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Fabrica Celebrates World Food Day


Treviso. On 16 October, the UN celebrates World Food Day around the globe. Fabrica, Benetton Groupís communication research centre, continues its path of social communication campaigns, producing a video on how we consume and waste food, with the support of UNRIC (United Nations Regional Information Centre), the European office of the United Nations. The video has been selected to be shown on 21 October on the Grand-Place in Brussels during the celebrations for the UNís anniversary.

A banana, an apple, a tin of tuna, some peppers, a head of lettuce, a walnut, an opened pomegranate: these are some of the succession of foods that follow one after another on the screen, on a background that changes from yellow to pink, green or pale blue. The pictures are accompanied by music with a driving rhythm, and seem to alternate in a dance that grows ever more engaging.

Food is precious, but in our daily lives we take it for granted, and we do not notice its beauty. For this reason, the video ends with the words ďhidden beautyĒ, offering both an admonition and an invitation to grow more aware of the value of food.

This video, produced by two young residents at Fabrica, is also included in the Live Windows project, a network of collaboration with Europeís best art and design schools, to create content on social issues, linked with the UNís international days.

Some of these institutes, invited and supported by Fabrica, have produced videos and animations for World Food Day. Fabrica, faithful to its mission to give voice to the creativity of young artists, will broadcast its own video and these contributions on 15, 16 and 17 October, on the huge high-definition videowalls of Benettonís flagship stores in Milan, Munich and Barcelona. All content is also visible on the official UNRIC.

Live Windows is a digital signage project centred around the theme of experience design as a form of street-level communication. Benetton Group offers a selection of Benetton flagship stores around the globe for Fabrica to use in the projectís experiments. These retail outlets are linking into a single network using leading-edge software centrally-controlled in real time by Fabrica.

Fabrica is Benetton Groupís communication research centre, established in 1994. Its mission is to unite culture and industry. Fabrica invites young artists/designers from around the world and gives them an annual study grant, offering them a training opportunity and a wealth of resources and relations so they may develop, under expert guidance, cultural and social communication projects in the fields of design, visual communication, photography, interaction, video, music and publishing.

To see the video:


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