B&B Italia pursues its new communication strategy that sees culture becoming a vehicle for the most meaningful aspects of design, reinforcing its commitment to support and promote initiatives with a high cultural and artistic content.
This medium-to-long-term strategic plan focuses - one by one - on each of the company’s founding values, in a succession of exclusive, targeted multimedia projects encompassing different cultural spheres and leveraging contemporary languages, such as art, photography, video and performing arts.
The first important value is that of 'duration', which sees B&B Italia co-producing a documentary film dedicated to Peter Handke and his poem "To Duration" (Einaudi), alongside 3D Productions directed by Didi Gnocchi.
Writer, playwright, essayist, poet, travel reporter and screenwriter, and winner of the 2009 Franz Kafka Prize, Peter Handke was accosted by the 3D Productions crew at his home in Chaville, France, where he gave a very intimate, soul-searching account of his personal vision of ‘duration'. This age-old, yet highly contemporary theme is particularly relevant to the hustle and bustle of modern society, and our consequent inability to grasp the meaning of life. “The path to Duration is loyalty; loyalty to form, which is aesthetics,” reveals Peter Handke. “We always belittle aesthetics, though aesthetics is but the application of ethics”. A strong, profound statement that B&B Italia identifies with in its daily mission to boost Italian design excellence.
Handke's life stories are recounted by Bruno Ganz - dubbed in Italy by Michele Placido - who epitomises the artist’s work as a screenwriter, and who reads extracts of the poem penned by his friend.