What are you looking for?

Romina Bassu

Subliminal Conditioning

ROMINA BASSAU

SUBLIMINAL CONDITIONING – artist Romina Bassu Romina was born in 1982 in Rome, where she currently lives and works. She studied between the Academy of Fine Arts of Rome and the Faculty of Fine Arts of Seville. After a few years she moves to London where she starts the series “I’m stressed out” that will be later closed in Berlin with a solo exhibition. After moving to Spain she takes on a new project “Archivo anonimo”, which comes to life from a meticulous research of antique photos, evocative of long-gone times. With her work, the artist tries to catch the sense of time flowing on individuals, erasing them or transforming them into nostalgic figures. In such perspective, she wants to create an “individual mythology”, yet universal, so that anyone could identify with it.

Live SHOEMAKING was previewed for the first time at the INK-Clothing boutique in Hong Kong.
Selected parts of the artisanal process of making a Guidi shoe, was shown thanks to the work of the shoemaker Paolo Rugiati, as he directly made shoe live in store.
The goal was to raise awareness in the new type of clientele by passing on the real value of craftsmanship.
A direct gesture that is transferred from thought to object; a practice that even today, is considered one of the few remainxing processes that place mankind at the center of everything.
Concept by Alessia Righi Amante

Artwork created by the botanical artist from Sapporo / Japan.
The artist reinvents Guidi’s classic models through floral compositions, by applying elements directly onto the finished shoe.
Installation was created for GUIDI’s AW/20 collection presentation in Paris.
Artist Mitshuyoshi KawashimaConcept by Michele La Verde Art direction by Alessia Righi Amante

GUIDI Archive / ForestGuidi decided to present its archive throughout an actual suspended path. Studies, impressions, forgotten and perhaps reused prototypes, all became the elements of a path designed in a dark forest, where each stop one made was punctuated by sharp and material light cuts, typical of the work of the English scenographer Edward Gordon Craig.
Installation previewed in Guidi’s showroom / June 2018 Subsequently it was exhibited in London in the Layers-London boutique in October 2018.Concept by Michele La VerdeArt direction by Alessia Righi Amante

Pillow is an immersive artistic intervention created to present the new Guidi workspace in Paris.
The proposal is to go through a neutral space in order to detach yourself from a frenetic reality, such as fashion week, and to arrive to a new dimension in which time is suspended.
Installation created by the Italian artist and stage designer Simone Serlenga.
Art direction by Alessia Righi Amante

This set of portraits were taken in Guidi’s showroom in Paris.The people captured are friends, collaborators and well known people who gravitate around the Guidi world.
We can call them part of a tribe.
The Editorial was created to present the first official GUIDI collection of Jewelry and photographed by Adam Katz aka Le21eme.

The design depicts one of GUIDI’s signature styles: the PL1 leather front zip boot.
Artwork exhibited in Paris during GUIDI’s AW/18 sales campaign.Illustrations by the comics artist Edoardo De Santis

The editorial, created in Tokyo, brings together a series of impressions and moments captured during GUIDI’s AW/18 sales campaign in Japan.
The device used to take the photos is a vintage Polaroid.Shot by Michele La VerdeProduced by Susu Shirai

Plaster Caster Project video directed by Michele La VerdeShot in an ancient marble workshop in the heart of Tuscany, the video captures the process of the cast-making.
They will be the basis of the artistic intervention, La Montagna The installation, conceived by GUIDI’s art director Alessia Righi Amante, was presented in Paris in 2015.
Subsequently, it was displayed at the Antonioli boutique in Milan, and furthermore, at the Anchoret boutique in Beijing in 2018.
The matrices of the three chosen casts, reflect three of the iconic GUIDI’s models: 988, PL1, 6006.Directed by Michele La VerdeEdited by Syo The Producer Shot by Alessandro Pacini / Syo The Producer

Shot by Leonard Gomes Ferenczi produced by Michele La Verde Night view of Guidi’s second showroom in Paris.Pictures exhibited in Shanghai during Guidi’s presentation in collaboration with the boutique Glossy.

THE PHILOSOPHY AND THE PROCESS: HOW GUIDI MAKES ITS SHOES Guidi hosted Highsnobiety.The magazine had the opportunity to follow the entire process of making a Guidi shoe.
The project consists in an interview of Guidi’s crew, a photographic reportage of the process along with a video in which for the first time, Ruggero Guidi gives his an open interview, talking straightforward about his life philosophy and his approach to work. https://www.highsnobiety.com/p/guidi-shoemakers-interview/
Photos by Edward Chiu
Video Produced by Michele La Verde D.O.P. Alessandro Pacini, Ruben Spizzichino
Edited by Alessandro Pacini, Ruben Spizzichino
Music by SYO The Producer Voice of Ruggero Guidi, Guidi’s founder and CEO

THE CAGE PILGRIMAGE PROJECTJULY 2014 BERLIN Guidi created the “Cage” in order to give to the world a taste of the tannery, the mood of the brand and the experience of its fine leather. The store in store was presented at the legendary Darklands store in Berlin. The “Cage” is a 4x4m cube, delivered and assembled by Guidi

GUIDI in collaboration with the 24/8 store organized a special event in which participants could customize a chosen model from the GUIDI collection by selecting the leather and color.
The trunk show was not intended only as a purchase-sale relationship, but it actually tried to deepen the connection, ensuring the customer a unique experience offered by the live performance of both artists Tasuya Fujimoto and Ryo Murakami.

GUIDI publicly presented his archive for the very first time through an event in collaboration with the Layers boutique.
The installation was composed by an actual suspend path. Studies, impressions, forgotten and perhaps prototypes, all became the elements of an installation that invaded the space of the Layers boutique situated in the heart of London.

