Art and business

The Renaissance of Italian industry

Creativity, perseverance, vision, responsibility, passion, beauty, courage: the ethical values of the Italian industry are the protagonists of an original audiovisual narration, celebrating the symbolic and metaphorical connection between art and industry: a story made of images, projected on occasion of Vincenzo Boccia’s taking office as the new President of Confindustria.

The video was indeed shown before the official speech held by Boccia, who took office last May 26th in Rome. Realized by Pomilio Blumm with the support of Sky Arte HD, the video pays homage to Italian genius, from Botticelli to Leonardo, and celebrated the most ethical and noble dimension of work, starting from the opening quote by writer Primo Levi: «The love for your work, unfortunately a privilege for few, is the best concrete approximation to happiness on Earth».

«It is the first time that an inauguration speech is preceded by a video at Confindustria – remarked Franco Pomilio –  a video that has been the result of the work done by researchers, sociologists and semiologists. The video includes the ten commandments of the Italian industry and, not surprisingly, it is entitled “L'arte di intraprendere” (“The art of enterprise”)».


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