Davide Perella, an Art Director and Graphic Designer, shares insights into his collaborations with renowned brands like Nike, Moschino, and Valentino. From concept to reality, he creates unique and extravagant pieces inspired by pop culture and the ever-changing world around us.
hube: From entrepreneurship to graphic design, your whole artistic journey is fascinating. How do you believe each of these experiences has contributed to shaping your unique creative perspective and approach to your work?
Davide Perella: I’ve learned a lot from each project, and these experiences have made me more confident and creative. Ten years ago, I was more inclined to follow client feedback strictly. Now, while I still prioritise my clients, I also integrate my style and creativity. Designers must balance client feedback with their own artistic vision.
h: Living in New York seems to have been a pivotal moment in confirming your career path. Could you share a specific experience or encounter from your time there that significantly influenced your decision to pursue graphic design and art direction?
DP: I moved to New York after graduation to improve my English. My school was near Soho, in a building with many photography studios. I was curious about this world and soon found an internship at a small magazine through Craigslist. Even though I couldn’t work without a visa, I sent them my portfolio, which mostly had my graduation work. They called me to work on a shoot in the same building where my school was. It was an exciting moment. This experience solidified my interest in graphic design and art direction.
h: Your collaboration with Nike on the bubblegum pink installations is intriguing. Could you delve deeper into the creative process behind this project? How did you translate the concept of ‘bombing of information’ from social networks into tangible visual elements?
DP: For Nike, I had the chance to personalise the NikeLab in Milan. I wanted to create something immersive with strong external appeal. We installed huge LED walls in the windows, displaying chaotic, blurry images that mimicked the overwhelming flow of social media feeds. These included varied elements like people kissing, Nike logos, and nature scenes. Additionally, I created melted sculptures of iconic Nike shoes to symbolise the distortion and untruthfulness often seen in social media.
h: Working with Moschino under Jeremy Scott’s direction must have been exciting. How do you navigate the balance between maintaining the brand’s iconic style and injecting fresh, innovative ideas into your collaborations?
DP: Working under Jeremy Scott was a great learning experience. Every collection had a distinct theme, like Barbie or McDonald’s. Franco Moschino, the brand’s founder, masterfully balanced irony with elegance. Jeremy Scott brought loud, attention-grabbing designs. For me, the key is to respect the brand’s history while incorporating my style. Each project requires a unique approach to blend the brand’s voice with my creative vision.
h: Looking ahead, are there any specific industries or companies you’re particularly eager to explore creative partnerships with? How do you envision your role evolving within these potential collaborations?
DP: I’m passionate about design beyond fashion, particularly furniture. I love Nordic and mid-century design and would love to create something like a capsule collection of chairs or couches. Mixing fashion and furniture design could yield interesting results. For instance, making a chair with the approach of designing a bag. I also have a dream of working with brands like Prada to create furniture or architectural pieces.
h: What was your experience like working on projects for Valentino, a renowned fashion brand known for its elegance and innovation? How did collaborating with such a prestigious label influence your creative process and professional growth as a designer?
DP: Working with Valentino was a dream come true. When they approached me, I was thrilled. Growing up in a small village in Sardinia, collaborating with such prestigious brands is a significant achievement. When working with brands with a strong history, it’s crucial to blend their voice with your own. For Valentino, I created media content for their Instagram, like promoting their iconic Rockstud ballerinas by tying them to their dance origins. It’s about playing with respect for the brand’s history and products.
h: How do you perceive the interplay between social media presence, fashion trends, and the advancement of a designer’s career? What strategies for utilising social media do you consider most effective in garnering attention to your work and achieving success in the industry?
DP: Social media trends influence design work, but it’s essential to strike a balance. Following trends too closely makes it hard to stand out. My Instagram is my canvas, where I experiment freely without constraints. Using hypes, like the Barbie trend for Valentino, can make content go viral. However, maintaining a unique style is crucial. People follow me because I stay true to my vision, not just because I follow trends.
Images courtesy of the artist
