A Tribute to AG Fronzoni

During the Milano Design Week 2016, the windows of Moreschi’s showroom in Milan city center housed a temporary exhibition titled ‘The Lightness of the Movement,’ that was the product of a partnership between the famous fashion brand and Campeggi, a leader in the manufacturing of convertible furniture.

The exhibition was characterised by an elegant and essential graphics that was developed starting from a 1964’s advertisement that was originally designed by AG Fronzoni (1923–2002), the undisputed master of minimalism.

Fronzoni collaborated with Moreschi for one year only, developing the essence of the brand’s identity and designing the famous symbol made of two shoes forming the letter ‘M’, which is still in use and widely appreciated.

A Light Movement

The windows were equipped with three pieces of Lieve chair (meaning light chair)—designed by Giulio Manzoni (1952) and officially presented on this occasion—and some pairs of Moreschi shoes of which one displayed in such a way to evoke the shape of the trademark.

One of the chairs opened and closed itself automatically thanks to a mechanical lever that was hidden below the stage, slowly transforming from low table to easy chair.

Clarity and Elegance

The project also included the design of the invitation flyers, that were produced in both static and animated versions for print and online communication.

Both the set-up of the windows and the graphics received appreciations for the clarity and elegance of the design, that effectively enhanced the display space and the products exhibited for the event.

—Nicola-Matteo Munari