DIADORA: IT PLAYS SOMETHING ELSE

DIADORA 70TH ANNIVERSARY EVENT AT PITTI IMMAGINE UOMO 95

Location: Florence, Leopolda Station

Exhibition Design 
AOUMM – Argot ou La Maison Mobile

Luca Astorri
Riccardo Maria Balzarotti
Rossella Locatelli
Matteo Umberto Poli
with Gabriel Aras
Giulia  Bortolozzo

Exhibition curator: Davide Giannella

Works by Ducati Monroe, Maisie Cousins, Gabber Eleganza, Invernomuto, Patrick Tuttofuoco.

Exhibition set-up AltoFragile

Photo by Meschina

AOUMM has curated the design for the exhibition It Plays Something Else, devoted to Diadora 70th anniversary at Pitti Immagine Uomo 95. The exhibition, held at Stazione Leopolda in Florence, celebrated the brand through the idea of speed, common element of all the sports the company has played a central role in throughout the last 70 years, thanks to its progressive idea of style and technology, manufacturing and made in Italy product care. The exhibition involved several artists able to interpret different expressive languages as design, photography, music, moving images and sculptures. The concept of speed and movement is emphasized by the set-up, where videoprojections, rotated panels and the speckled floor assemble a dynamic environment.