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“Taking inspiration from the game Drawing By Numbers – and turning drawing in growing – we conceive a playful imaginative project where the main protagonists are the towers of Milano from the historical ones to those still under construction. On top of each of them we place 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.
In 2011 Milano was at a crucial stage, under a boost of acceleration that was going to 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 was 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.
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Compasso d’Oro_ shortlisted
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ADI Design Index_selected
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Client/
Zumtobel ItaliaSupported by/
Municipality Of MilanoConcept and design/
Paolo Cesaretti+Antonella DediniDesign team/
Paolo Cesaretti, Antonella Dedini, Cristina CoronillaPhoto/
Stefano Stagni, Simone SimoneVideo/
micropunta.it
