(1 Sep 2000) Entertainment Rushes – Fabrica Di Benetton
Tape 1:
01:00:00
Wide shot Fabrica
01:01:49
Wide shot Tadao Ando
01:02:06
Chinese director and family
01:03:03
CU Luciano Benetton
01:03:25
Luciano Benetton
01:04:15
Marco Muller
01:04:28
Start of press conference (italian)
01:08:50
CU Tadao Ando
01:20:20
Open Window
01:26:21
Outside music in pond
01:27:00
Luciano Benetton speaks with Swiss architect
01:28:36
Soundbite (italian) Luciano Benetton:
"The idea was to strengthen our position in communication. For us communication is very important. We wanted to be stronger in this sector and needed more ideas, creativity and collaborations.
We thought of how we could find a solution to this problem.
We thought we should create a research school of communication. We would give scholarships and finance young students from all over the world.
They would not be experts of communication but would have free (minds). With creative and modern minds to give contributions and solutions; to discuss and compare their ideas with the traditional systems (of communication).
We thought an international group of very young people would be ideal. In this way we would have a synthesis of the World.
Young people are very important in many ways: they are the ones who create trends. That was the idea.
Logically, we tried to understand if such a school or centre already existed. It would have been much easier. But, at a world/global level there was none. Furthermore, we wanted to have control on the search and selection of the candidates.
Once our mind was set, the preperations to arrive to this point have been constant and direct."
01:30:50
Soundbite (italian) Luciano Benetton:
"We have seen today how Tadeo Ando is an architect that communicates. He attracts a lot of press, many experts and architects. This is part of what we need.
We wanted an architect that would listen to our needs, projects and ideas and could solve our problems. Indeed, he took everything in and gave an interpretation in the manner of a great architect.
Part of the space already existed; the old part had to be reconstructed.
We needed to add a new part that would host more spectacular and monumental spaces for computer workshops, graphics, etc."
01:32:10
Soundbite (italian) Luciano Benetton:
Logically, communication by itself would not be enough. For example, with communication you cannot sell a bad or wrong product. But, if everything works well, if in a business there is harmony between the products, finance, distribution and the industrial facilities, then (good) communication can give an extra impetus to improve the performance."
01:33:10
Soundbite (italian) Luciano Benetton:
"Fabrica must be constant in renovation. It is a constant worry of a business to interpret correctly and promptly the changing world.
Fabrica gives us the environment where we can measure the changing pulse (of the World); research activities in themselves have no limits. For this purpose, Fabrica disposes of the most moder technologies and computer systems."
01:34:00
Soundbite (italian) Luciano Benetton:
(Q: How much did it cost?) "I do not know exactly. But the overheads of Fabrica are included in our advertising and communication budget, which is 4% of revenues. In other words, the cost of running Fabrica is part of our advertising budget."
Tape 2:
01:35:56
Soundbite (italian) Luciano Benetton:
It is a testimony of the continuity of Benetton’s spirit: not to try to do many different professions, but to do one’s own well.
01:37:07
01:37:20
Find out more about AP Archive: http://www.aparchive.com/HowWeWork
Twitter: https://twitter.com/AP_Archive
Facebook: https://www.facebook.com/APArchives
Instagram: https://www.instagram.com/APNews/
You can license this story through AP Archive: http://www.aparchive.com/metadata/youtube/9863052db1818657484403651f0eacac
Author: AP Archive
Go to Source
News post in July 20, 2025, 3:05 pm.
Visit Our Sponsor’s:
News Post In – News
