EXCELLENT RESULTS FOR THE IMM’S INITIATIVES FOR THE APUO-VERSILIAN STONE DISTRICT. AFTER THE SUCCESSFUL CONCLUSION OF THE EXHIBITION “LA LUCE DEL MARMO” AT THE MILANESE FUORI SALONE, FROM 10 TO 18 JUNE THERE IS “WHITE CARRARA DOWNTOWN”
Many architects and designers discovering the many faces of marble by admiring the works and products shown by the eight participating companies; next step, dressing Carrara up, showing the art “of marble”, but not only.

The exhibition of marble works and products on display over about 350 sqm dedicated to ” La Luce del Marmo” held at Space&Interiors in The Mall of Porta Nuova as part of the Fuori Salone in Milan ended with great satisfaction on the part of those taking part.
The territorial communications and promotions plan implemented by IMM Carrara, under the artistic direction of Angelo Dadda (Looping) and sponsored by ADI (the Industrial Design Association) and Carrara Municipality, focussed on the themes of light and lightness applied to marble, in a kind of museum tour created by the eight participating companies: Campolonghi, Errebi Marmi, Fibra, Franchi Umberto Marmi, Garfagnana Innovazione, G.M.C. Graniti Marmi Colorati (in partnership with Jing Living Furniture Design), Marmi Carrara and Sa.Ge.Van. Marmi. Other companies including Targetti Sankey, DS Trading, MT Stone and Profumi del Marmo also took part as technical partners.
The companies, flanked by important designers, showed marble with art and passion, creating works and products of great visual impact for the occasion. Works that skilfully show the great versatility of use of the white gold from Carrara: not only blocks and slabs, but also pieces of furniture, design and modern artwork.
Much appreciated was the site chosen for staging the event as was the public visiting, mostly international architects and designers who offered companies good opportunities for contacts and future developments and, for some of them, a different kind of visit.
All the companies considered their participation in the event a positive experience in terms of location, the attention given to the exhibition and the choice to include different works and products in the same context, showing the many possible uses of the material altogether.
The next event planned is “White Carrara Downtown”, when Carrara and stone companies will “dress up” to welcome and meet customers, buyers, journalists, industry professionals, designers and architects, a new way of enhancing the area Apuan-Versilia and its core business, according to a more modern interpretation: that of a WIDESPREAD EXHIBITION, where the warehouses of the companies make the function of the pavilions, and the quarries become a natural extension of the factories.

From 10 to 18 June, the town will be offering its visitors a rendez-vous of strong emotional impact, in a tale of companies, of stories made of men, passions, work, products and design. Specific tours will enable visitors to learn about the uniqueness of one of Italy’s most fascinating places. They will discover a fine old town, where they can taste local delicacies and enjoy concerts, shows and different events each night. Among the many opportunities, also a “Sight and Seeing Tour” that involves the visit to the old town and the quarries in a jeep, with stops at the “larderie” in Colonnata.
Many prominent events: among others, on 15th June the unique spectacle of magic and illusionism by Erix Logan, on 11th June the concert of the British singer and artist Sarah Jane Morris, on 16th, the French Jazz accordionist Richard Galliano, the welcome return to Carrara of the pianist and composer Giovanni Allevi who, on 17th June, will be performing with his 48 musicians in the beautiful scenery of the marble quarries.
In addition, the “Guiness della Scultura”, a big event for sculpting by hand involving dozens of artists and young sculptors and “Studi Aperti” with the exceptional opening of shops and ateliers in the town.
But White Carrara Downtown will not be just Arts & entertainment. Italian architects and companies have been invited to attend the event as to directly deal with the Carrara stone companies in their territory, as well as 120 international operators, to put in practice the cooperation network between quarries and companies through OPEN-DAYS in the companies and in the quarries, as well as B2B meetings with highly qualified foreign buyers.
“We wanted to create a communications and promotions tool at the Fuori Salone that was “right” “for our companies and for the promotion of marble, and place it in a context that was just as right in terms of international visibility and the attendance of a high calibre audience – said the IMM Chairman Fabio Felici – the nice surprise was that, in addition to achieving this objective perfectly, we have also given companies excellent business opportunities. The intention, therefore, must be to continue to work along these lines, even more so during White Carrara Downtown, carrying out promotion and creating effective tools for companies, so that the IMM has an increasingly central role in the promotion of the stone industry in the territory. ”

Ufficio Comunicazione Promozione e Marketing
IMM
Laura Malavolta
l.malavolta@carrarafiere.it