“Horeca The Hub” designed by Simone Micheli. Il bar-restaurant che ho creato per Cibus Connecting Italy 2023 desidera esprimere un concetto di alterazione e superamento degli stereotipi espressivi e contenutistici che caratterizzano il food and beverage. Le apparentemente improbabili immagini di vegetali, create su mia indicazione dagli abili studenti del NID di Perugia, donano una dignita? visiva “altra” allo spazio allestitivo; favoriscono un’inconscia riflessione sul tema della naturalità; evidenziano quanto sia importante, oggi piú che mai, volgere il pensiero verso orizzonti di sostenibilità, di verità per qualificare la vita dell’uomo; pongono in primo piano l’importanza di ribaltare ruoli e valori conosciuti per attivare nuove vincenti battaglie commerciali.
D’altro canto, proprio per la sua natura di salone internazionale dell’alimentazione, Cibus e? oggi per l’intera filiera produttiva italiana un momento cruciale di confronto sui temi piu? caldi e sensibili del settore. “Horeca The Hub” non si sottrae a questo dibattito e, anzi, lo alimenta in forma unconventional e visionaria.
Simone Micheli Architetto
“Horeca The Hub”. The bar-restaurant that I created for Cibus Connecting Italy 2023 aims to express a concept of alteration and overcoming the expressive and content stereotypes that characterise food and beverage.
The seemingly improbable images of vegetables, create duponmyinstructions by the skil ful students of NID Perugia, lend an ‘other’ visual dignity to the set-up space; they encourage an unconscious reflection on the theme of naturalness; they highlight how important it is, today more than ever, to turn our thoughts towards horizons of sustainability, of truth to qualify human life; they highlight the importance of overturning known roles and values to activate new successful commercial battles.
On the other hand, due to its nature as an international food exhibition, Cibus is today for the entire Italian production chain a crucial moment of confrontation on the main and most sensitive issues of the sector. “Horeca The Hub” does not shy away from this debate and, indeed, fuels it in an unconventional and visionary way. Simone Micheli Architect
Design partner:
Atlas Concorde | Atlas Plan Blueside Emotional Design Complementi di Luce | Carpiplast Concepts by Braida
Elementi Design Funzionale Fabbian
Nitesco International
Panéra Wallcovering
Food and beverage partner:
Astoria Wines
Flamigni
INGRIT | The alternative food
Iovem Spirits Group
Loacker
Masseria Fruttirossi
Nestlé
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