By Ro­sa­ria Zuc­co­ni — pho­tos by Set­ti­mio Be­ne­du­si words by Va­len­ti­na Raggi

Bru­nel­lo Cu­ci­nel­li — p. 91

ELLE Decor (Italy) - - Da Prima Pagina -

A vil­la­ge in Um­bria’s coun­try­si­de as hea­d­quar­ters for a glo­bal bu­si­ness. Ar­chi­tec­tu­re, ethics and so­cial is­sues in the all- round pro­ject from the cash­me­re en­tre­pre­neur We meet Bru­nel­lo Cu­ci­nel­li, a self- ma­de man who has tur­ned the cash­me­re knit­wear brand that bears his na­me, de­ve­lo­ped in the to­wn of So­lo­meo, in­to an in­ter­na­tio­nal lu­xu­ry la­bel, on the oc­ca­sion of the inau­gu­ra­tion of the re­de­ve­lo­ped Um­brian vil­la­ge re­laun­ched as the spra­w­ling hea­d­quar­ters of the com­pa­ny. “This is proof that it is pos­si­ble to li­ve and do bu­si­ness far away from ci­ties.” Born in­to a far­ming fa­mi­ly from a nei­gh­bou­ring vil­la­ge, over twen­ty years ago, Cu­ci­nel­li brought the com­pa­ny hea­d­quar­ters to the ca­stle of So­lo­meo, ma­king an am­bi­tious dream co­me true by brin­ging li­fe back to a on­ce de­po­pu­la­ted su­burb. He ca­me up wi­th this pro­ject to­ge­ther wi­th land­sca­pe ar­chi­tect Mas­si­mo De Vi­co Fal­la­ni, who ex­plains: “We we­re mo­re re­sto­rers than buil­ders. The on­ly new buil­dings are the Thea­tre and the Mo­nu­ment to Hu­man Di­gni­ty.” On­ce the vil­la­ge had been re­laun­ched, wi­th its chur­ch, thea­tre, a li­bra­ry and the School of Arts and Craf­ts, eight years ago, Cu­ci­nel­li ex­ten­ded his dream in­to the sur­roun­ding su­burbs. The ma­ster plan, ‘ Pro­ject for Beau­ty’, plan­ned to de­ve­lop a lay ora­to­ry, re­si­den­ces, a wi­ne cel­lar, an oil mill and the new ho­me of the fa­shion hou­se. The new hea­d­quar­ters are in a hor­se­shoe­sha­ped plant mo­der­ni­sed by lar­ge win­do­ws over­loo­king the coun­try­si­de. The ca­fe­te­ria uses lo­cal pro­du­ce. Mo­bi­le pho­nes mu­st be kept on si­lent, and work- re­la­ted com­mu­ni­ca­tion is ban­ned in the eve­ning and on wee­kends. Be­fo­re si­gning his book for us, ti­tled ‘ Bru­nel­lo Cu­ci­nel­li. The So­lo­meo Dream. My Li­fe and the Idea of Hu­ma­ni­stic Ca­pi­ta­li­sm’, he asks us to ma­ke a bet: to look at our smart­pho­nes and see how ma­ny emails we ha­ve re­cei­ved in the mean­ti­me. The lea­ding en­tre­pre­neur has re­cei­ved no­ne. Yet ano­ther good li­fe les­son.

Newspapers in Italian

Newspapers from Italy

© PressReader. All rights reserved.