Interni Mutant Architecture & Design is the name of a large exhibition-event created and organised by the Mondadori monthly Interni, edited by Gilda Bojardi, with the patronage of the City of Milan, and co-produced by Enel and MINI, to be held in the courtyards of the University of Milan, from 11 to 23 April, and coinciding with the Milan design week (11-17 April 2011).
The exhibition will be open to the public from Monday 11 to Sunday 17 April, from 9 am to midnight; from Monday 18 to Friday 22 April, from 9 am to 9 pm and on Saturday 23 April, from 10 am to 4 pm.

Interni Mutant Architecture & Design reflects on an architecture that mutates – in the perception of the physicality of the materials used, over time and in different locations – and that is characterised by enormous flexibility. With experimental INSTALLATIONS, the exhibition offers and large and spectacular composition that benefits form the collaboration of some of the leading companies in design and architecture. The larger works are on display in a number of spaces of the University of Milan in Via Festa del Perdono 7, in the Cortile d’Onore, the fifteenth and seventeenth century courtyards and the galleries.

A large number of designer, architects and companies have contributed with their projects to Interni Mutant Architecture & Design, including: Zaha Hadid Architects with Lea Ceramiche and Artemide, Ingo Maurer for Enel, Gwenael Nicolas with Deborah Milano, Michele De Lucchi with a special project for L’Aquila, Mario Botta with Mapei, GVM and RIVA 1920, Richard Meier with Italcementie Styl- Comp Group, SnØhetta in collaboration with Paolo Armenise + Silvia Nerbi with CarraraMarmotec, Andres Warming with Mini, Jacopo Foggini with Nice and Giulio Iacchetti with Moleskine.

Included in the Interni Mutant Architecture & Design exhibition there area also a series of DESIGN ISLANDS, ‘urban salons’, places to meet, created and prepared by leaders from the Italian and international furniture and design sector, who present unseen prototypes and items from their latest collections, including: Carlo Colombo with Arflex, Compagnia del Verde and Srtatex, Ron Gilad with De Castelli and Flos, Diego Grandi with Rosenthal and Sambonet, Setzu and Shinobu Ito with Art_Container, Massimo Pierattelli with Arval, Thomas Heatherwick and Sybarite with Marzorati Rochetti, Francesco Lucchese – Caldia Cube with Marmi and Graniti d’Italia Sicilmarmi, Pedro Campos Costa with Amorim Isolamentos, Matteo Ragni with Camparisoda, Lorenzo Palmieri with Lavazza a Modo Mio, Vincenzo de Cotiis with Rossana and Daniela Di Lauro and Massimiliano Dalla Foglia with Do.it Design Outlet Italiano. Among the Design Islands there is also the press-room designed by Simone Micheli with Visionnaire.

Interni Mutant Architecture & Design continues also in Piazza Duomo, in the 8 windows of La Rinascente.
Also during the exhibition-event organised by Interni, a series of special events will be held in the courtyards of the University of Milan, including:

– A keynote address (Lectio Magistralis) by Richard Meier: Saturday 9 April at 11:30 am in the Sala di Rappresentanza of the University of Milan.

– A keynote address (Lectio Magistralis) by Mario Botta: Wednesday 13 April at 4:30 pm in the Aula Magna of the University of Milan.

– A live concert: Tuesday 12 April at 8:00 pm, with sounds by Lorenzo Palmieri, at the University of Milan.

R101 has launched on YouTube the first video campaign to be realised and organised by an Italian radio station exclusively on digital media.

In fact, from Monday 11 April 11 the R101 sit-com “La Carica Quotidiana” will be available on the home page of YouTube. The creative idea of the video is a comic format that has as its protagonists the presenters of “La Carica di 101”, the station’s popular morning show.

