0:00:10.810,0:00:14.560
Personally, I have to say, [br]I love sleeping a lot.

0:00:15.920,0:00:21.160
I love making that transition[br]to another world and dreaming.

0:00:23.040,0:00:28.080
And what I love the most is waking up

0:00:29.200,0:00:32.080
with some ideas[br]that I took from the dream.

0:00:33.160,0:00:38.800
A dream that normally opens new doors,[br]so I can face new possibilities:

0:00:39.320,0:00:41.040
how can one look at someonee's life?

0:00:41.640,0:00:45.960
How will I consider the next situation?

0:00:47.240,0:00:50.680
And so waking up, for me,[br]means getting on the move,

0:00:51.760,0:00:54.840
choosing the new path to take today.

0:00:56.080,0:00:59.976
To orient oneself,[br]to orient oneself towards the new,

0:00:59.976,0:01:03.360
not on the same old road.

0:01:04.120,0:01:07.960
So look for a bit[br]where a new door opens up,

0:01:07.960,0:01:12.400
and what new goal it leads me to.

0:01:13.080,0:01:15.440
And that also means deciding,

0:01:15.440,0:01:19.080
among the many possibilities[br]brought about by a new day -

0:01:19.080,0:01:21.540
after a good night's sleep, of course.

0:01:23.520,0:01:27.040
Open the doors, open up to new ideas,[br]and open up to the world.

0:01:29.000,0:01:35.960
Open up to creativity:[br]that's a bit of my life purpose.

0:01:36.480,0:01:42.680
Also, it's not just about me:

0:01:43.320,0:01:46.860
because I can do almost anything,[br]I can be creative.

0:01:47.480,0:01:52.920
But I fulfill a social purpose[br]only if ideas are shared.

0:01:53.160,0:01:57.421
If many others participate[br]to what you've developed.

0:01:57.670,0:01:59.230
This is Mantua.

0:01:59.520,0:02:04.790
We're talking about a city[br]that for decades was a "Sleeping Beauty".

0:02:05.640,0:02:09.010
Sleeping well is fine,[br]but it can be too much.

0:02:10.360,0:02:12.680
Beautiful - beauty also means beautiful,

0:02:13.150,0:02:14.560
but for whom?

0:02:14.750,0:02:15.940
For a few?

0:02:16.190,0:02:17.440
For many?

0:02:17.910,0:02:19.270
Too many, maybe?

0:02:20.720,0:02:24.520
When I was called[br]to direct the largest complex,

0:02:24.520,0:02:29.230
the museum complex of Palazzo Ducale,[br]here in Mantua city,

0:02:30.200,0:02:34.400
I said no: I'm not the prince[br]kissing that sleeping beauty.

0:02:34.400,0:02:39.396
I appeal to the professionals[br]in the field, the creative minds.

0:02:39.396,0:02:41.071
These are the artists,

0:02:41.071,0:02:45.430
these are the contemporary artists[br]who work every day on creativity.

0:02:46.840,0:02:52.200
In Mantua we have the strongest example,[br]we have almost a magic word,

0:02:52.920,0:02:55.140
called Gonzaga.

0:02:55.160,0:03:00.720
The family that turned little Mantua[br]into a great Mantua.

0:03:02.320,0:03:05.100
Here is a view

0:03:05.320,0:03:10.020
of our very famous[br]Bridal Chamber, "camera picta",

0:03:10.160,0:03:15.680
because it is just painted[br]with a unique creativity.

0:03:17.160,0:03:19.640
For over two centuries, the Gonzaga family

0:03:21.160,0:03:25.720
always focused on creativity[br]and always brought in new ideas.

0:03:26.840,0:03:30.240
They were always aware:[br]what is the latest fashion?

0:03:30.240,0:03:35.540
Isabella d'Este as a great[br]style icon of her time.

0:03:36.990,0:03:41.870
Always new artists: they championed[br]Pisanello, for instance,

0:03:41.870,0:03:47.080
with his large drawings on the wall,[br]a new revolutionary idea,

0:03:47.080,0:03:49.856
Andrea Mantegna, Giulio Romano -[br]there are many to mention.

0:03:50.800,0:03:53.840
But you have to understand[br]that all these artists,

0:03:53.840,0:03:57.840
who now we consider great masters

0:03:58.360,0:04:02.600
in their time were contemporary,[br]and also much discussed.

0:04:02.600,0:04:04.080
Even as foreigners:

0:04:04.080,0:04:11.080
Rubens, was "the Italian Flemish",[br]not everyone accepted him immediately.

