Martina Odoli Caravajal, together with the advertising agency Wunderman Thompson, created illustrations for La Rinascente to launch the new women’s spring-summer collection, to launch gift ideas for Valentine’s Day and to introduce the public to the new selection of chocolates and spirits with the DeGusto illustration.

Martina‘s passion for drawing began at school, due to her shyness. “I didn’t talk much, but I used to dream a lot with my eyes open. Drawing was the best means of expression for me”, Martina tells us. Taking refuge in drawing was a place where her inner voice could fully express itself. Having grown up in Brazil, it was in Italy, at an art school, that this childhood passion became something more, almost a need for her: “I used to do it as a hobby, but after I started studying art it became a duty. And by ‘duty’ I don’t mean a bad thing, but for me it was therapeutic to spend hours and days drawing at a time when my life had changed completely”.

For this project Martina Odoli Caravajal worked closely with Wunderm Thompson (an agency where she is art director). The campaign aims to bring Rinascente’s historicity back to life, by honoring Dudovic, the illustrator who made La Rinascente famous with his works in the early 20th century, re-adapting it in a modern way. “I’ve always enjoyed creating imaginary worlds that had a disturbing and unexpected element to them, and that’s what was needed to show the variety of worlds found in the Rinascente shops.”

Strong, elegant illustrations, reminiscent of an Art Nouveau style, are the perfect synthesis of a new vision of La Rinascente that fits well with the name itself of the shop chosen by Gabriele D’Annunzio: “La Rinascente is a strong, particular name: a verbal form that indicates an action that happens “the rebirth” as if it were continuous, infinite”.

Autor: Francesco Fusi