SELF WORLD SPONTEX - Year: 2010 - Tecnique: DVD PAL 16\9 + PROJECTOR + STILL ON VINYL 24 x 42 S. 1\3 + 2AP - COLLECTION MAPA SPONTEX - ITALY Selected for an exhibition in Triennale Museum - Milano - curated by Maurizio Vanni and Mapa Spontex

Self Spontex world. Spontex: the company as a work of art. Creativity and enterprise. A company lives not only with functions, but also thanks to people, each of which has the ideas, passions, tastes. Put to work in a harmonious and organic such a multiplicity of individual interests and unique idiosyncrasies, like the composition - stretch after stretch, gesture after gesture - a work of art. It is no coincidence, however, that the great Renaissance artist names, especially, are sometimes combined with those of entrepreneurs endowed with a unique and effective "vision" and can have a positive impact both on business, as the lives of people who help to build that business. Self-portraits. Spontex involves its management in the work of video art "Self world" - by Francesco Attolini, - just to bring a representation of how the company alive their "mission", as in a work of art. Spontex indeed divided its industrial production as if assecondasse an artistic inspiration, which give life to people who work in it, and the products that the company sells. The choice of the artist Francesco Attolini for the project Self world is not random. In fact, he has refined over time a personal and recognizable poetics of the self, in which the faces of video portraits come to life in the significance of the artist himself, resulting in a kaleidoscopic interweaving of identity, recognition of differentiation. The faces which focuses on the artist's eye, are those of the people who work at industrial strategy Spontex, and each is asked to give life, in front of the camera, a small performance in which they have one of the many farm products, related to issues of cleanliness and water. From a product in a world. Whether it's a sponge or technologically engineered a jet of water which affects the self portrait, Attolini reinterprets the product Spontex giving it new and unexpected meanings. In doing so, the artist puts in the wake of Marcel Duchamp, artistically reinventing the use of objects and discovering hidden meanings. As a work of art, Spontex products in the hands of people left free to follow their own inspiration, become the instrument and set the result of the artistic gesture towards, the creation. Indeed, in the Self world products cease to be such simply because they are treated, used, interpreted by the various self using them, and thus give rise to a real world of meaning. Always contemporary. Under the eye of the camera accomplice, the men and the company's products are the reasons for cathartically identify with each other. They release so, on the one hand, the energies can also compress the working routine, and on the other hand, the creativity embodied in a "brand" semantically dense and innovative, that does not stop, like a work of art always contemporary, to surprise. Text by Andrea Sartori