01 June 2024

Simone Legno is an Italian artist known for the creation of the Tokidoki brand. His designs are influenced by Japanese culture, street art and graffiti. He is a globally recognized voice in the arts and colaborated with many brands.

Tokidoki means 'sometimes' in Japanese. Legno chose this word because he believes that "everyone waits for the moments that change their destiny, either by chance or by meeting a new person". That's what happened to him when the personal website he had created to tell about his art during his studies was noticed by entrepreneurs Pooneh Mohajer and Ivan Arnold. The couple invited him to move to Los Angeles to build a global brand together. Tokidoki has collaborated with many brands such as Karl Lagerfeld, Guggenheim Museum, Sephora, LeSportsac, Onitsuka Tiger, Marvel, New Era, Hello Kitty, Fujitsu, Levi's, Xbox, T-mobile, Medicom Toy, MLB, Barbie and Canon. Graduated in Illustration and Animation at IED Milano, Simone now speaks worldwide at museums, universities and conferences, from MOCA to the Adobe MAX conference, Flash Film Festival, Art Center College of Design, Apple Store Osaka, European Institute of Design, STGCC and Grafika Manila. In 2018 he contributed with his artworks to the NOT AN ARTIST project curated by IED at the Italian Culture Institute in Los Angeles.

He is the creator of "Italia Chan", the official mascot of the Italian Pavilion at Expo 2025 Osaka, which Simone Legno officially presented at the Milan Design Week and, subsequently, at the IED in Rome.

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