Fassi crane art: the power of creativity

Fassi cranes, protagonists of a photographic project by six young talents from the Italian Institute of Photography.

What does a large “Made in Italy” industry like Fassi Gru have in common with the prestigious Italian Institute of Photography?  Apparently little, but on looking closer an interesting collaboration has been born, to create a project that puts crane products in the centre of a creative reinterpretation of the crane itself.

Fassi Crane Art - this is the name of the project and what we will now talk about – is only the first step in a much wider thought process that aspires to represent the aesthetic, functional and applicative features of the crane in a creative and dynamic view of this product, an exegesis that is generally unusual for goods with such special features.

The hydraulic mobile crane takes the form of a mechanical entity with a markedly vertical development and an aesthetic elegance determined by its very ability to extend and stretch, even though firmly anchored to the industrial vehicle.
From these premises, six young photographers newly graduated from a two-year professional course - Giorgio Gori, Davide Zanoni, Noemi Belotti, Sara Busiol, Giacomo Tonucci and Giuseppe Chinati - have scrupulously adhered to the various key concepts developed by a cross committee for skills and tasks that took over the project “Crane Art."
Thus the project take concrete shape and comes to life.  The young photographers have developed some photographic concepts, in line with the themes: technological innovation, environmental sustainability, remote control, harmonic composition of a dynamic product and lastly, the chromatic interpretation of that unmistakable “Fassi red”.
And here are the results: a modern Romeo that presents a whole shop-full of flowers to his beloved using a Fassi crane; a tree which is transformed into a crane, starting from the bark; a collection of many mechanical booms that flourish like some kind of tree from Avatar; and again, a hard-working insect-crane, the source of construction, a "Leonardo" type man with mechanical arms and lastly, the elegant similarity between the Fassi Crane, an example of strength and power, and a swan, the highest expression of elegance and lightness.

The project provides an interesting opportunity for approach and co-operation between two realities belonging to two different worlds, enterprise and learning.  Two worlds capable of collecting and enhancing the incentives proposed by the artistic research of these young photographic outlooks and imprisoning them in a photograph, the uprising of elements which, in a crazy chase between imagination and emotions, propose a new language that becomes an image and makes us re-live an unusual but genial reading of the world of cranes, all in the simple genius of a “click”.

This first photo gallery will set the creative mood for the Fassi 2011 calendar, but Fassi Crane Art will be much more, it will have a place without boundaries where all the experiences of this project will find their proper perspective: www.fassicraneart.it

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 aim to meet different market needs, which are often linked to the specific geographical and economic conditions of individual countries.