visual identity, 2013 – ongoing
In 2012 Mousse was commissioned to create a new graphic identity for
, the International Fair of Modern and Contemporary Art in the city of Milan. Mousse Agency has relied on the tool of photography to convey a unified image for the fair, moving away from traditional branding and accompanying the new logo with a system of identification that regenerates itself with each new campaign.
Art of Gesture: for miart’s 2017 campaign Mousse collaborated with photographer Ilaria Orsini and the Rio Grande collective, taking inspiration from the world of sports and gymnastics.
The shots offer a narrative that highlights the similarities between athletic performance and the act of making art, with the synergies between the mind and body that strike a balance between individual talent and collaborative dynamism. The idea behind the constant transformation that takes place is to achieve perfection.
The costumes worn by the athletes and the set design by Rio Grande pay homage to the world of Milanese design from the mid-1960s, the visual identity of the 33rd Venice Biennial created by Dutch designer Bob Noorda, and the Falkland light fixture designed by Bruno Munari.
Art Direction & Graphic Design: Mousse / Photo Campaign: Ilaria Orsini / Concept & Set Design: Rio Grande (Francesco Valtolina, Natascia Fenoglio, Lorenzo Cianchi) / Models: Veronica Bertolini, Francesca Ferrari, Martina Germani, Francesca Majer, Arianna Malavasi (Società S.Giorgio ’79, Desio), Elia Rovesti (Società Propatria 1883) / Coreography: Jacopo Jenna / Make up: Mary Cesardi, Serena Congiu / Photo assistant: Mattia Maestri, Andrea Citro / Post production: Officina 8 / Location: Anticamera Location / Video: Bellone + Consonni / Thanks to: Body Le Farfalle
For 2016, Studio Mousse looked to nature and finds an interesting reference to various levels of the art world in the world of bees.
From the surreal appearance of beekeeping tools, to the modular architecture of hives, to the construction of the kind of complex society that miart has become after years of incubation.
The campaign for 2015 played on the association between art collecting and hunting.
Hunting scenes, which have a venerable tradition in art history, were recreated among the booths at the fair.
In 2014 the logo conceived for the previous edition was paired with metallic backgrounds, while the “experimental” images gave way to a range of settings populated by beautiful birds of prey.
These barn owls, hawks and kites from Val Brembana were photographed by Jeremias Morandell with art direction by Studio Mousse, and with the invaluable assistance of the Falconieri delle Orobie falconry group.
In 2013 an image based on the spectrum was introduced for all media, with an advertising campaign that used stills to convey the desire for experimentation and renewal that is at the heart of the fair and of our collaboration.
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