In a number of episodes, each lasting about one minute, “La Carica Quotidiana” offers the brilliant humour of “Carica”, with a daily spot on R101 that takes an ironic look at the news of the day.
Paolo Cavallone, Cristiano Militello and Sara find themselves in the shoes of improbable newsagents, struggling with the everyday problem of selling their wares.
In the serial the three presenters are regularly interrupted by the arrival of a customer: and an off-stage voice appears of VIPs, politicians and celebrities (including Massimo Moratti, Roberto Vecchioni, the former minister Sandro Bondi, Lapo Elkann, Jovanotti, Christian De Sica, and others) imitated in the irresistible style of Sergio Sironi and Leonardo Fiaschi.

“2011 continues to be an important year for the station,” declared Fabrizio Savorani, marketing director of Monradio. “After the recent launch of a print-based campaign focused on Marco Balestri, the presenter of ‘Molto Personale’, we decided to turn our attention to another of the station’s successful programmes, the morning show ‘La Carica di 101’, with a new format that reproduces the comic dynamics of the show, as if it were a real a sit-com.” Savorani explained.

“We consequently developed a digital campaign specifically for YouTube, which with its 7 million daily page views will give us huge visibility across a wide target audience in line with the content of our radio show,” he concluded.

The next episodes of “Carica Quotidiana” will be available on YouTube on Tuesday 19 April, Tuesday 27 April, Thursday 5 May, Friday 13 May and the following weeks, with other new episodes.

R101’s digital campaign for YouTube di R101 was developed by the agency Tita. Creativity by art director Annamaria Santoro and copywriter Andrea Masciullo. The episodes were shot by Max Croci and produced by Movie & Arts.

Easyshop.it is the Mondadori Group’s new virtual store, dedicated to the sale of quality branded products in fashion, furnishings, design and technology: not merely an e-commerce site, but an authentic online shopping club online to take advantage of unmissable buying opportunities.

With this initiative, Mondadori is taking an important step forward in the constantly growing online shopping market, which increasingly attracts the attention of millions of users.

“We are extremely satisfied by the response we have received from the market,” declared Vittorio Veltroni, the general manager of Mondadori Digital. “in the week of the launch more than 20,000 users registered on Easyshop.it and we intend to grow significantly in this segment,” concluded Veltroni.

The members of the shopping club themselves contributed to the launch of Easyshop.it, thanks to word-of-mouth generated on the web by the bargains on offer.
In fact, the store offers the possibility of accessing, through the “Flash Boutique” section, special promotions on prestigious branded fashion and accessories with discounts of up to 70%, including, this week, producst by Fendi, M Missoni, Dimensione Danza, Scorpion Bay, Salt and Pepper and Gola.
On average the sales last for 3 to 4 days, at the end of which the assortment and offer change. The products, which can be seen in detail thanks to images that rotate 360°, can be purchased with real savings, both in terms of time and money. If the product you want becomes temporarily unavailable, by signing on to the “Waiting list”, you will immediately alerted by email when the product is back in stock.

Moreover, Easyshop.it in “Flash Boutique” offers special promotional sales, rotating over a period of just a few days, of cult clothing items and accessories from the Spring/Summer 2011 season, with discounts of up to 40%: until 2 April users can buy bags by Jimmy Choo.

The great new feature of Easyshop.it is the “Group Shopping” section where group buying power makes all the difference: the more buyers, the lower the price for all those who have signed up before the expiry of the initiative. In this area it is possible to buy fashion accessories, technology and a range of other goods at unbeatable prices. The price advantage is immediately visible with a special display that shows how the saving is directly proportional to the number of “friends” participating in the group. On offer this week will be products from Samsung, Kodak, Philips, De’Longhi and HTC.

All you need to do to be a part of the Easyshop.it experience is to sign up online, without any obligation to buy. Anyone who is already registered on a Mondadori site can continue to use their username and password. Every week members of the club will receive a newsletter highlighting the best offers.

Easyshop.it members can also invite their friends to join the club, and gain a bonus of €10.
Easyshop.it can be accessed from a PC, iPhone or iPad, and from the home page of the site it is possible to interact with the social networks Facebook and Twitter.

