Poster by Oliviero Toscani for United Colors of Benetton
hält am kommenden Dienstag, 18. Mai 2010 um 19:30 Uhr
einen Vortrag
Oliviero Toscani | If you cannot take risk – you are not creative!
Ernst von Siemens-Auditorium, Barerstrasse 40/Pinakothek der Moderne, 80333 München
Veranstalter: Die Neue Sammlung – The International Design Museum Munich in Kooperation mit der tgm - Typographische Gesellschaft München e.V.
In englischer Sprache | Eintritt frei
Create life, don't consume it!' His disturbing pictures – and his distinctive statements – have turned his person into a brand: Oliviero Toscani. Inextricably linked to the ascension of the fashion label 'United Colors of Benetton', he also developed the image of countless companies and brands...which, again and again, caused significant media attention. More often than not, the value thus created largely surpassed that of the original advertising campaign's budget. The forms he creates – often seemingly simple depictions – are intended to be disturbing, shocking, and revealing. 'It is the artist's duty to disobey the rules! Attention is key'. He is a unique re-former: form follows impact.
All the while it would be incorrect to reduce this literal giant's way of thinking to cheap sensationalism. The founding of the first truly global magazine 'COLORS', a magazine in which, to this day, diversity is key and the invention of the Benetton Research and Communication Center 'FABRICA' are rooted deeply in his convictions and based on his visionary strategies. This man, who would much rather discuss his work with the farmer or car mechanic next door than with photographers or marketing experts, knows all about the inner depth of the viewers of his work. Which is why his answer to Proust's question is so very fitting: 'Which reform do you admire the most?' 'The one I have in my underwear'.