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Poster, M – Design del Mediterraneo – I principi della progettazione industriale fra artigianato e design nell’area mediterranea, 1998
Dolcini AssociatiLeonardo Sonnoli
Poster, M – Design del Mediterraneo – I principi della progettazione industriale fra artigianato e design nell’area mediterranea,
Dolcini Associati, Leonardo Sonnoli,

Poster, M – Design del Mediterraneo – I principi della progettazione industriale fra artigianato e design nell’area mediterranea,
1998

Dolcini AssociatiLeonardo Sonnoli
*4035
g
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Museum für Gestaltung Zürich
Ausstellungsstrasse 60
8031 Zurich
Museum map
Museum für Gestaltung Zürich
Toni-Areal, Pfingstweidstrasse 94
8031 Zurich
  • M – Design del Mediterraneo – I principi della progettazione industriale fra artigianato e design nell’area mediterranea Dolcini Associati Leonardo Sonnoli
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The bright yellow lemons in their net grab your attention, so realistic you feel you could reach out and touch them. The Italian graphic designer Leonardo Sonnoli (b. 1962), known for his experimental manipulation of typography, beguiles the viewer here with a lucid photographic image that meanwhile remains a mystery.

What are these lemons meant to advertise? Are they perhaps real, hanging in front of the poster, as it appears from a distance? Leonardo Sonnoli was commissioned in 1997 to design posters promoting the cultural offerings of the city of Pesaro. Employed as creative director at Dolcini Associati at the time, he ended up blazing new trails with his concept. Instead of communicating the message through a straightforward picture, Sonnoli challenged the viewer’s perception, stimulating reflection and doubt. Certain elements run like a thread through the entire campaign, for example the city logo that always appears in the lower left corner and the black horizontal and vertical bars that organize the text information. But the photographic images, which enter into an amusing dialogue with the experimental typographic elements, refuse to obey any conventions. This poster advertises an exhibition on Mediterranean design focusing mainly on industrial fabrication and its impact on handcraftsmanship and design practice. Instead of picturing one of the objects in the exhibition, however, Sonnoli spotlights lemons as a symbol for the entire cultural realm under discussion. The tilted lowercase m also stands for the Mediterranean region. Hung on a hook like the net full of lemons, the letter enters into a mischievous complicity with the image, thus playfully illustrating the complexity of the exhibition’s theme. (Bettina Richter)

Plakat, M – Design del Mediterraneo – I principi della progettazione industriale fra artigianato e design nell'area mediterranea, 1998
Erscheinungsland: Italien
Gestaltung: Dolcini Associati, Pesaro, IT / Leonardo Sonnoli
Fotografie: Alessandro Dolcini
Auftrag: Comune di Pesaro, IT
Material/Technik: Offset
100 x 69 cm
Donation: Leonardo Sonnoli
Eigentum: Museum für Gestaltung Zürich / ZHdK
Literatureo

Leonardo Sonnoli (Hg.), Leonardo Sonnoli. Tassinari/Vetta. Lettermix, Treviso 2006.

Image creditso

Plakat, M – Design del Mediterraneo – I principi della progettazione industriale fra artigianato e design nell'area mediterranea, 1998, Italien, Gestaltung: Dolcini Associati, Pesaro, IT / Leonardo Sonnoli, Fotografie: Alessandro Dolcini, Donation: Leonardo Sonnoli
Abbildung: Museum für Gestaltung Zürich / ZHdK

Plakat, La discarica – Presentazione del libro di Paolo Teobaldi "La discarica", 1998, Italien, Gestaltung: Dolcini Associati, Pesaro, IT / Leonardo Sonnoli, Fotografie: Alessandro Dolcini, Donation: Leonardo Sonnoli
Abbildung: Museum für Gestaltung Zürich / ZHdK