Construction, steadiness, concord and magnificence – intrinsic qualities of an object’s aesthetic worth on the core of the marketing campaign now launched by the Prosecco DOC Consortium. Innovation and class seal the match between one of many world’s most well-known wine denominations and three icons of Italian design.
Soggetto Design
Named ‘Soggetto Design’ (Design Topic), is a collaboration between the Prosecco DOC Consortium and the ADI Design Museum. It tells a narrative of expertise and sweetness by a curated number of symbolic objects from Italian furnishings: the Cubo radio by Brionvega (designed by Marco Zanuso y Richard Sapper), the Atollo lamp by Oluce (Vico Magistretti) and the Fjord armchair by Moroso (Patricia Urquiola).
These aesthetic symbols outline a plot to showcase the multiplicity of disciplines and strategies that come collectively to convey the creations of Italian design to life. In flip, these embody the philosophy of the Italian artwork of dwelling, which surprises for its easy essence of magnificence and concrete options. Therefore the marketing campaign motto: ‘The Italian glowing artwork of dwelling’.
The precept is graphically expressed in ‘Soggetto Design’ by the ‘journal cowl’ idea, stylistically recalling the quilt of {a magazine} through which the three iconic design items stand out as co-stars alongside Prosecco DOC. The visible picture traces the dialogue between the historic structure of the museum buildings and the fashionable shapes and revolutionary supplies of the three objects, surrounded by a timeless area, suspended between previous and current.
Genius and creativeness
Stefano Zanette, president of the Prosecco DOC Consortium, explains that ‘not like earlier campaigns the place we targeted on the territory – as within the ‘Dreamland’ challenge – or on the wine itself – as within the ‘Drink Pink’ launch marketing campaign – on this occasion the principle purpose is to put Prosecco within the realm of the buyer’s creativeness. Now we have due to this fact positioned Italian genius on the heart of the communication, which, on this case, is expressed by the chosen ‘topics of design’ as an indication and ‘supporting proof’ of the artistic energy Made in Italy .’
This artistic energy defines the historical past, expertise and sometimes Italian model of Genio. Such is the very best expression of the aesthetic and sensorial analysis that the Prosecco DOC Consortium employs on daily basis, to inform the story of the distinctiveness of its wines and of the great territory, between Veneto and Friuli Venezia Giulia, that yields them.
In Italy, the wedding of wine and artwork in Italy is expressed in ever-more fascinating methods, and thru many languages, that the Consortium has grasped and made its personal. By uniting the artwork of constructing wine with artwork within the highest doable sense, Prosecco tells the true and complete Italian lifestyle, a supply of inspiration all through the world.
Simplicity and sweetness are the paradigms behind the luxurious of the Italian life-style, with out artifice, however embodying a classy preferrred. The exact same easy sophistication that may be loved in a glass of Prosecco.
All images courtesy of Elis Gjorretaj
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