It was in 2015 that Gianantonio Locatelli founded the "museum" in Lombardy along with his associates: Luca Cipelletti, who manages its projects and products, Gaspare Luigi Marcone and Massimo Valsecchi.
The idea came into being in Castelbosco, in the province of Piacenza (just south of Milan) on a farm which makes milk for Grana Padano cheese and includes seven production units. Here every day 3,500 specially selected cows produce around 50,000 litres of milk and 150,000 kilos of poop.
All these activities have drawn attention from various international institutions concerned with ecology and innovation, leading to widespread recognition and prizes, and making Castelbosco a point of reference.
The first stage of the project was carried out in April 2015 with the inauguration of the exhibition spaces of the Museum, in the rooms on the ground floor of the company premises, located within the medieval castle of Castelbosco. The museum is a blend of aesthetic, scientific, human and animal experiences, both modern day and historic. The concept is that shit is a useful and living material.
The symbol and mascot of the Museum is the dung beetle, considered divine by the Egyptians (and symbol of the Museum itself), to the use of dung in architecture, from ancient Italian civilizations to those in Africa, via historical-literary works such as Pliny’s Naturalis Historia. Right up to the latest scientific research and works of art drawing on the use and reuse of waste and discarded materials, the Museum is a contemporary cabinet of curiosities which finds its main guide in the science and art of transformation.
Right from the start, the Shit Museum was designed to be a production center not only of ideas and exhibitions, but also of objects and projects. The implementation and patenting of the Merdacotta® brand sums up the principle of sustainability. The poo is mixed with clay and gives shape to the first products to bear the Museo della Merda brand: vases, flowerpots, tiles, plates, bowls, a jug and a mug in simple, clean, rustic shapes, harking back to ancient principles.
The ‘primordial products’ of the Museum were presented for the first time during the 2016 Salone del Mobile, in an exhibition which won the promoters Cipelletti and Locatelli first prize in the Milano Design Award. The motivation given was as follows: “for the development of a process of great complexity and innovation, capable of destabilizing common perceptions. The educational itinerary breaks down all the commonplace stereotypes and offers a censorial experience, one which promotes a new vision of the culture of the project.”
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