Index
Milan is enriched with anew art wall. Together with Clear Channel Italia, a leading media company in the out-of-home sector, we have redeveloped a 214m2 wall located on the main street of the Porta Romana district.
We chose to create a mural specifically to reiterate our impact on the real estate market in the city of Milan through a unique redevelopment initiative. All the properties we acquire are renovated and enhanced before being put back on the market. These interventions not only increase the value of homes and stimulate the redevelopment of cities, but also bring great benefits to those who buy, as well as generating new job and development opportunities for the entire real estate sector. The mural redevelops a wall in the neighborhood, demonstrating our commitment to city renewal.
To create it, we relied on Clear Channel. Mural advertising is one of the media company's flagship assets, an innovative form of communication capable of transforming an advertisement into a true work of art and making the message even more impactful. Clear Channel chose to create the mural to add value to an urban space for the benefit of the city and its citizens.
The chosen artist is Cheone, part of the Street Art in Store team, a consolidated partner of Clear Channel in the creation of murals. A historic name in Italian street art, Cheone is a point of reference for many national and international artists. His walls are among the most loved and photographed. A precursor of anamorphic street art, his creations travel the world and he is among the most stimulating contemporary artists. The characters he represents are giants that break boundaries and interact with space, giving life to three-dimensional works. For the first time in the heart of Milan, Cheone creates one of the subjects that most characterizes him, the Titan, and this time he does so by representing himself as the protagonist, to give greater symbolic strength. The work is imposing and has a strong visual impact. It depicts Cheone in the act of “applying a tag”, which in the language of street art means imposing one's presence on the wall with a code. The sign represented is the Casavo logo, wanting to underline the presence of the brand within the Milanese real estate market. With a parallel to the world of graffiti, the tag therefore becomes our signature.
“I found great availability and sensitivity in Casavo,– declares Cheone, –a reality at the forefront, who immediately and without hesitation joined this project in which for the first time I wanted to represent myself to strengthen the bond between the world of street art and Casavo even more. A work that, due to its powerful symbolic function, makes it a unique space to narrate in its dynamism and freshness a profoundly technological and innovative company. In the era of virtualization of experience and social distancing, the Titano I created reaffirms the centrality of being, of identity and of the signature (the tag/logotype), as a unit for knowledge, within a world in which dynamics is increasingly fluid, changing and ephemeral.”
“For many years street art has been Casavo is at the center of major redevelopment projects in several Italian cities, and thanks to it, in many cases, it has been possible to give visibility to significant messages.' says Giulia Gagliardi, Chief Marketing Officer of Casavo. 'At Casavo, we are always looking for communication channels that can amplify our essence, which consists of a constant drive for innovation, but without ever losing sight of the human component. This is fundamental when the goal is to put the consumer at the center of every strategy and action.' With Cheone's work in 2019, Casavo has managed to leave a 'positive mark' right in the city where it all started. We are very satisfied with the result; it fully represents our innovative spirit and our desire to be a leader in the sector. of city redevelopment.
The work will be marked by the city label of “Advertising for the City, the initiative launched by Clear Channel Italia together with the member companies of Audiooutdoor, to highlight the support that Out of Home has for the community. Investing in outdoor advertising contributes to the financing of street furniture and citizen services. A part of the investments is in fact allocated to the municipality. The “City Label” placed on the Porta Romana mural simultaneously signals Casavo's commitment to the city.
The work will be visible throughout the month of June in Corso di Porta Romana 111-113.