A4A Rivolta Savioni Architetti

“Riders Look” Event
Hearst Magazines Italia

Florence, Pitti Immagine Uomo 2012

The creation of a fleet of inexpensive and ecological cardboard motorbikes personalized with the logos of seven fashion brands for the event organized by the specialised magazine Riders.
The motorbikes, which are ridden by models ready for the catwalk, are free to buzz around the old city centre on footpaths and merry-go-rounds and even inside buildings and commercial premises.

This collective artistic installation is striking but also an ecological provocation that draws attention to the problem of traffic in one of the world’s most unique cities of art.

photos Mirco Cecchi