Art, Design – At Tortona Rocks’ HQs in the post-industrial spaces of Opificio 31 [Via Tortona 31, Map], IQOS, the smart alternative to smoking, presents WE, a monumental project by Truly Design Crew. The unconventional visual communication and urban art studio created an immersive anamorphic mural painted with the innovative Airlite coating, whose high-tech composition reduces air pollutants. Anamorphism is a particular image that can be seen only from a single point of view.
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WE is made up of different surfaces, each one helping to create a single large image, just like a community made up of people, each with its unique perspective and story to tell. Together they contribute to creating something unique. The project aims to foster a dialogue on the positive impact that progress can have on individuals and communities.
“WE was born from our ongoing exploration of new ways to communicate through languages able to blur traditional and innovative artistic expressions.” Emiliano Ninja and Emanuele Rems of Truly Design Crew told Archipanic.
“We wanted to present with a single element the endless points of view of a community. We started from a circle drawn on paper. But a 2D shape wasn’t too delimited, not enough for us. Anamorphism worked out to be the perfect solution to represent a plurality of perspectives. From here, we developed an immersive journey: one of the visitors can experience by walking across the artwork.”
Next to the installation, adult smokers can see the Italian preview of the new limited edition IQOS 3 Duo We Edition dedicated to the IQOS Community and inspired by the various viewpoints of over two million people in Italy who have quit smoking to become IQOS users.
WE is on show until June 12 – 10 am-9 pm. The installation is one of the highlights of the design platform Tortona Rocks in the Tortona district where Milan Design Week was born over 20 years ago. Archipanic is a media partner of the platform. Find out more about Tortona Rocks here.
All photos: courtesy of Tortona Rocks.