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Retail Paolo Carlini Market Day Oscar Farinetti Dynamic Light for High 2018 01 01 Retail Paolo Carlini Market day Oscar Farinetti Dynamic light for high Italian quality David Dalziel The new challenges of the retail sector in the experience economy era 02 01 Editorial Adolfo Guzzini 04 12 Photo Essay Interview Market day Dynamic light Paolo Carlini for high Italian quality Oscar Farinetti Projects 20 46 52 Retail Vision International Projects The new challenges Projects of the retail sector in the experience economy era David Dalziel Product 108 120 Miniaturisation Meetings Miniaturisation Euroshop 2017 is a complex system A metaphysical space Giancarlo Basili Maurici Ginés Knowledge 132 138 142 Research Synergies Industry Light and sociology. Legacies and lights. World Class Manufacturing, A possible integration The LightOn project an illuminating approach Elettra Bordonaro Pippo Ciorra Marco Gobetto Lighthinking Editorial office: Centro Studi e Ricerca iGuzzini; Fr.ne Sambucheto, 44/a: 62019 Recanati MC; The editorial office is not responsible International magazine, tel. +39.071.7588250; fax +39.071.7588295; iGuzzini illuminazione spa; 62019 Recanati, Italy; via Mariano Guzzini, for inaccuracies or missing information of light culture 37; tel. +39.071.75881; fax +39.071.7588295; [email protected]; www.iguzzini.com; 071-7588453 video in the list of credits for the projects Graphic project: Daniele Ledda; xycomm (Milan) Layout: xycomm (Milan) and supplied by collaborators. Publisher: iGuzzini illuminazione spa Cover photograph: Antony Crolla Any integrations or corrections will be Year XIX, 01 Printed: March 2018; Tecnostampa - Pigini group Printing division; Loreto - Trevi included in the next issue. Editorial Dear readers, from various commercial sectors have evolved over I am very pleased to reintroduce you to the magazine time; retail is also the main focus of the international that has been promoting our company’s culture for Euroshop fair, which we took part in this year and almost twenty years. which we will tell you about in one of the magazine In such fast-paced times when many aspects of our articles; we will look at architectural culture and how work – from markets to technologies – are constantly certain aspects of sociology can be integrated into evolving, we have decided it was time for a remake. lighting design. This latter will be illustrated through Thus, we have redesigned and restructured the an experience with the London School of Economics magazine. You will have already noticed the first and the Configuring Light programme. You will also change on the cover: Incontroluce has now be able to find out about the issues involved in become Lighthinking. the WCM (World Class Manufacturing) continuous Lighthinking is the expression of our improvement programme. philosophy. It is a virtual space, open Our focus on industrial design looks to the whole lighting community, at what is involved in miniaturising where the culture of light is explored lighting luminaires, from a design through history, art, architecture, and production point of view. projects, research, and human Our interest in photography, sciences, thanks to the contributions which has led us to work with of a constantly evolving network. photographers such as Gianni Light is a social science and the Berengo Gardin and Gabriele innovation that drives it comes from Basilico, among others, served as curiosity and sharing, first of all. inspiration for another new feature. Each future issue As well as illustrating projects that reveal the work will have a few pages dedicated to a photographer. of architects and lighting designers in a wide range In this issue, you will have the opportunity to get of sectors – from infrastructure to heritage sites, from acquainted with the work of a Milanese photographer, urban spaces to hospitality & living – this first issue whose work ranges from portraits to advertising, from of Lighthinking focuses on retail and the philosophy cars to landscapes. For this issue of the magazine, he of international brands. It also introduces an important visited an ancestral retail space: the city market. new feature consisting of contributions of authors Last but not least, I would like to thank all of those with whom we want to explore certain theoretical who helped to bring this new version of the magazine aspects of the design world. As such, you will be able to life, through their words, imagery and ideas. I wish to read an interview with Oscar Farinetti, and learn you an enjoyable read and invite you to follow us about the Eataly phenomenon; we will look at how in our daily pursuit of innovation and improvement of requirements inherent to setting up the stores of brands people’s quality of life through light. Adolfo Guzzini 02 01 03 Photo Essay: Market day 04 Turin, the Porta Palazzo Market. better days, others seem to have eyes and hands