Genova Jeans, October 5th to 8th. The "pop" campaign kicks off.
The countdown has begun for the new edition of GenovaJeans , which will take place in Genoa from 5 to 8 October, produced by the Municipality of Genoa and curated by Anna Orlando .
Four days dedicated to the values, intergenerational messages, creativity, innovation, and culture of jeans, the fabric that had its birthplace in Genoa. In the weeks leading up to GenovaJeans—a project born from an idea by Manuela Arata, who currently chairs the Promotion Committee, and Emilio Iacopino—the information and promotional campaign was officially presented this morning at Palazzo Tursi. The campaign aims to convey and share the key messages and values of GenovaJeans with the city .
The images will dominate: five subjects born from the creativity of the Genoese photographer artist Fabio Accorrà , with graphics by Giordano Panini, are designed to be used on the posters of the billboard campaign, which will start on August 1st, and on the banners for social media and video channels.
Giving face and voice to the campaign will be four successful Genoese from the worlds of entertainment, TV, radio, and media, appointed in recent years by Mayor Marco Bucci as "Ambassadors of Genoa of the World." They will become influencer-testimonials : actress and producer Alice Arcuri , Sky Sport sports journalist Giorgia Cenni , actress and radio host Marina Minetti , and TV host and theater actress, and Radio 105 speaker Valeria Olivieri . Their testimonials will reach their numerous followers, conveying and multiplying the GenovaJeans messages well beyond the city limits.
"The October event is approaching, and we want to accompany it with a program that will help us spread the values of this project, which encompasses many areas, from creativity to innovation and culture, to create a new brand for the city," said Genoa's Deputy Mayor Pietro Piciocchi . "GenovaJeans has also become a key vehicle for the urban regeneration of the historic center, particularly the Prè area. We're working on the theme of spaces that we want to make available through a call for proposals, making them available for the GenovaJeans project and populating them with artisans and artists. This work has already begun with the Jeans Laboratory, and we want to extend it to the entire Via Prè."
"The city administration wants to share with the city the enthusiasm that has characterized the weeks of preparation for this major event, which is now entering its full swing," explained GenovaJeans general curator Anna Orlando , "and which we wish to communicate. We are finalizing the final program based on two key assets: the meeting with fashion industry professionals, from major brands to responsible production of next-generation jeans, to young creatives, touching on the entire Italian jeans supply chain and those who work with environmental sustainability in mind; and, in parallel, the edutainment events through which we invite the city and our guests from outside Genoa to participate in fun and cultural entertainment events to convey important values. We are talking first and foremost about sustainability and the urban regeneration that the City has initiated along the 'jeans road,' the urban artery of medieval origins that runs from Via Pre' to Via del Campo, Fossatello, and Via San Luca.
We chose to convey these messages, which therefore go beyond a simple "save the date" – explains art historian and cultural manager Orlando – by drawing on the power of the artistic images of Fabio Accorrà, the Genoese photographer who will be named 'Talent of Genoa' this year. We asked him to interpret one of the fundamental characteristics of jeans, namely their "pop" nature, which means for everyone, underlining their transversal nature from a social, historical, and demographic perspective: everyone, regardless of age and economic means, has a pair of jeans in their wardrobe.
The images chosen for the GenovaJeans campaign will become a true art installation: along the "jeans street," the shutters will be painted blue with eco-friendly paints, reminiscent of the indigo of "Genoa Blue," which was once used to dye the corduroy that later became known as "jeans." These will be alternated with the shutters of closed businesses, which will display Accorrà's colorful photographs. "When the shutters go up and the images are ruined by the daily opening of the shops," Orlando concludes, "we will have achieved our goal: the regenerative effect of beauty and art will have breathed new life into the street."
from ANSA, article link
https://www.ansa.it/pressrelease/liguria/2023/07/27/genova-jeans-dal-5-all8-ottobre.-al-via-la-campagna-pop_ed975888-0911-4548-a3be-54a6bcfb2d14.html