LoveITDetroit. What is IT?

Sep 02, 2022 754

Through its network of diplomatic offices, the Italian Ministry of Affairs promotes Italian language and culture around the globe. The Consulate of Italy in Detroit has a keen cultural focus and amongst the main events organized in 2022, “Love IT Detroit” will be a pivotal project taking place for the whole month of September, in vibrant downtown Detroit during its liveliest month.

Love IT Detroit will be a highly experiential, collaborative, and multi-sensory architectural exhibition, focused on innovation and design, organized by the Italian Consulate in Detroit in collaboration with the Dante Alighieri Society of Michigan. With many Italian and local partners and sponsors, it will be the first time that the Consulate will partake in Detroit Month of Design.

The LoveIT Detroit initiative consists in a series of promotional activities to be structured in the form of a "Festival dedicated to Italian creativity" lasting one month, with a permanent installation of Made in Italy products, a parallel presence in the metaverse, and a series of events (in the physical world and in the ether) that make this local event into a global platform from which to connect from anywhere in the world. The Consulate aims at narrating Italian creativity, declined in the three dimensions (economic, cultural and scientific), both in person and through connectivity in the metaverse.

Why is IT?

Consul Baistrocchi was able to introduce the event and explain how it came about. “There is no doubt that our country is among the most loved in the world for its celebrated traditional aspects: art and architecture; Made in Italy and design; our culinary excellence and our wines; the music; nature and landscapes. […] but we have to also remember that Italy is the 8th economic power in the world and the 5th country in the world for manufacturing; the first country in Europe for company investments in R&D, one of the world’s largest players in renewable energy, the first circular economy in Europe, one of the main actors in the world’s luxury industry…” said Consul Baistrocchi. The ambition is to spread awareness of a contemporary Italy, which is technologically advanced and innovative.

Why Detroit?

Consul Baistrocchi further explained that Love IT Detroit came about by the idea of not only of promoting a contemporary Italy but also with the ambition of letting the world know what a fantastic city Detroit is. “Detroit is the only UNESCO city of Design in the US, and so it was logic to use design as a way to connect and to do it here. We are in an incredibly vibrant city in which you can find anything cultural at any time: from great street graffiti to the Detroit Institute of Art (one of the best museums in the Country); you can find amazing jazz cafes and underground rap battles or go to the Detroit Opera House or the Detroit Symphony. ”

It is with this premise that the Consulate has decided to take part for the first time in the event “Detroit Design Month” with thirty days of uninhibited exploration, showcasing the works of some of the most influential Italian brands, along with innovation themes - uniting Italian and Detroit leaders of industry - as never before in a breathtaking environment designed by the internationally renowned Italian architect & designer, Roberto Palomba, whose hallmark emerges from his ability to combine a contemporary vision of society and user needs with a deep understanding of the historical and cultural roots of design, producing results that fuse the past with the future. “I am honored that the Consul requested me as their Italian Design Ambassador back in March, because I felt an instant empathic connection with Detroit and from that was born this incredible project by which we want to see more of Italy in Detroit’s Renaissance” said Arch. Palomba.

Where is IT?

The set up will take shape in one of the most prestigious venues located right in the center of the city: 1001 Woodward, over 5000 sq.ft. of street-facing space in the main square of Downtown Detroit, thanks to the Consulate’s collaboration with Bedrock. Palomba Serafini Associati studio has designed the exhibition that will be held for the entire month of September 2022 and will involve the best brands of the Italian scene, providing for the involvement of the sectors that traditionally most characterize Italian creativity in the world such as fashion, food, fashion, aerospace, mobility and so much more.

To further astonish attendees, Love IT Detroit will also take place in the Metaverse, in parallel with the event to be held in Detroit. There will be a highly engaging virtual exhibition - where the virtual world and the real world interact. The Love IT Detroit Metaspace, created by Wedoo (an international innovation company with offices in Turin and Rome, but also here in Michigan), will be a digital twin of the physical environment and is built using a platform developed in Unreal Engine (the same technology used for famous video games such as Fortnite) in collaboration with Amazon Web Services, which will allow guests to "live" an immersive and interactive experience, exploring the key underlying themes. With 24/7 access, visitors will be able to visit the virtual space, interacting with the exhibitions and brands at their own pace, and at the same time this will make the event truly global and accessible to all. You can reach the metaverse starting September 1st at and it will be the first time that a government entity will have ever hosted an event in said medium.

In addition to the possibility of being able to view the installation for the entire duration of Detroit Design Month (in its physical location, where it will be possible to access guided by the DDM program which already over 80 installations and a rich program of events, as well as in the metaverse) the organization of "Pop Up" events is also planned with a focus on the various declinations of Made in Italy Design: aerospace, mobility, fashion, food & beverage, furniture, graphic and digital arts and not least education (thus also providing for an invitation to schools and universities). Events are free and all are welcome but registration is required and numbers are limited. To register: 

“I am starting a movement. Yes it is about Italy in Detroit, but it is also to let people know that Detroit is an overlooked city and there is so much good coming from it” commented Consul Baistrocchi. "Design is going to be the Consulate’s medium to build more bridges in highly experiential, collaborative, passion-fueled, multidimensional and multi-sensory ways. For the Love of Italy, for the Love of Detroit and for the Love of Design."

Follow us on Social Media for more info. For the Consulate: @ItalyinDetroit (on Instagram, Facebook and Twiter) and For LoveITDetroit: Instagram @LoveITDetroit @palombaserafini

SOURCE: Consulate of Italy in Detroit

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