Breadway, an “experiential journey” between food and design, thanks to the presence of its national and international partners in its two annual editions, will undertake a true journey through the European cultural landscape on a number of levels, over the creative bread routes; through an innovative consumption of culture, all phases of breadmaking will be retraced and relived, from the simple grain of wheat up to the point when 2019’s grand European bread will be taken out of the oven.
The Piccianello suburb will see innovation, culture and storytelling merge into a programme of multidisciplinary artistic events whose main theme will be bread: artistic performances, shows, storytelling, installations and workshops through which visitors of all ages can get involved in an experience that will bring them closer to a cultural heritage of knowledge, flavours and traditions.
Specifically, the Puglia and Basilicata delegation of the ADI - Associazione per il Disegno Industriale (Industrial Design Association), together with the Faculty of Biotechnological Sciences of the University of Bari ‘Aldo Moro’, will conduct research and design work that will mark the evolution in the shape of bread, investigating and understanding the social aspects that have influenced it. This study, in addition to comparing the different realities and forms of bread, at the local and European level, will lead to a shared vision for the future, which will be transformed into the creation of a new form of bread itself.
Then, starting from a new shape and new organoleptic properties, "Breadway" will give back to the new bread community that will be formed in the city of Matera, a new bread: the European bread of 2019, a mirror of a new conscious bread community, that treasures, creates and enjoys knowledge and flavours.
MurgiaMadre Società Cooperativa
Linda Di Pietro, art director, Italy
Loredana Paolicelli, Italy
Catalina Pollak, Chile
Andrea Paz Cortés, Chile
At Piccianello district in Matera from 31th May to 9th June 2019
(*) Dates and venues may be subject to change