In perhaps the most difficult moment of his political life (today is the disastrous news of a psychiatric report to Silvio Berlusconi requested by the Milan judgesor and the war that was thought to be over is still raging) and on the threshold of his 85th birthday, an “exhibition” dedicated to Silvio Berlusconi entrepreneur opens in Milan. A man and a great entrepreneur, and I am very convinced, Berlusconi is the last true “classic” entrepreneur in our country. “Plan B – Il Cavaliere del Lavoro”, which will be inaugurated tomorrow Friday 17 September 2021 at the “immersive room” of the Enterprise Hotel in Corso Sempione 91, has the ambition to reconstruct “a period of Italian history, from 1956 to 1993 , through the entrepreneurial biography of the Cavaliere: from construction activities to commercial television and advertising, passing through investments in the large-scale distribution sector and Milan ”.
A journey of an hour and twenty with images projected at 360 degrees, curated by Giuseppe Frangi and produced by Piano B Entertainment, which, with the “pop” cut of the comic, tells in a (deliberately) uncritical way the “Berlusconian epic” that he anticipated and prepared the “descent into the field” of 1994. What comes out is substantially the portrait of a “great businessman, capable of great anticipatory intuitions of the times” as explained by the managing director of the MilanoCard Group, Edoardo Filippo Scarpellini, underlining that this exhibition “tells a truly epic story, with all its implications, of the last true“ classic ”entrepreneur in our country. The dream of the Berlusconi company – added the thirty-year-old Milanese entrepreneur – is of a future that smiles, full of opportunities, where you have to fight not only to improve your economic and social condition but to contribute to change by bringing happiness and a bit of healthy madness “. “I am anything but Berlusconian and I do not recognize myself in the Italy that he has helped to shape, in particular thanks to the imagery spread through his TVs”, Frangi said, explaining that “Plan B” is Berlusconi’s fable that thrilled millions of Italians, is the gaze of those who in the 70s and 80s were conquered by him, of those who perceived him as a point of reference “. The exhibition – they explained – will be animated by “images, voices, music capable of reviving the initial adventure in the world of bricks, then passing through television, large-scale distribution up to triumphs in football”.
“Over the past 25 years we have been used to hearing only about the political Berlusconi. But before being the politician we all know, whether or not he shared his positions, Berlusconi was an entrepreneur capable of changing the face of Italy with his intuitions. Plan B wants to re-propose the narration of this Berlusconian epic, with all its successes and even its contradictions – explained the organizers of the exhibition -. The entrepreneur Berlusconi has not only built large companies for himself, but has changed the lifestyle of the Italians. It accelerated the modernization of the country in a disruptive way, it introduced new languages and visions thanks to the powerful lever of television. Piano B is an immersive narrative because it wants to bring the visitor back into the climate of those decades, to make him relive the speed of change and the new energy introduced into Italian society “. “Plan B does not want to give a historical judgment on the Berlusconi character – the curators assured -, but to re-propose a piece of history that is collective history, in its positive and negative sides. Berlusconi’s entrepreneurial adventure is the result of many intuitions ahead of its time but also has the characteristics of a dream that has concerned and often fascinated us all. The title chosen for the exhibition is synonymous with the fact that Berlusconi, like any true entrepreneur, has always kept more paths open to carry out his projects, to realize his visions and face the most complex challenges. But it is also synonymous with the alternative it has offered to the development of the country ”.