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Poltrona-Frau-Icons.Pdf Icone Poltrona Frau Icons Icona 5 ICONA ICON [i-cò-na] sostantivo femminile [i-con] noun 1) Effi gie sacra dipinta su tavola, propria 1) (Christianity / Eastern Church -Greek Icon dell’arte bizantina e poi russa e balcanica & Russian Orthodox) a representation of Christ, the Virgin 2) In semiologia, tipo di segno Mary, or a saint, esp one painted che riproduce una o più caratteristiche in oil on a wooden panel, depicted della realtà che denota in a traditional Byzantine style and venerated in the Eastern Church. 3) In informatica, immagine che rappresenta simbolicamente 2) A symbol resembling or analogous un programma, un comando o un fi le to the thing it represents. di dati: “trascinare l’icona” 3) (Electronic & Computer Science/ dal Sabatini Coletti, Computer Science) a pictorial Dizionario della Lingua Italiana representation of a facility available on a computer system, that enables the facility to be activated by means of a screen cursor rather than by a textual instruction: “drag the icon” from the Collins English Dictionary Complete and Unabridged L’icona è un’immagine sacra diff usa in tutto An icon is a sacred image spread throughout il mondo russo e balcanico fi n dalla più remota the world of Russia and the Balkans since ancient antichità. Tuttavia nel linguaggio contemporaneo times. However, in contemporary language, il termine “icona”, e soprattutto i suoi derivati the term ‘icon’, and above all the adjective deriving aggettivali “iconico” e “iconica”, sono entrati from it (‘iconic’), is now commonly used prepotentemente nell’uso corrente ad indicare to refer to some form of semantic absoluteness. una sorta di assolutezza semantica. An ‘iconic symbol’ is thus a symbol fi lled Un “segno iconico” sarà allora un segno denso with meaning and which is somehow ‘defi nitive’. di signifi cato e “defi nitivo”. Allo stesso modo Similarly, an ‘iconic object’ refers to a sort un “oggetto iconico” rimanderà a una pregnanza of timelessness, a paradigm for other objects. senza tempo, quasi si trattasse di un paradigma per ulteriori oggetti. 7 Icone Analizzando la collezione Poltrona Frau, In analysing the Poltrona Frau collection, in particolare relativamente alla tipologia and in particular as concerns the type of armchair, della poltrona, appare immediatamente evidente it becomes immediately apparent that a number come esistano un certo numero di pezzi of items could easily be defi ned as ‘icons’. Poltrona Frau che possiamo defi nire “icone”. Si tratta di pezzi These are items whose design has become in cui la forma ha raggiunto una sedimentazione ‘settled’ to the extent that they can be deemed tale da essere rappresentativa di un intero periodo to represent an entire period, or rather to in some o piuttosto riassuntiva della poetica progettuale way ‘summarise’ the design style of a particular Icons di un determinato autore. Ciò ha consentito creator. This has allowed these items to last a questi pezzi di attraversare il tempo, through time, retaining all their semantic conservando intatta la loro carica semantica. character intact. In questo catalogo abbiamo riconosciuto il ruolo For this catalogue, we have chosen to acknowledge di “icone” a prodotti progettati nel primo lungo the role of ‘icons’ as pertaining to diff erent secolo di vita di Poltrona Frau da maestri products designed during the fi rst hundred years del design italiano quali Renzo Frau, Gio Ponti, of Poltrona Frau by some masters of Italian design Guglielmo Ulrich, Gastone Rinaldi, Achille such as Renzo Frau, Gio Ponti, Guglielmo Ulrich, e Pier Giacomo Castiglioni, Gianfranco Frattini, Gastone Rinaldi, Achille e Pier Giacomo Lella e Massimo Vignelli, Gregotti Meneghetti Castiglioni, Gianfranco Frattini, Lella e Massimo Stoppino e, nell’anno del centenario della nascita, Vignelli, Gregotti Meneghetti Stoppino da uno dei più grandi designer del mondo, and, for the centenary of his birth, the fi nnish il fi nlandese Tapio Wirkkala. Tapio Wirkkala, one of the greatest designer in the world. 9 Il ruolo Dobbiamo ora chiederci quale possa essere We now need to ask ourselves what role the il ruolo delle “icone” nel panorama abitativo ‘icons’ can play on the contemporary living scene. contemporaneo. Per rispondere in modo To provide a clear explanation of the concept, evidente prenderemo in prestito un concetto we can borrow one used frequently in semiology, dell’icona usato frequentemente in semiologia, vale namely the ‘relationship between emergence a dire il “rapporto tra emergenza e sfondo”. and background’. In any type of communication, In qualsiasi tipo di comunicazione bisogna we need to pay attention to these two categories, prestare attenzione a queste due categorie, balancing them to ensure that the message is clear. The role bilanciandole in modo tale che il messaggio The ‘emerging’ elements, namely, in our specifi c risulti chiaro. case, the ‘icon’ items must be calibrated with respect to the ‘background’ elements, namely the Gli elementi “emergenza”, ovvero nel nostro rest of a room’s furnishings. In