FLORENCE, ITALY – WonderFood Pitti is the key theme for the forthcoming edition of Pitti Immagine’s shows…simply because, now more than ever, we are all talking about food. It is a theme close to contemporary lifestyle issues and Pitti will tackle it with “deeply rooted” irony: starting from the land where food is grown and produced. Culture, love and a taste for what we eat “via nature” and not via “star chefs”: a way of getting back to the fundamental reasons of living and living together and reasons for reinventing aesthetics, ecology and the urban panorama.
The site-and-symbol of WonderFood Pitti will be the forecourt of the Fortezza da Basso, right in front of the Main Pavilion, where visitors will be able to see incredible but real gardens – colorful geometries of seasonal fruits and vegetables – designed by Oliviero Baldini – watched over by 30 mannequin-scarecrows wearing clothes designed for the occasion by a select group of Pitti Uomo exhibitors from around the world.
Every six months it is the key theme that inspires the fair’s look and layout that are not just the striking settings on the main court, but also the graphics inside and outside the pavilions.
But this is the very first time that our exhibitors will be directly involved in the theme: those 30 mannequin-scarecrows will offer for 30 Pitti Uomo labels and designers an original way of expressing their concepts and participating in the “construction” of the fair itself. They will be able to grow their own fruits in the fantastic garden that will sprout in the middle of the Fortezza.
Among the brands that will join the project: Engineered Garments, Gitman Bros. Est 1978, Jack Spade, Haver Sack, Marchand Drapier, Mark Mcnairy New Amsterdam, Needles, Pero by Aneeth Arora, Pierre Louis Mascia, President’s, The Editor, Volta Footwear, Want Les Essentiels De La Vie.
In addition, a new map of refreshment points, scattered throughout the fair, will be offering comfort foods created to give our visitors good feelings, inside and out!
The atmosphere of WonderFood Pitti will be recreated inside the Dogana, at the Pitti W. Food contamination will be present in the layout of the show dedicated to woman, with installations such as scarecrow like mannequins with looks from international brands of Pitti W.