Foscarini
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Federico Babina
Luca Font
Stefano Colferai
Federico Babina
Noma Bar
Kevin Lucbert
Alessandra Bruni
Fausto Gilberti
Works by a variety of artists called
upon by Foscarini to interpret the
collection for the What’s in a lamp ?
project launched in 2023.
About shedding light
Chap. 4 — Communicating the culture of light
against the trend, free of the clichés of promotional photo shoots, in a shifting vantage
point that moves forward in step with the evolution of the company, of ways of living
and – in this case – of communicating a company that produces lighting. In 2023 the
journey in domestic interiors continued with a new volume, touching on other cities
and atmospheres to represent different habitat cultures.
The publishing projects have also extended into the digital realm of late. One
particularly important development, in a designed approach to communication, is the
project What’s in a lamp? – begun in 2023 – which uses the company’s social network
channels as the driving medium. This opportunity allows Foscarini, yet again, to
express itself in an original way with its own approach to storytelling, far from the
typical conventions of communication in the lighting sector. The fi rm’s Instagram feed
becomes a sort of virtual art gallery. Many artists from various fi elds of the visual arts
have been invited to freely interpret the lamps in the collection. A wide-ranging project
that grows over time involving, among others, Luca Font, Noma Bar, Federico Babina
and Kevin Lucbert.
The cultural projects: exhibitions, events, installations
In ideal counterpoint to the publishing projects, or at times coinciding with them,
the company has also created cultural initiatives: exhibitions, events and installations.
Investment in culture represents one of the aspects of Foscarini’s communication
of its universe of values, which across a wide spectrum, cover various disciplines mar-
ked by visionary thinking and exploration of different aesthetic realms.
One direct expression of this attitude is the brand’s participation as an offi cial spon-
sor of the Venice Biennale, with its alternating focus on Art and Architecture, in the
city where the entrepreneurial adventure of Foscarini began. Even today, years after the
move to the mainland, Venice remains a reference point for the company. From 2008
to 2014 the luminous installations of Foscarini enlivened the historic locations of the
Biennale – the Arsenale and the Giardini – as well as the lounge zones. On the one hand,
this demonstrates the commitment to culture and the arts, as the expression of a philo-
sophy, not mere advertising; on the other, it illustrates the ability to come to terms with
spaces of exceptional size, where to experiment with luminous settings organized with
the brand’s most iconic products, while keeping up with the character of the locations.
The engagement with the Biennale has also taken the form of photography exhibi-
tions: in 2013 the bookshop of the Corderie at the Arsenale featured images made for
the magazine Inventario by seven outstanding international photographers (Massimo
Gardone, Max Rommel, Moreno Gentili, Lena Amuat, Emmanuel Mathez, Gionata Xerra,
Sanja Pupovac). In 2014, with Monumental, the enlargements of photos by Massimo
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