This thesis aims to enhance the archaeological site of Villa Jovis through an intervention with dual value: the first relating to the museumisation of the area and the second linked to fashion seen as an economically driving element. The thesis does not want to limit itself to this site, but hypothesizes that the latter could be the first of several interventions aimed at enhancing and protecting the archaeological and cultural heritage of the island of Capri. After having identified the broader strategic system divided into nodes corresponding to different areas of the island, the one relating to the Villa, which constitutes the strategic pivot of the general valorisation plan, was examined in depth. The actual design phase was preceded by a study of the different components on which the thesis is based: the history of fashion and the relationships between this theme, the architecture and the exhibition; the Maison Valentino identified as the promoter and financier of the intervention in its specific relationship with the Island of Capri. The macro-scale strategy is based on the establishment of a Valentino Foundation located in Villa La Torricella with the aim of raising funds for the conservation of the island's architectural and archaeological heritage. It becomes a cultural hub by hosting emerging artists on the island and subsequently providing the possibility of exhibiting the works in evocative places of particular beauty. The process is explored in depth in the archaeological site of Villa Jovis through the construction of a microscale strategy based on the analyzes of the area and the ideal reconstructions that have taken place over time. In addition to an initial intervention to improve accessibility, several exhibition pavilions were placed in key points of the ancient Imperial Palace and some luxury Maisons inspired by the vernacular architecture of Capri and set up internally through a journey through the Themes and Variations of the Valentino brand. Finally, with the staging of a Haute Couture fashion show for the inauguration of the entire project, we want to further validate the existence of a synergy between Architecture and Fashion.
Questa tesi si pone l’obiettivo di valorizzare il sito archeologico di Villa Jovis mediante un intervento con duplice valenza: la prima inerente la musealizzazione dell’area e la seconda legata alla moda vista come elemento economicamente trainante. La tesi non si vuole limitare a questo sito, ma ipotizza che quest’ultimo possa essere il primo di diversi interventi mirati alla valorizzazione e protezione del patrimonio archeologico e culturale dell’isola di Capri. Dopo aver individuato il sistema strategico più ampio articolato su nodi corrispondenti a diverse aree dell’Isola, è stato approfondito quello relativo alla Villa che costituisce il perno strategico del piano di valorizzazione generale. La fase progettuale vera e propria è stata preceduta da uno studio delle differenti componenti su cui si fonda la tesi: la storia della moda e le relazioni che intercorrono tra questo tema, l’architettura e l’allestimento; la Maison Valentino individuata come promotore e finanziatore dell’intervento nella sua specifica relazione con l’Isola di Capri. La strategia alla macroscala si basa sulla costituzione di una Fondazione Valentino collocata a Villa La Torricella con lo scopo di raccogliere fondi per la conservazione del patrimonio architettonico e archeologico isolano. Essa diventa polo culturale ospitando sull’Isola artisti emergenti e fornendo in seguito la possibilità di esporre le opere in luoghi suggestivi di particolare bellezza. Il processo viene approfondito nel sito archeologico di Villa Jovis attraverso la costruzione di una strategia alla microscala basata sulle analisi dell’area e delle ricostruzioni ideali avvenute nel corso del tempo. A un primo intervento per il miglioramento dell’accessibilità, si sono aggiunti diversi padiglioni espositivi collocati in punti nevralgici dell’antico Palazzo Imperiale e alcune Maisons di lusso ispirate all’architettura vernacolare caprese e allestite internamente attraverso un percorso tra i Temi e le Variazioni del brand Valentino. Infine, con l’allestimento di una sfilata di Haute Couture per l’inaugurazione dell’intero progetto, si vuole avvalorare ulteriormente l’esistenza di una sinergia tra Architettura e Moda.
Una nuova sinergia tra Architettura e Moda: Maison Valentino sull'Isola di Capri
Gramegna, Giacomo
2023/2024
Abstract
This thesis aims to enhance the archaeological site of Villa Jovis through an intervention with dual value: the first relating to the museumisation of the area and the second linked to fashion seen as an economically driving element. The thesis does not want to limit itself to this site, but hypothesizes that the latter could be the first of several interventions aimed at enhancing and protecting the archaeological and cultural heritage of the island of Capri. After having identified the broader strategic system divided into nodes corresponding to different areas of the island, the one relating to the Villa, which constitutes the strategic pivot of the general valorisation plan, was examined in depth. The actual design phase was preceded by a study of the different components on which the thesis is based: the history of fashion and the relationships between this theme, the architecture and the exhibition; the Maison Valentino identified as the promoter and financier of the intervention in its specific relationship with the Island of Capri. The macro-scale strategy is based on the establishment of a Valentino Foundation located in Villa La Torricella with the aim of raising funds for the conservation of the island's architectural and archaeological heritage. It becomes a cultural hub by hosting emerging artists on the island and subsequently providing the possibility of exhibiting the works in evocative places of particular beauty. The process is explored in depth in the archaeological site of Villa Jovis through the construction of a microscale strategy based on the analyzes of the area and the ideal reconstructions that have taken place over time. In addition to an initial intervention to improve accessibility, several exhibition pavilions were placed in key points of the ancient Imperial Palace and some luxury Maisons inspired by the vernacular architecture of Capri and set up internally through a journey through the Themes and Variations of the Valentino brand. Finally, with the staging of a Haute Couture fashion show for the inauguration of the entire project, we want to further validate the existence of a synergy between Architecture and Fashion.File | Dimensione | Formato | |
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2024_12_Gramegna_Tesi.pdf
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Descrizione: Testo della Tesi
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2024_12_Gramegna_Indice Elaborati.pdf
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2024_12_Gramegna_Tavole.pdf
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Descrizione: Tavole di Analisi e di Progetto
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https://hdl.handle.net/10589/231147