The Pitti Immagine Uomo 2017 Award goes to WP-Lavori in Corso
An intuitive leap by Giuseppe and Cristina Calori led to the founding, in 1982 in Bologna, of WP Lavori in Corso, a small family-run business with big ideas and an insatiable appetite for innovation and research. That same year, Cristina Calori – president of WP - and Andrea Canè, creative director, packed up their curiosity and sense of irony and left for the U.S. with the firm intention of bringing back proposals as yet unknown to the Italian public: products and materials with precise meanings for consumers, with staying power, and in many cases, complete with previous certification based on longstanding, distinguished histories. This territory between the Via Emilia and the West – a bottomless crucible of entrepreneurial initiatives and imagination expressed in art and customs – was the first explored by WP in its ongoing adventure: globetrotting in search of ever-new objects and ideas. For the Italian market, under the artistic direction of Luca Caccioni, it was an absolutely new approach that touched down for the first time at Pitti Uomo in 1987.