Fassi’s cranes are the stars of a photographic project that involves young talents from the Italian Photography Institute (Istituto Italiano di Fotografia) of Milan and from Barcelona’s IDEP (Escuela Superior de Imagen y Diseño de Barcelona)
What does a major industry in the “Made in Italy” such as Fassi Gru and prestigious photography and design schools such as the Istituto Italiano di Fotografia and the IDEP Escuela Superior de Imagen y Diseño have in common? Apparently not a lot, but in hindsight an interesting collaboration originated aimed at breathing life into a project that places the crane at the centre of a creative revisiting of this piece of equipment.
Fassi Crane Art – this is the name of the project and what we are describing now is only the first piece of a larger ratio that aims to represent the aesthetic, functional and application characteristics of the crane from a creative and dynamic standpoint, which is a typically unusual exegesis for a product with such particular traits.
The hydraulic crane for trucks is a mechanical entity that significantly develops in height, and its aesthetic elegance is determined precisely by its ability to extend itself and belong longer, while staying firmly anchored to the industrial vehicle. From these premises, sixteen young photographers – Giorgio Gori, Davide Zanoni, Noemi Belotti, Sara Busiol, Giacomo Tonucci, Giuseppe Chinati, Marco Ristuccia, Silvia Panicali, Alessandro Coluccelli, Ilaria Pretto, Giulio Storti, Aida Lirola, Vivian Alvarez Escalante, Alex Vilanova, Davinia Miranda, Felipe Barranco – rigorously obeyed the various key concepts draw up by a committee consisting of members with different skills and tasks that handles the “Crane Art” project. So this is how the project originates and materializes itself. These young photographers have developed a few photographic concepts in line with the following topics: technological innovation, environmental sustainability, remote control, harmonious composition of a dynamic product and, lastly, the chromatic interpretation of the unmistakable “Fassi red”.
The project represents an interesting opportunity for two groups which apparently belong to two different worlds, the academic one and the enterprise one, to come together and cooperate. Two worlds that have managed to seize and value the stimuli generated by the artistic search by these young photographers, who were able to capture in a photographic clip the rebellion of the elements which, in a crazy chase between imagination and emotions, offers us a new language that becomes an image and allows us to experience an unusual yet ingenious reading of the world of cranes, through the simple genius of a “click”.
Fassi Gru S.p.A. - Loader cranes manufacturer since 1965
Fassi Gru is the market leader among Italian producers. Its product range and sales numbers place it among the top producers of hydraulic cranes in the world.
Fassi’s production potential is approximately 12,000 cranes per year. The entire range is exported and distributed throughout the world through an efficient and widespread distribution network. From Canada to France, from the UK to Australia, Fassi’s professionalism is reflected in the company’s goal of meeting different market needs, which are often linked to the specific geographical and economic conditions of individual countries.