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.