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Enrico Deluchi. Food and smiles, the most beautiful images of a universal language

Lifestyle / -

Deluchi img rif cover
Amedeo Novelli / Canon © Expo 2015

With all of the most fanciful architectures of the world, the thousands of colours, ingredients never seen before and visitors from every continent, to transmit the values of Expo Milano 2015 through images is a great challenge. Enrico Deluchi, Managing Director of Canon Italia, tells us about winning it.

What are the deep consonances that have helped the decision of Canon Italia to invest in Expo Milano 2015 with such a deployment of forces, energies, resources?
The deep motivation is inherent in the name, the fact that we are called Canon Italia. All my collaborators and I consider this event as a moment of pride for Italy, an Italy that wants to display itself well in all its beauty, not only for the things that everyone knows, fashion, food, but also for the ability to make. In the many years that I spent abroad I was always embittered when I heard giggling from people reading articles about us on foreign newspapers. Italy is an entirely different thing, so to see that we are playing such a match in front of the world has urged me to do something, as an Italian. For Canon Italy, to be able to participate in an event that gives us prestige is such a reason for pride, so strongly felt by the 120 employees who have chosen to come here, at the Exhibition site, to participate in something unique during these six months. Besides being a commercial opportunity, this is an opportunity to give new meanings to our work.
What is the role of Canon Italia in Milan Expo 2015?
Here, Canon Italia is Imaging Sponsor. It is a key role because an event that speaks to the world must necessarily be independent of national languages. We may not understand what a Japanese visitor or a Thai visitor is writing but if you look at their photos and their videos, I understand the emotions they want to convey. To play this role of interpreter of the values that Expo Milano 2015 wants to transmit through image is just perfect for us.
What are the shots, the architectural treasures or even the Pavilions that according to you will remain most impressed in the collective imagination?
Personally, for now I can say that I have been struck more from the point of view of the shapes and colours of the Kuwait Pavilion, that bonbon that is the Vietnam Pavilion, the fascinating work by Daniel Libeskind for Vanke and then the work by Michele De Lucchi, in different areas. Visually interesting is the ethereal English Pavilion, especially in the evening. In general the Arab and Middle East countries have done a wonderful job, with so many amazing things. But what visitors who experience Expo Milano 2015 will always remember is the atmosphere. The atmosphere is serene, there is the entire planet in a kilometre and a half, and you can hear the smells of food, music, costumes, all mingle with visitors easily, people are relaxed. If the world were a big copy of Expo Milano 2015 it would be perfect.
You mentioned the Decumano: will people remember even this long axis that accompanies visitors, or not?
The Decumano offers a memorable glance. You arrive and see this interminable avenue swarming with people. The nice thing is what happens all around them. And even here the Italians have a lot to teach, considering that Cardo and Decumano are inventions of the roman architecture.
How long has Canon Italia been present on the market, what are the figures and how much is it growing?
In Italy the products are present since the birth of Canon, the company turned 78 in 2015. Canon Italia S.p.A.  was born in its current form in 1972, with a headquarters in Verona that is here in Milan today, in Cernusco sul Naviglio. In recent years the number of employees has grown a lot even because many acquisitions have been made: for example of the Océ, leader in industrial printing systems, and, very recently, of the Integra Document Management, specialized in business process outsourcing and document management. Today, as a group, we are 1,600 people. We sell from 5-Euro calculators to massive printing systems costing millions of Euros. Few know that, between statements and bills that arrive at home or at the office, seven out of ten are printed using our technologies. We have two factories in Italy, one in Agrate (Mi) and one in Catania at the STMicroelectronics for the production of printed circuits. Our machines are located within hospitals, doctor’s consultation rooms, and when we go from the ophthalmologist probably the appliance into which we are looking is a Canon. We all know the photographic market, but we also cover the professional world (here, where we are conducting the interview we are just in an area dedicated to professionals, where we give the Expo Milano 2015 credited photographers a Canon camera), and the world of video footage for films and television: if you see a reality show or a football match, the probability that they are filmed by a Canon camera is very high. As an extension of an excellence for lenses we operate also in the surveillance systems world with the acquisition of the Danish company Milestone and the Swedish company Axis (note: a Japanese company, Canon that invests so heavily in Europe). Lastly, printing systems, from domestic to massive prints up to those for the graphic arts industry. We printed the large format images of the photographers’ shots of those who decorated the Cluster at Expo Milano 2015.
Isn’t is fascinating, if not ironic, that so high competences with scholars of the calibre of engineers – like you for example - chemists, physicians, are at the service of fun, playful, entertaining, moments as the subjects of photographs, for example children's games, countryside landscapes,  dishes on the table?
The engineer is someone who invents, and then creates. For this it, they seem sometimes reserved, their minds are always engaged in fantasy inventing new things, but then focuses immediately on how to realize them. All the things we use are the result of an engineering design, even the funnier ones. We think of merry-go-rounds. It is good to have fun but they need to be designed seriously. This is the point. Behind any technological innovation, whatever makes man’s life better, there is a scientific evolution that, in order to be replicable and sustainable must have solid bases. Canon invests approximately 8% of annual revenues in research and development, and this generates from 3,000 to 3,500 patents registered every year, placing the company among those that register more patents in the United States.
Image is a universal language, and perhaps the most universal among human gestures is the smile. For this, we have created the tag #expopeople on the Expo Milano 2015 website. In your opinion why is so good to see a photo of a smiling person?
We are prepared on this, there is also the song dedicated to Expo Milano 2015 by Andrea Bocelli that translates to “The Power of a Smile” (Il Potere di un Sorriso) ... I am a positive person, and this goes also for our company. A smile makes those who show it feel good and also those who see it. Moreover, why do children make us feel good and look so good in photos? Because they smile, they joke spontaneously, naively with one another. One nice thing of this Universal Exhibition – starting from the inauguration – is that is triggers feelings without special effects, everything is natural, without superstructures. We have worked on the basic things that are common to all men, able to join them truly and spontaneously.
Another of these things that unites everyone is the theme of Expo Milano 2015 that reminds of the atavistic act of eating. Can I ask you what is a dish linked to a special memory?
If I think about a childhood dish, I would say fried egg with the peas. Why? When I was at my great grandmother, who lived in the countryside, around the age of four or five years, I remember that we used to go to the hen house and collect the eggs and then onto the field for the peas and we just shucked them there are then. And five minutes later they were on our plate: the fried egg with the peas. I have never eaten peas so fragrant. Today, I have many favourite dishes, I am a gourmet. The eggplant-based dish called Parmigiana is very high up on my list! Instead, when I’m travelling, I enjoy local dishes very much. If we go to any country, we must taste what locals eat India, Indonesia, and Japan are magnificent from this point of view. But I would like to remind you that there is a social value that accompanies food: it is rare to eat alone. And if you eat in the company, you are creating a relationship; you are eating well, drinking well, enjoying everything more and bringing people together. It is another of the beautiful things that Expo Milano 2015 can show to the world.

