At United Colors of Benetton Factory

A call from Michel Mallard and a few hours later I’m at the United Colors of Benetton factory, the Laboratory of ideas for communication founded by Oliviero Toscani.

I think you learn about Oliviero just by watching him. She has a strong presence, like her campaigns, and shows her passions with just a glance.

I did a workshop at the Benetton Factory about digital books and new technologies and they made this video for me. During these trips Michel and I did the new cover design for the Modern Cults collection.

Until then I had not thought about the marketing of this project and, of course, I had a tremendous school seeing up close, in just seconds, how a great artist and communicator transmits his ideas, no matter how foreign they might be to me many times.

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