La Triennale of Milan will host from April 2012 the new design museum show, TDM5 Italian Graphic Design. This exhibition weaves a path through the colour spectrum of the development of graphic design in Italy from the end of the Second World War to the present. All of the Italian graphic design on show is made up of the many different works commissioned by businesses, individuals, government agencies, designed and realised by creative artists, in-house technical staff, advertising agencies etc. In this vast panorama eni has without doubt had a role and a specific characterisation, both for the attention given to the artists' work, and for the history and recognisability of its logo, despite several re-touches over the years. The exhibition M15Y94 arts & apps attempts to clarify and discuss precisely this experience, in other words how a large company has dealt with the world of art and applied arts, and particularly graphic design in order to speak to the general public.

The exhibition

The space is the so-called impluvium at the Triennale in Milan, a square room with a source of natural light coming from the centre of the room, this simple and symmetrical container has been entirely covered in yellow, the Eni yellow which has the printing code C0 M15 Y94 K0.
This yellow box is the setting for all the content on display. The entrance is through a mirror that fades to yellow, a way to reflect the image of the visitor as he enter the eni universe, but also a way to reflect and duplicate a particular object: a Fiat Multipla from 1996 entirely decorated with drawings by Folon.
This car in pastel tones, that picks up an advertising campaign by Folon, draws the attention of visitors and offers a small preview of the world of eni’s visual communication, a mix of iconographic messages, orchestral sounds, advertising and corporate mission. The car is treated as a container, a small lounge where you can see the Folon watercolours Folon transformed into advertising.
The exhibition content emerges from the back wall and mixes and mingles in space. A group of exhibitors stylizing the six-legged dog, which physically comes out of the wall and takes up the story of the evolution of the eni logo, while on the walls, leaning like a great time lectern, the story of eni communication is unravelled with its mixture of art and business, commercial, explanatory applications. The exhibition also features some collective memories, which are part of eni, but are now also part of our collective visual memory: the man with the hat by Folon and its flame, the kind and distracted Signor Rossi by Bozzetto, a fearless and young Dario Fo, an improvising thief and many others.
As well as the much more recent poetic narratives by the sand artist Yahav and the mad scientist of Rugolo constantly overtaken by a dog. The works and the communication produced in the past and by contemporary artists are exhibited with equal prominence on the perimeter walls, a colourful and varied evolution driven by information and experimentation, today as in the past.
The central space is occupied by a large surface where there is a virtual collection of all the works of the young artists who that eni has been promoting over the last two years.
The main source of natural light is replaced by a projector with plays and movements of light on a central table to attract the attention of visitors.
The projection is in high definition and is activated by a system of sensors that detect movement and allow a series of interactions with the software.
The table is a simulation of a big tablet with an application designed specifically to provide such content and recount the history of eni communication. As the visitor approaches the table and touches the floor, it is divided into four autonomous workstations where you can browse the work of the young artists who have been working with eni over the past two years in alphabetical order or, intuitively, according to the works themselves.
You can find a quick profile of the artists and their work.
The digital archive brings together contemporary artists in a similarly modern medium to complete the traditional exhibition of paintings on the walls. Audiovisual works are collected in dedicated spaces at both ends of the hall, applying the same system of digital content storage and you can see a number of eni commercials and documentaries. In order to show and explain to the audience the rather technical title of the exhibition, a short story has been created, a thriller, in a small pamphlet that tells the story of an investigation and the discovery of the meaning of the mysterious C0 M15 Y94 K0 formula

The story

In 1952 when Luigi Broggini designed the six-legged dog, which would become an immortal icon in Italian graphic design, he did not expect that sixty years later, his creature would still be blowing its cloud of fire. Indeed, in all these years, the famous little black animal has represented allof the activities that are now are owned by eni.
The exhibition M15Y94 - the printing code of the eni yellow – covers a period of sixty years, telling a story that has left many indelible marks in what has been a happy marriage between culture and communication.
Graphic design has had a crucial impact on our time, and from the beginning eni has been able to read the changes and influences on the customs and ideas in its time, marking a recognized and precise path through collaboration with world-renowned graphic designers, illustrators and artists.
A journey in two main directions, a different style of communication, mediated by the cultural universe, and the search for integration, with the objective of bringing all its activities under a single icon.
A walk through the exhibition clearly shows that eni has made strenuous efforts in this regard and the results are there for all to see. Drawings by Mino Maccari, who already expressed era of great change, the influence of the great international designers, Saul Bass and Milton Glaser to give just two names that have profoundly influenced eni in its efforts to develop and create a new type of communication. In constant contact with its universe, which saw in the likes of Folon a communicative choice that was both cultivated and intelligent.
As way of emphasising an awareness of a company, turning to the art world, created new horizons and endless possibilities.
And, in fact, eni has left an indelible mark. The little man by the great Belgian artist, his dreamscapes, told an exciting story that departed from the ephemeral feeling that often accompanies corporate communication. And yellow, which has always been the corporate colour, became an amalgam of ideas and intuitions, emotions that that still impress with their expressive power and culture.
Eni has been able to read and interpret the needs and desires of a society in constant change, sometimes with great humour, as in the case of Andrea Rugolo’s puppets, often making the best use of the force of pure graphics. And the collaboration with Armando Testa, who was able to express the tension involved in eni’s evolution towards the goal of integration, or the combination of the visionary the tables by Lorenzo Mattotti, able to turn change into a rainbow cast over the world like a bridge between different cultures.
More recently, through the slow, fascinating and poetic work of sand artist Ilana Yahav, eni captured the desire for optimism, in a globalized world, sometimes shaken by changes too fast to keep up with.
A hundred young artists, now represent a source of ideas, a think-tank that eni, with the insight of a company that knows how to look intelligently at the surrounding world, has gathered around it in a common pursuit. In short eni, especially thanks to its visionary perspective and broad cultural openness, has laid the foundations for a future that is still to be explored.

The new communication

Thanks to emerging talents, culture is star of the eni’s new communication. Indeed eni has entrusted these talents - illustrators, filmmakers, musicians, actors and international performers - with the task of representing, each in his own way and in different styles, the company’s distinctive features: an international perspective, innovation, research, respect. The inspiration behind the new campaign is the promotion of excellence in all areas.

Through communication eni wants to interpret in an innovative way the role of the commissioning client, giving each artist the opportunity to express their talent, create value, and communicate with the unique and recognisable language that already characterises the company in the more than 70 countries in which it operates.
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