Great Italian art for Sigep 2016
12.06.2015
The expo’s new image, created by the Gambarini & Muti Agency, exalts Italian-made products
Rimini, 10th June 2015 – 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 “Theart 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); business unit manager: Patrizia Cecchi; project managers: Gabriella de Girolamo (gelato), Giorgia Maioli (pastry, bakery, coffee); exhibitor info: tel. +39 0541 744521 fax +39 0541 744772; Web site:www.sigep.it
