From Wednesday 8 September to Sunday 14 November the Leonardo da Vinci National Science and Technology Museum in Milan hosts SOCIOCROMIE, an exhibition curated by Giulio Ceppi, architect, designer and founder of Total Tool, dedicated to the historical and social value of color, telling how, through specific colors, it is possible to evoke a universally recognized concept.

Color is, in fact, a dimension strongly rooted in the collective imagination and present with numerous idiomatic expressions in language, where the "colored word" often survives the historical duration of the facts.

The exhibition highlights - in the context of the twentieth century and the beginning of the twenty-first - moments of historical and social value, linked to politics, sporting events, technical innovations, which use color as a connotating expression, from which the name SOCIOCROMIE derives. - neologism conceived by Giulio Ceppi - which refers to a social fact known to all and expressed through the use of different tones with a metaphorical or sometimes metonymic nature.

“We wanted to celebrate these 25 colors by giving them a specific color and fixing them with precise coordinates (hue, clarity, saturation) to distinguish them even when they might seem similar, to make them recognizable and unique. A way to make it clear that even time has its own color ”, comments the architect Giulio Ceppi.

Technically, the 25 pairs identified and exhibited in the exhibition are "chromonyms", or events of everyday life expressed using a color that allows you to represent reality in a figurative way. The result is a way of reading our last 100 years through the vivid color of the spoken language, which then becomes history and lived fact.