Passionate to preserve the tradition and vintage aesthetics of Italy’s everyday products, Gianluca Gimini imagines modern fashion companies teaming up with brands he remembers from childhood.
“Recently I realized that many examples of exquisite Italian design are becoming terribly endangered, simply because they don’t have a market. I have found that, except for tin boxes and few other items, it is close to impossible to find specimens of vintage packages for supermarket goods, although there are examples of excellent design even among plastic soap bottles and candy wrappers.What a pity it would be to lose memory of this great treasure! Most of today’s Italian 20-year-olds have probably never even seen these package designs before!My idea is that this project could help spread some awareness and appreciation for these dated designs.To do so we enter a fictional world in which these brands (all of which in reality have a rather old and conservative target market) decide to boost their popularity among the young through a series of co-branded sneakers.”
