L'Italo-Americano

THURSDAY, OCTOBER 17, 2024 www.italoamericano.org 28 L'Italo-Americano W hen does a m a s s - produced o b j e c t transcend into art? Conversely, when d o e s a u n i q u e p i e c e p u s h back against the concept of seriality? For Italy's Design A m b a s s a d o r , a r c h i t e c t R o b e r t o P a l o m b a , t h e interplay between these two ideas defines what is con- temporary. As design and art converge more than ever, we are reimagining the rel a - tionship between mass production and unique- ness. Innovation today lies i n b l e n d i n g t h e s e r e a l m s , opening up new perspectives and creative possibilities. Roberto Palomba, who co- founded Palomba Serafini Studio in 1994 in Milan, has long been at the forefront of the discourse. The studio, known for its work across architecture, interior design, industrial design, fashion, and yacht design, is celebrat- ed for its ability to fuse a contemporary vision of soci- ety with a deep understand- ing of design's historical and cultural roots: this approach r e s u l t s i n c r e a t i o n s t h a t b r i d g e p a s t a n d f u t u r e . Palomba shared his insights a n d 3 0 y e a r s o f e x p e r t i s e during a moderated talk at Lualdi's West Hollywood s h o w r o o m . T h e e v e n t , titled "Living with the Art. T h e A r t o f L i v i n g : f r o m Design Object to Art Piece— The Boundary Between Seri- a l i t y a n d U n i q u e n e s s , " explored the nexus between d e s i g n a n d c o n t e m p o r a r y a r t , a s i l l u s t r a t e d i n h i s w o r k . " O u r L o s A n g e l e s showroom is part of a pre- c i s e i n t e r n a t i o n a l i z a t i o n strategy that aims to create storytelling places that rep- resent the research, technol- ogy and craftsmanship char- a c t e r i z i n g o u r d e s i g n philosophy," Chiara Lualdi, Head of Marketing, explains. "Lualdi spaces are meeting points for professionals and end customers, where every- t h i n g c o m b i n e s t o c r e a t e environments steeped in the Made in Italy tradition and e n h a n c e t h e e x p r e s s i v e potential of each project." T h e e v e n t w a s a l s o a t t e n d e d b y t h e C o n s u l General of Italy in Los A n g e l e s , R a f f a e l l a Valentini, who highlighted the cultural significance of Italian design on the global stage. "Design and contem- p o r a r y a r t a r e n o t j u s t expressions of creativity," V a l e n t i n i r e m a r k e d , " b u t also powerful tools of diplo- macy. They foster dialogue between cultures and rein- force the excellence of Ital- ian exports. Initiatives like this in Los Angeles show- case the innovative spirit of 'Made in Italy,' strengthen- ing Italy's presence globally and its leadership in cre- ative sectors." Italy and LA: A Tale of Two Spaces. While Italy and L o s A n g e l e s s h a r e a Mediterranean climate and a love for art and architec- ture, Palomba notes one key d i f f e r e n c e : h o w p e o p l e experience space. "In Italy," he said, "there's a physical c o n n e c t i o n t o s p a c e — whether it's a town square, a façade, or a fountain. In LA, the connection is emotional. Italy has layers of history that sometimes need to be rediscovered. We walk past the Colosseum and barely notice it because it's part of our daily lives. What you o f t e n o v e r l o o k i s w h a t ' s closest to you." The Origins of Seriality in Italian. Design Palomba draws an interesting parallel between Italian culture and the birth of serial produc- tion. "The link between seri- a l i t y a n d d e s i g n i n I t a l y actually came from foreign influences," he explained. During the 18th and 19th c e n t u r i e s , w e a l t h y E u r o - p e a n s e m b a r k e d o n t h e 'Grand Tour' of Italy, a rite o f p a s s a g e t h a t e x p o s e d them to the country's artis- tic heritage. As they sought s o u v e n i r s t o t a k e h o m e , local craftsmen began mass- producing these objects to meet demand. "Good ideas arise when there's a strong request," Palomba noted. " T h i s d e m a n d l e d t o t h e development of industrial design, and it