TUTT1 1NS1EME – THE EXHIBITION

Ecological Footprint embodies the effect that human actions have on the Earth. With the help of a FILA Disruptor shoe, a camera and Photoshop, the final, semi-realistic result underlines the company’s focus on sustainability. The payoff “FILA pays attention to its ecological footprint” clearly expresses the concept already communicated by the image and the adoption of the English language aims at contact with an international audience.

Ecoprinting is an ecological printing and dyeing technique, which uses what nature offers us: flowers, leaves, roots, barks are printed without the use of chemicals. The fabrics involved are usually of plant origin (cotton, hemp) or animal (wool, silk). It is nature that tells its story and excites us. We are a go-between.

In the digital illustration FILA – City Of The Future, the axonometric space is defined by the letters that make up ALL TOGETHER and FILA. In the city we see some of the athletes who have made the history of the brand, from the sailor Giovanni Soldini to the tennis players Evonne Goolagong and Adriano Panatta, up to the climber Reinhold Messner. A visual story of the brand, which celebrates an innovative spirit that evolves over time.

Through a group of nice, colorful parrots – the birds that mimic human phonation and refer to the world of childhood – the work speaks of the urgency of sustainability. It is to be implemented at 360 degrees: in food, in clothes, in the home. Three fundamental themes present within the work and which recall the three Piedmontese UNESCO creative cities: Alba (gastronomy), Biella (textile craftsmanship) and Turin (design).

The project is a concrete and achievable example of “active mobility”, sustainable as “a condition for a development capable of ensuring the satisfaction of the needs of the present generation without compromising the possibility of future generations to achieve their own”. The video proposes an awareness-raising process that, starting from Biella, gives rise to a change in the Highway Code, which arrives, for example, at recognizing skates as a means of city transport.

Our planet, day after day, is becoming fragile both environmentally and socially: raising awareness is necessary. Starting from this reflection, we have developed a creative work that starts from the characterizing elements of FILA: replacing the color red with green was born the first point of reflection on the environmental theme. The recycling symbol best represents the concepts of sustainability and equality, both environmental and social.