Mondadori today launches “Cook&Books”, the first initiative of its kind in the heart of Milan dedicated to cooking enthusiasts.
The third floor of the Mondadori Multicenter in Piazza Duomo has been refurbished and now also features a new in-store shop focused on the pleasures of the table. With books, accessories and an authentic cookery school.

THE COURSES
At the heart of the new plan by the Mondadori Multicenter the “Cook&Books Academy” is a cookery school, created from the experience of Sale&Pepe, Cucina Moderna and Cucina no problem which will open tomorrow, Tuesday 29 March. With a real fully-equipped kitchen, the Academy will offer courses for adults as well as special courses that will be a mix of fun and teaching, to introduce children to the importance of diet, all certified by the professional staff of the Associazione Insegnanti di Cucina Italiana or AICI (the Italian cookery teachers association).
The lessons (40 sessions, to be held from March to June, and continuing from September to December) will allow all participants to learn how to select ingredients and to practise their skills on a range of courses not only on Italian, regional and international cooking but also children’s diets: an unrepeatable opportunity to discover the falvours of good cooking and the perfect preparation of dishes.
The range of thematic courses includes: “simple & chic menus” (31 March); “a passion for chocolate” (5 April); “an Easter menu” (7 April); “a dinner party in 40 minutes” (5 May); “Neapolitan pastries” (24 May); “well-dressed ice cream” (7 June) and “summer meats” (16 June).
A complete calendar of lessons offered by Sale&Pepe, Cucina Moderna and Cucina no problem and details about enrolments can be found on the web site: www.corso-di-cucina.it.

THE KITCHEN
The “Cook&Books” kitchen, where the courses will take place, is an innovative and confortable space that will allow aspiring cooks to enjoy experiencing the world of taste in a creative and functional context, thanks to partnerships with Valcucine, Neff, Irinox, Kenwood, Tescoma, Fissler, Pensofal and Emile Henry.

BOOKS, ACCESSORIES AND EVENTS
The new third floor of the Mondadori Multicenter has been organised to facilitate the alternation of displays of accessories and books, making it easier for customers to choose products and discover a natural kitchen, the art of food conservation, as well as the secrets and tricks of celebrated chefs, wine and drinks.
The display of books on the culture of Italian and international cooking is organised thematically – teas and coffee, desserts, savouries, sushi, eating for health and many more – and also features a vast selection of Italian and foreign publications and those of great chefs. Extensive space is also dedicated to Gourmet guides and guides to wine and food, such as those from the Italian regions, from Piedmont to Sicily, and the discovery of traditional flavours.
The extensive bookshop will alternate with single-brand spaces featuring design products and accessories for the preparation and cooking of dishes, selected from some of the leading manufacturers in the market. In addition to traditional utensils, “Cook&Books” offers ranges of everyday objects in avant-garde materials and small, practical and intuitive electrical appliances.
The entire “Cook&Books” plan is completed by the Mondadori Multicenter events space, which, thanks to its extensive balcony, enjoys a fantastic view of Piazza Duomo and where a series of events will be organised for cooking enthusiasts with food and wine demonstrations and the opportunity to meet and discuss issues related to eating and entertaining.

The Mondadori Multicenter in Piazza Duomo, opened in 2007, is the biggest space dedicated to culture and leisure in the centre of Milan. With a floor space of some 4,000 square metres, the store offers a wide range of books and DVDs, a large newsstand and an exclusive range of stationery, gadgets and gift ideas. The second floor is given over to modern digital technologies, computers and telephone-related products. All of which makes the Mondadori Multicenter a fantastic place to meet, where people can immerse themselves in a world of culture in a stimulating atmosphere that is also characterised by a rich array new products.

