Fabrizio Da Prato will inaugurate the new Viero Per L’Arte project, an initiative that for Viero Paints constitutes a true debut into the world of contemporary art.
From 17 to 31 July, the installation RICHIAMI will take shape in Pistoia, the city chosen by the artist for the values which – being the Italian Capital of Culture 2017 – it is officially promoting.
The idea at the base of the artistic endeavour – curated by art historian Veronica Carpita – is to replace advertising with pictorial art. In a studio, Fabrizio Da Prato will paint works of art on a support comprised of discarded promotional posters which he will then ask the relative staff to hang using thirty-six regularly-purchased advertising spaces.
Download the original Viero Richiami poster.