During the 2011 Salone del Mobile, in celebration of the 50th anniversary of the international show, Pisa Orologeria has created the event "Progettare il Tempo". The project aims to pay tribute to the world of design, inviting a select group of designers to focus their creativity and their talent on a subject very dear to Pisa Orologeria: Time.  Based on the resulting concepts "Progettare il Tempo", would like to explore new creative horizons in the realm of time measurement and more. It aims to discover new interpretations, new curiosity and new themes related to Time through the creative innovation of seven new realities of the professional design scene. They are entrusted with the task of observing the subject through their contemporary cultural patterns and transform it, shaping the different content with their design intuitions, opening the doors to the future. Each designer, designer group or design studio is required to address the issue of Time looking in all its complexity, starting from a common point

"Time is the dimension in which it is conceived and measured the occurrence of events "

This means, specifically, that the goal is to create a concept on a product that can measure the occurrence of events. Such view allows us not to be limited to just a watch. History teaches: from a simple pole planted on the ground that marked the time passing following the shadow of the sun to measure infinitesimal fraction of time, the burning of candles, the observation of celestial motions, sundials, the pendulum clock, the wristwatch, the hourglass, the water clocks and much more, men have always known how to express their curiosity and desire to measure time in many ways.

"Progettare il tempo" is an opportunity to reread and reinterpret Time through a poetic, unusual, creative, provocative and surprising approach.

In order to address each work on a specific topic along with the main one, the plan is that each designer, designer group or design studio chooses one of the following three suggested keywords as filter for the initial analysis and to partially guide the results of the different concepts.

• Time and technology
• Time and environmental sustainability
• Time and philosophy (personal time)

All entries will be exhibited on the windows of Pisa Orologeria during the week of the Salone del Mobile 2011 (April 12th till 17th) A jury will choose the best concept which will be produced and exhibited at the center of the store.

 The collaboration with Accademia del Lusso

Accademia del Lusso will take part in this project as a Cultural Partner in collaboration with Federico Ramponi to choose the Designers and to ensure the best quality in each project.

Graphic design:

Creative direction: