GIACOMO: YOU NEED A NOSE FOR TRUFFLES...

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GIACOMO: YOU NEED A NOSE FOR TRUFFLES... 

From the collaboration with Gufram, the new piece of the kit dedicated to the Alba White Truffle: the truffle brush – created by Job Smeets of Studio Job - dedicated to the genius of Giacomo Morra

Gufram, the Italian design brand that has always stood out for its pop, disruptive and radical identity, was invited by the International White Truffle Fair of Alba to imagine an object to be part of the Kit for the Alba White Truffle, an initiative that every year involves a design company in the creation of an ad hoc product for truffles. 

The Alba White Truffle brush is the object that sees the revolutionary creativity of Gufram - a company profoundly linked to the Langhe area where it has its headquarters - as the protagonist of this edition, which involved Job Smeets for the project, founder of eclectic and counter-current Studio Job. The Studio is internationally acclaimed for its works which, conceived for the world of collecting and museums, cross over the boundaries between design and art, combining avant-garde expressive power with unique craftsmanship. 

"A diamond of the earth like this one deserves a custom made kit, which this year we’re enriching with a new object, always in search of the right balance between design and functionality - declares Liliana Allena, president of the International White Truffle Fair Organization. Sunrise -. The 2020 proposal fits perfectly into the path started in 2017, in search of beauty and practicality, for all gourmets and truffle lovers. Thanks to the collaboration with Gufram and Job Smeets of Studio Job, a tribute takes form to honor Giacomo Morra's 'flair' and his intuition, in the 1950s, in promoting the Alba White Truffle in the world ". 

“Gufram's first object for the table could only be born at the table”, says Charley Vezza, Gufram's Global Creative Orchestrator. "The ritual of truffles, cooking, being together, are fundamental elements of the territory where Gufram is located today, and this collaboration was born precisely at a dinner with Liliana, Stefano and Barbara of the Ente Fiera team - President, Director and Event Organization Manager -. We also invited Job Smeets at this table, an important Belgian artist and 'Langhetto' by adoption. We called him to give us a hand, but in the end he put his nose in it, and not even his own”. 

GIACOMO is the truffle brush created by the nonconformist genius of Job Smeets, who decided to put his own signature on it precisely because of his personal tie with the project: from his kaleidoscopic and imaginative iconographic catalog, the designer has in fact chosen the iconic image of the "nose", transforming it into a functional and at the same time evocative object of the olfactory experience which, anticipating the pleasure of taste, is the very essence of the Alba White Truffle.

The sculptural nose with 24-karat gold finish is made by master goldsmiths with the most innovative techniques of high-end jewelry, while the brush set inside has bristles in 100% natural tampico fiber, following the performance principles disclosed by the National Center for Truffle Studies.  

GIACOMO is not just any nose, but Giacomo Morra’s - to whom the name of the object pays tribute -, considered to be the creator of the Alba White Truffle Fair and its international success story. Through research work examining archive photographs, the shape of Morra's nose was reconstructed and reproduced for the GIACOMO truffle brushes. 

"When Charley contacted me, the idea immediately came to mind: the truffle and the nose are always connected, dogs use their nose to find it, while for humans the nose represents the smell and taste of eating. The truffle is not for the eyes, it’s for the nose,”says Job Smeets. "The project is a tribute to Giacomo Morra not only physically, but also recalls his ingenious 'nose for business', which made the Alba White Truffle what it is today. I was also lucky ergonomically speaking; the nostrils create the perfect grip to brush the truffle, while the bristles look like surrealist mustaches. It’s an object with a radical and surreal design, but perfectly practical and completely in keeping with the history of the White Truffle of Alba. It’s a totally non-modernist piece”. 

With this project, Gufram, which since its inception in 1966 has created design icons that have become part of the collective imagination, once again confirms its aptitude for experimentation, both aesthetic and design, and that unique radical spirit, capable of giving origin to symbol objects going beyond the function and the dimensional scale. 

Gufram's collaboration with the International Alba White Truffle Fair Organization doesn’t stop at the Kit for the Alba White Truffle project but also extends to the spaces of the Beppe Fenoglio Room and the new venue of the Roddi Castle, which will be adorned by the brand's domestic sculptures. 

PUBLIC INFORMATION 

GIACOMO can be purchased by writing to: info@fieradeltartufo.org or it can be bought directly at the International Alba White Truffle Fair from October 10th to December 8th 2020, at the price of 90 euros.

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PER INFORMAZIONI

Ente Fiera Internazionale del Tartufo Bianco d’Alba
Piazza Medford, 3 - 12051, Alba Tel. +39 0173 361051 - info@fieradeltartufo.org - www.fieradeltartufo.org

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Twitter @AlbaTruffle
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L’hashtag ufficiale dell’evento è #albatruffle

Ufficio Stampa Fiera Internazionale del Tartufo Bianco d’Alba
Pietro Ramunno - Tel. 3395943085 – Mail: ufficiostampa@fieradeltartufo.org

Caricato il 02/10/2020

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