Salerno Art Adv is born, a project between art, history, innovation and sustainability. An innovative idea that transforms the Big Boards present on the blind facades of the buildings of the city, into hand-painted paintings, giving life to an art gallery under the stars.
A highly original project, which aims at evolution and change in a particularly complex moment, uniting art and sustainability. An “open-air exhibition” visible to all and characterized by the union between art and respect for the environment.
At the instigation of Up Adv, it was born in Salerno Art Adv, a unique initiative with an exceptional partner: Re d'Italia Art, a prestigious international company for art collecting and publishing, led by President Marco Giordano. An innovative idea that transforms the Big Boards present on the blind facades of the city's buildings into hand-painted paintings, giving life to an art gallery under the stars.
The works represent a story and, walking through the streets of the city, it is possible to read the plot. Everyone will be able to play with their imagination to project their thoughts and emotions into the paintings. Art enters the streets to generate well-being, stimulating creativity. After having lived a long period full of difficulties, it is time to be reborn, it is time to overcome fear by demonstrating courage.
It's time to turn all the city lights back on and start again together with strength and determination. The time has come to color our lives, like a blank canvas on which we can paint our future" - explains Vincenzo Senese, a young entrepreneur from Salerno at the helm of the creative agency Up Adv. And he adds a reflection: "The masks will continue to cover our faces for a little longer, protecting our feelings, but at the same time our gazes will be turned upwards to observe the art between the walls of the city, letting ourselves be crossed by emotions. Being surrounded by beauty activates psychophysical well-being, giving color, harmony, hope and the desire to awaken all our senses to savor the essence of freedom" - concludes Senese. The project involved the creation of two mega works of art handmade by the artist Simonè, thanks to the partnership with Re d'Italia Art. Two canvases made entirely from natural fibers, without the use of plastic, were painted in the splendid historical setting of the Castello di Arechi and installed on the Big Boards, positioned in two very busy areas of the city.
The video spot was created by covering every single moment of the creation of the works, recounting in detail all the evolutionary phases of the project: a show with a high emotional impact, seen from above the city. The creation of the works and the installation of the canvases are thus transformed into a real show not to be missed. Each work will have a Q-CODE to be able to deepen the message transmitted, receiving all the information directly on your smartphone, in real time.
The Art Adv project was born as an appendix of the creative agency Up Adv in the pandemic period in which art suffered a hard blow, becoming the element through which it is possible to energetically communicate everything that has passed through us. The pay off of the Up Adv campaign "It's written in the sky" is now combined with the new slogan of Art Adv "It's written in the art" generating the fusion of a single concept: "Only by looking at the sky and observing art is it possible to imagine and write the future".
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Article published on May 18, 2021 - 12:52 pm
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