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… stores are everywhere and sell everything imaginable and beyond imagination.

From the title of the thesis Imaginary Shops, ELISABETTA VEDOVATO, graphic design, has designed imaginary stores in small boxes, with the idea of ​​acquiring and acquiring concepts and sensations, expressing with objects and services, in a dreamlike and irony dimension.

Interview left with ‘frizzifrizzi’ (which I recommend): online magazine of visual culture «I am for the poetics of simple things, small and familiar, everyday emotions. I love to represent common things using a “welcoming” scale, with a playful point of view so that everyone can understand. I find myself very much in Calvino’s quote “Take life lightly. What lightness is not superficiality, but gliding over things from above, not having boulders on the heart. […] ”

I agree and look at the boxes …  http://elisabettavedovato.com/#works

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YOUR NEW ‘ADVENTURE’? WHAT ARE YOU INSPIRED BY? …

“Imaginary Shops” was actually an adventure, not really a journey still concluded. I started this series with the idea of ​​making it potentially infinite – I feel good doing serial work, with infinite possibilities! – leaving from a personal curiosity: the link between the shop and the goods sold in it.

THE REASONS FOR GETTING CLOSER TO THIS ‘WORLD’ WITH THE INTEREST AND THE DETERMINATION TO CREATE A PARTICULAR REALITY …

As I said, maybe because I spent most of my life in the shop of my mother under the house, I generated this curiosity for shops, for how in products were exhibited inside, for how the departments were divided. I found and still find it a mystical experience to go to the supermarket! Hence the the thought was: there is a shop for practically everything except, in reality, many what’s this. With this project I try to emphasize these many things, immaterial, love or annoying, strange, normal, making every store designed it made in a box containing a selection of non-produced products, also imaginary, simulacrum of a sensation; habits and suggestions take form, becoming objects and images, conveying a sense of familiarity, perhaps not still refined.

ESSENTIAL ELEMENTS AND IMPORTANT ELEMENTS THAT DO YOUR WORK STAND OUT? …

Perhaps starting from simple things, small emotions, from everyday life. What’s this small, which can be objects (for which I have a strong weakness, along with archives and wunderkammer!) or sensations. The key to reading I am looking for is always that of play, of lightness, also to tell more “dark” things. Not to diminish or distort them, indeed, it is precisely the choice of a certain point of view, that can reach everyone. On a visual level, there is always a research that I care a lot about, which is the one for compositional harmony.

SOME ASPECTS OF YOUR EXPERIENCE, MADE OF PRECIOUS AND SMALL . WHAT’S THIS..

Maybe just because I don’t have much experience, I focus on his little ones you wait, giving it the value   that makes me live better: from the simplest actions and newspapers, I appreciate  much more what I might have taken for granted. I try to do more case to “banality”: how absurd and important it is, and, above all, how much makes our existence truly authentic, notice the beauty and uniqueness of small gestures?

IS COLOUR FUNDAMENTAL FOR? …

To communicate: but also the choice of non-colour is, in reality for me, colour. A colour alone is capable of conveying a message, approached to others possibilities multiply; you can say a thousand things “only” with colours! Furthermore, for me it is an essential component in that search for harmony of which I spoke before.

WHICH YOU COULD NOT GIVE UP …

It is obvious, but I can only say … to anyone! In fact, however, I have a personal palette, from which I draw more “safely” because I know how to have a range of colours with which I feel good: among these there is obviously pink, and then black.

WHICH INSTEAD YOU DO NOT SUPPORT …

Here I have to seriously say no one. Sometimes even the most difficult colours or not harmonics at first sight, if combined well, generate incredible combinations. Is something that fascinates me a lot!

YOU ARE A FAN OF (design, art, female characters) …

Of many! I look at their works and their person with great admiration: Picasso, Warhol, Basquiat, Olimpia Zagnoli, Malika Favre are just the first ones many come to mind

YOUR IDEAL CUSTOMER …

A person who trusts me and is enthusiastic about what he is bringing. Forward

YOUR REAL CUSTOMER …

Corresponds to the ideal customer, for now and fortunately, there are only a few more confused than others at times, but it’s human!

PROJECTS IN THE NEXT FUTURE …

Being able to carry out commissions and personal projects: I would like to carry out of the illustrated fanzine. I also have a passion for maps and travel diaries that I wish it could become a structured and highly illustrated project

YOUR DREAM IS …

Do what I like to do: graphics and illustration! My thought  has always been to be able to do it for a period in New York: I have a very strong attraction for that city, I don’t know why, I have a map where I have been marking everything for years what I would like to see and do once there

THANKS TO …

My parents, who allowed me to study what I wanted so much, to mine brother who convinced them, my teachers, my friends

WHAT WOULD YOU BAD IN …

Trash can? Nothing! Basically everything makes us learn something, it made me arrive up to here

BELIEVE IN …

At times I believe in destiny, at times a little less, same thing for thought positive. I believe with certainty, however, that to get busy and to bring good not you are never wrong

WISH YOU THAT …

For now, everything works out! In all senses

THE WORDS THAT INSPIRE YOU …

Maybe this phrase comes to me because of the previous wish, but it is one quote, extremely light,  whichI always liked: “Everything works out, I don’t know how, it’s a mystery! ” from the movie ‘’Shakespeare in Love’’.

PS: I didn’t even expect I would mention this film, there are phrases of designers, authors… but what do you know what I’m telling you? I really like this one

A SMILE TO …

And thanks to all of you who are reading, A special thanks to Roberta for giving me this wonderful opportunity!

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