The giant "The Beauty of Imaging" takes place at Expo 2020 Dubai

An event dedicated to the press and institutions presented the gigantic multimedia installation of the Bracco Group exhibited in the Italian Pavilion at Expo 2020 Dubai.

The union between art and science in an extraordinary and gigantic installation exhibited inside the Italian Pavilion at Expo 2020 Dubai. Composed of 82 screens, divided into 225 very high resolution LED tiles on a height of 4 meters and 650 kg in weight, the giant "The Beauty of Imaging", the multimedia work created by the Bracco Group - Official Gold Sponsor of the Italian Pavilion at Expo 2020 Dubai - was presented yesterday with a special event dedicated to the press and institutions in the presence of the Consul General in Dubai Giuseppe Finocchiaro, by the Commissioner General of Italy for Expo 2020 Dubai Paolo Glisenti, by dr. Fabrizio Grillo, Director of General Affairs and International Relations of the Bracco Group, by dr. Sergio Papa Director of Diagnostic Imaging and Stereotaxic Radiosurgery of the Italian Diagnostic Center (CDI) and of Florian Boje of the Giò Forma studio.

Presentation event

To kick off the event the video presentation of "The Beauty of Imaging" by the doctor Diana Bracco, President and CEO of the Group, former President of Expo 2015 and General Commissioner of the Italian Pavilion in which he explains the participation of the Group in the first universal exhibition in Arab territory to be held until 31 March 2022.

“Dubai will be an opportunity to restart after the pandemic thinking about a new future and looking beyond. The Bracco Group has decided to be present in the Italian Pavilion by contributing with a multimedia exhibition entitled “The Beauty of Imaging” with unpublished content on the future of predictive medicine. We want to offer visitors to Expo a work of great emotional impact through which to tell the extraordinary beauty of the human being by observing it from the inside as we are used to doing we who are world leaders in the diagnostic imaging sector ".

Bracco presents the Italian research and innovation model to the world

The Bracco Group brought the Italian model of research and innovation in the life sciences sector, presenting cutting-edge solutions in the field of health, safety and prevention, starting with the application ofartificial intelligence to diagnostic imaging. 

"The Bracco Group ensures Italy's participation in Expo 2020 Dubai - said the Italian Commissioner Paolo Glisenti - a highly demonstrative contribution of the best Italian skills for health in the field of diagnostic imaging, which is today a factor of great innovation in the multidisciplinary model of therapeutic activities, which the context of the pandemic is making of strategic importance for humanity". 

The Beauty of Imaging: the multimedia giant at Expo 2020 Dubai

The Beauty of Imaging is an imaginative portal that will accompany visitors to Expo 2020 Dubai on a long journey throughout the exhibition semester. The path starts from what is visible and goes, in an exploration "without a map", inside the human body up to the most infinitesimal elements that make it up.

Looking at “The Beauty of Imaging” one perceives beauty and harmony through the narration of one of the most relevant discoveries of contemporary medicine: diagnostic imaging.

From design to realization

The giant "The Beauty of Imaging" takes inspiration from the classical Greek proportions of the Riace Bronzes with a strong reference to the genius of Michelangelo, to Giovanni Battista Bracelli, engraver and painter of the '600, up to the' 900 and the reworking of forms by Picasso.

The Brain: what's behind The Beauty of Imaging

It was designed by Studio Giò Forma, Mauro Belloni and Cromazoo. The design starts with observing the human figure "looking at the harmony of the human body from the inside" as told by Mauro Belloni, content designer, in the video The Brain: what's behind “The beauty of Imaging, where the whole artistic vision of the multimedia work is traced back to its realization.

"We asked ourselves, “What If”, if it were possible, if we could go further, in the future and in the images. The Bracco company has put us in a position to collaborate with talents and as a team we have the task and the opportunity to create wonder. We try to help precisely that magical moment in which an ordinary thing, such as the human figure or images, becomes wonder, becomes extraordinary ". He said Florian Boje of the Giò Forma studio. 

Bracco's journey towards the future

Looking beyond is not enough, we must "be" beyond. "Medicine is now increasingly personalized not only for diagnosis, but also for prognosis and to address the most effective therapy for the individual patient. This is why Bracco is also investing heavily in digital innovation, in artificial intelligence tools for analyzing radiological images. The relationship between health, medicine and technology ", adds Diana Bracco," is destined to be ever closer and the progressive hybridization of knowledge will allow the transition to the so-called '4P Medicine': predictivity, prevention, participation and personalization ". Diana Bracco

And precisely at Expo 2020 Dubai, the Bracco Group will be protagonist in the medicine of the future and in Life Sciences showing visitors from all over the world multimedia scientific contents that highlight the importance of predictive and personalized medicine and in particular diagnostic imaging, one of the most relevant discoveries in contemporary medicine. The future? It starts from here.


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