The “Cook&Books Academy” is the cookery school of the monthlies Sale&Pepe, Cucina Moderna and Cucina no problem, edited by Laura Maragliano. Sale&Pepe, the leading upscale cookery monthly, brings to the table with every issue a range of exclusive and refined suggestions, with recipes from both Italian and international gastronomic traditions.
Cucina Moderna, Italy’s best selling title in the sector, is an indispensible friend for women who love to cook, thanks to an offer that ranges from menus for special occasions to quick and nutritious everyday meals.
Cucina no problem is an innovative monthly dedicated to young couples, singles and all those who don’t want to renounce the pleasures of cooking, even when time is short and experience limited.

Casaviva, the historic Mondadori interior design magazine, edited by Paola Girardi, from 19 March will be on newsstands with a completely new look; a change that ups the stakes on good taste, professionalism and elegance.

The logo, brought back from the first edition of the monthly published in 1973, has been given a modern twist, with a more colourful and visual impact. The layout is clean and refined, with each element given the best emphasis, thanks to evocative images to make the reader dream.

Casaviva will have a new positioning that balances aspirations and service with an editorial mix that combines both the desires of the target and practical service to help readers with more technical and style-related decisions.

The magazine, which features both tradition and the new, is now even closer to the reader. In fact Casaviva is a reference point for people who want to enjoy their homes with feeling and passion, offering interior plans and solutions linked to buying for the home and day-to-day home life.

The magazine opens with the traditional section on what’s new, with a focus on the theme of the month, news and shopping.

And from this month Casaviva will revisit the 4 sections on which the magazine is based.

The first is La casa del mese (Home of the month), an historic section which is based on an authentic design plan, for which under-30 architects suggest ideas and solutions to revamp a home. The second section, Abitare e dintorni (Living etcetera), presents homes and environments of different styles and moods. Piaceri e passioni (Pleasures & passions) is the section dedicated to food and entertaining, where readers can find recipes and ideas for a passionate and harmonious relationship with food and conviviality. The final section, I nostri esperti (Our experts), invites the involvement of the readers and offers concrete and immediate solutions with the help of professionals from the sector.

The new formula of Casaviva has been warmly received by advertising clients: the April issue of the magazine has recorded, despite a rise in average ad rates during the period – an increase of over 30% in page numbers compared with last year; a figure that confirms the positive trend of the entire “Living” portfolio managed by Mondadori Pubblicità.

In support of the re-launch of Casaviva an advertising campaign has been planned across a variety of media: TV (Mediaset channels, Sky, MTV and digital), print (Mondadori magazines), web sites and points of sale. In particular, in the week of the re-launch, selected newsstands in the centre of Milan will be decorated with promotional materials highlighting the monthly’s re-launch.

The title has also opened a Facebook page.

The new Casaviva will be on newsstands on Saturday 19 March, at the special price of €2.50.

R101 has launched a new communication campaign. In fact, after having reviewed and reconfigured its musical offer with an even more exciting playlists and expanded its team of presenters, R101 presents a campaign, that will be spread across 2011 and focus, at different times, on some of the station’s leading programmes and voices.

The campaign, which is being run by the Tita agency, will start with an initial project dedicated to Marco Balestri and his show “Molto personale”, on the air every day from 5pm to 7 pm on R101. During the show, Italian listeners talk to and confide in the presenter about relationships and feelings, exchanging ideas and sharing “highly personal”, as happens in a real confessional.

And this forms the basis of the creative idea: Marco Balestri dressed as a priest, with a black cassock and purple fascia, in the confessional of a church…. “There’s only one problem. He can’t keep a secret”. The headlines and slogan of the campaign, closely linked to the images of the presenter, immediately reveal that we’re not dealing with a traditional priest: “Più che fedeli, ha ascoltatori fedeli”; “Meno siete casti, più si diverte”, “Ama il prossimo tuo. E poi raccontaci i particolari” (More than devotees, he has devoted listeners”, “The less chaste you are, the more fun he’ll have”, “Love thy neighbour, then gives us the details”).

