The perspective and the ideal city. Milan

Installation.
Mutimedia.
Video.

Boutique GIADA House / Via Montenapoleone 15. Milan /October 2020 / Giada

The perspective and the ideal city. Milan


Installation.
Mutimedia.
Video.

Boutique GIADA House / Via Montenapoleone 15. Milan /October 2020 / Giada


The new digital installation designed for the Giada showroom draws on the concept of the Ideal City to build up a form of immersive storytelling focused on Italian heritage from the Renaissance period. ⁠As a result, the narration winds its way through the sophisticated interior of the store to take over Via Montenapoleone in a subtle, engaging dialogue between artistic beauty and the concept of beauty reinterpreted here by fashion.

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Therefore, the digital installation creates a sort of metamorphosis of the space, constructing a relationship between the interior of the showroom and the colonnade in the painting “The Ideal City”, one of the symbols of the Renaissance housed at the Galleria Nazionale delle Marche in Urbino.⁠ The video offers a digital journey into the heart of Renaissance art and architecture, providing an insight into famous paintings by Botticelli, such as Primavera and the Birth of Venus.⁠ Once again, the artistic sensibility of the fashion house is enhanced by a wide-ranging narration, leading viewers to the core of the great Italian spirit.⁠ The result is a dilated, metaphysical space that expands into Via Montenapoleone. It is a space of wonder in which the dream of the Renaissance is brought alongside the latest releases from Giada.⁠


Photo courtesy of Giada

The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city


The new digital installation designed for the Giada showroom draws on the concept of the Ideal City to build up a form of immersive storytelling focused on Italian heritage from the Renaissance period. ⁠As a result, the narration winds its way through the sophisticated interior of the store to take over Via Montenapoleone in a subtle, engaging dialogue between artistic beauty and the concept of beauty reinterpreted here by fashion. Therefore, the digital installation creates a sort of metamorphosis of the space, constructing a relationship between the interior of the showroom and the colonnade in the painting “The Ideal City”, one of the symbols of the Renaissance housed at the Galleria Nazionale delle Marche in Urbino.⁠ The video offers a digital journey into the heart of Renaissance art and architecture, providing an insight into famous paintings by Botticelli, such as Primavera and the Birth of Venus.⁠ Once again, the artistic sensibility of the fashion house is enhanced by a wide-ranging narration, leading viewers to the core of the great Italian spirit.⁠ The result is a dilated, metaphysical space that expands into Via Montenapoleone. It is a space of wonder in which the dream of the Renaissance is brought alongside the latest releases from Giada.⁠


Photo courtesy of Giada

The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city
The perspective and the ideal city

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