Since the Dolce Vita, Via Condotti in Rome has been one of the most renowned lifestyle destinations in the world. Having finished redesigning their flagship store, Italian luxury brand Salvatore Ferragamo was looking to collaborate with an artist to make the re-opening celebration of the boutique a truly remarkable experience. James Dawe was selected and put forward as his sharp and contemporary edge perfectly aligned with Ferragamo’s new vision.
“I was inspired by the movement and structure of the new collection,” says James. “With the animation in mind, I’ve created a flowing composition which intertwines details from the AW19 range with the architecture and life of the city of Rome. I looked at patterns and textures within the clothes and based digital renderings and patterns on these which flow through the buildings and monuments. The artwork has an ethereal, above the clouds approach which is brought to earth with hard graphic details and floral sparks. Flowers selected for the store launch were used in the artwork to contrast with and flow around the architecture, adding colour and vibrancy. Whilst crafting the illustration I always had the animation in mind but 90 seconds is a long time to fill, so additional mini compositions were put together after making the main artwork, to help extend the scenes to fit the time.”