A talk with Diego Soprana
Abbiamo intervistato il graphic designer Diego Soprana che ha dato forma al tema di questa edizione di Pitti Fragranze, Blooming Newforms
Last year we met you here at Pitti Fragranze...
What can you tell us now, one year on? Something else about yourself and your work?
Hi, nice to see you again!
It’s true, we first met last year and I told you about myself and what I do; this time I would like to take a look at this last year with you.
I have started out on a path of professional evolution, trying to define my role better, but still in the sectors of design and illustration (or art, depending on how you see it).
I have had the chance to work on projects that not only offered me great stimulus, but also led me into potential new applications for my work.
For example, in the spring I collaborated with Vogue Italia in the production of 4 animated collages. This was a small yet decidedly demanding challenge that helped to expand the territory I cover. From a technical point of view, I have studied the world of animation more in depth, in my own personal way obviously, and discovered that lending movement to images is definitely fun!
Right now I’m working on a video installation for presentation at the Teatrino in Palazzo Grasso at a seminar created by art professionals.
Tell us about the project for Pitti Fragranze, what gave you the idea for the campaign? Inspirations, theme, moods and ideas… and the Fragrance Facts?
My first thought was to start from the need to take the world of fragrance into the digital dimension. This was the cornerstone for the project. An idea that, in a certain sense, stands as a link between past and present.
In this way, vapour becomes pixels and shapes, shades translating the impalpable essence of fragrances. Let me explain better: I started with botanical and floral images and illustrations. Breaking down the individual subjects gave me the shades that then became the main players for this campaign. My studies were inspired by the work of artists such as Gabriel Dawe, who breaks colours up into fine lines to give floating clouds—and here we go back to the concept of impalpability—and Nobuhiro Nakanishi, whose designs are constructed with layers of images in sequence.
This also led to the creation of the Fragrance Facts: Instagram stories that tell of moments, social icons, the pop culture or “bites” of science, as an expression of the interpretations and value of essences in everyday life. The aim of #fragrancesfacts is to talk about fragrances in their most diverse of forms, using short paragraphs that also lead to a different use of Instagram, more words than photos.
Blooming Newforms, the new theme at Fragranze, tells of a new dimension in the world of fragrances, made up of digitally inspired visual forms, conceived for the social platforms... how are you relating to this theme in your work?
The objective of the new Fragranze theme is to raise awareness of the digital and social media universe; the result is NEWFORMS. Following many forms of digital inspiration, I decided that making the “shape” of Fragranze impalpable was the best path to follow. This in fact has allowed me to render the essence of this world impossible to grasp, by removing the edges and lines that obstructed my goal.
How do you render this ideal concept visually?
Finding a shape that represented something invisible was complicated and stimulating, but digital technology provides shapes and interpretations that help us to create a new dimension. The new shapes have become coloured mists, hypnotising shades of colour in movement that find their perfect collocation and timing for grabbing attention on social media in general and Instagram in particular.
How do you think it is possible to link tangibility and the emotional and sensorial side of fragrances with the “colder” aspect of the digital dimension?
I think that the gap between tangibility, sensorial emotion and the “cold” digital dimension is steadily narrowing. Content is what brings digital closer to the sensorial gratification of the physical world. When it is well made and interesting, it creates an emotion. Furthermore, the possibility of creating images in movement with vivid colours, lends new shape to images until now limited to other senses: smell, for example, is replaced by sight.
Can technology and social media influence your work in a certain sense?
Over recent years there has been this practically immeasurable influence! It is incredible how technology and social media have knocked down the fine line that existed between client and freelancer, bringing to light the natural informality that anyone possesses. A more human dimension, which is a strange thing to say, given that we are talking about a “social” aspect. I personally have had the chance to meet designers who I had always admired in specialist magazines, books or on social media, and I realised I was less excited than I expected at these encounters because I already knew so much about them. Social media gave them a more “normal” dimension— while still extremely talented in their sector, they were more “approachable”.
With #fragrancesfacts I tried to remove the veil, creating a connection between the world of fragrances and the digital user.
Check out Diego at www.studiofantasti.co