NOT AN ARTIST – Toyboyz Edition

NOT AN ARTIST, the international research project led by IED – Istituto Europeo di Design to investigate the professions of contemporary culture arrives to Los Angeles with the Toyboyz Edition during LA Design Festival.

IED and the Italian Institute of Culture in Los Angeles (IIC LA) propose an exhibition investigating the artistic phenomenon of Toy Design through the work of four distinguished personalities: J.LED, Tokidoki, Fidia Falaschetti and Massimo Giacon.

The opening of the group show will feature a special  conference exploring the role of the Professions involved in the business of Toy Design, with the participation of Giorgia Mannucci – Art Manager, Igor Zanti – Art Curator, Valeria Rumori IIC – Director and the protagonists of the show.

NOT AN ARTIST is curated by Jacopo Manganiello and Igor Zanti.



6 June –  20 Sept 2018 

Extended to 02 November 2018 the exhibition will be one of the activities of the 14th Giornata del Contemporaneo taking place  simultaneously on October 13th in Italy and around the world.

The Toy Designer as a symbol of the blurring borders between disciplines.

Group show: Fidia Falaschetti, J.Led, Massimo Giacon, Tokidoki

Showcase of sculptures, design objects, drawings, paintings, merchandising.

Opening : 6 June 2018  7:30 pm

IIC Los Angeles

1023 Hilgard Ave,

Los Angeles, CA 90024 USA

A group show uniting J.LED, Tokidoki, Fidia Falaschetti and Massimo Giacon, will open in LA during LA Design Festival and will highlight their own unique artistic expression; their links to the different disciplines related to creativity; their business model and the connection with Design Companies such as ALESSI, IKEA, KARTELL; the bonds between Italy and USA.


6 June 2018 – 6 pm

The role of NOT ARTISTS in the contemporary art scene.

The Professions involved in the business of the Toy Designer, a view from inside.

Giorgia Mannucci, Art Manager
Igor Zanti, Art Critic, IED Venezia Director
Fidia Falaschetti, Artist and Designer
Massimo Giacon, Artist and Designer
Valeria Rumori: IIC Director

Moderated by Jacopo Manganiello




FIDIA’s  journey into art began in his early childhood , raised in a hugely  inspiring and creative family. He studied “Product Design” at the Academy of Fine Arts, between Macerata and Florence in Italy, where he graduated in 2002. In 2007 FIDIA decided to overturn his career, leaving the design industry and moving into Contemporary Art, which he found to be the ideal way to express and portray his feelings.




JOE LEDBETTER  (aka: J.Led) is an artist, illustrator and toy designer based in Los Angeles, CA.  He earned a degree in Sociology from Humboldt State University in 2001, and despite a limited amount of formal art training, began his career as a graphic artist in the apparel industry. Working his way up from underground art shows, he’s been at his craft full-time since 2004 holding solo art exhibitions in 9 different countries. His distinctive style is deeply influenced by classic animation, underground comics, skateboarding and 1980’s video games.




MASSIMO GIACON  is an artist, designer, musician, and a lecturer at IED – Istituto Europeo di Design in Milano. After experiences in the comic scene and in music as a group and solo performer, in 1985 he took an interest in design and launched into a collaboration with some of the major architecture offices in Milan (Sottsass, Mendini, Thun). He also created designs for the well-known brands such as Memphis, Swatch, Artemide, Alessi. 




SIMONE LEGNO (aka Tokidoki)  is the creative director and co-founder of tokidoki. Simone drew incessantly as a child and kept drawing and designing as a student of IED – Istituto Europeo di Design in Rome. tokidoki means “sometimes” in Japanese. Legno, who has always had a deep love of Japan and fascination with world cultures, chose the word because he feels “everyone waits for moments that change one’s destiny, by chance or by meeting a new person”. Simone’s special moment arrived when his designs drew the attention of entrepreneurs Pooneh Mohajer and Ivan Arnold, who spied the art on his personal website and convinced him to move to L.A. to start up a dynamic new partnership with them.


For more information about the artists and for purchasing their artworks please visit:



GIORGIA MANNUCCI is a cultural and art marketing specialist with several years of experience in the ultra contemporary art market and a specific knowledge of Pop Surrealism, Street Art and the Toy Designer field. Her first encounter with designer toys happened by chance once she started working with MondoPOP Gallery in Rome, which specialized in the Pop Surrealist movement. In the following years she also contributed in culture blogs and online art magazines on the subject. Currently the general manager of artist Joe Ledbetter’s studio she handles of all the aspects of a cultural product development: company general strategy and analysis of the market, creative marketing and promotion, public relations, events and sales. Her passion for art has also led Giorgia to be become a member of the LACMA Docent Council, where she tours the museum collection for elementary school field trips.



IGOR ZANTI  has been working several years as art critic and curator of contemporary art and applied arts projects. Since 2005 he is the curator of Barbara Mahler Gallery in Switzerland. He co-founded and takes part in the Jury of the prestigious Art Prize “Arte Laguna” as well as “I diari della Terra” Photographic Art Prize. He is artistic consultant of several cultural associations, and has been appointed as Artistic Director of Museum Brolo Centre of Art and Culture in Mogliano Veneto (TV) in 2008. He has been cooperating with IED since 2009, firstly as a lecturer and then, since 2012, as IED Venezia Director. He is also contributor of various art magazines.