0:04:11.680,0:04:14.200
Monteverdi, too, is one from Cremona.

0:04:14.669,0:04:16.999
(Laughter)

0:04:17.299,0:04:21.640
He became the great Monteverdi in Mantua,[br]before dying in Venice.

0:04:23.690,0:04:28.305
So you can awaken a city with art:

0:04:28.305,0:04:30.040
Mantua is the most beautiful example

0:04:30.040,0:04:33.600
because what Gonzagas understood

0:04:33.600,0:04:35.331
is that image survives.

0:04:35.880,0:04:39.600
What gives strength, for a very long time,

0:04:39.600,0:04:44.120
is the image, it is the composition[br]and involvement in the image.

0:04:46.028,0:04:47.930
Let's talk about other cities:

0:04:48.800,0:04:53.040
you all know it, this is[br]the most visited museum in Italy.

0:04:54.000,0:04:57.920
It's called the Uffizi: what does it mean?

0:04:58.680,0:05:04.166
It first wasn't meant to be a museum,[br]but a redfile building.

0:05:04.675,0:05:07.020
They did "Uffizi" [Offices], here.

0:05:07.480,0:05:11.570
But in the gallery of this building

0:05:11.960,0:05:16.840
few paintings were exhibited,[br]and then gradually other paintings

0:05:16.840,0:05:18.740
in others floors too.

0:05:19.920,0:05:23.680
And the Uffizi, over time, become a museum

0:05:24.280,0:05:27.670
thanks to a decision[br]to focus precisely on art

0:05:28.040,0:05:32.080
creating an environment[br]that's now one of the most visited places.

0:05:33.101,0:05:35.020
Let's take another example:

0:05:35.680,0:05:39.430
Rome, also well known,[br]with the largest amphitheatre.

0:05:39.480,0:05:42.000
It's hard to imagine [that] for centuries,

0:05:42.000,0:05:47.390
this great amphitheater[br]was simply a repository.

0:05:48.120,0:05:53.080
It has been used as, say,[br]a free source

0:05:53.080,0:05:56.850
for construction sites[br]in current buildings.

0:05:57.480,0:06:00.080
And then, at some point,[br]someone said, "No, come on.

0:06:00.720,0:06:05.140
We have to take care of this,[br]we must reassess,

0:06:05.680,0:06:07.880
we must awaken this monument

0:06:07.880,0:06:10.350
because it is the very center[br]of ancient Rome."

0:06:10.350,0:06:17.160
So, it's about a city that's much bigger[br]than the city we live in now.

0:06:17.160,0:06:19.380
Today, the Colosseum, as you know,

0:06:19.640,0:06:24.885
is one of the most visited monuments,[br]all over Italy and the world.

0:06:25.200,0:06:27.090
Another example is Venice.

0:06:30.160,0:06:32.777
Venice, at the end[br]of the eighteenth century

0:06:32.777,0:06:35.960
was just the casino of Europe.

0:06:36.920,0:06:39.610
One could even say the brothel of Europe.

0:06:39.610,0:06:44.750
Forbidden to minors,[br]because it was a bit of a sin city.

0:06:45.720,0:06:49.360
But little by little, art became[br]more important here as well.

0:06:49.360,0:06:52.560
The interest on gambling[br]went progressively down,

0:06:52.560,0:06:54.880
in favour of Tiziano and Tintoretto.

0:06:55.972,0:06:57.938
But this was not enough for the Venetians

0:06:58.320,0:07:02.160
who were always very keen[br]on their international identity.

0:07:02.160,0:07:09.120
They created a fabulous idea:[br]1895, the first Biennale.

0:07:10.040,0:07:13.920
Not Biennial of the past art:[br]of contemporary art!

0:07:14.520,0:07:19.560
So a direct comparison, in a city[br]almost museum-like, every two years.

0:07:19.560,0:07:23.920
This concept - now, this year,[br]we live another experience:

0:07:25.160,0:07:26.600
many come,

0:07:26.600,0:07:31.480
many meet up here

0:07:31.480,0:07:34.790
to deal with the current creativity.

0:07:35.080,0:07:37.400
Great idea, great success.

0:07:38.520,0:07:41.320
Let's talk about[br]another place, the Louvre.

0:07:42.200,0:07:47.360
The Louvre, as you know,[br]was the home of the French royal family.

0:07:47.360,0:07:50.160
Then, let's say, the center of power.

0:07:50.690,0:07:53.480
The French Revolution changed everything.

