Miart

“Crescendo” was the conceptual and visual theme chosen for the 2023 edition of Miart, Milan’s international modern and contemporary art fair. Translating a sonic perception into a visual system was both the challenge and the most interesting starting point of the project.

The key image of the campaign was born from an intuition: a walking figure, repeated rhythmically like a musical sequence unfolding in space. Miart is not presented as a destination, but as a crossroads — a place of convergence where creative energies meet, resonate and evolve. A space of transit that gathers emerging visions and still-open possibilities.

The campaign is built around two fundamental visual elements: the repeated figure of the model and the Miart logo, intertwined in graphic compositions that transform from format to format. The concept of “Crescendo” appears through a dynamic use of colour and form — a deliberately loud palette of lilac, dark purple and acid yellow, with recurring elements arranged in constantly evolving layouts. The approach pushes the visual identity beyond conventional grid boundaries, while maintaining brand recognition and embracing full expressive freedom.

The system was applied across all fair touchpoints: from outdoor communication — street banners and billboards — to editorial materials, social content and the mobile interface. Each application reinterprets the same elements in a new way, without ever losing the thread.