e.com
“With the birth of the status update the 15 minutes of fame of Andy Warhol have become infinite,”
INFO
IDENTITA SOCIALE
www.identitasociale.com
shortly
If the city does not go on Facebook, Facebook invades the city.
15000th Signs in Milan for the invasion of urban "status".
IS is just that:
The urban invasion will begin in Milan on the 20th of September 2009. The target will be
to involve citizens in an operation of the masses to make the passerby the protagonist and the viewer.
IS is a project that by means of streets, squares, exhibitions, universities, public transport will try to answer
three sintethic and emblematic questions. the same ones that represent the widespread phenomenon of
"status update" on the web.
What are you doing?
What are you thinking?
What are you feeling?
The original idea is based on some thoughts / provocation:
-What would happen if the status overflowed from the Web by filling the metropolis in the form of anonymous leaflets?
-What thoughts created in the peer through the identity of others in an attempt to understand our own?
-How do people react if they were stopped and photographed on the street with a specific request to provide
their status at that moment?
The project will be divided in 3 phases for a period of one month (see next page)
IS as a social identity, then.
IS as "is" the third person of the verb to be in English.
IS as an evolution of social networking, as an analysis of voyeurism and contemporary exhibitionism.
Investigation of the epochal changes of a society in which the "status update" is outperforming what was the
“status symbol”
.
IS, a project by
ATILO NAVI
www.atilonavi.com
INFO
www.identitasociale.com
IDENTITA SOCIALE
the phases
USERS GUIDE
1
IS
IDENTITÀ SOCIALE
is
identità
sociàle
* presente indicativo di 'to be'-verbo
essere, 3 pers sing / * unisce il
soggetto e il predicato nominale,
costituito spec. da un nome o un
aggettivo, con la funzione prevalente
di attribuire una certa qualità o
stato al soggetto. / * esprimere,
rappresentare un qualche aspetto
della realtà; accadere, succedere,
avvenire, misurare, pesare, costare.
* l’insieme dei caratteri peculiari che
contraddistinguono un individuo, un
gruppo di individui.
* che riguarda la società umana,
spec. l’ambiente in cui si vive, i rapporti tra individui e gruppi all’interno
di una comunità organicamente
costituita e determinata. / * la sfera,
l’ambito dei problemi sociali; l’insieme dei soggetti, dei fenomeni e dei
rapporti di una data società
www.identitasociale.com
T. 345-4004000
COSA STAI FACENDO ?
www.identitasociale.com
T. 345-4004000
COSA STAI PENSANDO ?
T. 345-4004000
www.identitasociale.com
COSA STAI PROVANDO ?
T. 345-4004000
www.identitasociale.com
Thousands of posters displayed around the city and three questions to ensure that the public
will begin to interact with the project.The clean and minimal layout of anonymous leaflets
must be understood as "to be filled" physically and conceptually.
From this moment it will be you, the user, that will be the protagonists of the whole operation.
2
IS
ELENA
IS
HA PULITO
I D TUTTA
E N T I TCASA..GIUSTO
À S O C I A L E PERCHÈ
LA MICINA TANTO ADORABILE HA DECISO
identità
DI LASCIARE
RICORDINI INsociàle
GIRO...
* presente indicativo di 'to be'-verbo
essere, 3 pers sing / * unisce il
soggetto e il predicato nominale,
costituito spec. da un nome o un
aggettivo, con la funzione prevalente
di attribuire una certa qualità o
stato al soggetto. / * esprimere,
rappresentare un qualche aspetto
della realtà; accadere, succedere,
avvenire, misurare, pesare, costare.
* l’insieme dei caratteri peculiari che
contraddistinguono un individuo, un
gruppo di individui.
E TU?
345-4004000
T.T. 345-4004000
IS
COSA STAI FACENDO ?
* che riguarda la società umana,
spec. l’ambiente in cui si vive, i rapporti tra individui e gruppi all’interno
di una comunità organicamente
costituita e determinata. / * la sfera,
l’ambito dei problemi sociali; l’insieme dei soggetti, dei fenomeni e dei
rapporti di una data società
www.identitasociale.com
www.identitasociale.com
E TU?
345-4004000
T.T.345-4004000
www.identitasociale.com
www.identitasociale.com
DACCI
LO STATUS.
METTICI
LA FACCIA.
/ SCRIVI NEGLI SPAZI
/ MANDA LA TUA FOTO
/ MANDA LA TUA FOTO
SUL
SITO STAI
IDENTITASOCIALE.COM
COSA
PENSANDO ?
/ DICHIARA IL TUO STATUS
IN
QUEL MOMENTO
COSA
STAI PROVANDO ?
VUOTI DEI CARTELLI
SARAI IL PROTAGONISTA DELLA GRANDE
ESPOSIZIONE PUBBLICA CHE INVADERÀ
PRESTO LE STRADE DI MILANO.
345-4004000
T.T.345-4004000
www.identitasociale.com
www.identitasociale.com
SUL SITO IDENTITASOCIALE.COM
SARAI IL PROTAGONISTA DELLA GRANDE
ESPOSIZIONE PUBBLICA CHE INVADERÀ
PRESTO LE STRADE DI MILANO.
345-4004000
T.T.345-4004000
www.identitasociale.com
www.identitasociale.com
True status of people enrolled in social networks dotting the new signs posted around the city.
