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may 18, 2017 - Vespa

Vespa dialogues with Warhol

Through 31 December 2017, an absolute protagonist in the history of art, Andy Warhol, and a rising talent, Simone D’Auria, will be in Florence for the new chapter of the urbanistic-cultural project conceived by the Lungarno Collection.

The iconic works of the American Pop Art master and the Freedom installation, which features #Vespa as protagonist, revisited by the ingenious artist from Milan, will create a beautiful setting in the Gallery Hotel Art and the façade of the Florentine hotel.
The #AndyWarhol exhibit Forever has sixteen of his most iconic works, on loan from the Rosini Gutman Foundation; this is a brief excursus, but extremely explicative, that retraces the steps of the American artist's adventure. 

The exhibit, set up inside the Gallery Hotel Art, has two portraits from the series dedicated to Marilyn Monroe. Beside them is a silkscreen print from the Ladies and gentlemen collection. There is no lack of images of society and consumables, such as the famous Campbell’s soup tins, here in their classic 1967 version and in the one with the special label created for the Sarajevo winter Olympics. 

The red line of Pop Art connects the Warhol exhibit to the brand new Freedom installation conceived by Simone D’Auria for the new edition of the Lungarno Collection project.
D’Auria, artistic director of the operation, identified a universally recognized icon of Italian style in Vespa, an extraordinary instrument of communication that, on this occasion, is clothed in images that are representative of various corners of the globe.

“Vespa is a profoundly urban brand that goes well beyond its function as an elegant and easy means of transportation for daily mobility. - comments Davide Zanolini, Piaggio Group Marketing and Communication Director - We like to think that it ‘furnishes and dresses’ the city. Vespa is one of the few physical objects that represent 'Made in Italy', simply because 'Made in Italy' embodies the main values: creativity, innovation, quality, strong and distinctive personality. Values that Vespa takes everywhere in the world in an authoritative and credible way and that we find in the partnership with Lungarno Collection and in the innovative installation conceived of by Simone D’Auria”. 

The initiative, with the sponsorship of the Municipality of Florence and the contribution of the Piaggio Group, presents a series of 12 Vespas anchored to the façade of the Florentine hotel. 
Each #Vespa, of which D’Auria uses only the body, was specifically coloured and decorated with the particular Water Transfer Printing technique, creatinga livery where nature is the true protagonist of the scene.

The Vespa shape was recently recognized as a “Design work to be protected” on a global level, protected by copyright.
D’Auria's work will be the ambassador of the beauty of nature. In fact, every body will bear and take with it, a particular habitat, whether that be the desert, the forest, the ocean, the mountains and hills or the sky and clouds. D’Auria's installation is colourful, with a strong idea of freedom and that, thanks to the communicative power of an immediately recognizable brand like Vespa, will allow the visitor to be fully immersed in a Pop atmosphere. The D’Auria project is completed in the Vicolo dell’Oro square with a Selfie corner where three static Vespas will be placed at different heights in order to create interaction with the public, becoming the motif and backdrop for taking selfies and sharing them on social media.

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