“The earth, the sky and the mountains in between” recounts the values and philosophy that unite the exhibition centre with the South Tyrolean brand, a leader in the production of mountain equipment.
The exhibition, open from 23rd December 2022 to 12th February 2023, is spread over three levels, stimulates the imagination and evokes a vertical ascension from earth to sky, playing with keywords, colours, images and iconic objects. Progressively, the beauty of a journey to the top, associated with the evolution of Salewa, is revealed.
Cortina d’Ampezzo, 22nd November 2022_ The Dolomites are an inexhaustible source of inspiration not only for their visitors and residents but also for companies linked to the world of the mountains, such as Salewa, historically anchored to this unique context. The South Tyrolean brand is the protagonist of an exhibition set up at Lagazuoi EXPO Dolomiti, located at the top station of the Lagazuoi cable car at an altitude of 2,732 meters.
The installation arises, above all, from a profound affinity: the exhibition centre tells a vision of the world, promoting a different tourism that focuses on the relationship between people and the environment. The same philosophy characterizes Salewa, which through technology and material research, provides athletes with the tools for an all-encompassing, deeply immersive mountain experience.
This is how the exhibition "The earth, the sky and the mountains in between" came about. It can be visited from 23rd December 2022 to 12th February 2023. The curator, the creative director Anna Quinz, has created a site-specific project that is an unprecedented synthesis between images and words. The concept is an antithesis of a showroom: through subtraction rather than accumulation, the essence of the vision denoting the brand emerges clearly. The three levels identify the stages of ascension from the earth to the sky passing through the discovery of verticality. The visitor is accompanied on a path that favours the senses and the vivid impressions evoked by the encounter between keywords and images. There is no lack of iconic objects, which allow the visitor to compare the original and modern versions of Salewa products. Many of the orginal exhibits, revolutionary for their time, were conceived by the historic director of Salewa, Hermann Huber, legendary mountaineer, explorer and inventor.
The first level is dedicated to the Earth, which is to be understood as the horizontal plane, base and basis of the narrative. The exhibition layout is positioned low, to recount the company's roots and belonging to the territory. A theme developed through three objects: ski poles, the brand's first top product, the Andes backpack associated with the Andean expedition of director Hermann Huber, and the down sleeping bag. A “sensorial” corner is dedicated to Tyrolwool, the Salewa wool recovery project, which symbolizes the regeneration cycle.
Going up to the first floor, you meet the Mountains: the verticality of the walls is exploited for discovering the semantic universe related to rock climbing and mountaineering, also evoked by the peaks that can be admired, in all their magnificence, from the large windows. Among the iconic objects, we find the crampon that "caresses" the rock and supports the ascent, the wool gloves and the Bering down jacket, which protect against weathering. An entire wall is dedicated to "fleece", thus to the colourful 80s and 90s vintage sweaters, symbols of an era.
The third level, also on the first floor in the second room, is bathed in white and evanescent light: it belongs to the Sky and the most aerial dimension. We are in the clouds, surrounded by videos, images and plexiglass panels which create light and colour effects. The exhibition layout is positioned high. A sense of lightness pervades the room. Among the iconic objects, there are the lightweight Helium helmet, the climbing rope and the eagle, the symbol of Salewa and a metaphor for freedom. A video is dedicated to the volunteers of the Aiut Alpin Dolomites mountain rescue service, who fly to help people in need.
Lagazuoi EXPO Dolomiti is one of the highest exhibition buildings in the world, located at 2,372 metres, in the heart of the Dolomites UNESCO World Heritage Site, halfway between Cortina d'Ampezzo and the Badia Valley. It is an innovative space and an internationally recognized exhibition gallery that hosts a calendar full of events, exhibitions and projects dedicated to photography, past and contemporary art, and the history and prehistory of the area.
Salewa is synonymous with a passion for mountain sports. Founded in Munich in 1935 and then moved to South Tyrol, this family-run business is today firmly anchored in the Dolomites. At the Bolzano headquarters, it manufactures technical equipment with traditional materials and modern design, and in compliance with very high environmental and social standards. Salewa draws inspiration from mountain sports and contributes to its constant evolution, positioning itself as a leader in the sector by focusing on awareness of regionalism, quality and value. Its 550 employees create pioneering products for mountaineering: clothing, footwear, materials and technical equipment.