Brand Art: the international artist Teddy Delaroque arrives in Motta di Livenza
Monte-Carlo, Florence and Motta di Livenza. The third stage of Armchair BULLDAYS is in the town in province of Treviso.
From Forte Belvedere in Florence to the operative headquarters of Venetia Communication in Motta di Livenza, to the various points of reference of the town of Livenza. This is the route taken by artist friend Teddy Delaroque to install one of his famous fauteuil (armchair), the Armchair “BULLDAYS”, on display on Saturday, July 3, 2021 at Forte Belvedere in Florence, during the gala dinner of Bull Days Tuscany Reloaded. The artwork, as well as the first produced, made for the Bull Days, was presented together last year at Montecarlo Bay.
The artwork is a design armchair with 360° rotation, with the car’s ball bearing system, colored with the “green mantis” of my Huracán Perfomante. A unique and exclusive object that bears the iconic signature of the Bull Days Montecarlo brand.
A work capable of summarizing the sinuous lines and the aggressive character of a super sports car. An author’s piece that cradles and encloses, as in an exclusive microcosm, the soul of the MotorSport universe. An object of design born to be static, but that boldly refuses its destiny. It demands more, it yearns for the thirst of speed.
Synergy with Teddy Delaroque
Teddy Delaroque is an internationally acclaimed French artist, designer, painter and sculptor. I met him thanks to my friend Fabio Lamborghini in 2018 and since then we have formed a solid bond.
We installed his sculptures in the food court of the Bocelli family during Bull Days 2019. In summer 2020 at the Monte-Carlo Bay Hotel & Resort, we presented the “BULLDAYS” armchair during the Bull Days Monte-Carlo Gala Dinner. The same work, which on July 3 was exhibited at the prestigious Forte di Belvedere in Florence, in the emblematic evening of Bull Days Tuscany Reloaded.
These relationships and synergies with important artists make Bull Days the luxury-oriented event of reference that is gradually being confirmed. An innovative format able to bring together the different souls of the luxury sector in an informal context.
Art as a branding tool
The armchair “BULLDAYS” is the perfect example of partnership between luxury brand and contemporary artist. In fact, this is an increasingly current trend. Artists, recognized designers now realize their vision through brands in various sectors, from Haute Couture to the Automotive world.
A practice already in vogue in 1937, when the designer Elsa Schiaparelli collaborated with Salvador Dalì. In recent years, brand-art has recorded a great exploit. Just think that only in the two-year period 2016-2018, Louis Vuitton collaborated with Jeff Koons, Stella McCartney with Ed Ruscha, Dior with Seven Young Artist, Calvin Klein with Andy Warhol’s foundation and Coach with Keith Haring.
Art is no longer something to be admired and contemplated at arm’s length. Instead, it has turned into a branding strategy that allows you to stand out and elevate your product to collectible status. Every form of consumerism is transcended. The focus shifts to values, ideas and concepts. The real lifeblood, capable of triggering an escalation of authentic emotions, the starting point for the wonder of being in the world.
Read here the interview to Teddy Delaroque >
Stefano Cigana
