There is no other place on earth where coffee is such a discussion opener or at the heart of every single event. In Italy, whatever the place or whatever the time, there is a wonderful smell of coffee. It is the national drink over which business is conducted, contracts are signed, meetings are held and friendships are formed or reconciled.
To offer someone a cup of coffee is as important a gesture as that of “breaking bread” and it is the most common act of generosity and hospitality of Italians. Many good things come from having a coffee together: a deal, an exchange or even love.
Re-proposing a modern version of Italian masterpieces such as Leonardo da Vinci’s “The Last Supper” is a way of re-affirming the Italian art of good manners that has slowly been lost during recent years.
However, every dark period gives birth to brighter dawns and this contemporary fresco announces the beginning of a new Renaissance period by the younger generations – a future of solidarity and friendship, and a new humanism that, through art and culture, places young people at the centre of society. It is a banner proclaiming confidence and trust in Italian intelligence, in a population with countless creative abilities, who have been the ambassadors of civilization around the world over the centuries.
It is the modern approach of transferring the works of art of the past to the new generations through the “cult of now,” using modern day tools. At school, teachers utilize and display everything they teach by using films, tablets, computers, and the Internet. Even the Church tweets using new communication tools: indeed, a beauty contest called “Sister Italy” has recently been announced to elect the most beautiful young nun.
Pope Francis recently appeared on the cover of “Vanity Fair” and encouraged plenary indulgence on social networks indicating that there is nothing shocking about them.
If you think about it, even Leonardo da Vinci ‘s frescos were his tools of the time, used to pass a message of rebirth for mankind and this he did by placing a huge screen in a cenacle. They were, after all, Leonardo’s means of advertising the Catholic Church.
The use of imitation and artifice in Mokarabia communication aims at offering a business model as well, something to imitate, a provocation to “unchain Italy, rebuild trust, restore ethics, transparency, consistency and social cohesion, to give young people prospects for the future and eradicate anxiety and fear that weighs on the under 40 generation “.