La Carrara in Humanitas

A visual identity and an exhibition design for a new conception of hospitals as project and mediation spaces

Curation Digital Editorial Exhibition Design Visual Identity

La Carrara in Humanitas is the fertile result of a collaboration between two Bergamo institutions: the Pinacoteca Accademia Carrara and the Humanitas Group, which runs two public-private hospitals. The first result of this collaboration is the exhibition La Cura e la Bellezza (Healing and beauty), which opened in November 2018. Lupo Burtscher was responsible for the idea, the name, the visual identity, graphic design and exhibition design. The core of the collaboration is to reconceive hospitals as project and mediation spaces.

La Cura e la Bellezza (Healing and Beauty)

Twenty-five large format details of works by twenty-one Renaissance painters adorn the walls of two hospitals in Bergamo. Portraits and painted scenes evidence skill and beauty, creating a positive atmosphere. Many of the images highlight human interaction. A further focus is the transmission of knowledge: details about the author, context and creation of the work are given on green wooden panels.

A QR code links to an associated website that serves as a digital guide, with tours through the virtual levels of this artistic parcours.

Opere in Parole

Opere in Parole is the second collaboration between the hospitals Humanitas Gavazzeni and Humanitas Castelli and the art museum Accademia Carrara within the project La Carrara in Humanitas. This time the idea is to engage and activate patients and health workers through spoken language, listening and reading. 11 representatives of the Italian culture gave voice to the paintings of Accademia Carrara. Lupo Burtscher was responsible for the concept, the graphic design and development of the project.

Visual Communication

Through the installation of new images on the walls of the hospitals, 11 stories, a musical composition, a menu and a comic by Dora Albanese, Marco Baliani, Oliviero Bergamini, Marco Bianchi, Bruno Bozzetto, Lella Costa, Paolo Fresu, Enrico Ianniello, Tony Laudadio, Michela Murgia and Andrea Renzi were created. 11 authors who have interpreted the paintings of Accademia Carrara according to their sensibility. Their stories can be read in small booklets, or listened to in a Podcast version, which was read by the authors themselves, by connecting to the project’s website or Spotify.

All the stories created can be accessed and read using QR codes, both in the hospitals and in the Accademia Carrara museum. Thanks to Opere in Parole, art comes to the bedside in a maxi format with over 800 square metres of paintings. Patients and carers are also invited to be inspired and to put their own experiences into new words.

Designed by Lupo Burtscher. All projects that have been created in cooperation with the Humanitas Group can be found in the Lupo Burtscher archive.

Year

2018 – ongoing

Client

Humanitas Gavazzeni, Humanitas Castelli

Team

Angelika Burtscher, Chiara Cesaretti, Davide Giorgetta, Daniele Lupo, Irene Sgarro

Photo Documentation

Roberto Giussani, Luca Meneghel, Gianfranco Rota

Web-Development

Davide Giorgetta

Website

lacarrarainhumanitas.it/