Mercato Centrale Milano is a food hall on the left side of the Milano Stazione Centrale FS.
From the first time I entered the site, my idea was to fit into a context already populated with signs, helping to write a new piece of the historical memory of the place.
No smooth walls, no empty and sterile spaces but a place full of life and now also populated by my monumental portraits of the market’s artisans.
Do not cover up to forget but stratify to make the message more complex.
From the first time I entered the site, my idea was to fit into a context already populated with signs, helping to write a new piece of the historical memory of the place.
No smooth walls, no empty and sterile spaces but a place full of life and now also populated by my monumental portraits of the market’s artisans.
Do not cover up to forget but stratify to make the message more complex.
I used wall paper, spray, stencil, pencils and mural paint to get the idea of multiple person passing there leaving their marks.
I had one week to paint, glue paper, write and decorate a 4500 square meters building and here is the final result.
My work is used by the creative agency on multiple media, such as print, internal and dynamic communication, merchandising, video and social media, being a central part of the entire language.
CREDITS:
artists involved: Jonathan Calugi, Urto
creative agency: Almagreal Firenze
client: Mercato Centrale Holding
photos: Ilaria Gambi
WIP pictures
WIP pictures
I've also won a gold medal at the Art Director's Club Italy 2022 in the section " “BTL, Retail and Environmental - Coordinated project”.
Down here it's me with the prize, really excited and surprised :-)
