BOERO AMONG THE MAIN PARTNERS OF THE EXHIBITION “SOCIOCROMIE. 100 YEARS IN 25 COLORS”
From Wednesday, September 8th to Sunday, November 14th the Leonardo da Vinci National Science and Technology Museum in Milan, in collaboration with BOERO, hosts SOCIOCROMIE, 100 YEARS IN 25 COLORS, an exhibition curated by Giulio Ceppi, architect, designer and founder of Total Tool, dedicated to the historical and social value of color, telling how, through specific colors, it is possible to evoke a universally recognized concept.
Color is, in fact, a dimension strongly rooted in the collective imagination and present with numerous idiomatic expressions in language, where the "colored word" often survives to the historical duration of the facts.
The exhibition highlights - in the context of the twentieth century and the beginning of the twenty-first - moments of historical and social value, linked to politics, sporting events, technical innovations, which use color as a connotating expression, from which the name SOCIOCROMIE derives. - neologism conceived by Ceppi - which refers to a social fact known to all and expressed through the use of different tones with a metaphorical or sometimes metonymic nature. Some examples are the Maglia Rosa, the Blue Economy, and the Red Brigades. These are just some of the 25 pairs on display and identified as "chromonyms", events of everyday life expressed using a color that allows reality to be represented in a figurative way.
The exhibition presents a chronological succession of 25 synoptic tables each reproducing a single concept, the year in which the concept emerged and a color. And this is how Boero's color becomes an element of social and cultural connection.
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