Off Giannoni & Santoni is an Italian model with a mission to encourage reference to nature via artwork. Their newest undertaking, dubbed New Egg, transforms the common-or-garden rooster coop right into a murals, marking the debut of the model into the artistic panorama.
Rooster Coops by OFF Giannoni & Santoni and Vedovamazzei
Offered throughout Pitti Style (3-5 February 2024), and curated by Nicolas Ballario, New Egg combines the artistic brilliance of the artist duo Vedovamazzei and the savoir faire of egg producer Paolo Parisi, leading to a set of henhouses that mix performance with aesthetic allure. These dynamic buildings invite reflection on common themes akin to migration and useful resource administration, infused with the subtle irony that defines Vedovamazzei’s inventive imaginative and prescient.
The home rooster coops are small, vibrant architectures appropriate for a backyard or terrace. The boxy shapes intentionally evoke the standard aesthetics of family home equipment, like a fridge or a dishwasher, suggesting that we might all have one at house to supply us with a recent egg day by day.
The undertaking elevates on a regular basis objects into inventive expressions, difficult typical perceptions of packaging and presentation. Crafted to furnish optimum residing situations for chickens, these bespoke buildings boast top-opening doorways housing nests, adhering to the newest requirements in egg storage.
Off and Vedovamazzei envisioned a various vary of henhouses, every encapsulating distinctive narratives. From The Economist Hen (and many others), reflecting on exploitation and the tragedy of the commons, to The Bigot Hen (It Will Value Us Dearly), symbolising issues about societal modifications, every henhouse prompts reflection on our existence.
Together with the rooster coops, the model additionally launches a collection of gastronomic merchandise, from jellied eggs to biscuits and mayonnaise. Ballario emphasises, ‘Artwork should create unforgettable experiences accessible to all. That is why we did not cease on the rooster coop – the merchandise are introduced because the essence of a murals.’
New Egg represents greater than a mere undertaking; it invitations audiences to reimagine their relationship with nature and design in a playful method. It’s a undertaking that immerses us in a fantastically surreal realm the place chickens, eggs, and design converge and intertwine. By infusing on a regular basis objects with whimsy and ingenuity, it challenges us to see the extraordinary within the peculiar and fosters a deeper reference to the world round us.