An open piazza and a wooden staircase: during Milan Design Week 2017 these two elements greeted visitors in the Università degli Studi di Milano. Part of the Material Immaterial exhibition, in the elegant setting of the Ca’ Granda cloister, Lo Scalone, an installation created by architect Michele De Lucchi, stool tall and erect, transporting visitors from the Cortile d’Onore on the lower level to the Loggiato Ovest (west loggia). “The Ca' Granda Court of Honour is a cloister of beautiful classical proportions, but the magnificence of its porch lacks an equally grand staircase,” says De Lucchi. “That's why I decided to add one in plain sight, able to face Filarete's Renaissance classicism.” A walk up his Scalone and there, amidst the university’s classical architecture, were a series of 10 photographs capturing aesthetic reflections on Italian lifestyle by finalists from the Scent of Life Talent Awards, Ferragamo’s international photography competition.
Scent of Life, the concept of the new fragrance for men UOMO Salvatore Ferragamo, is about basking in pure Italian style. This is the theme that inspired De Lucchi’s staircase as well as Ferragmo’s Scent of Life Talent Awards. “The Italian spirit, all around the world, was the inspiration for the Scent of Life Talent Awards, an international competition that invited young talents to capture the Italian lifestyle in a photo,” says Luciano Bertinelli, CEO of Ferragamo Parfums. “The collaborations link to the world of design, art and culture are historic once for our brand with numerous projects and activities on different levels. In particular, we as Ferragamo Parfums, have been collaborating with FuoriSalone during Milan Design Week, for several years already. Design is one of the most important ambassadors of Made in Italy in the world. For a project like Scent of Life, which is an ode to the Italian way of life, we wanted to collaborate with an architect who could express this. Michele De Lucchi is one of the most renown Italian architects worldwide who even studied in Florence.” As Bertinelli notes, De Lucchi’s staircase reveals the core of the Scent of Life concept through a staircase in an open piazza, “a symbolic place of Italian culture and lifestyle.”
Michele De Lucchi's Lo Scalone
De Lucchi’s magical Scalone and the enchanting photographs of Italian lifestyle were displayed side by side during Milan Design Week for the launch of the fragrance UOMO Salvatore Ferragamo. “It is about the Italian spirit, all around the world. UOMO Salvatore Ferragamo is about a modern gentleman with a typical Italian attitude, full of charisma, creativity and style wherever he goes,” says Bertinelli. “He is always optimistic, appreciating the beauty of life with a smile and capable to always turn life into the positive.” Such were characteristics embodied in both De Lucchi’s work as well as the images taken by the 10 finalists. The winners – Michele Rallo and Francesco Zinno and Nadejda Bostanova – portrayed subtle scenes from the everyday life and charm of Italy. These included Rallo’s depiction of a line of fire fighters draped by a large Italian flag – its colours exuding boldness and vibrancy. Zinno’s photograph captured an elderly Italian couple with their hands intertwined while eating joyously in their kitchen, and Bostanova’s showed an aerial shot of a woman in a one-piece white bathing suit on a beach. While she looks out at the sea, its the white foam seemingly encroaches upon her position. The works were selected by a judging panel composed of experts in communication, design and photography as well as members of the Ferragamo family. They were evaluated according to originality, interpretation correspondent with the theme as well as aesthetic and artistic appearance.
On 6 April an elegant party was hosted amidst the arches of the Western Loggia to celebrate the new perfume, the winners of the Scent of Life Talent Awards and De Lucchi’s Scalone. Hosted by Fulvia Visconti Ferragamo and Angelica Visconti, together with Luciano Bertinelli, CEO of Ferragamo Parfums, welcomed were numerous dignitaries and members of the press accompanied by the tunes of deejay la baronessa Nicola Winspeare Guicciardi.
Fulvia Visconti, Francesco Zinno, and Luciano Bertinelli
The event was firmly in line with Mr Ferragamo’s constant dedication to art and culture. “The link to art and culture is a very strong one for our brand and a historic one,” adds Bertinelli. Over the last several decades numerous collaborations between art and fashion attest to Ferragamo’s continuous commitment to art and culture. For the brand’s Cruise 2013 show, models presented creations at the Louvre Paris marking the first time ever that a fashion house used the museum for such an occasion. The show was linked with Ferragamo’s sponsorship of the restoration of Leonardo Da Vinci’s masterpiece The Virgin and Child with Saint Anne. Of course, there is also the Ferragamo Museum in Florence that each year presents exhibitions in collaboration with various artists.
The beauty of scent, photography and design were married here most effortlessly through Salvatore Ferragamo’s exquisite know-how and reverence for the arts and culture.
For more information, please visit ferragamo.com