Marni Chairs Project – Milan 2012
Marni is an Italian fashion brand that takes advantage of the public attention the Salone Mobile in Milan gets to combine a couple of things:
“L’arte del Ritratto” is a photographic exhibition depicting Marni world. A project in collaboration with photographer and filmmaker Francesco Jodice, that continues, his artistic research based on the work of cataloging: the chairs, made by colombian craftsmen, became the stage where Marni employees pose: a tribute dedicated to them destined to last over time.
So it is a sort of Chair Installation where the chair functions as background for a photographic exhibition.
But it is also a rehabilitation project whereby former prison inmates try to get a new life by the production and selling of these outdoor chairs.
Part of the sales goes to a charity in Milan to enable wives of prison inmates to get on with their life. So it is a charity project as well.
The color schemes of the chairs are in line with the Marni color schemes.
Clever, but I still call it simply Chairvertizing.