All loops can interact with these writings in turn by declaring their status.
To do so you have several options:
-fill cartels deliberately left empty by writing down the street, your name, and status.
-connect to the website www.identitasociale.com and upload your photo and your status
-interact with the phone number 345 400 4000 active 24h on 24.
-get a portrait from our team of photographers around the city.
3
is
DACCI
LO STATUS.
CLAUDIA
METTICI
LA FACCIA.
VUOTI DEI CARTELLI
SUL SITO IDENTITASOCIALE.COM
IS
/ SCRIVI NEGLI SPAZI
/ MANDA LA TUA FOTO
/ MANDA LA TUA FOTO
SUL
SITO
IDENTITASOCIALE.COM
COSA
STAI
PENSANDO
?
IL CIELO
PROMETTE
DI TUTTO
/ DICHIARA IL TUO STATUS
IN
QUEL MOMENTO
COSA
STAI PROVANDO ?
MA RESTA NASCOSTO DIETRO IL SUO BLU
SARAI IL PROTAGONISTA DELLA GRANDE
ESPOSIZIONE PUBBLICA CHE INVADERÀ
PRESTO LE STRADE DI MILANO.
E TU?
345-4004000
T.T.345-4004000
345-4004000
T.
www.identitasociale.com
www.identitasociale.com
www.identitasociale.com
SARAI IL PROTAGONISTA DELLA GRANDE
ESPOSIZIONE PUBBLICA CHE INVADERÀ
PRESTO LE STRADE DI MILANO.
345-4004000
T.T.345-4004000
www.identitasociale.com
www.identitasociale.com
DICCI
LA TUA.
/ CHIAMA IL NUMERO
DI TELEFONO 24 ORE SU 24
/ MANDA LA TUA FOTO
SUL SITO IDENTITASOCIALE.COM
SARAI IL PROTAGONISTA DELLA GRANDE
ESPOSIZIONE PUBBLICA CHE INVADERÀ
PRESTO LE STRADE DI MILANO.
T. 345-4004000
www.identitasociale.com
After the organization of an event to photograph all those present, the portraits
of anyone who has participated in the project will be posted around the city.
Walk in search of the corner occupied by your face and, in curiousity, read the status
of your fellow citizens.The city is gonna be filled with stimulus, which are thoughtful,
voyeuristic and shown by a face and an expression of identity (status) that is decontextualized
from its universe of origin to acquire a new type of use.
Social identity, it is only the beginning.
INFO
IDENTITA SOCIALE
www.identitasociale.com
profili
Atilo Navi
www.atilonavi.com
Atilo Navi was born from a longing to raise public awareness about everything that surrounds us.
The motivation for our work comes from the contemporary; what is now.... what you read, watch, listen to,
breathe.
We try to develop an awareness of what this represents to society.
We are fascinated by the relationship with the media. The relationship dynamics, popular beliefs,
varied customs and traditions, the trends of the masses (and their niche).
To communicate, we make use of the space that the city offers to us: streets, parks, universities, sidewalks,
the spaces that we live in daily and that we inescapably belong to.
Our attention is focused on the perception that we have of these spaces in relation to ourselves and what
is happening around us.
Belief in everything that arouses curiosity, participation and reflection about these issues that are the most
relevant and are able to acquire different levels of reading.
We are fleeting stimuli contextualizing the stress of everyday life.
We are reflecting the needs of interactive users.
We are small colored spots whose goal is to offset the greyness of the city.
Atilo Navi got the first media attention thanks to his performance in 2008 concerning the crisis of value
for wich he had dropped arund the city unusual “FOR RENT” signs.
Just the first operation of a long series.
ATILO NAVI
www.atilonavi.com
Ivan Olita
+39 349 1718260
[email protected]
Ivan Olita is an eclectic kind of person.
he worked in fashion, television,communication;
he lived in Hong Kong and in Tel Aviv; he has been a while in New York and Paris as well;
he writes for two magazines and he shoots the pictures that are linked to his writings;
he got a degree in Visual Design and he’s studying at the Fine Art Academy right now;
he is interpreting a variety of projects, the latest move has been for Pandora Design:
He loves to socialize and he’s trying to write a book of short stories.
In 2008 he gave birth to Atilo Navi.
Now he’s busy on a set in Rome.
INFO
IDENTITA SOCIALE
www.identitasociale.com
partners
Partnerships are the strength of the IS project that turns out to be an incredible mixing of creative energies
of young people.
Naba, IED, Accademia di Brera e Scuola Politecnica di Design are the four universities that have
decided to join IS by providing students: graphic designers, photographers, performers, writers and
organizers. Given the viral nature of the project, many students will be working in teams that will operate
directly into space stolen from the city, it will create real groups that move through the streets of Milan with
the task of documenting, representing, and performing.
It will also consist of groups of "assault photo" that with a temporary and portable set is gonna capture
portraits of passersby at strategic points in the city.
During the course of the entire project in each of the aforementioned universities will set up an entire photo
set where the public can go take a picture and be part of the third phase of the project.
Beyond the best creative schools in Milan:
Golab, a visionary agency in Milan, has studied the creative consultancy regarding the project.
Nurun agency has always been a leader in web communications and has worked to manage the project IS online.
Canon, Lomography and Mz Graf are technical partners.
The choice of location for the final event fell on scenic area of Pestalozzi 4.