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A creative think tank
Fabrica is Benetton’s communication research centre, created in 1994 from
Benetton’s cultural heritage. It is located in Italy, near Venice, in a complex
which Tadao Ando restored and enlarged.
Fabrica’s challenge is both an innovative and international one. It is a way of
marrying culture and industry, using a form of communication which no longer
relies only on the usual kinds of advertising, but conveys industrial culture
and the company’s intellect through other media: design, music, cinema,
photography, publishing, the Internet. Fabrica has chosen to back the hidden
creativity of young artists/researchers from all over the world. Following
careful selection, they are invited to develop concrete communication projects
under the direction of some of the main players in these areas.
In presenting the "Fabrica: Les Yeux Ouverts" exhibition in autumn
2006, the Pompidou Centre, one of the world’s foremost cultural bodies,
expressed its respect and appreciation for Fabrica’s work. The exhibition
showcased Fabrica’s many different “souls”, demonstrating its documentary work
through COLORS and photo reportages, and its more artistic, visionary and
conceptual side through films and installations. Following the attention shown
to this project by international media and the high number of visitors, the
exhibition has become a wandering project, it was presented at the Triennale in
Milan during summer 2007 and was hosted from 19th October to 11th November 2007
in China, at the Shanghai Art Museum. From 18th January to 2nd March 2008
"Fabrica: Les Yeux Ouverts" was hosted at the Shiodomeitalia Creative
Centre in Tokyo.
See Architecture - Photo
Gallery
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