As promised a few weeks ago when Pikasso Group established Pikasso Italia srl. they have now officially launched the ‘Milano Collection’ of Classic Large Formats with Elisabetta Benassi‘s work ‘Ascolto il tuo cuore, Città’ (which means ‘I Listen to your heart, City’)
‘Ascolto il tuo cuore, Città’ is displayed as the first campaign on the two walls of Via Quaranta, 12 and Via Pellegrino Rossi, 37 in Milan.
Antonio Vincenti, Founder and CEO of the Pikasso Group and General Manager of Pikasso Italia told us “Art plays, as we all know, an essential role in our daily lives. We could not find a more contextually relevant work than “Ascolto il tuo cuore, Città” for the launch of the Milano Collection Large Formats. I would like to express my gratitude to Elisabetta Benassi, an artist of immense talent, who allowed us to display her wonderful work on our walls. As I would like to thank Mauro Nicoletti founder of Magazzino for making this activation possible.”
“Ascolto il tuo cuore, Città” is a tribute to the City of Milan by artist Elisabetta Benassi inspired by Alberto Savinio‘s eponymous book and repurposes the practice, well rooted in Benassi’s work, of the ‘objet trouvé’ and its rewriting in terms of poetic potential. A copy of the first edition of Savinio’s book is stuck on a strange rack to a bicycle handlebar, amidst the obvious reference to the means of daily transport and ironic anatomical and animal allusions.
This same work was also the title of a group exhibition curated by Magazzino in 2021, whose selected works reflect a range of different approaches to the theme of the City, imagining architectural spaces and interiors as the extension of a mental state.
Mauro Nicoletti founder of Magazzino was quoted as saying “We are very happy of this collaboration with Pikasso Italia, and to be able to occupy an interesting public space for contemporary art, which OOH advertising offers. We believe that the impact on a non-specialized audience, and furthermore, that the life of a work (or its image) in ‘everyone’s’ space, can only give it greater reach. We thank, in this regard, Antonio Vincenti for the truly commendable initiative. I would like also to extend the enthusiasm with which Elisabetta Benassi joined this initiative, pleased to be able to exhibit one of her works, that originates from Alberto Savinio’s book that pays tribute to the city of Milan, also in view of the presentation of a large permanent work in CityLife district, planned later this year.”
Today, the ‘Milano Collection’ consists of two Walls and two Rooftops located in major traffic roads in both the north and south of Milan.
Pikasso Italia’s mission is to contribute to the development of the outdoor advertising industry in Italy by bringing its technical, technological and marketing know-how.
The company has three objectives: Classic and Digital Large Formats (DOOH) in Milan and Rome, advertising concession of Malls and retail advertising in Supermarkets and special projects.
The Picasso group is now present in 11 countries, with a total of 13,000 advertising spaces, 450 digital screens, 73 exclusive concessions and more than 300 collaborators.
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