I – In support of museums and to integrate art more readily into everyday life, the organisers of the Promotion Expo, the 22nd edition of which is being staged at the fieramilanocity in Milan from March 26-28, 2014 is launching the project, Feeding Art. The concept that is planned for 2014 and 2015, is designed in the form of a competition: Companies that are exhibiting at the trade fair for communications and relationship marketing organised by the Italian publishing company, O.P.S., are called upon to create products that are inspired by famous masterpieces from different periods of art. For instance, the manufacturers of promotion and merchandising items as well as experts for custom-made designs can develop a T-shirt imprinted with a famous painting, a scarf whose pattern reminds the onlookers of a well-known fresco or an iPad case with a modern graphic design. Selected exhibits from the Società per le Belle Arti ed Esposizione Permanente in Milan and the Fondazione Musei in Brescia serve as inspiration for the competition. The participation of further museums is planned.
The prototypes will be exhibited in a special area at the coming Promotion Expo and will be appraised by a jury comprising of museum directors. Furthermore, the best exhibits will be awarded the Promotion Expo plate. Osvaldo Ponchia, O.P.S. President, organizer of Promotion Expo and publisher of Promotion Magazine, commented: “Our aim is to further boost merchandising for museums, a theme which has been of great importance to the Promotion Expo for some time already; we wish to establish a stronger link between the different protagonists of the market in order to increase their business opportunities. The Feeding Art project now offers large distribution companies, brand owners, producers of promotional products, consumers and the cultural system common ground.“ Each product bears a label that makes reference to the piece of art, the artist and the respective museum, where the original is located. The aim of the campaign is to generate new sales channels and additional sources of income for the participating museums, which they can in turn invest in the restoration of pieces of art.