The exquisite Baptistery of Piazza San Giovanni will play host to the 60th anniversary of the Centre of Florence for Italian Fashion, during Pitti Immagine Uomo. In order to celebrate this monumental occasion, the Emilio Pucci brand dressed the Baptistery in a top-to-bottom print inspired by the ‘Battistero’ scarf from its archives. This undertaking effectively transformed the exterior of the building into a whimsical cartoon facade printed in vibrant colors on rich fabric.
The installation pays homage to the longstanding relationship between the Italian fashion house and the Centre of Florence for Italian Fashion. Indeed, there is a fascinating amount of history that goes into this partnership. Their relationship dates back to 1951 when the Florentine businessman Giovanni Battista Giorgini launched the ‘Made in Italy’ movement and Emilio Pucci was present at the very first event to showcase his exquisite Italian talent. It is befitting then that, on its 60th anniversary, Pitti Immagine would tap Pucci for a project that put the brand’s iconic image on display for the whole world to see.
Watch the exclusive time-lapse video below to see the installation come together in the center of the Piazza San Giovanni.
Photo and video: Courtesy of Emilio Pucci