“L’Italia è il paese che amo”. With these words, on 26 January 1994, Silvio Berlusconi began his speech announcing that he would take the field, and from that day onwards an important change began in Italy. The transformation that the country found itself facing was total and undoubtedly affected the political, economic, social, cultural and customs systems, with consequences for entire generations. But how exactly can we tell those who have not experienced it the aesthetic imagery of a nation? How to describe the dark zone of a country and its national-popular visual landscape?
Bringing together the symbols and concepts present in the memory and imagination of a multiplicity of individuals is certainly no easy task, but managing to evoke an intangible collective memory through images is perhaps even more complex.
Giacomo Felace, Italian art director and brand designer, born in 1989, a few days ago made public his cultural exploration project. That’s right, it is indeed an evocative art project and it is called “L’Italia è il paese che amo”, but it is not just about Silvio Berlusconi.
“L’Italia è il paese che amo” digitally explores the conflicting visual landscape of signs, logos and posters that surround Italy and its citizens. It is a work designed to be “anti-design”, that is, intentionally unruly, disordered and hyperbolic.
Through stereotypical messages and signs, the passions and nightmares of a nation are mixed together: football, work, politics, the contradictory ideologies of a corrupt system, the contemporary behaviour of a discontinuous generation, the nation’s cultural and socio-economic divide.
Giacomo Felace recreates and brings together the cultural influences of today and yesterday and depicts a glittering past of tax evasion, corruption, social somnolence, demographic collapse, difficult wage issues and the North-South divide. All in the Helvetica font. The choice of this font is a tribute to Massimo Vignelli, one of the most important protagonists in the history of Italian design and graphic design.