LOVE | Giorgio Armani

LOVE is the project presented by Giorgio Armani during Miami Art Basel 2022: a multi-dimensional experience centered around four sculptures spread out around the city’s Design District. The structures – created by the Italian artist Marcantonio – pop out from their urban backdrops, cobalt blue against metropolitan shades of beige, steel, and glassy black.

The concept emphasizes the contrasting dynamics of the animals, by means of our understanding of the world their pairing seems strange, even treacherous, but objectively their features are complementary and their imagined alliances portray love in a way that’s unfamiliar but no less wholesome.

Freeda Platform was invited to support this project in multiple ways: design of the logo, concept and production of the photo/video campaign, development of an augmented reality project to engage Miami Art Basel people to join the store and discover the LOVE capsule collection. The virtual journey accompany the multi-site installation where the animals become tour guides on an adventure through Miami Design District. Users can scan a QR code found at the first sculpture and follow a path that leads to the Giorgio Armani Design District Boutique at 174 NE 39th St.

Freeda team and expecially Federico Fornasari e Alberto Scotti for invited me to join the project.

CREDITS /