In the Spanish Quarters “Cromie – the colours of the sun from zenith to sunset”, curated by the Neapolitan artist Salvatore Iodice

Naples is the city of sun and a thousand colours, a city that lives on simple traditions,
like hanging out the clothes in the alleys of the historic center and letting the sun shine with its
heat and its energy do the rest. It is precisely these daily gestures that make the
unique city and so special not only for those who live there but also for visitors, who every
day they remain enchanted by it.
Sole, a brand of Reckitt Benckiser, a leader in the production of consumer goods in the
sectors of health, hygiene and home cleaning, takes inspiration from the city itself
Neapolitan and its traditions to give life to an innovative and surprising project
which celebrates its intrinsic beauty: the work “Cromie – The colours of the sun, from the zenith to the
“sunset” curated by Salvatore Iodice will make the alley shine from 12 to 14 July.
Sole has put 'and walked from via Toledo all the way to Vico Due Porte in Toledo and has
transformed a hundred white shirts, icon of the new advertising campaign, into
real canvases on which to make all the colours of the sun shine: from strong and intense yellow
from midday to the red and indigo tones of sunset, painting a real
sunset that enters the alleys of the Spanish quarters.
At the beginning of the alley, an observation point will be placed from which you will have a
perfect view of the installation where you can admire this special sunset in all its glory
his energy and in an explosion of creativity.
Sole has chosen to collaborate with Salvatore Iodice, a Neapolitan artist and craftsman, who
through his art he has contributed to numerous sustainable projects. Salvatore is known
in the Neapolitan neighborhood especially for having created Miniera, a space dedicated to
children experiencing family problems, a laboratory in which it is taught that it is possible
obtain a real work of art even at zero cost and that recycling itself is a form
of art.
The artist will also be the protagonist of the post-installation which includes the reuse of the
fabrics; the shirts featured in the installation will be recovered to make some
new canvases that will be used specifically for the creative workshops open to the kids of the
quarter.
SOLE AND CORPORATE SOCIAL RESPONSIBILITY – The Italian brand, in addition to
taking care of the heads of the whole family, she has given herself the mission of giving value to things
simple and raise awareness of the conscientious use of resources. Sole, in this regard, in
2018 has concentrated the liquid formulations of its detergents by 23% and optimized the
palletizations reducing the annual plastic released into the environment by 500 tons, even
having sold 20% more washes in the market. The theme of sustainability, always
at the heart of Reckitt Benckiser's business, has materialised in the new strategy of
Corporate Social Responsibility recently presented, which aims to create a

cleaner world, promoting responsible business choices and the use
sustainable use of resources to reduce their environmental impact.
Sole, Napoli and Salvatore Iodice have in common simplicity, creativity and respect for
the environment. A gesture as authentic and real as hanging out the laundry has become the protagonist
of the project highlighting the value of everyday objects and the importance of
take care of it responsibly.