Making room for creativity: in Foscarini’s new Social Strategy Instagram becomes a stage where energy, creative freedom and research are the protagonists.
Constantly seeking original and distinguishing solutions – not just in terms of products, but also in narrative approaches – Foscarini has decided to rethink the industry’s typical conventions of social media communication and evolves its storytelling in an unprecedented and distinctive way. The Instagram @foscarinilamps feed is transformed into a virtual place that offers room for well-known and emerging exponents in the world of visual arts, with the objective of developing amazement, beauty and fun. A kaleidoscopic project where international artists and content creators with different backgrounds – from digital art to photography, illustration to motion art – have been invited to “play” with Foscarini collection and get inspired by a catalogue of lamps composed by different styles, materials, and designers.
“Foscarini is a company that thrives on ideas, curiosity, the desire to experiment and experience. We were looking for a different and more distinctive storytelling for our social media channels – a new solution which, dealing with the limits and characteristics of the medium, would allow us to make room for creativity, to gather stimuli and to trigger connections, swapping know-how and combining experiences. This new digital project will grant space for original contents that, through visual impressions where our light is the protagonist, will enable us to discover the power of ideas” – Carlo Urbinati, Foscarini president and founder.
Instagram thus becomes a stage where energy, creative freedom and research are the protagonists. A storytelling through images, animations, and videos, taking form in a contemporary art space, tracking the narrative thread of the Foscarini brand, with its essence, inspirations and collections.
The first contribution comes from Luca Font – a versatile Italian artist – with an original series of illustrations inspired by modernism, with lively geometric effects. He is followed by the well-known Israeli illustrator Noma Bar – the master of negative space. And then: Federico Babina, Oscar Pettersson, Alessandra Bruni and others that will follow in the year. Unique voices, styles and interpretations, narrating thoughts, sensations and emotions triggered by Foscarini lamps, to emphasize their forms, the ideas behind their concepts, or the effects they produce in a space. An intense calendar of unusual ideas and visions on the theme of light; a creative pathway that expresses reflections on the role played by Foscarini lamps in the transformation and definition of a personal interpretation of the home environment.
First appointment: Luca Font
Writer, illustrator, tattoo artist: Luca Font, born in Bergamo in 1977, lives in Milan and New York, the metropolis that has been the cradle of Graffiti Art. And in fact Luca’s first steps in art stemmed from his passion for graffiti. From trains to walls, tattoos to paper, all the way to digital art: the visual universe of Luca Font is composed of various media, sharing in a distinctive style that reflects a particular taste for abstraction, graphic design and lettering. His production is marked by constant pursuit of visual synthesis, as well as a graphic approach that blends minimalism and expressive flair.
In the series of illustrations created for Foscarini, Font visually narrates the role of light and the lamps of Foscarini in the definition of the personality of a space, both at night – when the lamps are on – and in the daytime, when they are off. The six illustrations form a sort of circadian cycle in which the home develops its own character through pareidolic illusion.
“In this new project I have developed for Foscarini from the outset the focus has been on the importance of light in relation to spaces: not only during the night, when the light is obviously artificial, produced by lamps, but also in the daytime, when the lamps enter a different dimension as design objects. Light (or more precisely lights) and Foscarini lamps become two factors that in different ways, depending on the time, contribute to define the personality of the home, which in turn is a reflection of the personality of those who decorate and inhabit the spaces”. – Luca Font