AboutUmbria keeps on doing its journey to enhance Umbrian outstanding qualities and does so by adding a new piece to the articulated puzzle that we started composing two years ago with the store opened in the Airport of Perugia.
Since then, the project has grown and saw on the day of April 11th the achievement of a second important goal, the release of AboutUmbria Magazine, the online magazine that describes Umbria and its unique characteristics.
But we had another goal in mind to complete this ambitious project, but we believe fundamental, today more than ever, to the re-launch of our region, which needs to be known outside of our borders, which needs instruments to be illustrated not only by highlighting the features already known and representing the cornerstones on which the commonly used communication register is based, but also by clearing the commonplace, going beyond the already mentioned and the already heard, showing much wider realities and potentials and many other possible scenarios.
We started from here and set a few points.
Umbria is green. This is undeniable. How to ignore the environmental beauty, the sweetness of its hills, the green that remains inside, which sometimes seems capable of reconciling us with the universe? But there is much more, and through colors perhaps, we might be able to narrate it by using unusual color matches or, why not, daring ones.
So we thought to tell Umbria through a color, analyzing it, studying it, and then presenting it through a lens every time coloured differently, so that no aspect would remain behind, so that no soul remains unexpressed. But how about Umbria? We did not have any doubts about this, letting it speak. So we made a full use of images, because it is useless to talk if we cannot show what we are talking about.
But how about Umbria? We did not have any doubts about this, letting it speak. So we made a full use of images, because it is useless to talk if we cannot show what we are talking about. And then no inflates ads, no commercials or slogans from the showcase merchandise. Only great care in research, love for truthfulness of information, attention to details. We tried to present the region’s soul that is amazing in its concreteness, magnificent in its essence.
Thinking about Umbria, comes to mind a beautiful woman who does not like lipstick and blush. A beauty without mystifications, the beauty of tuff and travertine, of Assisi stone and sandstone; an authentic beauty marked by time and yet timeless.
That’s why we did not add any overtone, but we tried to get to the essence; with this intent we chose the contents, selected the photographs, thought of the magazine size and also the paper to use.
We tried to go straight to the heart, that green heart that will become many other colors. BLUE, for example.