The Pitti Filati 92 campaign directed by Leonardo Corallini has as its set a work by artist Edoardo Tresoldi
PITTIWAY, the theme of the up-and-coming Pitti Immagine winter shows, is the result of a joint effort between creative talents and artists, coordinated by creative director Angelo Figus. PITTIWAY interprets today’s moods and ambitions, transforming them into the leitmotif of the ad campaigns and settings present at the Fortezza da Basso. A chromatic and dynamic result, combining pop and street themes, which in the campaign conceived for Pitti Filati 92 is expressed in the video filmed by director Leonardo Corallini in the Apulia region, within the archeological park of Siponto, around the “Basilica di Siponto” artwork by Edoardo Tresoldi.
The desire to restart is present in all of us, but choosing the best direction, orientation, and decisions to make is not easy. Directions, stimuli, inspirations, and needs are not always congruent with one another, and it’s not possible to proceed in a straight line. We move, stop, and restart. Turn, swerve, slow down, speed up, surpass, stop. These are the contrasting directions seeming to guide our daily habits, in a moment of great uncertainty, which also includes a strong desire for momentum. Managing your decisions, both priority and secondary, ends by tracing a pathway in accordance with a personal trajectory that must consider not only emotions and experience, but also new tools: digital tools, biometric identities, and algorithms.
The Fortezza da Basso settings
PITTIWAY transforms the Fortezza da Basso into a jungle of visual information, between interactive kiosks, led strips and lighting that light up the evening hours, with a series of settings curated by the architect Alessandro Moradei. A playful multitude of signs that take their cue from the language of traffic signs and reinterpret them with pop and original graphics. What’s the best direction to take? In fashion, just like on the road, the choice is not obligatory, the direction is not always one-way and the road is not always straight. A metaphor for the numerous fashion inputs and extensive pathways to the trends that the Pitti Immagine shows offer visitors in an ever-changing setting.
PITTIWAY at Pitti Filati
The video accompanying this Pitti Filati edition was filmed in Puglia, in the Siponto Archaeological Park, where Edoardo Tresoldi created one of his best-known monumental works: a large wire mesh architecture resembling the early Christian Basilica of Siponto. With this set, director Leonardo Corallini framed parts of the sky, between architectural details and the spaces surrounding the artwork. Complemented by a soundtrack composed by composer Elvio Seta, the images form an abstract, metaphysical walk. In echo of the PITTIWAY theme, the lightness of the wire mesh creates geometries that indicate many directions.
PITTIWAY - Who's Who
As the creative director of many of the Pitti Immagine shows, he is also the artistic director with Nicola Miller of a special research area at Pitti Filati. Stylist and art director, he is a graduate from the Antwerp Royal Academy, has collaborated with Dries Van Noten, and has worked as costume designer for the Amsterdam Opera. He also has his very own footwear collection.
Director, photographer, creative director, he is constantly researching projects on the human condition. “I create formats that describe people, I make films to explain how frescos were made in the sixteenth century. I use a language that is digital, cinematic, documentary, of applications. In particular, I launched myworld, where it is possible to follow the advice and visions, and the worlds and tastes of the individuals we decide to use as a reference”, he explains. Corallini’s portfolio includes various projects developed for brands of fitness, fashion, and tourism, but also participation in film festivals like the Tribeca and Milano Film Festival.
Born in Milan, Italy, after starting out as a film set designer Edoardo Tresoldi has focused on an artistic path that led him to create environmental installations in public spaces, archaeological settings, festivals, and exhibitions. His material of choice is wire mesh, with which he makes large sculptures around the world, such as "Etherea," created in 2018 for the Coachella Music and Arts Festival in the US. The Basilica di Siponto, from 2013, won the Gold Medal for Italian Architecture.
Neuf Voix, a pseudonym of Elvio Seta, is a musician and composer, who strives to create harmony between classical composition and electronic music, using non-conventional methods. He first studied composition at the Pescara Conservatory, to then continue his studies in Berlin, with a focus on sound synthesis.