Pitti Lemon has been chosen as the theme for both the advertising campaign and the setups of Pitti Immagine events at the Fortezza for June 2024.

"Pitti Lemon will be a tasty theme (both in flavor and color), thirst-quenching (for those always craving something new), energizing (for those in search of a boost), astringent (to hold back from saying too much), and anti-free radicals (for those keen on staying young)," said the statement.

The Pitti Lemon campaign, coordinated by creative director Angelo Figus, for Pitti Uomo, has been interpreted by Giordano Poloni, a renowned illustrator who collaborates with major magazines and newspapers worldwide. His creativity brought to life a visionary Lemon City, the ideal destination for the two protagonists of the drawing, just as Pitti Uomo is for those seeking style and modernity.

"Playful and fun, the lemon strikes a balance between a tennis ball and a rugby ball. It's simple yet consists of many segments, and it's both sweet and sour, providing a burst of energy," commented Agostino Poletto, general director of Pitti Immagine. "Essentially, it is a symbol with an iconic impact on meaning and the senses that drove us to a significant decision: to forego photos and videos in our advertising campaigns, opting instead for purely graphical representations, static and animated, created exclusively by graphic designers. We aimed to explore an imaginative narrative, allowing us to capture the diverse aspects of the events from scratch, starting with a blank screen or page, freely drawing and coloring worlds and references."

Pitti Uomo 106
June 11 – 14, 2024
Special Event Paul Smith
June 11, 2024
Fortezza da Basso
Firenze - Italy

Photo: The Pitti Lemon campaign interpreted by Giordano Poloni. Courtesy of Pitti Immagine