The church is managed by a private organisation, Instituto della Pieta’, that did not have the means to cover the cost of a needed EUR1.5m restoration. This is where our advertising wrap comes in as the revenue is fully financing the costs. But not only that, they’ve complimented this necessary wrap with the exceptionally beautiful photographic work by Liu Bolin and Annie Liebovitz’s ‘Iceberg’ campaign for Moncler.
The invisible man ‘has disappeared’ for the Italian apparel manufacturer and lifestyle brand in the surrounding glacial nature under Leibovitz’s lenses. The Chinese performer, who since 2005 has been an undetectable human canvas, has created another memorable work of camouflage where his silhouette quietly disappears, becoming part of the Icelandic backdrop.
Of course the wrap in question has a very clear impact on the Venetian river walk, visible from almost everywhere you are on the city’s front, however I believe that we need to be unconventionally practical and accept the best amongst the worst in the name of the restoration’s urgency, in particularly when the temporary maxi advert is sponsoring a long term and needed restoration.