Luxottica Bringing Artwork to the Streets – WWD

OPEN AIR GALLERY: After the reopening of shops this week, residents in Milan discovered another excuse to take a break from their confinement and stroll the streets of the town as Luxottica has launched an initiative selling artwork in public areas.

The eyewear firm put in a sequence of screens in strategic spots to broadcast a variety of inventive masterpieces whereas native museums are nonetheless closed attributable to restrictions brought on by the pandemic, with the extra aim of selling and making the nation’s inventive heritage interesting and fascinating for youthful generations.

After partnering with the historic library and artwork gallery Veneranda Biblioteca Ambrosiana, the agency teamed with the Pinacoteca di Brera museum to advertise six of its artworks via Dec. 20. Meant to have a good time Milanese collectors who’ve donated works to the establishment, the choice contains masterpieces by Italian artists Piero della Francesca and Giorgio Morandi in addition to by Futurism exponents Umberto Boccioni and Carlo Carrà.

Screens have been put in in places spanning from Piazza Cordusio and Corso Matteotti — standing a couple of steps from the Duomo cathedral and resulting in the town’s Golden Triangle, respectively — to the constructing housing Luxottica’s headquarters in Piazza Cadorna.

The corporate mentioned Milan will act as a place to begin for the venture, which is meant to be replicated in different places to additionally promote worldwide artists sooner or later.

One of many screens put in by Luxottica in Piazza Cordusio in Milan. 
Courtesy of Luxottica

Over the past 5 years, Luxottica has invested in digitalization and communication, putting in greater than 20,000 screens globally — together with in Instances Sq. in New York and Covent Backyard in London — in addition to implementing digital instruments in its 10,000 instantly operated shops and partnering opticians.

The group, based by Leonardo Del Vecchio, produces and distributes eyewear collections for trend manufacturers starting from Giorgio Armani and Burberry to Prada and Versace and owns labels corresponding to Ray-Ban and Oakley. In 2018, in a 46-billion-euro merger, Luxottica mixed with France-based Essilor.