A mural inspired by Gaudi's Casa Battló is born in Milan: it's "The Vision" by Cheone

A mural inspired by Casa Battló, Antoni Gaudí ’s masterpiece in Barcelona: this is The Vision, the work that street artist Cosimo Caiffa in art Cheone (Gallipoli, 1979) completed a few days ago on the facade of Casa Maiocchi, a building at 113 Corso Porta Romana in Milan. Inaugurated last July 26, The Vision is a large trompe l’oeil work that almost gives the impression that the building’s windows are melting. It is a work in which past and present meet, because Casa Maiocchi was designed in the Deco style in 1920 (and completed in 1929) by one of the leading architects of the time, Piero Portaluppi (Milan, 1888 - 1967), who chose a harmonious balance between horizontal lines and curved lines (those of the balconies and window frames: see for example the three-mullioned window on the main facade and the trefoil window above it), and Cheone has paid homage to the work in his own way.

The Vision thus distorts the forms of Casa Maiocchi by deforming lines and contours, in a design that, as mentioned, draws inspiration from Gaudí’s creations. Commissioned for an advertising project is the company MV Line Group, a brand specializing in the industrial production of filtering and shading systems for residential construction: the work was created in collaboration with Street Art in Store, the team of urban artists of which Cheone is a member, and the agency Clear Channel Italia. The work is part of the Advertising for the City project, an initiative of Audioutdoor and Clear Channel Italia, which aims to emphasize the important role played for the community by “Out of Home Advertising,” or street advertising, that made for consumers who are, in fact, out of cas. Indeed, part of the investment in outdoor communication finances citizen services such as mobility and street furniture.

Mural advertising is now an integral part of Clear Channel Italia’s assets and, according to the agency, is the perfect expression of the company’s goals: to be a “Plaform for Brands” and a “Platform for Good,” offering increasingly innovative communication solutions while having a positive impact on the community. By its nature, moreover, murals have the advantage of combining art and advertising and of integrating harmoniously into urban décor. This is therefore why turning a wall into a work of art is an example of how advertising can transcend traditional boundaries and become a vehicle for art.

And indeed, The Vision has already become one of the most photographed works of the moment. Cheone, for his part, simply thanked his partners in the project, and the residents of Porta Romana for their willingness.

Pictured: the work of Cheone

A mural inspired by Gaudi's Casa Battló is born in Milan: it's "The Vision" by Cheone

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