In June 2018 during Pitti Immagine Uomo, Emilio Pucci and mannequin pioneer Bonaveri are partnering up to celebrate history and innovation in an immersive showcase that delves into their individual realms of creativity and craftsmanship.
Palazzo Pucci will host the visual experience where Emilio Pucci’s heritage and future is told through Bonaveri’s artisanal excellence and creative depths. The exhibit, subverts the role of the mannequin through a series of installations where it instead becomes the protagonist and narrator of the Pucci universe – demonstrating the strength of Pucci as a visual language.
The journey breaks down Pucci’s codes and engages with the Palazzo by embracing its Renaissance architecture and historic traits. The courtyard becomes an installation with over-dimensional mannequins wrapped in Pucci’s most iconic print, Vivara, and proceeds to the second floor of the Palazzo, where a vision of Pucci’s immense colour library is displayed on a spectrum of custom velvet Bonaveri mannequins wearing the universe of Pucci’s accessories.
The colour story continues with a literal interpretation of Pucci’s number one quest — the freedom of movement — told in a humorous installation featuring two fans blowing into meters of archived black and white Pucci prints. Whereas, the legendary ballroom “Sala Bianca” becomes the site where visitors are led to discover the five material elements which Pucci innovated throughout his career, showcased through Bonaveri’s artistic and ironic touch.
Surrounded by the historic frescoes, the ground floor of the Palazzo, which previously housed the Emilio Pucci embroidery ateliers, reveals the inner workings of Bonaveri’s artisanal excellence. Divided into three chapters; The Cutting Room; The Sewing Room and The Miniature Workshop – the rooms are completed with an in-house atelier where Bonaveri’s artisans bring the Pucci mannequins to life.
The journey ends with a visit to Marquis Emilio Pucci’s studio, where some personal memorabilia of objects are displayed, leading to the fitting room where a group of baby mannequins are watching over the spectacle of archived pieces.
The project is the result of a fruitful conversation between Emma Davidge, creative director of Chameleon Visual, and Laudomia Pucci, who wanted to create an ironic and humorous encounter between the two Maisons by projecting their rich history and savoir-faire through a contemporary and innovative vision.
"It’s always surprising how Florence and Pitti make us celebrate fashion in creative ways. The marriage between history and innovation is deeply rooted in Florentine culture and that is why we decided to celebrate the history of our brands through a disruptive and unexpected way where we bring Pucci’s and Bonaveri’s best kept secrets to life!" – Laudomia Pucci
"Bonaveri, a fan of Pucci” is an opportunity to turn the light on the talent and capital of artisanal skills that nurture the Made in Italy. The artistic craftsmanship that dwells in companies like Pucci and Bonaveri expresses itself in the ability of men and women to build beauty centimeter by centimeter, this is the true protagonist of our exhibition " – Andrea Bonaveri