became a seri- ous production. Foreign vis- i t o r s v a l u e d b e a u t y a n d quality, and this ignited a tradition in Italy." From Baroque Opulence t o M i n i m a l i s m . I t a l y i s renowned for its artisanal craftsmanship, from intri- c a t e m a r b l e v a s e s t o t h e iconic glass of Murano. But the country is also a master o f m i n i m a l i s t , m o d e r n d e s i g n . P a l o m b a s e e s n o contradiction between these extremes. "Minimalism is n o t a b o u t b a n a l i t y . I t ' s about elevating the essence o f a n o b j e c t . W h e n y o u remove decoration, you're left with the purest form of an idea. Minimalism is an o p p o r t u n i t y t o c o n v e y a clear message, one emotion at a time. It's like writing a book—each piece of furni- ture is a word, and together they tell a story. Today, we are free to create our own style, rather than following a set one." Challenging One's Own Creativity. When asked how h e a p p r o a c h e s c r e a t i n g something unique, Palomba o f f e r e d a c a n d i d a n s w e r : " F i r s t , I d r i n k a g l a s s o f wine," he laughed. "Design- ing, like driving, comes nat- urally after 30 years of expe- rience. But as I've grown older, I've noticed myself slipping into a comfort zone. I know I can design a great couch or bathroom vanity, b u t I a l w a y s a s k m y s e l f , 'How can I do better?' I've started to challenge myself, pushing the boundaries of what I know I can achieve. The key to creativity is con- stant self-reflection and the courage to challenge your own limits." For Roberto Palomba, the o n c e - c l e a r b o u n d a r i e s b e t w e e n d e s i g n a n d c o n - t e m p o r a r y a r t h a v e d i s - solved, much like the dis- t i n c t i o n s t h a t o n c e separated cultural styles. P a l o m b a s h a r e d h o w t h e rise of the internet ushered in a new era, one that con- nected people, cultures, and i d e a s i n w a y s p r e v i o u s l y unimagined. This fusion, he explained, transformed not o n l y f a s h i o n b u t a l s o t h e way people approach space and design. "I used to think everything had its place— this was contemporary, that was Baroque, and so on," P a l o m b a r e f l e c t e d . " B u t today, it's different. We're free to mix influences. I can w e a r a n I t a l i a n b o m b e r jacket, pair it with Japanese elements, and break rules like wearing shoes without socks. In the same way, peo- p l e c a n c r e a t e t h e i r o w n environments. No one can t e l l y o u i t ' s w r o n g a n y - more." Yet with this free- dom comes responsibility. "Freedom is powerful, but it also requires care. It's easy w h e n s o m e o n e t e l l s y o u what to do, but when the choices are all yours, you have to be thoughtful." A s a d e s i g n e r d e e p l y aware of the environmental impact of his work, Palomba approaches sustainability with a mix of realism and frustration. "My generation, let's be honest, it did a lot of damage," he said. The post- war boom led to an era of unchecked production and c o n s u m p t i o n , a n d n o w w e ' r e s e e i n g i t s c o n s e - quences — pollution, plastic w a s t e , r i s i n g h e a l t h c o n - cerns. Palomba doesn't shy a w a y f r o m c r i t i c i z i n g h i s own generation for being hypocritical. "We talk about being green, but we still buy t h i n g s t h a t a r e n ' t e c o - friendly. We put on a green mask, but behind it, we're still doing harm." Despite t h i s , P a l o m b a p l a c e s h i s hope in the younger genera- tion, particularly his daugh- ter's. "She's growing up with a different kind of aware- n e s s , a n d t h a t g i v e s m e some optimism." SILVIA NITTOLI The intersection of seriality and uniqueness: a conversation with Roberto Palomba From left, Emanuele Amendola, Director of IIC LA; Consul General Raffaella Valentini; Italian Design Ambassador, architect and designer Roberto Palomba; Chiara Lualdi, Head of Marketing at Lualdi's Showroom LA; and Consul Lorenza Errighi (Photo: James Riva) LOS ANGELES ITALIAN COMMUNITY

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