Don´t master gelato artisans create sculptures? Isn´t artisan confectionery an art? Considerations of this type led to the creation of the 2016 image for SIGEP (Rimini Fiera, 23 – 27 January), designed by the Gambarini & Muti Agency.
The visuals feature a high-impact aspect of Italian-made ´products´: great Italian art, in a comparison with the artisan skills of gelato, pastry and bakery masters.
The agency´s owner, Luigi Gambarini explains, ´There is an increasing number of connections between fashion and food, but a direct affinity of taste, as far as taste buds and the master artisans´ skills are concerned, with the great works of art had never been attempted before.
The campaign´s headline is ´The art of Italian taste in the world´. In a single multimedia work of art, SIGEP 2016 combines Italian artisan skills in gelato, pastry, bread and coffee with great Etruscan, Roman, Renaissance and Italian neoclassic art.
´In the campaign´s various layouts´, continues Gambarini, ´the airy sculpture-like curves of a gelato are alongside the serious face of Michelangelo´s David, while a haute patisserie cake has a precious Etruscan gold item as its background.
A cup of coffee matches the colour of the Etruscan Kylix drinking cup from Tarquinia, a chocolate sculpture (winner of the world championship) is spotlighted alongside Canova´s neoclassical statue of Hebe.
A basket of bread is combined with Caravaggio´s young Bacchus and the Pompeii red frescos of the Villa of Mysteries are fronted by an inviting tomato pizza.´
SIGEP 2016 at a glance
Dates: 23 – 27 January 2016; Organizers: Rimini Fiera SpA; edition: 37th; frequency: annual; classification: international; admittance: trade members only; hours: 9:30 am – 6:00 pm, last day 9:30 am – 3:00 pm (3:00 – 5:00 pm only with online tickets);
