Fabrica Celebrates International Women’s Day In The Heart Of Milan With Two Social Videos

| March 7, 2013

Fabrica Celebrates International Womens Day_1 Fabrica Celebrates International Womens Day_2 Fabrica Celebrates International Womens Day_3 Fabrica Celebrates International Womens Day_4 Fabrica Celebrates International Womens Day_5With the support of the European office of the United Nations

Broadcast via Live Windows in the Benetton megastore on Piazza Duomo

On International Women’s Day, Fabrica reaffirms its social commitment with two videos which use different approaches to highlight the situation of women. They are endorsed by UNRIC, the U.N.’s European office. Piazza Duomo in Milan provides the evocative setting for an enormous digital canvas spread across four windows of the Benetton megastore – 100m2 of high resolution screens.

In the first video, women form an unarmed but invincible army whose strength lies in its awareness of self and one’s value. An army of women from all over the world. A terracotta army, like the one near Xian, made of a material that can be soft and mouldable but also solid and compact. Our hope is that in an ever-nearer future the battle that this army is fighting with the weapons of social consciousness will attain real emancipation and acknowledgement of the rights of all the women on this planet.

In the second video, Tutta la verità (“All the Truth”) a woman’s nails scratch a purple surface to reveal a white and red background on which dramatic statistics about women are written. You have to scratch beneath the surface to come face-to-face with the reality of violence and oppression of which women are victims every day, everywhere around the world, even near to us.

Live Windows is a project centred around experience design as a form of communication on the street, aimed at grabbing the attention of passers-by. Benetton Group offers a selection of Benetton flagship stores around the globe for Fabrica to use in the project’s experiments. These retail outlets are linking into a single network using leading-edge software centrally-controlled in real time by Fabrica.

Fabrica is Benetton Group’s 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.

Media Conact:
Barbara Liverotti
Tel. +39 0422 51 6349
bliverot [at] benetton.it

Source: Fabrica

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Category: News

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