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Brand as patron of the arts: Fendi
There is much to be said about brands becoming patrons of the arts. Where once you might have a rich benefactor sponsoring an artist or a poet, these days you are more likely to see a telecoms company fund a music tour or a bank sponsor an art exhibition. Luxury Italian fashion brand Fendi is flexing its fashion-forward muscles with an exhibition during Milan Design Week. In a bid to highlight its appreciation of craftmanship and new technology, Fendi teamed up with Design Miami to commission a series of interactive installations. Four pieces were showcased, including an anamorophic perspective painting, a theatre box scaffolding sructure and a psychadelic black and white playground. The final piece was by design collective rAndom International and featured an interactive, sound-reactive LED wall.
Check out the mesmerising video of the piece, called Amplitude:
Amplitude from rAndom International on Vimeo.
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