If there is one word that we have heard resounding in recent years, it is certainly “iconic”. We speak of iconic when we refer to an immediately recognisable artist, to a style that resists the passage of time, to films that have influenced entire generations. Sometimes to explain the meaning of this word it is easier to give practical examples: the Arena is an iconic monument of the city of Verona, the Boot 1460 is an iconic model of Dr. Martens. These are just two of the thousands of things that might come to mind, but we didn’t choose them at random.
In fact, the brand new Dr. Martens store in Verona opens today, Saturday 20 November. At number 15 Via Mazzini, in the centre of the old city, the English brand that has made footwear and amphibious history is ready to open its doors.
The Verona shop is the second Dr. Martens shop in Italy, having opened a store in Via del Corso in Rome in December last year, and in just over a month’s time it will also open in Milan.
To underline the importance of the link with the territory, Dr. Martens has decided to involve an artist from Verona, who has enriched the interior of the store with an artwork that echoes the concept of the iconic mentioned at the beginning.
Giacomo Bagnara, a selected Italian freelance illustrator who has appeared in publications of the calibre of The New York Times, The Wall street Journal and The New Yorker, worked on a mural characterised by geometric shapes and bright colours.
The wall has been divided into many small windows that seem to open onto some of the city’s most recognisable symbols: we start with the Basilica of San Zeno with its rose window, pass by the Arena, walk along Lungadige Galtarossa where you can see the famous cocai (not to be confused with simple seagulls, as the Veronese will point out), cross the Adige on Ponte Pietra, enter the old town and arrive in Piazza Erbe with the Torre dei Lamberti.
The last and largest window could not fail to reveal the Boot 1460 with its unmistakable silhouette.
Dr. Martens turned to an artist not only for aesthetic reasons, but also to underline how art, understood as a revolutionary act, a means of representing without filters and a place to convey ideals and values, is fundamental for a brand that has managed to break down walls and become a symbol of freedom of expression.
In the photos and video below you can see Giacomo Bagnara himself working on the work and telling us about his project, but don’t forget to come and see the mural in person at the new Dr. Martens store in Via Mazzini 15 in Verona.
PH: Riccardo Romani