Never upgraded however, this secondary gateway to Bologna became rundown over the years, deliberately omitted from city narratives and even abandoned by the local newspaper Il Domani, which had its offices there. Prematurely and badly aged, to many and in different ways it is now the epitome of the poor infrastructure. Yet, someone managed to look past its dusty facade and gambled on the possibility of turning this grey box into a key place of encounter and artistic ferment in the city for three busy days — to the point of competing tongue-in-cheek with that great carnival that is the ArteFiera contemporary art fair.
SetUp forced a public accustomed to attributing places with a value based on their primary use to rethink the role of a space, slightly but effectively altering everyone's perception of this part of the city