For lovers of visual arts, there is an opportunity to visit the exhibition dedicated to the creations of great advertising, author and graphic artist Armando Testa. Those who work in advertising and communication certainly know this name as that of an advertising agency in the old tradition. But at the same time, there are many other jobs that are of Armando Testa less well known especially to younger audiences. First of all, it will make a journey through the most famous advertising creations through the years: Perroni, Sanpellegrino, Borsalino, and, of course, the blue hippo Lines, the elephant and the Pirelli simpaticissmo Caballero Misterioso and his Carmencita, created Paulista for Lavazza in the 60s.
But what struck me most was the way in which Armando Testa has been able to use simple shapes to create something innedito. The first example, found right in the first room after the entrance, is the image of the sphere lies on the half-ball logo, Punt e Mes or The sculpture "Chair with Pencil," which combines two common objects in a surrealist painting - a pencil that pierced the chair. Or, in some designs the animal meets the object: thus, a finger nail with a long red to a flamingo, or the tube that becomes a dog. The reason for the hand and fingers appear in many works of Armando Testa, but the peak is reached with the sculpture "Time", or the tree of hands, where a giant hand come from other 5 small hands, and from these still other hands, forming the fingers, everything eventually ends up taking the form of a tree.
Then, my favorites were the images of various objects and animals made from ... food. A chair made of ham, a fig tree becomes a mandolin, an elephant made of pieces of carrot, and many others. "In my profession I have to enhance the daily food between cutlery precious, hungry mouths, sparkling dishes, but sometimes I feel the desire to give it all up, shake hands with the kitsch and interpret spaghetti, fruit, ham and eggs free combinations and voluptuous" declared the artist. In fact, in the recent past, it was the Armando Testa agency to design the advertising campaign Esselunga "Famous for Quality", where various foods are creatively transformed into celebrities, real or fictitious, each character receives a name that combines the name of the food the name of the person in history. Perhaps all of us know John Lemon, Agent 00 slices, eggplant Jones, Piero Della Franpesca, King Solomon, and many other nice figurines that make merry our visits to the supermarket!
Through this exhibition, I learned that we do not need to travel so much for our imagination. Everything can be relative, everything can change, and even the most mundane objects can become special. The exhibition will be open until June 13, at the Padiglione d'Arte Contemporanea Via Palestro 14.
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