The new theme of the 2022 summer fairs
PITTI _ ISLAND is the theme of the 2022 summer editions of the Pitti Immagine fairs. A concept expressed by all the communication (ads, videos, and social media) curated by the creative director Angelo Figus and the Narente duo, Lucio Aru and Franco Erre, who have been entrusted with the entire visual part of the campaign. The production will also strongly characterize the set design at the Fortezza da Basso by the architect Alessandro Moradei.
The concept
As a fixed point, an island is both a physical and spiritual point, especially for meeting and exchanging ideas. A concentrated area, a laboratory that experiments, multiplies, and diversifies. Land of discoveries, explorations, a visionary land that moves away from things to be able to identify them. In constant communication with the mainland, the island does not isolate itself, but engages in continuous exchanges of spirits and paths. This exotic, urban and magical island will entertain and amaze you again.
A special set for the campaign
The creative partnership with Lucio Aru and Franco Erre, aka the Narènte duo (in Sardinian, the narrator), continues. They created videos and the advertising campaign for three Pitti Immagine fairs. The chosen setting is magical, but not obvious, a place surrounded by water and vegetation, bursting with wilderness but also touched by humans. For Pitti Uomo, the island is a limited place for experimentation, reflection, and regeneration. For Pitti Bimbo, it becomes a Treasure Island, a place of adventure that brings children back to a sensory, playful, and shared experience. Lastly, for Pitti Filati, the lush vegetation of the island becomes a raw material to be woven, to experiment with, and to rediscover the naturalness of the fabrics.
The set design at the Fortezza da Basso
In the main square and the pavilions of the Fortezza da Basso, the PITTI _ ISLAND theme will translate into a new set design. The basic idea is to use the campaign images in an architectural/installation manner.
