LASPORTIVA IS A CLIMBING EQUIPMENT COMPANY WHICH PRODUCES MAINLY IN HEADQUARTERS AT ZIANO DI FIEMME, AND IS DISTRIBUTED IN MORE THEN 70 COUNTRIES WORLDWIDE. LASPORTIVA SPECIALIZES IN CLIMBING SHOES AND TECHNICAL OUTDOOR CLOTHING FOR HIGH ALTITUDES. FOR ITS 90TH ANNIVERSARY, THE COMPANY DECIDED TO ORGANIZE A ‘CLIMBING FESTIVAL’, INVITING SOME OF THE MOST IMPORTANT CLIMBERS IN THE WORLD, INCLUDING ADAM ONDRA (THE ONLY CLIMBER TO HAVE MADE A ROUTE WITH A PROPOSED GRADE OF 9C) AND ALEX HONNOLD (THE ONLY PERSON TO HAVE FREE-SOLOED EL CAPITAN IN YOSEMITE NATIONAL PARK) AND REINHOLD MESSNER (THE FIRST ASCENT OF MOUNT EVEREST WITHOUT SUPPLEMENTAL OXYGEN). THE FESTIVAL WAS HELD AT THE SCIENCE MUSEUM MUSE, A BUILDING DESIGNED BY THE ITALIAN ARCHITECT RENZO PIANO.
IN COLLABORATION WITH THE MOTION GRAPHIC STUDIO ‘CHINANERA’, I DEVELOPED PART OF THE 8 MINUTES VIDEO PROJECTION ON THE 80M MAIN FRONT OF THE MUSEUM, PROJECTING ON GLASS, STEEL AND WALLS.INSPIRED BY THE COLORS AND THE SHAPES OF THE BRAND, I DESIGNED THE BUILD-UP THAT LEADS TO THE END OF THE SHOW.
