THE CHALLENGE: Create the brand identity and communication materials, related to idea of OPENNESS, for the 15th edition of OPEN - International Exhibition of Sculpture and Installation, held every year in Venice. 

THE CONTEXT: Open is an international exhibition of sculpture and installation, held in Venice during the Venice Film Festival. Every edition has a different visual identity, created by different artists or designers. For the 15th edition, I was chosen the creative director to design the new OPEN identity.
In 2012, Europe was still feeling the repercussions of the economic crisis, and the culture was really affected by all of it. 

THE CONCEPT: I created the OPEN 15 concept starting from the real need of awareness on the fact the contemporary art had to be encouraged and sustained by the governmental structures. So I created The Shout for Art – a visceral open mouth in the state of screaming.

The visual identity was accompanied by a public art intervention for the vernissage, entitled OPEN SHOUT, structured as an international manifesto, completed by actions of people around the world.

When we scream, physiologically we can use only vowels. The logo designed for the 15th edition of OPEN, is composed of a human figure shouting (made of circular lines reminiscent of sound waves) and the title of the event, which contains only the consonants of the words. 

This vowel / consonant complementary relationship sets the balance between the characteristics of the acute primal sounds and the quality of the articulated structures of language to communicate ideas.

The OPEN SHOUT manifesto was a facebook application in which people were asked to upload a picture with their mouth shouting for art in order to create an installation on the San Servolo Island in Venice. The installation consisted in a field of small flags with the uploaded photos printed on the front side, and the messages of the users printed on the back side.

The OPEN 15 was a conceptual edition, in which all the art pieces were displayed on flags around Lido di Venezia. The OPEN SHOUT manifesto was a public art intervention thought out to raise awareness on OPEN 15. It was installed on the day of the opening as a performance for the event's vernissage.