(by Antheus)

(by Antheus)

I would like to introduce this second unique piece, the windproof jacket in gore-tex. I ensure you that the word ” wind proof jacket in gore-tex” doesn’t describe it completely. This jacket was made by a tailor; not only you can tell by its cuts, but also by the care applied into details (I do not want bore you with detailed descriptions, pictures speak for themselves). The fit of this jacket is the most important feature of this unique piece. Because of its classic fit, it can be used as an elegant evening jacket and can be worn in a humid day at the stadium. Sportswear and elegance act for one sole piece. Being a “no season” item, impermeability is guaranteed by the taping technology (same technique used for the fabric vase) and by Gore-Tex® warranty. This is something that makes us particularly proud of: Gore, licensor of the brand Gore-Tex®, allows using this material only for technical wear and for high performance apparel.

Following, we will explain the I-I project and its philosophy about the I-I unique creations. Within the I-I team we called this unique piece the “Teahupoo”, same as the village in south Tahiti, where the surfers sighted ” the perfect wave”. In our mind the I-I rain jacket would be resistant to this wave.

 (by Antheus)

Here is the video of the ITALIA INDEPENDENT event in Milan at the end of September  .  You can see the complete I-I team .  In the first shot you’ll see Lapo Elkann, the designer Renato Montagner and all the twelve unique pieces.  You can also see the installation of an enormous vase in tulle inside our Milan showroom, in which are displayed all products. 
Among all hosts, Suzy Menkes of the IHT, the director of Vogue France and some commentators-bloggers .
To view the video clip in a better resolution, click here.

(by Antheus)

In the past few days I was watching some English tv and what impressed me the most was the Cadbury dairy milk commercial, a classic milk chocolate tablet, which I believe is the most sold in the world.

You can view the commercial here , then we speak of it.

What do you think about it? Aside from aesthetic judgments and an insane consideration (when the gorilla lost the beat; the poor Phil Collins will always be remembered in this written song about his moment of depression after separating from his wife) this commercial makes you ponder upon the future of advertising.

Nevertheless, it’s clear that there is no connection between the drummer/gorilla and the tablet of chocolate.

In this case the objective of this commercial is simply to entertain in the same way as a cartoon or a tv show would do. The link between the product and the commercial is completely lost.

However, would the commercial be done in a way to remember the brand? Would the product be linked to the commercial? If so, does memory produce a purchase process?

It is obvious that this type of understated advertising can be done solely by well-known brands that speak for themselves without having to communicate much. However, I wonder if this type of commercial makes sense (certainty, the fact that we are talking about it means that the advertiser reached his objective)… Is this the future of advertising?

(by Antheus)

We are proud to announce that Italia Independent will participate to the Frieze Art Fair of London, the most important Art Fair of contemporary art taking place in London October 11th through the 14th at the Regent’ s Park and other locations around the city.

We believe this is the ideal scenario to introduce our new creations. Tomorrow, Thursday the 11th, we will introduce our new 12 unique pieces at the Philips De Pury auction house of contemporary art.

Also, will make our fabric vases even more unique by allowing guests - artists, designer and editors - to personalize the vases by coloring them with a felt-tip pen. The vase will become a white canvas in which to express oneself creativity.

We will let you know how it went!

(by Antheus)

Today we begin with the description of each of twelve unique I-I pieces presented recently to the press. Here is the description in our own words.
The idea was to create a crossing, a transversal, an original and an independent project, which is the “fil rouge” of all I-I unique pieces. Breaking all “materiology” rules- . In this case we took a classic object, such as the fabric vase, we made it using a technical material and worked it using the same procedure for tailoring. Not simple, isn’t it?.
The result is a fabric vase thermo-taped, that we call Flower Parka. The vase is in a woven fabric coupled with a membrane created with a typical tailoring pattern. Then the fabric is thermo-taped with a technique usually used for technical apparel and for water sports accessories (io farei un’esempio di accessory e apparel…). As a result, paper pattern and thermo-tape give a different an unique shape and a structure to each vase.

We like to think of our fabric vase our t-shirt item of the complementing furnishing design: a simple and familiar object that through its cuts, fabric, and graphic arts (for now simple graphics, but there will be soon some novelty ones), transmits tactile feelings and tells stories like the t-shirt of a skater and its board. Same as apparel, the vase will be available in Small and Medium size.

This creation appealed immediately to MoMA of New York and the Vase was picked for the next exhibitions. Great start!

You can buy it clicking here.

(by Antheus)

Laurel Keeble is a very interesting contemporary artist that blends pop culture with a millenium sight, rather charming. These are some shots of her last installation called “Graveyard Install”. The theme in this case is the level of idolatry and veneration for symbols and brands.

“The project was based on the theory of magical thinking, looking at belief systems and idol worship, and creating an intervention that like other work I have installed, plays with the viewers perception and with any luck creates a pause for thought! The ‘headstones’ were made from polystyrene, plaster and spraypaint.”