Arte Vetrina Project

MSFTSrep FW21 - MASSIMO BONINI SHOWROOM

https://www.youtube.com/watch?v=nyXMih8ZD9E

May 2021
Location: Massimo Bonini Showroom – Palazzo Borromeo D’Adda - Milan, Italy
Art Direction: Omar Pallante
Project Development: ARTE VETRINA PROJECT
Production: Forpress
Ph & Video: Dario Alejandro Barletta


Our team designed and created a special installation in Massimo Bonini's iconic showroom located inside the marvelous Palazzo Borromeo D'Adda in Milan for the launch of the new MSFTSrep FW21 collection designed by Jaden Smith and Moises and Mateo Arias. The collection titled "Untitled" symbolizes youth rebellion and new generation. To evoke this skate and punk atmosphere, we completely took control of the Massimo Bonini Showroom by cladding the walls and floors with snapshots of the collection's video "MSFTSrep untitled FW21 'An Organized Rebellion Within The Youth'" by Jaden Smith) including wheat paste images which focuses on skaters and snowboarders in DTLA. Our team has transported the streets of L.A. in the elegant Milanese showroom, by researching the LA vibe and adding torn images, nets, graffiti, stencils, skates and sprays made the perfect backdrop to the streetwear collection.

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