Interview with Maddalena Mora on ETRA.Arte
Interview with Maddalena Mora on ETRA.Arte
July 2023
Reconciling luxury and sustainability – the Tschuggen Collection has made this the goal of its personal philosophy.
With a brand new project, the artist Maddalena Mora was supported by the management of the Hotel Eden Roc Ascona of the Tschuggen Collection.
The Swiss premium hotel group Tschuggen Collection has placed great emphasis on sustainability for years, so you will only find recycled consumables/products throughout the hotel.
Maddalena Mora is a native of Ticino, first learned botany and floristry and later still studied at the ‘Accademia di Belle Arti di Brera’ in Milan. She has been working for the Tschuggen Collection for 8 years and is responsible for the floral decoration at the Eden Roc Hotel in Ascona.
For many years, the Hotel Eden Roc has been co-hosting the famous Locarno Flower Festival in spring – a big event where many florists from all over Europe came to present their art. The annual ‘Festa die Fiori’ was accompanied by luxury brands on display, lots of glamour and publicity. This year (2023) everything should be different.
Through the impulse of the hotel florist and artist Maddalena Mora was born the idea of a very different kind of exhibition at the Hotel Eden Roc. So she actively approached the management of the Tschuggen Collection and promoted her project of being allowed to make an art exhibition from recycled waste produced by the Hotel Eden Roc. This is how the idea of the temporary ETRA.ARTE exhibition made of recycled materials was born. ETRA stands for art with impact.
One of the messages Maddalena Mora wants to convey with her exhibition is: We can take from nature – but also give much back to nature. She says, “Having respect for nature is sustainability for me.”
The ETRA exhibition can be visited at the Casa Epper of the Hotel Eden Roc in Ascona until August 31, 2023.
La Esplora spoke personally with artist Maddalena Mora about her work at Casa Epper.
LA ESPLORA: How did this project come about? I read that you were inspired by the philosophy of the Tschuggen Collection for this project.
Maddalena Mora: That’s right; I went to our hotel director Simon Spiller in his office one day and told him we had to create something different this year than a pompous flower show at our hotel I felt this was no longer in keeping with the times. I personally promoted the project to him – my idea of creating “recycled” works of art from produced waste from the hotel.
LA ESPLORA: What was the initial reaction of Mr. Simon Spiller and the Tschuggen Collection management?
Maddalena Mora: The first reaction was, “Maddalena you are crazy, we are a 5 star hotel, the guests appreciate the luxury, we can’t show an exhibition made of trash.”
LA ESPLORA: But you continued to fight for your project – your idea?
MADDALENA MORA: Exactly, after several attempts I was able to convince the management that with this exhibition we strengthen our position as one of the most sustainable hotel groups in Switzerland and underline the philosophy of the Tschuggen Collection.
LA ESPLORA: How did the name ETRA come about? What does the name stand for?
MADDALENA MORA: I was looking for a name that would be understandable in all languages spoken in Switzerland or that would result in a memorable expression. We always have to work with translations due to multilingualism. But I wanted to use a name for the exhibition without translations. ETRA, “Arte” is simply spelled the other way around. And that already sent a clear message.
La Esplora: How were the artworks created, what materials did you use?
Maddalena Mora: For the “big wall” – actually the artwork is called “Still Life” or “Natura Morta” – a total of 320 kg of hotel menu cards were used. These were shredded, pressed and processed with real flowers and glued together. I then had to let these A4 sized sheets dry for 3-4 days. I wanted to point out with the work, to show the hotel how much paper – and thus “dead nature” the hotel produces. This volume of paper/menu cards is the amount the hotel produces per week. Or for the artwork “Matterhorn” I cleaned 9,000 (!) PET bottles and created a sculpture out of them. For the artwork “Inamovibile” I used and processed bone scraps from the kitchen of the hotel.
LA ESPLORA: How much time did you have for the exhibition, for the creation of the sculptures and installations?
MADDALENA MORA: I had 7 months. Before the artwork was presented at Casa Epper, we displayed the artwork in the lobby of the hotel. I wanted the artwork to be “disruptive.” It was important to me that this problem be seen.
LA ESPLORA: What does “sustainability” stand for, for you personally?
MADDALENA MORA: For me, sustainability means having respect for nature. We can take a lot from nature, but we should also give a lot back to nature. It’s a cycle.
LA ESPLORA: For many people, the topics of sustainability, luxury and travel are often mutually exclusive? How do you see it?
Maddalena Mora: Yes, this is a difficult issue. But it can work if, like the Tschuggen Collection, which has only high-end hotels in its portfolio, you address how to be more conscious about the products you use. It is important not only to draw attention to a problem, but also to show a solution. Thus, we use only recycled materials in many places in the hotel.
LA ESPLORA: How do you balance sustainability, luxury and travel? As an artist, how would you like to convey a message at this point?
Maddalena Mora: It is difficult, but it is possible. It’s not a comfortable path. You also have to be brave as a premium hotel – for example, to present such an exhibition.
LA ESPLORA: How do the guests react to your works? Art also creates encounters. Do you get into conversation with the guests about your works on the topic of “sustainability”?
MADDALENA MORA: Yes, I have received some very good feedback from the guests. Sometimes the guests were amazed at the first moment. For example, when I stocked one of the display cases in the lobby with trash. Guests are used to seeing pretty watches and jewelry displayed in the lobby display cases.
LA ESPLORA: They are acting in a dual capacity here at the hotel right now. On the one hand, you have been responsible for the complete floral design at the Hotel Eden Roc in Ascona in the Tschuggen Collection for 8 years and on the other hand, you are currently also responsible as curator of the ETRA exhibition. What do you love about your work?
MADDALENA MORA: I always love to create something new – to always create surprises myself with different materials. I like to realize new things – this I can do as a floral decorator as well as an artist.
LA ESPLORA: As the hotel’s floral decorator, you are also responsible for floral decorations for weddings at the hotel. There are many dream weddings at the Hotel Eden Roc. How much work goes into creating such a floral decoration on the Pontile, the hotel’s own jetty to Lake Maggiore?
MADDALENA MORA: The coordination with the respective bridal couple already takes some time. The design of floral decoration most often about 3 days. When we create a high arrangement, this is put on the pontile only 2-3 hours before the wedding.
LA ESPLORA: What are your personal favorite flowers?
MADDALENA MORA: I actually love all flowers, I personally like lilies less.
LA ESPLORA: You are a native of Ticino. What is your personal favorite place? Which is your personal favorite restaurant? Do you still have some personal tips about your home for La Esplora readers?
MADDALENA MORA: My family comes from the Verzasca Valley. My parents, grandparents still live there. I love being there again and again. There you can feel, smell nature while walking. In the evening, the starry sky in the Verzasca Valley is beautiful. My favorite restaurant is my grandmother’s kitchen – grandma’s cooking is simply the best!
Thank you very much dear Maddalena Mora for the exciting interview!
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