meet hands. The fruit I like coming in the morning, early, come out of a transport museum. and vegetables arrive from near and before the first rays of the sun light But they all do their job. The sun rises, far. Some stalls have every type of up the area, and watch the early the atmosphere warms up and the eggs and I’m surprised at the variety sellers unloading their vans and market is almost ready. My gaze starts on offer. I am seized by the desire preparing their stalls. to wonder amongst the large spaces to photograph everything, because Turin’s Porta Palazzo Market extends that are starting to fill and picks out the everything is interesting and everything across a square and inside various details of the architecture, the objects seems beautiful to me. Many dummies buildings, some period. Many of the on sale and the structures used for the are worn and broken, but they have carts, pushed or pulled by hand with goods. I lose myself in observing the great dignity and they wear the articles the goods stacked high, have seen people selling and buying. Eyes meet that will be desired by the buyers Market day Paolo Carlini 01 05 Photo Essay: Market day with utter professionalism. a combination of sounds and smells. I stroll looking at the people and I don’t The kitchen utensils and household My attention is also drawn to the sacred feel distances between ethnic groups accessories crowd the stalls and figures that look over the market from or different classes. People smile, joke, against the light shapes and colours their small shrines in the butcher’s area. get angry, hug each other or simply create surprising harmonies. Some of them have small collection yawn. Everybody is at the market. The crowd presses close as the sellers boxes, whilst the more technologically You can find everything that you need call their attention with demonstrations. advanced have electric candles with and you can also find what you didn’t The fish market is unique: photographs switches: I call them ‘praystations’. think you needed• aren’t enough to do it justice. And then there’s always time for a good We should record the voices that coffee. I could keep wondering like this shout their wares at the top of their forever: I am engrossed by the lights, lungs with utmost conviction. Walking colours, objects, shapes and it seems the aisles of the market becomes an as if the whole world has converged on all-encompassing experience, Turin. Without having to buy anything, 06 Paolo Carlini BASSA RISOLUZIONE 01 07 Photo Essay: Market day 08 Paolo Carlini 01 09 Photo Essay: Market day Paolo Carlini has been working as a professional photographer for over twenty years. He is a member of the Association of Journalists since 1991 and of the Tau Visual, national association of professional photographers. He began working on tourist and industrial reportages, whereas today he is focused mainly on commercial images (BTL and ADV) in Italy and abroad. He also manages the post-production phase of his work. He has recently worked as Director of photography on a few commercials. A lover of travel, cars, architecture and portraits, he has followed closely these areas from a professional point of view and from a personal interest in research and experimentation. He has created numerous portraits of composers, painters and artists. His images have been used in international advertising campaigns, and published by some of the leading publishers. Some of the most well-known Italian industrial groups and leading advertising agencies are amongst his clients. His published work includes the book of portraits CANI PADRONI and the collaboration in the book UMANI A MILANO. 10 Paolo Carlini 2901 11 Interview 12 Interview Lighthinking meets Oscar Farinetti, creator of Eataly, the first supermarket dedicated to high Italian quality. Loved and loathed, in 10 years he has opened 37 branches, 22 in Italy and 15 abroad. Dynamic light for high Italian quality Oscar Farinetti What inspired you to create Eataly, if Parallels come up spontaneously with in your sector? it was inspiration? Or is it something iGuzzini’s “Social innovation through else that drives you to build a company lighting” approach: good light, quality OF I think that it is a positive evolution such as this one? Will you tell us the lighting, can improve the quality of life and I think that we should be happy history of Eataly? of people that share and use various about the current interest in food. urban, museum and work spaces. There has been an evolution in the OF The original idea for Eataly was to It can improve everything. demand for high quality products, provide a larger global platform to the All this defines the ethic behind a because everyone has finally realised “Made in Italy” agricultural and food way of doing business. Tell us about that food is the only product that we industry, by creating a distribution Eataly’s ethic.
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