REPORREPORT
URBINO DUCAL PALACE
VIDEO&VISUALS
COMPANY: STARK
LOCATION: URBINO, ITALY
“The future of art and communications is emotion.” This is the installation in the National Gallery of the Marche, in the Urbino
strong conviction at the basis of the artistic career of Paolo Buroni, Ducal Palace. This installation is a singular example of ‘integrated
the famous visual designer that has created spectacular multi-vi- emotional spectacularisation’, inside and out. In fact, after an initial
sion immersive events in Italy and in the world, from the Beijing installation of the first stage of the ‘Virtual Library’ last year, this
Olympics to the Swimming World Championships, to events for year, during the Christmas holidays, the entire installation was sig-
the Inter Milan soccer team and the Ferrari racing team, as well nificantly expanded. The Virtual Library has been completed and
as some of the most important museum installations in Italy and now extends for a full 16 linear metres. Two permanent immersive
abroad, including in the Bard Fortress in Aosta, the Issogne and architectural multi-visual installations have been created inside the
Sforzesco Castles in Milan and the Kazakhstan Museum. two main halls (20 metres x 10 metres), in addition to an external
“If there is no emotion, there is not communication.” This convic- multi-visual installation with outdoor maxi-projections that cover
tion has led Paolo Buroni through his long artistic career, to a pro- the exterior surfaces of the museum and the entire Ducal Palace
foundly innovative way of conceiving an event. In fact, with this in under the artistic and visual design direction of Paolo Buroni.
mind, he has transformed the concept of museum installation from Here the concept of installation is described as more dynamic than
a traditional museum to an ‘emotional museum”. The Emotional static, more emotional than rational, with the intention of com-
Museum is already immediately recognisable from the outside municating the historic and artistic content in an original and highly
because the surfaces of the building are completely enveloped spectacular manner.
and frescoed with images that are a presage of what we will find The idea is to create a fascinating and dynamic place for story-
inside. This part of external architectural multi-vision will be visible telling, to illustrate the beauty of the works and to spectacularise
from a great distance and may become a strongly evocative show symbols, architecture and history. Refined graphics and renais-
in itself, to be repeated on the weekends or in the evening. Paolo sance images decorate the vaults of the ceilings, the floors and the
Buroni, it is claimed, was the first to apply this concept to museum walls around the visitors, creating fascinating, elegant and emotion-
spaces, coning the expression, ‘emotional museum’. al atmospheres; a dynamic and spectacular exposition which pays
A very recent example of this philosophy is the large permanent particular attention to cultural themes and which is in harmony
036 January / February 2010
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