the pitti special click

the theme of the Pitti Immagine summer fairs

Something special clicks into place every six months at Pitti Immagine Uomo.  When the research carried out by the companies and the Pitti team into new projects, events and international names meets the research of the buyers, journalists, influencers and visitors from all over the world. This is The Pitti Special Click, the theme of next summer’s fairs which sums up the energy that circulates around the Fortezza and suddenly finds a direction.
“The Pitti Special Click is a spark that produces alchemies that are always different” says Agostino Poletto, General Manager of Pitti Immagine “a click of energy and emotion it is difficult to stem as well as the “X Factor” that decrees the success of every rendezvous.  The element that makes people continue to come to Florence in order to see, learn and try to understand.”
The Main Forecourt of the Fortezza da Basso will once again be transformed through the set design curated by life-styler Sergio Colantuoni. It will be the biggest layout ever realized at Pitti: a 1000 square meter stilt house will stand in the heart of the Fortezza, creating a circular itinerary, a big ring delimited by large poles with flags that flutter in the wind.  A village that becomes a lounge area with white canopied sofas.  A place in which to meet, talk, get to know each other, make business contacts and more. The stilt house leads to a garden, and from the terrace it is possible to view the surprises below.  Plus, there will be a food circuit full of interesting proposals with four different bars.
And seeing as the city cannot do without the posters that liven up and color the streets, the special graphic sign for The Pitti Special Click has been created by illustrator Angelica Gerosa who has chosen to mix up items of clothing to create the perfect outfit by dipping into the various sections of the fair: a polka dot sock with a zig zag jacket, a tie with a diamond-shaped bag, jeans with a floral jacket and a starry hat.  Collages and scraps of paper that perfectly interpret what happens when a buyer or a journalist arrives at Pitti Uomo, choosing garments from the various sections to create the perfect alchemy and give life to the season’s new look.  Where the passwords are color and mixture.
“It will be a large circular satellite” says Sergio Colantuoni“Salvaging things from the past, from prehistory, is the input that led me to create this enormous stilt house, as if to elevate us from this earth and create a new human space that is more serene.  Soaring above a livable garden in order to rediscover our wellbeing, our center.  A light and convivial village where Angelica Gerosa’s super colorful collages stand out amongst the vegetation and the super white.  We have to take back nature for ourselves, rediscover the pleasure of using our hands, our tactility, our senses.  Reawakening it all through intuition.”

The Pitti Special Click will also be presented through the fairs’ new advertising campaign by Emilio Tini, the photographer and artist whose style celebrates Italian creativity and savoir faire and who has collaborated with prestigious international brands.