All the Countries participating at the Coffee cluster at Expo Milano 2015

Economy / -

1 di 1
© Tom Martin/JAI/Corbis
Costa Rica
© Luis Marden/National Geographic Society/Corbis
El Salvador
03_El-Salvador © Juan Carlos/Corbis
© Per-Anders Pettersson/Corbis
© David H. Wells/ZUMA Press/Corbis
© Paul Souders/Corbis
© Rick D'Elia/Corbis
© Andrew Aitchison/In Pictures/Corbis
© Sean Tucker / Demotix/Demotix/Corbis

Created by a joint intent with the International Coffee Organization (ICO) this Pavilion at Expo Milano 2015 tells the past, present and future of coffee in its three dimensions: the product and its journey from the bean to the cup; creativity, art and culture that develop around the cup of coffee; and the stories and traditions of the Countries that produce it and consumers that drink it.

Barbecue sauce, I love it! #expopeople

Lifestyle / -

Amedeo Novelli / Canon © Expo 2015

"I’m from Japan, but my real love is American food. I just can’t resist burgers with barbecue sauce! Since I’ve been here I’ve never eaten at a Japanese restaurant, but I'm definitely going to try it soon. Whenever I’m missing my family I cook omurice, a dish consisting of fried rice, chicken, carrots and onion covered with an omelette and immediately I feel as if they’re here with me”.


Over a million people are already #FoodConscious. What about you?

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