Ingredients: wood, pellets, second hand materials. Glue: lots of creativity. Artisans: people like you and me, maybe from rehabilitation and introspection courses, a return to society through the wish of doing something. Goal: construction of new objects from other objects, precisely wooden surfaces. Result: Avanguardia, social promotion association, based in Verona (www.avanguardiaverona.it).
Born into a cooperative, grown in solidarity’s sake and care for the environment and the neighbour, over the idea of an architect from Verona, Giuseppe Padovani, and his daughter Francesca, Avanguardia is a reality that wants to be talked about. And it succeeds in that, with no arrogance and without social climbing, because it represents one of those phenomena for which social attention feels – quite rightly – a particular solicitation.
It was 2012. A simple initiative: retrieve the Maggiociondolo cooperative through reuse, in various forms, of wooden pallets, otherwise destined for landfill. Over it just lies a desire to innovate, and create. The name Avanguardia (avantgarde in English) is a tribute irreverent genius of the twentieth-century movements, a vision beyond the times, the stubbornness of being in the world with their own ideas.
This dream signed by the city of Verona materializes in the School of Arts and Crafts. Its purpose? Form figures (which the founders like to call “professionally eclectic”) able to design an object from a simple bench, make a budget and give a soul to own creation based on theoretical assumptions. An intellectual who does the craftsman or a craftsman who act as an intellectual.
Among the main products by Avanguardia, perhaps his true symbol, the Social Cube stands out: a pellet packaging of 1 by 1 by 1 meters. It can serve as a warehouse, thanks to drawers that make it up, or as a billboard, you can stack it and always count on its strength.
The fire retardant and water-repellent material ensures a endurance over time, given its possible use outside. An object to be used, and to admire for its multitasking purposes.
Three nicknames for Avanguardia:
Eclecticism: as the School of Music built within its structure and hosting twice a week students classes.
Initiative: the distinguishing feature of the exhibitions organized regularly by the association around the Veneto Region.
Ambitious: the dreams, to become real, are based on visions. That’s why at Avanguardia you look at a beautiful country such as Italy, thinking of a Venetian adventure revival in each region, based on local peculiarities.
Article by Mariagrazia Roversi
English Translation by Piergiorgio Mancini