E.M. La creatività è una merda (“E.M. Creativity is shit”) is Costanza de Luca’s thesis project for the Master’s program Design for Publishing at ISIA Urbino. She describes her project as follows:
A pioneer, an artist, a carpenter, a designer… how Enzo Mari could be defined? He definitely wasn’t a creative, a word he hated and thought it’s abused to identify hybrid and undefined profiles. This catalog collects all of his editorial works: from children’s fairy tales books, exhibition catalogs, to the publishing series he curated.
The title E.M. CREATIVITY IS SHIT quotes a speech he gave during the program Design Lessons #27 on RAI Tv in 2012, when Mari exposed the ineffectiveness of the word “creativity” in teaching, because with it we can only “produce shit.”