At the PRODUCT DESIGN collective exposition at BATIMAT RUSSIA 2019, the Italian artist Marco Fontana for the first time presented his wallpapers from the City Of Love and Fitzcarraldo collections, created for Tecnografica Italian Wallcoverings. Marco made a true art show at the stand, where he described how to establish an effective partnership and demonstrated how he works.
During the show maestro Fontana covered one of the walls with a painting, he also told the visitors how to find a balance between commerce and creativity; which factors brands take into account when choosing an artist for their projects; how an artist can understand brand priorities and assist the brand in achieving business goals; which companies are interested in working with artists.
“Wallpaper design is often created by artists because this kind of design is more creative, it’s interesting to examine in detail. Originality is necessary when creating unique and exclusive products, this relates to all areas, but especially to design and interior decoration. The standards that the company follows when choosing a partner are originality, individuality and profit. The artist can understand the priorities of the brand, only trying to forget that he is an artist. He should put himself in place of a businessman. Thus, trying to look at the world from another point of view, he will know how to do his job,” Marco Fontana shares his experience. “Companies like when they have an opportunity to offer an individual product. This is happening increasingly often, and thanks to digital technology, we are able to create targeted products that may be adapted to different needs. The city-style wallpaper, presented on one of background walls of the PRODUCT DESIGN stand, is the redesign of three different wallpapers, assembled into one big scene – especially for this occasion. The wall in jungle style is Fitzcarraldo wallpaper, installed in series without changing the original design, but I provided an empty spot for a surprise – a ‘live’ painting.”
