The Public Takes the Lead, Revealing Hidden Talents and a Lot of Creativity
Yesterday Marco Brambilla launched Opera Viva, the 2013 Lavazza Social Calendar – a global digital art project in collaboration with Lavazza coffee which Marco has curated from over 30,000 pieces of content (imagery and film) submitted by people all over the world.
Known as the pioneer of video collage and re-contextualisation, Marco was commissioned by Lavazza to challenge the idea of the traditional annual calendar. Famously produced each year by Lavazza in Italy, Marco has taken the calendar away from its physical form, transforming it into a video collage using a combination of images and videos submitted by members of the public.
The project develops the idea of the demarcation of time in a traditional calendar, where the everyday nature of our lives will be rendered extraordinary by the marvellous collisions of images selected from works which the public have submitted. Opera Viva is an original project, which focuses on redefining time. In just two minutes, it describes a day, expanded to a year, through a sequence of compelling, high-impact images, colours, sounds and silences which transport the viewer to the corresponding time of day.
Marco has created the virtual calendar in 12 sections, each corresponding to a month of the year. Each section has a different theme: Neon, Dream, Dark, Awake, Dress, Work, Sun, Shadows, Rush Hour, Home, Food and Play, buzzwords which he has used to prompt and categorise the public’s submissions since September. He has also included an additional section dedicated to Lavazza’s famous espresso as a tribute to the iconic beverage which serves as a marker for the passing of time in our lives.
This Month, following the launch of Opera Viva, people will be able to download an app and create personalised social calendars for themselves in the same way that Marco has for Lavazza, resulting in thousands of unique, exclusive and new versions of the calendar. Opera Viva will be a choral, “living” work: It is the only Calendar that will live on, day after day.
The new 2013 edition marks a turning point in the Calendars produced by the Turin-based company, a further evolution of the almanac that narrows the divide and reverses the roles between artist and spectator, and continues to express Lavazza’s passion and philosophy of experimenting with the new arts.