Collaboration with artist duo Vedovamazzei

In 2004 Piazza Sempione had the pleasure of working together with internationally acclaimed artist duo Vedovamazzei, formed in 1991 by artists Simeone Crispino and Stella Scala. We asked them to develop a unique and exciting project which they penned “Notebooks”, a series of 71 notebooks of drawings interpreting Piazza Sempione, a sort of diary of our brand and its daily life.

The final work of art consisted in 71 notebooks with drawings of the Autumn/Winter 2004-2005 and Spring/Summer 2005 collections, as well as other aspects of our company that struck the artist’s interest: our headquarters, showrooms, fabrics, decorative elements and other various elements. The drawings were executed with watercolour and then carefully cut along their silhouette, causing them to literally pop-up from the pages of the open notebooks, similar to three-dimensional greeting cards.

“Notebooks” became the basis for several of our communication activities that year, such as the Autumn/Winter 2004-2005 advertising campaign and the press presentation of the Spring/Summer 2005 collection. We also organized an exhibition of the complete and original work of art in our Milan headquarters, receiving momentous acclaim from not only the general public but also from the art world.

www.vedovamazzei.it/