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SALES ODDITY Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation MEMORIA DEL PROYECTO Premiado c

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SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

MEMORIA DEL PROYECTO Premiado con el León de Plata al mejor Proyecto de Investigación

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

ÍNDICE DE LA MEMORIA

I. DESCRIPCIÓN DEL PROYECTO II. PLANOS III. IMÁGENES DE LA INSTALACIÓN IV. RELACIÓN DE GASTOS ANEXO I. FACTURAS

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

I. DESCRIPCIÓN DEL PROYECTO

En 1970 Berlusconi promovió Milano 2, una ciudad residencial a 7,5 km de Milán, publicitada como

‘la ciudad de los número uno’ y diseñada para exiliar a prósperos sectores de la sociedad que trabajaban para corporaciones multinacionales de la polución, del crimen, de las masas obreras y de una incierta promiscuidad de mercado. Berlusconi afirmó: ‘No vendo espacio, vendo ventas’. La televisión moldeaba y transformaba los cuartos de estar en extensiones del Palazzo dei Cigni de Mediaset, en el cual las personas famosas traducían la vida ordinaria del día a día en patrones de consumo, deseables para audiencias prefiladas. Milano 2 ha sido el ensayo probeta en el cual los urbanismos de las televisiones nacionales de posguerra han sido confrontados por un entorno transmedia donde nuevas formas de política han ganado relevancia.

In 1970 Berlusconi promoted Milano 2, a residential city 7,5 kilometers from Milan, advertised as “the city of the number ones” and designed to exile affluent sectors of society, hired by multinational corporations, from pollution, crime, workers and uncertain market promiscuity. Berlusconi stated: “I do not sell space, I sell sales”. TV rendered living rooms as extensions of Mediaset’s Palazzo dei Cigni; in which sexy celebrities translated ordinary life into consumption patterns, desirable to profiled audiences. Milano2 has been the test-tube in which post-WWII national-TV-urbanisms were globally confronted by a transmedia environment, in which new forms of politics have gained relevance.

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

CRÉDITOS

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism Un proyecto de Andrés Jaque/Office for Political Innovation Investigación y Producción/Research and production Roberto González García, Lubo Dragomirov, Alberto Heras, María Alejandra Sánchez Investigación/Research Ruggero Agnolutto, Enrico Forestieri, Margherita Gioia, Matteo Pace Sargenti, Pietro Pezzani, Anna Tartaglia Producción Audiovisual/Audiovisual production Paula Currás, Eugenio Fernández, Ana Olmedo, Enrique Ventosa Fotos/Photos Miguel de Guzmán Producción Textil/Textile production Mari-Carmen Ovejero Arte Sonoro/Sound art Jorge López Conde Con el soporte de/With the support of Acción Cultural Española (AC/E) AECID Agencia Española de Cooperación Internacional para el Desarrollo Imagen Subliminal Monstruos Politecnico di Milano Edición en Inglés/English edition John Wriedt Traducción al Italiano/Translation into Italian Giuseppe Tota Ballardini § andresjaque.net/salesoddity 2014 Monditalia section/Sezione Monditalia at the 14th International Architecture Exhibition of la Biennale di Venezia della 14. Mostra Internazionale di Architettura della Biennale di Venezia

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

II. PLANOS

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

III. IMÁGENES DE LA INSTALACIÓN

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

IV. RELACIÓN DE GASTOS

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

SALES ODDITY-PRODUCCIÓN Y TRANSPORTE B.I. IVA TOT. DOCUMENTACIÓN Y TRABAJO DE CAMPO Ortofoto Milano 2 250,00 € 52,50 € 302,50 € Servicios de documentación en Milán 132,23 € 27,77 € 160,00 € Alojamiento Andrés Jaque y Fotógrafo en Milano 2-29 April-30 April 2014 222,00 € 22,20 € 244,20 € Vuelos Andrés Jaque y fotógrafo-Madrid-Milano i/v 763,62 € 0,00 € 763,62 € SUBTOTAL 1.470,32 € PRODUCCIÓN DE LA MAQUETA Material Maqueta Madrid y herramienta 573,50 € 119,88 € 693,38 € Material de Tul 399,75 € 83,95 € 483,70 € Marco de aluminio + cable de acero 485,00 € 101,85 € 586,85 € Material Maqueta Venecia 60,74 € 12,76 € 73,50 € SUBTOTAL 1.837,42 € PRODUCCIÓN AUDIOVISUAL Edición en inglés del texto 205,31 € 0,00 € 205,31 € Doblaje de voz 120,00 € 0,00 € 120,00 € Estudio de grabación 130,00 € 27,30 € 157,30 € SUBTOTAL 482,61 € TRANSPORTE MAQUETA Cajas de embalaje Empisa 787,38 € 165,35 € 952,73 € Transporte Mail Boxes Madrid-Venecia 439,75 € 92,35 € 532,10 € Transporte Mail Boxes Venecia-Madrid (en Noviembre) 439,75 € 92,35 € 532,10 € SUBTOTAL 2.016,92 € INSTALACIÓN EN VENECIA Alquiler Videoproyector y altavoces – (30% Invoice) 1.812,00 € 0,00 € 1.812,00 € Alquiler Videoproyector y altavoces – (70% Invoice) 4.228,00 € 0,00 € 4.228,00 € Vuelos dos personas Madrid-Venecia – Montaje 792,50 € 0,00 € 792,50 € Alojamiento Venecia 2 personas – Montaje 289,44 € 0,00 € 289,44 € Vuelos dos personas Madrid-Venecia Desmontaje (Noviembre) 792,50 € 0,00 € 792,50 € Alojamiento Venecia 2 Personas Desmontaje (Noviembre) 289,44 € 0,00 € 289,44 € Vuelos Presentación Bienal 1.388,00 € 0,00 € 1.388,00 € Alojamiento Presentación Bienal 2.020,00 € 0,00 € 2.020,00 € SUBTOTAL 11.611,88 € TOTALES 16.620,91 € 798,25 € 17.419,16 €

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

SALES ODDITY

Milano 2 and the Politics of Direct-to-Home TV Urbanism by Andrés Jaque/Office for Political Innovation

ANEXO I. FACTURAS

14. Mostra Internazionale di Architettura della Biennale di Venezia 14th International Architecture Exhibition of la Biennale di Venezia

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