PITTI LEMON is the theme chosen by the salons of Pitti Immagine for the advertising campaign and for the installations in the Fortress of the June edition.
The PITTI LEMON campaign, coordinated by the creative director Angelo Figus, for Pitti Filati it was interpreted by Gianluca Folì, best illustrator 2023 according to Artribune. In his imagination, the colors of lemon become a thread to weave to create a vitamin outfit. While the segments of the pulp match the Dome of Florence.
“Playful and playful, the lemon is between the tennis ball and the rugby ball. Simple and composed of many segments, sweet and acidic, vitamin-rich. “Lei She wore lemon” sing U2, but Paolo Conte also makes you listen to the taste of “Gelato al limone”. In a vase or in the ground, still or living life, juice or pulp, to appreciate it you must squeeze it to the bottom. In short, a sign with great iconic power, of meaning and senses, which pushed us to take a big step: leaving aside photos and videos for our advertising campaigns and using only graphics - still and moving - and only graphic designers . We wanted to experiment with an imaginary narrative, which would allow us to describe the many aspects of the events from a zero point, from a screen or blank page, drawing and coloring worlds and references in total expressive freedom", says Agostino Poletto, general director Pitti Immagine.
The PITTI LEMON theme will also be represented in the installations and experience in Fortezza da Basso, curated by the architect Alessandro Moradei.