contemporary carousel-storyteller capable of restoring the meanings that the piazza historically assumed in terms of celebration, wonder and imagination, demonstrating how even the beauty of skilfully drawn graphic lines on posters can provide an inexhaustible source of imagination for everyone. The historical posters have been created for Generali over the years by international artists, graphic designers and illustrators, including Tim Lahan, Gérard Dubois, Craig Redman and Karl Maier, Elena Xausa, AlënaSkarina, Max Guther, Gino Boccasile, Gian Luciano Sormani, Marcello Dudovich and Chiurlotto. The temporary installation will occupy the piazza for a month from 14 June. For the “This is Tomorrow” event, Migliore+Servetto has also created a special installation on the floor -2 of the Generali tower, where a light system of red frames recreates the 12 historical posters on a reduced scale, allowing viewers to get closer.


Photo by Leo Torri

The Carosuel of Time
The Carosuel of Time
The Carosuel of Time
The Carosuel of Time
The Carosuel of Time
The Carosuel of Time
The Carosuel of Time
The Carosuel of Time


To celebrate the 190th anniversary of the Generali Foundation, the studio has conceived a narrative machine, the “Carousel of Time”, the circular structure of which stands out in the centre of Piazza Tre Torri, in the heart of CityLife. A dynamic installation measuring around 9 metres in diameter and 5 metres in height, it draws on the wealth of the Group’s archive to establish a dialogue between the graphic image and the life of the piazza, playing on reflections, dynamism and light. Twelve advertising posters rotating around each other create a graphic landscape in a constant state of evolution and offer multiple perspectives, while also opening up new perspectives thanks to the distorting mirrors that reflect the images of the passers-by. The hourglass shape of the overall structure recalls the traditional carousel and is marked by the red colour that characterises the identity of the installation. The installation was conceived as a sort of contemporary carousel-storyteller capable of restoring the meanings that the piazza historically assumed in terms of celebration, wonder and imagination, demonstrating how even the beauty of skilfully drawn graphic lines on posters can provide an inexhaustible source of imagination for everyone. The historical posters have been created for Generali over the years by international artists, graphic designers and illustrators, including Tim Lahan, Gérard Dubois, Craig Redman and Karl Maier, Elena Xausa, AlënaSkarina, Max Guther, Gino Boccasile, Gian Luciano Sormani, Marcello Dudovich and Chiurlotto. The temporary installation will occupy the piazza for a month from 14 June. For the “This is Tomorrow” event, Migliore+Servetto has also created a special installation on the floor -2 of the Generali tower, where a light system of red frames recreates the 12 historical posters on a reduced scale, allowing viewers to get closer.


Photo by Leo Torri

The Carousel of Time
The Carousel of Time
The Carousel of Time
The Carosuel of Time
The Carousel of Time
The Carousel of Time
The Carousel of Time
The Carousel of Time

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