Many years ago, Antonella Toffolo, a beautiful girl with two green eyes as big as a house, a dazzling smile, an art student, with whom together with many other children I divided the path into tram to reach school, said a phrase that caused me to laughter and that after many years I have always carried with me. She was far ahead of her time and with that particularly eccentric being but with an out-of-the-ordinary class and elegance. To the question: “How do you dress for Carnival?” Replied, “gabardine skirt and silk blouse.”
Why am I telling you this anecdote? Because it contains, in my opinion, the essence of Toiletpaper, the magazine created by the artist Maurizio Cattelan and the photographer Pierpaolo Ferrari and their headquarters in Via Balzaretti 4, which has become a cult and place where you can see the articles that (also) as a creative agency, have created, over the years and that you can find in their online shop.
Toiletpaper’s headquarters in Milan is the undisputed temple of anti-minimalism, design that is not taken seriously. The parody of the bourgeois living room. The wearing a gabardine skirt and a silk blouse at Carnival.
On the occasion of Fuorisalone 2022, Via Giuseppe Balzaretti in the Città Studi area of Milan has been transformed entirely into a permanent installation of public art: “TOILETPAPER STREET dreamed with ORGANICS by Red Bull”.
“Many of the TOILETPAPER projects were often born unexpectedly, we had an idea and we realized it, without thinking too much about it,” says Maurizio Cattelan. “For Via Balzaretti it was just like this”, continues Pierpaolo Ferrari, “when we painted the facade we simply wanted to express our identity even outside and we did not imagine that it would have this resonance and attention. We are really happy that the whole way has followed us in this crazy transformation!”
The facade decoration of the TOILETPAPER Magazine headquarters was created by the architecture studio All Out Lab and decorators Maura Boldi, Alessandra Didone, Federica Ghio, Angelo Penocchio, Alberto Penocchio.
To underline the pop identity of the project, a street party curated by ORGANICS by Red Bull was planned: a great event open to everyone.
Below you will find a short presentation taken from TOILETPAPER website.
Gabriella Ruggieri for 1blog4u
TOILETPAPER is a magazine and creative studio founded and run by Maurizio Cattelan and Pierpaolo Ferrari.
Born in 2010 after a joint commission for W Magazine’s annual art issue, during the years TOILETPAPER has become a wide-ranging project, that uses its own unmistakable irriverent style to approach different realities.
Together with art director Micol Talso and their renowned team of graphic designers, producers, editors and film makers, TOILETPAPERS studio’s practice includes creative work and direction for severalpronects such as multi-madia advertising campaigns (Kenzo, OK Cupid, SK II, Lavazza, Costume National, Nike, Diesel, Galeries Lafayette and Mac Cosmetics); editorial projects (TOILETPAPER Magazine; 1968: The Dakis Joannou Collection of Radical Design; and Kenzine Magazine for Kenzo); product design for brands including Seletti and Gufram; capsule fashion collections for MSGM and Kenzo; exhibitions around the world (Villatoilet Martin Medici Paperparr in Rome, TOILETPAPER: The Studio in Seoul, Untitled for The Miami Art Week & Art Basel in Miami, Cadillac House “TOILETPAPER Paradise” in New York, TOILETPAPER for Galerie Blanc in Montreal); and events (Silence Party for Dom Perignon in Milan, Disco in Progress and Confusion Party with Yoox in Milan).
TOILETPAPER also designed memorable vinyl covers for Daft Punk, Cassius, Nike Lab and Circoloco and counless covers for international magazines like Vogue, Vanity Fair, Purple, Elle and Zeit Magazin.
In addition to all this, TOILETPAPER produces and sells online various products, including posters, calendars, books, furnitures, wallpapers, clothes and it recently gave birth to TOILETPAPER Beauty, the brand new leisure wear and beauty products collection (www.toiletpapermagazine.org).
visit the Gallery (ph. Vaifro Minoretti for 1blog4u)