Via della Spiga, the beating heart of Milan's fashion quadrilateral, donned a new outfit to mark Milan Fashion Week: 25 images printed on large format materials, interspersed with a video projected onto eight screens. This was Creativity, an exclusive outdoor exhibition organised by Marie Claire to present the new edition of Marie Claire #LIKES through works by the tape artist No Curves, reinterpreting the faces and accessories of Spring-Summer 2016.
Creativity with a capital C was therefore placed in the spotlight, something which, according to Antonella Antonelli, Director of Marie Claire Italia, is one of the most important aspects at any firm in the worlds of fashion, publishing and beyond.
This idea is embraced by Pixartprinting, the leading European upload & print company, which boasts creativity as one of its major assets and which was a partner of the Marie Claire event. "We love to collaborate with companies that focus on image because they are Pixartprinting's main users, thanks to the quality and services the firm offers", commented Andrea Pizzola, Sales & Marketing Director at Pixartprinting. "We believe that forging a connection with art, fashion and culture is of strategic value, since projects like this act as a calling card for those who want to enter the world of Pixartprinting. It demonstrates that printing on refined materials is one of our strong points and that working in partnership with creativity is once again one of our trump cards".
Pixartprinting printed various materials for the party and the Creativity by Marie Claire exhibition: large format panels, adhesive vinyl to cover the screens, posters and cotton shopping bags with custom printed designs. An exclusive product was also produced for the project, in addition to the items already available in the wide-ranging online catalogue: a limited-edition Tibetan prayer printed on a cotton/silk blend fabric, inside a pulp-dyed cardboard box.
The stars of the event, and of Pixartprinting's prints, were works by No Curves, an Italian artist who is one of the best-known exponents of Tape Art worldwide, and who has worked with the Venetian company on various occasions, including a publishing project. "We are used to seeing creativity that is purely decorative. With Marie Claire we have created an interpretative work which, in my opinion, reaches a higher level, since the adhesive tape manages to bind together photography, design and fashion", No Curves explained. "My work is based on adhesive tape, which acts as a sort of futuristic painting. By cutting and overlapping different layers, it is possible to create works like those exhibited in Via della Spiga”.
Thanks to Pixartprinting, reproductions of No Curves' works can now be purchased online in a store dedicated to the artist, which contains limited editions of some of his most major works and the magazine cover created for Marie Claire. For the innovative Venice-based W2P company, however, this is just the start of a new project: other partnerships with artists and illustrators are in the pipeline, to be unveiled in the coming months.
To view the limited-edition works by No Curves in Pixartprinting's online shop, visit: www.pixartprinting.co.uk/special-projects/nocurves-store/