Calligraphy gets a new name for itself on the rooftop of the Palazzo Della Civiltà Italiana.
For its latest collaboration, the team behind Fendi’s millennial driven F IS FOR… project have hoisted modern calligraphy artist Pokras Lampas onto the rooftop of the Palazzo Della Civiltà Italiana, tapped to create a stunning new piece of “Calligraffiti”. Transforming the antiquated principles of the traditional practise with every one of his giant brushstrokes, Lampas has been instrumental in revamping calligraphy’s image over the last three years.
“It’s all about deconstruction and shining some light on the real meaning of words and letters,” the young artist says in regards to his work. The collaboration, F IS FOR…Freedom of Expression, provides a platform for Lampas to share his artistic voice – the voice that has been embedded into every letter that makes up his work – with the rest of the world.
The piece, a bold maze of swirling yellow letters and symbols situated on top of the brand’s headquarters, is one of the biggest calligraphy works to be made in Italy yet, and it seems like the artist’s self-developed style, “Calligrafuturism”, is catching on at a rapid pace. Lampas has already been part of exhibitions held in Russia, France, Germany, and Seoul, and it looks like the future is only getting brighter for the artist who recently finished working on another collaboration with sports heavyweight, Nike.
Launchd earlier this year (here) by Worldwide Communications Director at Fendi, Cristiana Monfardini, Fendi’s F IS FOR… has been designed as a platform with youth in mind, providing a digital space for culture-conscious young people without the pressures of buying and selling.