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Growing By Numbers

“Taking inspiration from the game Drawing By Numbers - and turning drawing in growing - the designers conceived a playful imaginative project where the main protagonists were the towers of Milano from the historical ones to those still under construction. On top of each of them the architects placed digits from 0 to 9, nine meters high made up of low-emission RGB led lights. The big numbers which light up in red at sunset have become familiar in the metropolitan skyline, transforming the shapes of the towers into enigmatic appearances.

Milano is at a crucial stage, under a boost of acceleration that will change its face involving the life of its inhabitants. According to the principle that reality provides data to imagination, the designers wanted to linger on the communicative and symbolic meaning that the growth of the towers has for the inhabitants of Milano. The upcoming city is made evident from the imaginary line drawn by the sequence of numbers that at night seem to hover in the dark, establishing a wordless dialogue with those who observe them." (excerpts adapted from: Antonella Galli, Growing By Numbers, Interni 610, April 2011).

FROM DECEMBER 2010 TO APRIL 2011, GROWING BY NUMBERS BECAME A DISTINCTIVE LANDMARK OF THE CITY OF MILAN. THE PROJECT WAS SELECTED FOR ADI DESIGN INDEX 2011 AND SHORTLISTED FOR THE COMPASSO D’ORO PRIZE.

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CLIENT/
ZUMTOBEL ITALIA

SUPPORTED BY/
MUNICIPALITY OF MILANO

CONCEPT AND DESIGN/
PAOLO CESARETTI+ANTONELLA DEDINI

DESIGN TEAM/
PAOLO CESARETTI, ANTONELLA DEDINI, CRISTINA CORONILLA

PHOTO/
STEFANO STAGNI, SIMONE SIMONE

VIDEO/
MICROPUNTA.IT