“Italia Bellissima” – The Typicality

laboratorio ceramiche Deruta
The value of typicality according to the M. Arch. Andrea Capellino – Founder
Arch. Andrea Capellino Italia Bellissima Founder



Typicality is, according to the Italian vocabulary called “Treccani”, “Being typical: typicality of a character, a product, a wine; typicality of a linguistic expression or a style”.

Typical, in relation to the Italian dictionary known as “lo Zingarelli”, published by “Zanichelli”, means “which distinguishes a type, a person or a thing. Characteristic of a particular place or region”.

The definition of typicality and typical, clearly expressed by these two authoritative dictionaries, can be further analyzed with their synonyms able to qualify and consolidate the presentation. They provide us more ideas for a critical reflection, guaranteed by the lexical nuance that deepens the noun or adjective. As similar, we can use interesting terms as “specificity”, “characteristic”, “specialty”, “quality”, “distinguishing feature” and “prerogative”. They suggest the idea of a circumscribed product within a particular geographical area, expressing its own specific character to the properties from which descends, not only by design but also by materials. Therefore, it incarnates a markedly, a way of being, a proper subjectivity, daughters of a clear and characteristic temperament that is manifested in projectuality.

In a reverse process, it can improve the understanding to think about what does not match the term “typicality“, clearing the field through the study of its contrary word, ‘”atypical”. The current lexicon reports, as antonyms, words like “irregularities”, “exceptional”, “strange”, “extravagance”, “bizarre”, all in contrast to the logic of care enunciated by “Italia Bellissima”. They represent terms of dissonance compared to a state of harmony based on the classic taste of beauty. These contents are proper to the Italian tradition such as its history, the beauty of the land and cultural heritage that distinguishes it, as stated by Andrea Capellino.

Therefore, how can define typicality within the work conducted by “Italia Bellissima”? We discuss this topic with the M.Arch. Andrea Capellino, founder, who explains us own interpretation of this value connected to the uniqueness, already discussed, and to craftsmanship:

“According to ‘Italy Bellissima’, the concept of typicality helps to give value to the object as a product, determining the shape, colors and usage. It is just like a place: climate and other environmental factors influence the physiognomy of the people, their character, the way of speaking, gestures and their dialect, serving to define the local identity.

Typicality‘ embodies the essence of a place, its inhabitants, its cuisine, art production and its architecture.

‘Italia Bellissima’ wants to represent this concept, so deep and rooted in Italy, through crafts and materials. These help to create atypical local architecture that has developed over the centuries. For example, Tuscan house, Lucan farm, the ‘Trullo’ or Emilian farmhouse have a shape, characteristics and stylistic design so related to climate and customs of the places, resulting absolutely unique.

‘Italia Bellissima’ turns its attention mainly to the interior design, in order to recreate the charm and atmosphere of a small corner of Italy, making appreciate the quality typical of artisan production.”

“Italia Bellissima”, the poetry of life.

by Fabrizio Aimar