Fuori contesto in Milano

fuori contesto (out of context) proposes words: an invasion of signs that, for their difference from the posters all around them, provoke an unexpected effect. fuori contesto asks these words to infiltrate their surroundings, to be simultaneously light and significant. To fulfill this goal, we have called upon numerous Italian artists, inviting them to propose a sentence without an imposed theme to which they must adhere, and with the sole condition that the sentence contain only one period. Words in the place of images, words out of context because they are printed on 70x100 cm posters and diffused in spaces where public advertisements are affixed. The posters co-exist with the plethora of messages (from the media/advertising/information sectors, etc) that invade the visual horizon of the city. The intent is to distract the reader from his or her habitual urban landscape, structured as conceptual in its spatial organization. It is to provoke an interruption, capture one’s attention, and divert the normal course of one’s perception of the everyday, introducing a creative and active environment.

Thirty-two artists were invited to participate in the project, artists that, on Bologna’s stage, have brought their words to spaces of public advertising around the city, just as they were affixed to the wall of a container positioned outside the Arte Fiera building. The initiative will evolve in various stages, thought of as a strategy of invasion and of re-appropriation of the urban space. Mario Airò, Massimo Bartolini, Gianfranco Baruchello, Elisabetta Benassi, Luca Bertolo, Pino Boresta, Anna Valeria Borsari, Gea Casolaro, Annalisa Cattani, CuoghiCorsello, Emilio Fantin, Michael Fliri, Alberto Garutti, The Grossi Maglioni Magic Duo, Domenico Mangano, Amedeo Martegani, Fabio Mauri, Marzia Migliora, Mocellin/Pellegrini, Liliana Moro, Maurizio Nannucci, Giancarlo Norese, Paolo Parisi, Alessandro Piangiamore, Cesare Pietroiusti, Alfredo Pirri, Mili Romano, Adriana Torregrossa, Cesare Viel, Luca Vitone, Alberto Zanazzo, Zimmerfrei.