Debut into the world of contemporary art: Viero per l’Arte is born
Viero debuts into the world of contemporary art with the experimental project Viero per L’Arte.
On the occasion of its 50th anniversary, the Cromology brand specialized in decorative finishes – always a great inspiration for architecture and design – has decided to support two artists who can boast of an international curriculum and who are very active in Tuscany, by inviting them to use its products to create works conceived especially for the occasion. The idea at the root of the initiative is to provide artists with a wide range of decorative products to use as they please in the creation of their works, whether paintings, performances, installations or any other type of artistic effort. For Viero, it is a new, important adventure. The project is not a mere sponsorship but rather an articulated journey connected to development and training demands of a brand that has always exported values tied to culture, beauty and Made in Italy throughout the world. For the first time ever, paints, plasters, sands, stuccoes and textured compounds will be employed not for conventional ornamental use but for original creative and conceptual purposes, ennobling these elements and becoming charged with the meaning and the suggestions that the artists wish to communicate.Viero per L’Arte aims to be a long-term journey that aspires to re-establish the connective tissue of these two only apparently distant worlds, with the goal – as ambitious as it is fascinating – of giving life to a bond between art and the company. A bond capable of spurring lively dialogue on the themes of beauty and research, with a special focus on the universe of decoration. A bond that will certainly yield new creative stimuli. In few words: art enters the company but also the company, with its products, enters artists’ studios. Follow us to discover all the phases of the project.