SEEING RED: Red Valentino will unveil a pop-up store in Milan on Sept. 17. Located on Corso Como, the temporary shop will host live performances by international street artist Zap, who will involve the public in the decoration of the walls of the store.
“The pop-up is one of the elements we are using to communicate the new course of Red Valentino,” said Maria Grazia Chiuri, who is creative director of the label along with Pierpaolo Piccioli. “We decided to involve a street artist who will decorate the pop-up with elements recalling values which are important to us and to the company — family, friendship, unity and solidarity.”
“In this project I deal with the notion of togetherness, which expands from the personal level of love, family and friendship relationships, to a more collective and sociopolitical level, as the structure of a society,” Zap said. “Therefore, I wanted to do a series of drawings that present this act of coexistence in a private space, which is utterly linked with the mutual symbiosis in the public sphere. The dialogue between the personal and the collective spheres stimulates our critical thinking that concerns the role of the subject as a social being.”
In keeping with this vision, Chiuri and Piccioli named the project “Food For Thought,” not only meaning that art can nourish people’s souls but also to link this initiative to the themes of Expo 2015, which closes in Milan in October. Part of the proceeds from the sale of the products sold at the pop-up store, which will include T-shirts and shopping bags decorated with images designed by Zap, will be donated to Opera San Francesco per i Poveri, the Milanese charity institution that every day provides food for the city’s people in need.
The pop–up store will remain open until Oct. 12.