(Adnkronos) - “Ho scritto un libro sulla Nutella perché è un'icona del nostro tempo. È condivisione, è felicità quando la si spalma, è qualcosa che è entrato nelle nostre vite e questa mostra e questo libro, da cui è tratta la mostra, raccontano l'Italia attraverso questo marchio, che rappresenta noi italiani attraverso le varie generazioni”. A dirlo Gigi Padovani, scrittore e giornalista, in occasione dell'anteprima stampa relativa alla mostra ‘joyn! Un viaggio nel mondo Nutella per i suoi 60 anni’, svoltasi al Maxxi - Museo nazionale delle arti del XXI secolo.
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00:00It is an icon of our time, it is sharing, it is happiness when it is spread, it is something that has entered our lives.
00:13And in this way, this exhibition and this book, from which it is basically the exhibition,
00:19tell Italy through this brand, which represents us Italians through the various generations.
00:26I am a boomer, as you can see from my white hair, but Generation X and Generation Z have acquired it.
00:34It has now become an intergenerational stack.
00:37And Nutella is something that goes beyond the simple spreadable cream.
00:44It was born in Alba. Why did I do it? Because I was born in Alba.
00:47I breathed the scent of hazelnuts and cocoa when I was in Alba High School.
00:53And so this story interested me and I wrote it even without Ferrero involving me.
00:59I proposed it. In this case, there is really in this exhibition all that passage,
01:05which begins with a gentleman who had a pastry shop in the Langhe,
01:09his name was Pietro Ferrero, who is the founder of the company,
01:12then it passed to the great Michele Ferrero, who is a great industrialist,
01:15now there is the son Giovanni Ferrero, who also had the sympathy and honor to dedicate it to me.
01:21Let's say the preface to this book.
01:24The difference of the last ten years is that Nutella, from an Italian myth, has become a global myth.
01:31So this is the story.