Rosso Reale

Inside the Fontanafredda estate, in Serralunga d’Alba, the location of the winery founded by Emanuele Alberto di Mirafiore, an exhibition called “Rosso Reale” has just opened, born from the meeting of two important Italian excellences: Mirafiore wines and Rubelli fabrics.

The Rubelli’s are one of the most ancient family-run companies in Venice. Since five generations ago, they are known all around the world for the design, production and distribution of precious fabrics for interior design. They are a perfect example of balance between innovation, through state-of-the art machines, and attention to tradition, thanks to their extraordinary historic archive, rich of still-functioning looms for hand weaving from the 18th century.

Host Oscar Farinetti, during the opening of the show, explained how this event was born: «We want to put together two Italian beauties because we are sure that this is the best way to tell our story to the world. Mirafiore and Rubelli share a passion for work, which is the pulsating soul of our activity».

So here’s Barolo Riserva E. Mirafiore which represents the territory, the Langhe region, and paradoxically, a contrast between history, tradition and contemporaneity. For the first time these two important Italian companies are united, in synergy, in the creation of a common project.

The “Rosso Reale” exhibition is only the beginning of a multisensory journey that will be developed in various phases and will culminate during Expo Milano 2015 with “Tasting Velvet”. Two brands tied to a unique duo: tradition and long history.

There’s a bizarre coincidence: 1858 is both the year in which the estate in Serralunga d’Alba was founded, and the year in which the historic Venetian weaving factory Giobatta Trapolin which, after a few decades, was then bought by Lorenzo Rubelli, grandfather of the current President, was born.

It is exciting to think about the fil rouge that ties Rubelli to Mirafiore and is perfected in the colour Red, that of the velvet, and that of Barolo. An elegant harmony for a result in which the word “refined” is immediately associated with fabric and wine.

With a special staging in the ancient cellars of Casa E. di Mirafiore, Rubelli presents an exclusive selection of red fabrics: from the oldest ones, kept in their historic archive, to their most recent production. The exhibition, chronologically divided into four sections, presents a series of fabrics and the technical designs that are essentials to produce them.

The first section is dedicated to ancient fabrics, dating from the second half of the 15th Century to the second half of the 18th Century; it then moves to products from the early 20th Century until the Fifties, with a series of Italian design creations, including some fabrics designed by Gio Ponti for Rubelli. The third section presents a selection of fabrics specially produced for historic palaces, museum and theatres from all around the world: from Palazzo Reale in Venice to Teatro alla Scala in Milano, up to the Bolshoi in Moscow.

Finally, there are the contemporary fabrics: they are made using the experience from the past but interpreted following a current taste. Everything is strictly red: crimson, Pompeii red, Venice red, garnet, magenta, brick, blood, cardinal and finally a Reale Rosso Barolo! It will be possible to view the exhibition, opened on November 12th 2014, until January 10th 2015, upon reservation.