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Nature on Paper
 Natura di Carta is the title of an exhibition inaugurated on Saturday, 11 March 2006, at 11 am in the Florence State Archives (open to the public from 13 to 30 March). Organized by students of the Master’s course in Event Creation of Florence University with Prof, Laura Borello as curator, the exhibit features picture cards, labels, postcards, games and illustrated books of the 19th and 20th century.
Florence - Did you know that an open myrtle blossom with a single leaf is the way to say “I love you” in the language of flowers? This is just one of the many curious facts to be discovered by examining the hundreds of images on display. The exhibition features a large and colourful collection of picture cards, labels, postcards, greeting cards, games, menus and illustrated books produced in the 19th and 20th centuries. The star of the show is nature as represented in all its scientific, symbolic and educational aspects so as to recall the ways and customs of popular tradition.The exhibition will run from 13 to 30 March at the Florence State Archives (Viale Giovine Italia 6. Monday to Friday: 10 am – 6 pm, Saturday: 10 am – 1 pm. Closed on Sunday. No admission charge. Tel. 055/263201). It is organized by the students of the Master’s course in Advertising, Multimedia Communication and Event Creation of the Faculty of Humanities, Florence University, with Laura Borello, professor of History of Advertising, as curator.
The colourful picture cards portraying humanized flowers and animals, plants and fruit are drawn from private collections and public institutions. They afford a glimpse of a bygone age when exotic animals were mostly seen with the aid of drawings, picture cards and a great deal of imagination.
This precious printed material with its antiquated charm was produced in order to advertise the products of companies like Liebig of Germany and Lavazza of Italy as well as the French department store Bon Marché all over the world.
By virtue of the scientific curiosities it presents, the initiative forms part of the 25th Week of Scientific Culture in Tuscany, which runs from 13 to 19 March.
Laura Borello describes it as an exhibition of great impact that will arouse the interest and enthusiasm of visitors while also giving the students of the Master’s course a concrete idea of the work awaiting them in the future.
Florence State Archives, Viale Giovine Italia, 6 Tel. 055/263201
Opening hours: Monday to Friday: 10 am – 6 pm, Saturday: 10 am – 1 pm. Closed on Sunday. No admission charge.
Faculty of Humanities and Philosophy, 1st level Master’s course in Advertising, Multimedia Communication and Event Creation, Department of Linguistics, Piazza Brunelleschi 3, 50125 Florence
Information: tel. 055/275785; fax 055/2476808; www.unifi.it |
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