 GUIDI landed for the second time in Japan, this time in Sapporo, with the desire to give the opportunity to customize the end customer’s chosen model, through the variation of leather and color.
The Trunk-show was accompanied by a double artistic installation: on one hand the botanical art of the Japanese artist Mituyoshi Kawashima, and on the other, the meticulousness sound work of the artist LUV-Work Sound.

GUIDI presented the installation LA MONTAGNA at the ANCHORET boutique in Beijing.
For the first time during this event, created in collaboration with the HIGHSNOBIETY magazine, were presented iconic GUIDI models – such as 992, 988, PL2 and GB02 – exclusively for Anchoret.
On this occasion, HIGHSNOBIETY launched its F / W 2018 magazine edition, with inside an article dedicated to GUIDI, called:
THE PHILOSOPHY AND THE PROCESS: HOW GUIDI MAKES HIS SHOES

 Hong Kong night ride through the comics art of Edoardo De Santis created to present the Guidi live performance event at INK-Clothing.
The Italian illustrator proposed a personal frame view of the iconic Hong Kong bay and a unique comics portrait version of the INK owner Pita Cheng and the Guidi art director Alessia Righi Amante. The technique used is a mix between hand watercolor and digital coloring.

 The closing celebration of the live performance event is a unique boat party in front of the incredible view of the Hong Kong skyline.
Guidi in collaboration with INK-Clothing brings all their guests to a party on a traditional Cantonese boat.

 Live SHOEMAKING was presented for the first time at the INK-Clothing boutique in Hong Kong. Selected parts of the artisanal process of making a Guidi shoe was shown thanks to the work of the shoemaker Paolo Rugiati, as he directly made shoes live in store.
The goal was to raise awareness in the new generation of clientele by passing on the real value of craftsmanship.
A direct gesture that is transferred from thought to object; a practice that even today, is considered one of the few remaining processes that place mankind at the center of everything.

DEcontest is a project born from the need to promote and sponsor, in an unusual way, young talents of the design world or simply to give the opportunity to anyone who had the desire to express their artistic aspirations.
Through a contest open to all, 5 works were selected by a jury of experts in the field.
The winners were exhibited in Vancouver at the Leisure Center.
Editor’s note:
It was decided to exhibit the winning works in the form of a collective art installation. The projects are deliberately presented at the design stage: in progress but still.
We focused our interest not on the finished work itself but on the realization and development phase. Thanks to this presentation method, we have intentionally tried to freeze the work in a defined moment, in a time prior its birth.
As a result of this process of crystallization, we ended up questioning ourselves about today’s reality and its velocity in constant and inevitable change.
Trying in the best way to offer a new perspective, a different point of view: ours and, above all, the one of the winning artists.
Guidi participated in the project exclusively as sponsor.

 MANIFESTO ART IS NECESSARY FOR COUNTLESS REASONS. THIS IS WHY GUIDI FELT THE URGENCY TO PROMOTE AN ONGOING CONVERSATION BETWEEN ART AND FASHION, INVITING ALL OF THOSE WHO FEEL ART AS A VITAL NECESSITY TO SEND THEIR WORKS, TAKING PART IN DIFFERENT CONTESTS AND EXHIBITIONS. IT HAS BEEN A FOUR YEARS JOURNEY NOW: “IN SITU” WITH THE WORKS OF THE ARTIST LAURENT SEGRETIER HAS BEEN THE INAUGURAL EDITION OF WHAT WE HOPE WILL BE A LONG STANDING PATH OF INTERACTION AND DIALOGUE. NEW YORK, 2015. “ART FOR ART‘S SAKE, A CONTEST OPEN TO ALL FORMS OF VISUAL AND FIGURATIVE ART. BERLIN, 2017. NOW IT’S THE TIME OF “DECONTEST”, A PROJECT BORN FROM THE NEED TO PROMOTE AND SPONSOR YOUNG TALENTS OF THE DESIGN WORLD. MILAN, 2019. ALL THE PROJECTS IN FORM OF A CONTEST ARE PUBLIC, OPEN TO EVERYBODY, WITH NO RESTRICTIONS. GUIDI BELIEVES THAT ART AND CREATIVITY ARE TODAY MORE IMPORTANT THAN EVER, A GREAT MEAN OF COMPARISON AND AGGREGATION. ALESSIA RIGHI AMANTE GUIDI’s ART DIRECTOR DEcontest is a project born from the need to promote and sponsor, in an unusual way, young talents of the design world or simply to give an opportunity to anyone who has the desire to express their artistic aspirations. The project in the form of a contest is open to all, without distinction. We leave the participants free to express themselves throughout their work of design. There are no constraints, nor an imposed theme. The only limitation is the exclusive use of one or more of the following materials: IRON / WOOD / PAPER / LEATHER Among all the participant’s works, 5 were selected by a jury of experts in the field external to our company. It was chosen to present the winning works in the form of a collective artistic installation. The projects were deliberately presented in the planning phase: in the making but yet still. We focused our interest not on the finished work but on the realization and development phase and through this presentation method we tried to block the work in a defined moment just preceding its birth. Through this crystallization process, we questioned ourselves about today’s reality and its speed of constant and immutable change; proposing a new perspective, a different point of view: ours but above all that of the winning artist’s view. The works were presented during a unique event in which the legendary DJ, as well as our partner in this project Richie Hawtin, performed an experimental musical performance created exclusively for the occasion. The chosen location for the opening party was the Palazzina Appiani in the Sempione park in Milan. During the opening party organized to celebrate the winners. Hawtin performed playing an experimental music set designed exclusively for the occasion. Guidi participated in the project exclusively as a sponsor.