Cristina Celestino was chosen by Fujifilm to participate in the project We Print as a designer.
The other people invited are specialists and thinkers belonging to the fields of arts, design, illustration, packaging and human sciences.
Through this event, Fujifilm, leader in the sector of printing, has striven to enhance the vital and ever-changing role of printing, conceived as a vehicle that can bring and spread content. It is a fundamental channel of nowadays that, integrated with the digital, is able to achieve marketing and image targets.
The designer was given complete freedom to experiment Fujifilm printing processes on any support.
The project aims at taking the best out of the printing technique and inviting to a deep reflection on the bond between project and technology.
Philippe Daverio – Art critic
Marco Goran Romano – Illustrator
Fausto Colombo – Ordinario di Teoria dei Media
Chiara Colombo – Digital Experience Creative Director
WEPRINT! MAGGIO 2015
MILANO – FONDAZIONE CATELLA

SECESSIONE
Material: sanded slate sheets digitally printed

“Secessione” represents a detailed aesthetic research based on the active cultural debate in the Modernist Vienna of the first years of the 20th century. In particular, it deals with the never-ending discussion on the value of ornaments juxtaposed to the rational functionality, which is far from any decorative desire. A key-character in this project is Adolf Loos, an intransigent aesthete at the dawning of rationalism, who was nevertheless able to show unexpectedly rich and strongly physical interior designs through the use of idol materials like cipolin and fur carpets.
In order to represent these topics, a traditional, highly evocative support has been chosen: slate. It is a raw material that is still being worked today in Lavagna, Liguria, North-Western Italy, following an exclusive and demanding procedure. Also meaning “blackboard” in Italian, the “Lavagna” is a raw, rationalist and sober stone, which is, first of all, a functional object by definition, and becomes here the support for a decorative and delightfully aesthetic project.
By means of digital printing in the top quality resolution, Loos “icon” materials have been permanently tattooed on the slate boards.

A sensitive and up-to-date dialogue comes out between the printed and the non-printed areas where some modest chalk will write.

Digital blackboards representing the contemporary secession between analogic and digital natives.
Credits

Concept-design: Cristina Celestino
Graphic Design: Cecilia Cappelli
Photo credit: Cristina Galliena Bohman - Fujifilm

www.fujifilm.eu/it