Performing “Back to the Woods in a Midsummer Night” in Reggio Emilia – A theatrical exploration of conscious consumption
On July 27 and 28, 2024, Officine Creative Reggiane hosted an unforgettable theatrical experience that combined art, social reflection, and a timely message about conscious consumption. Back to the Woods in a Midsummer Night, a theatrical roadshow, didn’t just entertain—it sparked crucial discussions about global inequalities and the environmental and economic repercussions of consumerism.
This immersive event marked the culmination of a summer theater workshop led by professionals from the MaMiMò Theater Center. Emerging artists came together in a creative space designed to explore theater’s power to raise awareness of urgent social issues. The result was a captivating performance that resonated deeply with audiences, leaving them with much to reflect on long after the event.
One of the performance’s highlights was the participation of an emerging artist from Cyprus, who joined the production through the Theatre in Palm project. Originally trained as a violinist, this artist took on the challenge of acting for the first time, stepping outside his comfort zone and expanding his artistic expression. The journey from musician to actor was a powerful testament to the collaborative and experimental nature of the workshop. Another Cyprus-based artist played a key role throughout the rehearsal process. Although she did not participate in the final performance, her feedback and creative insights were essential in refining key aspects of the production, reinforcing the importance of collaboration in the artistic process.
The performance itself was a fusion of narration, stage movement, and improvisation, designed to actively engage the audience in the conversation about consumerism. Through carefully crafted scenes, inspired by both classical and contemporary texts, the show explored how consumer awareness can be a powerful tool for change. Physical theater techniques and direct audience interaction brought the issue to life, while the strategic use of lighting and set design highlighted the contrast between nature and artificiality.
These techniques led the audience to reflect on the current economic model’s impact on both the environment and society, while subtly suggesting that a shift toward sustainability is essential for the future. The event succeeded in transforming the audience from mere spectators into active participants, encouraging critical reflection on their consumer habits and highlighting the broader social and environmental consequences of excessive consumption.
In addition to addressing a relevant issue, the event provided visibility to emerging artists, offering them a platform to explore their creativity. Through this process, young artists not only refined their skills but also contributed to a larger, meaningful dialogue, emphasizing the value of artistic expression in addressing social challenges.
The performance became a clear example of how theater can bring together people from diverse backgrounds and skill sets, creating a shared creative space where ideas can evolve and where artists can grow both professionally and personally.
The event’s promotion was strategically executed across multiple channels to ensure maximum visibility, with key roles played by the social media platforms of the E35 Foundation, MaMiMò, and the Municipality of Reggio Emilia. A variety of communication methods were employed, including posters, flyers, and creative promotional materials such as bookmarks and second-hand books related to the performance’s themes. These items not only served as tangible takeaways, but also encouraged the audience to continue reflecting on the event’s core message beyond the stage.
The response was extremely positive, with many spectators actively participating in the post-show debate, demonstrating that theater can be a powerful tool for awareness, bridging art and activism.
