La fête dans la Rue

Pasquale Diaferia

It was summer 1998. I was walking up the endless series of stairs leading to Luzzati's studio in Genoa. I was the Creative Director of an important multinational advertising agency. Yet meeting this globally recognised artist was, quite frankly, intimidating: member of the Hollywood Academy, theatre set designer, sculptor, children's author, each of his activities was always characterised by an extraordinary personality. My fear was that he would act with annoying tolerance: I was probably thinking of those artists who accept a paid marketing job. A job that is often referred to with a funny and derogatory expression, which recalls a world of loving professionals: fare la marchetta (to prostitute oneself).

Well, my surprise was that Lele - as he asked to be called - approached my proposal with the same clarity of mind and talent that he used to apply to his own work. He explained to me that in the past he had worked in advertising, posters and communication, and had been a partner in a Genoa-based agency, Firma, where he had produced some famous Caroselli (TV short advertising sketches ) together with other two artist colleagues of his.

And the fact that he would devote the same clarity of mind, talent, attention and intelligence to his activity in advertising as he did for his own work is demonstrated by the posters on show here: all of them have his very personal creative flair. They were designed with unique craftsmanship, the same that advertising art directors devote to these pop culture products. As the greatest Italian copywriter, Emanuele Pirella, used to say: “The poster is the most significant and aesthetic communication medium. Posters are a celebration of art in the streets". Pirella was actually quoting the title of a beautiful exhibition held at the Max Hubert Museum in Switzerland: La fête dans la Rue.

These posters by Luzzati are a real feast for the eyes, and for the city. The subjects are brands of beer, pasta and cow's milk, a popular festival, a theatrical performance. Look carefully: Lele's hand, his gaze, his talent are all in these posters. They prove that even advertising material, when designed by an artist like Lele, may offer wonderful inspiration.

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