fact, excess ‘icons’, of the icon specifi co i pezzi “icona”, andranno calibrati namely a great many exceptional pieces in a small rispetto agli elementi “sfondo”, cioè agli altri area, would not communicate, rather they would arredi di una stanza. Infatti un eccesso make noise; they would not give rise to clear di “iconicità”, ovvero molti pezzi eccezionali visibility, but rather to perceptive confusion. a breve distanza, produrrebbe non comunicazione, ma rumore; non chiara visibilità, ma confusione In the same way, however, an absolute percettiva. Allo stesso modo però la predominanza predominance of the background, renouncing assoluta dello sfondo, con la rinuncia alla the signalling of iconic items, would create segnalazione di pezzi iconici, darebbe luogo a uniform scene, which, in all likelihood, ad un panorama uniforme, probabilmente noioso. would be dull. Ecco allora che la “icona” funziona come Thus the ‘icon’ works as a stimulator of perceptive stimolatore dell’attenzione percettiva, come attention, an element that is memorable and, elemento di memorizzazione e, in ultima analisi, ultimately, that represents aff ection. The Poltrona di aff ezione. Le Icone di Poltrona Frau sono Frau icons are clear, intense objects you will fall oggetti chiari e intensi, che conducono in love with. They are immediately recognisable all’innamoramento. Immediatamente riconoscibili and thus recognised, become the main calls for our e riconosciuti diventano nelle nostre case attention in the home, those which play the role i principali segni attenzionali, quelli che assumono of giving a meaning to our furnishing solutions il ruolo di dare signifi cato all’intero arredamento, as a whole, those set to last out passing trends. quelli che sono destinati a durare al di là delle To cross generations. mode. Ad attraversare le generazioni. I maestri delle icone The masters Renzo Frau Gio Ponti of the icons Guglielmo Ulrich Achille e Pier Giacomo Castiglioni Tapio Wirkkala Gastone Rinaldi Gianfranco Frattini Vittorio Gregotti Lodovico Meneghetti Giotto Stoppino Lella e Massimo Vignelli Renzo 15 Frau RENZO FRAU RENZO FRAU Lorenzo Frau, detto Renzo, nasce a Poltrona Frau. Dall’iniziale lavoro Lorenzo Frau, known as ‘Renzo’, ‘in style’, Frau quickly moved onto Cagliari nel 1881. Lascia la Sardegna “in stile” ben presto Frau passa alla was born in Cagliari in 1881. He left direct design. Poltrona Frau became per prestare servizio militare a progettazione diretta. Poltrona Frau Sardinia for military service in Milan, not only a production pole, but also Milano, congedandosi con il grado diviene non solo un polo produttivo, which he completed successfully a meeting point for artists di tenente di fanteria. Sposa Savina ma anche un punto di incontro per earning the title of lieutenant. and intellectuals. Pisati e si trasferisce a Torino, artisti e intellettuali. Renzo Frau He married Savina Pisati and moved to Renzo Frau used these relations allora città nevralgica per la cultura utilizza tali rapporti per consolidare Turin, at the time a real hub of Italian to consolidate the brand image: italiana. Inizialmente si impiega come l’immagine del marchio: i modelli di culture. He initially worked as a sales successful models ensued quickly, rappresentante di commercio per la successo si susseguono rapidamente. representative for Gribaudi and then one after the other. As the First ditta Gribaudi e quindi per la Dermoide Allo scoppio della Prima Guerra for Dermoide Patent, manufacturer World War broke out, Frau was called Patent, produttrice di fi nta pelle. Mondiale, Frau viene richiamato of faux leather. Having moved to to fi ght for his country and his wife Recatosi in Gran Bretagna per lavoro alle armi, la moglie Savina assume Great Britain for work, he was able Savina bravely took up the reins of the ha l’occasione di scoprire le poltrone con coraggio le redini dell’azienda. to discover the Chesterfi eld model company. Frau’s armchairs thus began modello Chesterfi eld, ne intuisce Le poltrone di Frau intanto entrano armchairs and immediately imagined entering the most important buildings, immediatamente le potenzialità e ne nei palazzi più importanti, venendo its potential, successfully starting also used by the royal family. inizia, con successo, l’importazione utilizzate anche dalla casa reale. to import it into Italy. At the same Renzo Frau met an early death in in Italia. Contemporaneamente Renzo Frau muore prematuramente time, however, he was also attracted 1926. He left an extensive archive però è attratto anche da modelli nel 1926. Lascia un cospicuo archivio by the models of French and Central of projects that would allow his wife propri allo stile francese e a quello di progetti che consentiranno alla European style. He therefore decided to coherently pursue Poltrona Frau mitteleuropeo. Decide così di creare moglie di alimentare con coerenza to create his own artisan production production in the years to come. un suo laboratorio artigianale la produzione Poltrona Frau laboratory. It was 1912: Poltrona Frau di produzione.
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