From Wednesday, September 8th to Sunday, November 14th, the National Museum of Science and Technology Leonardo da Vinci 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 chromatic elements, it is possible to evoke a universally recognized concept.

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

The exhibition highlights - within the 20th and early 21st centuries - moments of historical and social value, linked to politics, sports events, technical innovations, which resort to color as a connoting expression, from which the term SOCIOCROMIE derives - a neologism coined by Giulio Ceppi - referring to a socially known fact expressed through the use of different shades with a metaphorical or sometimes metonymic nature.

"We wanted to celebrate these 25 colors by giving them a specific chromatic 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 people understand that even time has its color," comments architect Giulio Ceppi.

Technically, the 25 identified and exhibited pairs in the exhibition are "chromonyms," that is, events of daily life expressed by resorting to a hue that allows representing reality in a figurative way. It resulted in a way of reading our last 100 years through the vivid color of spoken language, which then becomes history and lived experience.