Since the Dolce Vita, Via Condotti in Rome has been one of the most renowned lifestyle destinations in the world. Having finished redesigning their flagship store, Italian luxury brand Salvatore Ferragamo was looking to collaborate with an artist to make the re-opening celebration of the boutique a truly remarkable experience.
Collage artist James Dawe was selected and put forward as his sharp and contemporary edge perfectly aligned with Ferragamo’s new vision.
Following a meeting with Ferragamo’s Creative Director Paul Andrew, James started working on the artwork: an abstract, multilayered piece in which organic forms beautifully blend with architectural shapes aimed at redefining the perception of The Eternal City.
Taking inspiration from the brand’s AW2019 mood, James referenced in his artwork blunt cutouts and distinctive textures juxtaposition, blending the collection’s rich, autumnal tones with Rome’s unmistakable golden light.
“I was inspired by the movement and structure of the new collection,” says James. “With the animation in mind, I’ve created a flowing composition which intertwines details from the AW19 range with the architecture and life of the city of Rome. I looked at patterns and textures within the clothes and based digital renderings and patterns on these which flow through the buildings and monuments. The artwork has an ethereal, above the clouds approach which is brought to earth with hard graphic details and floral sparks. Flowers selected for the store launch were used in the artwork to contrast with and flow around the architecture, adding colour and vibrancy. Whilst crafting the illustration I always had the animation in mind but 90 seconds is a long time to fill, so additional mini compositions were put together after making the main artwork, to help extend the scenes to fit the time.”
Universally recognisable landmarks, such as Saint Peter’s Square, were overlaid and harmonised with Rome’s XX century buildings as well as more recent architecture, such as the Settimia Spizzichino bridge, with an almost cinematic approach.
“I always had a cinematic view in mind when creating the artwork because the history of Rome being used as a sort of film set. Placing things in the bottom left-hand corner and then being able to flow up almost like you’re taking flight over the city.”
James’ artwork was exquisitely printed on a very limited edition of the not-released-yet Tornabuoni tote, which was available in the Rome store only during the event.
In addition to that, Machas produced a 90-second video installation that put the artist’s vision in motion. Thanks to the talented Art Director Massimo Loiacono and motion designer Giuliano Camarda, the animation is a stunning journey into the artwork’s multiple layers, emphasising the geometric essence of each element through shapes multiplication and soft glitches.
The video was then projected during the re-opening event at 65 Via Condotti on 2-metres high LED screens, taking the guests into a hypnotic digital journey into the artwork.
Salvatore Ferragamo’s history is closely intertwined with the movie industry, and the event was attended by several personalities from the Italian film industry including Rain Man’s actress Valeria Golino, Swept Away’s Adriano Giannini and director Gianni Veronesi among others.