0:07:54.000,0:07:57.480
They decided: we no longer have the king,

0:07:57.480,0:08:01.040
but we turn this building[br]into a museum for all citizens

0:08:01.760,0:08:04.920
who have the right to approach[br]the creativity of the past.

0:08:06.560,0:08:08.400
A long period, a museum,

0:08:09.320,0:08:14.620
and then a bit of a crisis[br]because it was a bit stuck in the past.

0:08:15.120,0:08:17.660
And some people thought,[br]what can we do

0:08:17.660,0:08:22.520
to take a new step[br]towards our current life?

0:08:23.640,0:08:26.440
And they built the pyramid,

0:08:26.440,0:08:30.440
this intervention[br]of contemporary architecture

0:08:30.440,0:08:33.622
that gave another center of attention

0:08:33.622,0:08:37.840
not only spatial but also spiritual

0:08:37.840,0:08:39.240
for this centre.

0:08:39.799,0:08:46.000
Today, as you know, the Louvre[br]is the most visited museum in the world.

0:08:46.160,0:08:49.400
Think- Austria hosts[br]eight million residents.

0:08:49.400,0:08:54.840
All the inhabitants of Austria[br]come to visit the Louvre every year.

0:08:56.440,0:09:03.680
Let’s talk about London, a huge city:[br]so many problems, countless citizens.

0:09:03.680,0:09:08.080
Many places, even a British Museum[br]as their traditional museum.

0:09:08.800,0:09:10.960
But it was disconnected to young people:

0:09:11.680,0:09:14.880
so the Tate Modern was built.

0:09:15.035,0:09:18.128
And it was not decided to create[br]a new museum, quite the opposite:

0:09:18.120,0:09:20.880
an existing structure was used

0:09:20.880,0:09:24.560
and transformed it into a museum[br]of contemporary art.

0:09:25.200,0:09:27.680
And now, all the young people

0:09:28.240,0:09:33.291
are coming to visit this factory.

0:09:33.291,0:09:36.650
Young people of age[br]but also of brain, of course.

0:09:37.240,0:09:41.400
Let’s talk about Barcelona,[br]also a very interesting city,

0:09:42.800,0:09:45.080
with many rhythms and problems.

0:09:45.640,0:09:51.120
When they suggested the idea[br]to make a new museum for contemporary art,

0:09:51.120,0:09:55.640
they didn't put it[br]on the most prestigious square.

0:09:55.640,0:09:59.030
They took it and brought it,[br]and created it,

0:09:59.030,0:10:02.402
right in the middle[br]of a very problematic environment,

0:10:02.402,0:10:05.640
both from a social[br]and economic perspective.

0:10:05.640,0:10:08.320
And with this investment everything -

0:10:08.962,0:10:12.609
not all the problems,[br]but many problems have been solved.

0:10:13.780,0:10:17.810
And then one must[br]always quote the Bilbao effect.

0:10:18.181,0:10:19.920
I visited Bilbao,

0:10:19.920,0:10:26.040
and I can say that it wasn't[br]a nice city, the opposite,

0:10:26.840,0:10:29.120
I do not want to say bad words.

0:10:29.120,0:10:33.200
But this brilliant idea[br]of bringing a museum,

0:10:33.720,0:10:36.680
with a great name as Guggenheim,[br]right into the city,

0:10:37.200,0:10:41.760
and then creating an architecture[br]that is a point of attraction itself,

0:10:41.760,0:10:44.160
changed the life in the city.

0:10:44.160,0:10:47.240
If you go to Bilbao today,[br]you'll find not just tourists

0:10:47.240,0:10:49.880
but a city that's completely awakened.

0:10:49.880,0:10:50.890
Wonderful.

0:10:52.740,0:10:54.960
My last thought:

0:10:56.080,0:10:57.240
now we understand

0:10:57.240,0:10:59.800
that you can awaken with art, every day.

0:10:59.800,0:11:01.820
From the biggest [town] to the smallest.

0:11:02.560,0:11:06.560
But what I would like to give you is,[br]somewhat as a message,

0:11:07.560,0:11:09.600
that this is your right.

0:11:10.520,0:11:13.920
When they draw the universal human rights,

0:11:13.920,0:11:17.720
after the World War II,

0:11:17.760,0:11:19.920
they also added article 27.

0:11:20.670,0:11:21.680
You can read it:

0:11:21.680,0:11:24.480
it is a right for us to participate,

0:11:25.080,0:11:30.870
to have access to contemporaneity,[br]to have access to creativity.

0:11:30.870,0:11:33.670
So let's exercise this right.

0:11:33.670,0:11:35.040
Thank you.

0:11:35.040,0:11:37.630
(Applause)