Made to measure
In the two corner showcases, the usual stage for the original installations that follow each other on a quarterly basis, it was decided to be inspired by the “made to measure” motif. The imminent publication of the book “New Italian Gentlemen” which re-launches the sartorial theme, renewing the ancient tradition of the brand’s origins, required a communication project aimed at the shop windows that accompanied its exit.
But instead of a pedantic and detailed description, an allusive installation was developed that built the shapes in the materials of iron, copper, brass, treated, after an appropriate flaming and acid bath, in the versions of the wire, mesh, sheet metal, net. The effect is that of a dominant autumn coloring. The same procedure was followed not only for the structure of the mannequins, but also for their coating, as for a tailoring “trial”. To give rise to real sculptures, whose characteristic is that of lightness. A game of “full and empty”, of curved lines that draw concrete figures in their construction, abstract in their representation.
To emphasize its lightness, all parts of the composition are suspended, floating in the void.
An original inlay of materials marks the geometry of the busts, legs, heads, in a sort of segmentation and decomposition of the elements.
A tailoring table is suggested in its perimeter contours, with a bias shape, equipped with the traditional drawer and work tools: scissors, needles, measuring tape, spool of thread.
A dense carpet of buttons shines on the floor that still recalls a sartorial element and illuminates the entire scene embellishing it with the translucency of the mother of pearl.