With this campaign R101 has decided to focus on particular on consumer magazines, with extensive planning on Mondadori titles. The ads, which alternate four subjects (on single pages and double-page spreads), have been designed to generate a strong communicative impact on the reader. The creative team is Annamaria Santoro, art director and Andrea Masciullo, copywriter. The photographer is Reed Young.

A new editorial product has been added to the portfolio of products of Gruner+Jahr/Mondadori: the video community Mammenellarete.it, which has been bought from The BLOGTV.

Thanks to this operation, Gruner+Jahr/Mondadori has created Italy’s first “family network”. Operating under the brand Nostrofiglio.it, the site will move from being a simple portal to being an authentic multimedia platform able to draw in other products aimed at parents and families.

“Mammenellarete.it, thanks to its video community,” underlined Enrico Ciampini, web publisher at Gruner+Jahr/Mondadori, “is wholly complementary with the editorial offer of Nostrofiglio.it. Now, along with the quality of the content, we can offer to parents the possibility of managing their videos and to share them with other families on a social platform specifically dedicated to them. The Nostrofiglio.it family network was created from and will continue to evolve through cooperation and new projects, in order to respond to the needs of families looking for reliable online information and creating moments of social exchange.” concluded Ciampini.

“We are extremely satisfied with the inclusion of Mammenellarete.it in our network of titles,” declared Davide Mondo, managing director of Mediamond, the company that will manages advertising sales for the site. “The arrival of a community of such relevance has a strategic significance for us, in that it will enable us to reinforce our already strong position in the “parents” target where we have, in addition to Nostrofiglio.it, the channel dedicated to mothers on Donnamoderna.com, with detailed coverage of the issue on the web site of Famiglia Cristiana and the Vivalamamma blog on Tgcom.it“, concluded Mondo.

Mammenellarete.it, first launched in 2007, is the first User Generated Content for video entirely dedicated to mothers, where they can share experiences, find answers to their questions, consult experts and where they can get direct and concrete solutions to problems and information about initiatives and events of interest.

Nostrofiglio.it was launched in 2009. Edited by Sarah Pozzoli, the portal is targeted at families and parents with a mix of services, news and a community, with a range of information and advice about conception, pregnancy and birth, as well as the growth, development, health and diet of babies and young children.

Tv Sorrisi e Canzoni and Corriere della Sera present Dentro Faber an extraordinary homage to the poetry and music of Fabrizio De André, available at newsstands from 11 March, and coinciding with the opening of the exhibition Fabrizio De André a Milano.
Dentro Faber is a definitive collection that brings together 8 DVDs, full of previously unseen material, on the life, music, experiences and passions of one of the great artists of our age.

The initiative has been organised by the Fondazione De André, thanks to the availability of unseen footage provided by Rai Trade and with the collaboration Vincenzo Mollica.

Fabrizio De André’s story is told by means of a thematic journey. In fact, each DVD, in addition to the best of his songs presented in their entirety, features the places, the encounters and first-hand accounts that mix some of the key episodes of his public persona with the most significant moments of his private life.
L’amore, Gli ultimi, Le donne, L’uomo, il potere e la guerra, Genova e Mediterraneo, Il sacro, L’anarchia and Poesia in forma di canzone are the titles of the chapters through which an attempt has been made to capture the powerful flow De André’s lyricism.

Readers will be able to go deeper into his words, listening to live concert performances of the songs and learn about his personal life through interviews with some of his songwriter friends, from Ivano Fossati to Enzo Jannacci, and members of his family, Dori Ghezzi and many others.
Accompanying this voyage of discovery of his artistic and personal development is his son, Cristiano De André, the narrator of all of the DVDs.

Each issue of the collection comes with a booklet, introduced by the critic Aldo Grasso, containing images, writings and autographs by De André.
The first part of Dentro Faber will be available at newsstands from 11 March, at the price of €10.90 (including the DVD and booklet, magazine or newspaper excluded) along with a free binder to collect the entire series. The DVDs will be released weekly.

