IED for YAP MAXXI 2012
The students of the Master’s Course in Art Direction create the advertising campaign for YAP MAXXI 2012, Young Architects Program.
In summer 2012, the main square of MAXXI Museo nazionale delle arti del XXI secolo will once again be transformed to host the program of events organized by the Museum and offers the visitors a pleasant and comfortable environment, with relaxation zones, water, and seating in cool, shady areas. From Saturday 16 June to Sunday 4 November 2012, the installation UNIRE/UNITE of the New York/Rome studio Urban Movement Design (Sarah Gluck, Robyne Kassen, Simone Zbudil Bonatti), winner of the second edition of YAP MAXXI – Young Architects Program, will welcome the visitors to the museum.
The Master’s Course in Art Direction of IED, Rome, coordinated by Andrea Ferolla, has been entrusted with the task of creating and developing the communication campaign.
The choice of entrusting the communication to young creative professionals is in line with the YAP project, which supports young architects.
As Andrea Ferolla explains: “The other way of experiencing MAXXI is the slogan of the communication campaign created by the Master’s Course in Art Direction for YAP MAXXI 2012. The museum opens up to the city with a rich program of entertaining and playful cultural events: it becomes a ‘piazza’, a public square. The borders of the outside space of the museum are re-designed by an ‘infinite’ seating band, which encourages a playful bond between the body and the space. That’s why the protagonists of the communication ‘experience’ the space by assuming almost gymnastic, aerial, liberating poses”.
From 16 June to 23 September, MAXXI will also host the exhibition YAP MAXXI 2012, where the finalists from the Italian edition, MoMA/MoMA PS1 and the Constructo association from Santiago de Chile will be on display.
YAP MAXXI 2012. The Other Way of Experiencing MAXXI.
From 16 June to 4 November 2012
The program is available at www.fondazionemaxxi.it
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