Waiting for Rock Me Pitti

Seven Shopwindows by Seven Italian Visual Artists

Seven La Rinascente windows dedicated to music
seven designs by seven young Italian visual artists.
In Florence from 29 November to 10 January
celebrating the holiday season and Pitti Uomo 85. Curated by Sergio Colantuoni

The project

Back to top

La Rinascente in Florence will be featuring seven very special windows during the holiday period and right into the new year. They will be created by seven young and promising Italian designers and will be dedicated to music – with a different window for each music genre. Dedicated to music because music is always a moment of joy.

Watch The Music, Listen to Design, is the title of the project staged by La Rinascente in cooperation with Pitti Immagine and curated by Sergio Colantuoni, one of the most sparkling, ironic and best-known lifestylers in Italy. The designers are seven up-and-coming names on Italy’s creative scene involved in artistic installations and production design, film-making and post-production, photography and graphic design, light design and event production: Matteo Capobianco, Carnovsky, Giorgio di Salvo, Michela Natella, Servomuto, Ilaria Vergani and Flaminia Veronesi.

Dedicated to music because the bond between music and fashion is very strong and because music will be the theme of the 85th edition of Pitti Uomo Rock Me Pitti – to be held from 7 to 10 January 2014. La Rinascente has decided to offer its original interpretation of the theme in the windows of the big store facing Piazza della Repubblica, one of the liveliest places in Florence.

The seven windows – each inspired by different types of music and iconological references and created with totally distinct techniques and materials will definitely arouse the public’s interest. And the public will be asked to give opinions so that the project will become an unusual talent show, the first ever dedicated to window-dressing.
Italy’s most important department store and the world’s most important trade fair featuring men’s fashions are crossing paths again (the last time was during Pitti Fragranze in September) to address the general public interested in fashion on the one hand and on the other, the Pitti People who will be in Florence in January and naturally interested in all the creativity that fashion expresses.


Matteo Capobianco

Back to top

Matteo Capobianco, aka Ufocinque, was born in Novara in 1981. While studying design at the Politecnico in Milan he was active on the Italian street-art scene, and came to the world of theatrical production design, constantly researching techniques, materials and unique solutions such as hand-cut paper. Layering, that he uses on many interpretative levels, is central to his vision.


Back to top

Carnovsky is the name of the artist/designer duo – Silvia Quintanilla and Francesco Rugi – active in Milan since 2007. Their best known project RGB, based on the exploration of surface depths, has been consistently acclaimed by the international press and public

Giorgio di Salvo

Back to top

Born in 1981, Giorgio Di Salvo attended art school and IED in Milan, working on art that dialogues with design, and graphics and streetwear fashions. Since 2005 he has been creative director – and founding partner – of VNGRD. He has worked with Superga and Nike, and with independent creative names such as Vice Magazine, Fantom and Hunter, currently he is art director for the County of Milan brand. Most recently he has worked on Diesel with Carhartt and Nicola Formichetti.

Michela Natella

Back to top

Set designer, stylist and illustrator, the young Michela Natella earned her degree at the Accademia di Belle Arti in Brera. In 2004 she began working with Moschino, designing display windows, exhibitions areas and fashion show settings. Her résumé includes ad campaigns for Gucci, Ikea, Vodafone, Illy and Safilo. Her artwork found its best outlet in Toilet Paper, the art magazine developed by Maurizio Cattelan and Pierpaolo Ferrari. And, Jovanotti picked one of her creations for the cover of his latest album.


Back to top

The brand was established in 2007 by graphic designer Alessandro Poli and the architect Francesca De Giorgi. The idea at the base of Servomuto is that of handmade, classically shaped lampshades with unusual printed fabrics in a new, unique and eclectic mix: an item as classic as a lampshade reinterpreted in a  contemporary look.

Ilaria Vergani

Back to top

Born in the late 1980s,  Ilaria Vergani Bassi earned a degree in filmmaking at the London Film Academy and another in Video Design at the IED in Milan. She works in the fields of non-linear videos, video mapping and projections and since 2009 has been collaborating with various artists and event organizers. Her recent piece, an interactive video installation produced with artist Fabio Giampietro and entitled Aletide is on display at IFD Gallery Research.

Flaminia Veronesi

Back to top

Visual Merchandiser for Printemps Haussman in Paris, Flaminia Veronesi is Milanese by birth and European by adoption. After studying at Central Saint Martin and the  Chelsea University of Arts and Design, she has focused on artistic research, showing her works in London and Paris, and then working with Atelier VM, a jewelry store in Milan, designing installations, window displays and pop-up shops.