Release dates for Dentro Faber:
11 March – L’amore (con il cofanetto in regalo)
18 March – Gli Ultimi
25 March – Le Donne
1 April – L’Uomo, il Potere e la Guerra
8 April – Genova e il Mediterraneo
15 April – Il Sacro
22 April – L’Anarchia
29 April – Poesia in Forma di Canzone

R101 has renewed its partnership with Stramilano and, for the sixth consecutive year, will cover the whole of Italy’s most famous urban sports event as the official radio.

Stramilano, now in its 40th edition, will take place on Sunday 27 March and will be anchored by Sara, the presenter of the comedy programme La Carica di 101, on the air from Monday to Friday from 7 to 10 am on R101.

R101 will accompany the 50,000 participants along the route from Piazza Duomo and Piazza Castello to the Arena Civica and will give an opportunity to 100 brave listeners – drawn from a list of users registered on www.r101.it, until 20 March – to run the Stramilano with one of the three presenters della Carica di 101, Paolo Cavallone.

R101 will also present to 100 participants exclusive Carica and Fabbrica del Sorriso gadgets, inviting people to donate €2 by sending an SMS to the number 45508. R101 is a supporter of the charity effort organised by Mediaset, Mondadori and Medusa also with the game “Il Botto alle Otto” from 20 to 27 March: at 8 in the morning, in addition to the usual €1,000 in prize-money given to listeners of the programme, the radio will donate €1,000 to the foundation.

A team of R101 staff will welcome Stramilano contestants at the rest area located on Viale di Porta Vercellina on the corner of San Vittore, with music, amusements and gadgets, to be won by participating in the games on the stage.

There will also of course be thousands of red R101 balloons for all participants in the 50,000 and the Stramilanina, for kids.

You can follow the run up to this much-anticipated event step by step on www.r101.it.

“Virtual History – Rome”, the application launched by Mondadori Digital just over a month ago, has achieved a position of extraordinary prestige among the apps for the iPad in the American market.

During yesterday’s presentation of the iPad 2, “Virtual History – Rome” was described by Steve Jobs, Apple’s founder and chief executive, as one of the “just wonderful apps” for the iPad – in a market in which there are already over 65,000 apps – and defined both the results and the definition “amazing”.

This is a recognition of Italian excellence, in this case by Mondadori Digital, that underscores the great success of the application around the world.

In fact, having climbed the hit list of iPad apps in Italy, “Virtual History – Rome“ was a hit also in other European markets – where it was recommended by the iTunes store on the home page for iPad apps in the United Kingdom, Spain, Switzerland, Belgium, Finland, Denmark, Greece, Luxembourg, Sweden, Portugal, Norway and Holland – before beginning an authentic world tour.

Recommended by iTunes in India, Canada and New Zealand, “Virtual History – Rome”, after having reached the top of the list of best-selling apps in the “educational” category, the Mondadori Digital app went on to gain a leading position also in the American market where it is currently featured among the “What’s hot” apps on iTunes.

“Virtual History – Rome” is the first app to use “bubble viewer” technology by Applix, designed in Italy and patented in the US, which makes full use of the sensors built into the iPad (accelerometer and compass) to create a new generation of illustrations in a digital bubble form.

Thanks to this new app it is possible to witness the spectacular digital restoration of the statues of the Eternal City, be moved by a panorama of the city as it was 2000 years ago – from the Coliseum, to the Circus Maximus, the Mausoleum of Hadrian, as well as a number of sites in Pompei and Herculaneum -, explore the monuments in 3D and observe their transformation, from their original state to their current condition.

Maps and outlines of great educational value make it possible to study and understand more about the birth of Rome, the conquests and fall of the empire, engineering techniques, art, war, the spectacle of Roman civilization and profiles of the emperors.