It's a factory of unruly objects: it creates products, experiences
and mythologies that enhance the capacity of individual action in the public space.
It is conceived as a series of capsule collections in constant evolution, limited editions of customisable products with strong narrative and symbolic elements, able to transform the imagination of its owner into that of a political animal ready for action.
It’s a particular project created by Mali Weil
, an artistic collective based in Trento.
ANIMAL SPIRIT is a term created by J. M. Keynes.
It describes the demonic personification of an ancestral force driving the individual to take action, without reasoning about profit or loss issues nor taking into consideration pros and cons.
By extension: each individual being aware of his/her role in taking political actions.
The logo represents the union between a diamond (the luxury of the brand) and a bite (the animal nature of the man). The old version had too many details; the new one is more balanced and plain, clear also at small size.
Aphrodisia is the latest collection of Animal Spirits and an imaginative experiment to answer the question: what would happen if one trained their imagination in the political field (political as in belonging to the polis, the community), like an athlete trains his/her body?
Each piece of Aphrodisia constitutes a fragment of a bigger narration in which the spaces, rituality
and private actions of the home become moments to consolidate friendships, to empower the body, catalysing new visions in which political imagination becomes an erotic act. Like combat sports,
Aphrodisia focuses on the contact between two athletes and devises functional training for developing visions and intensifying the pleasure that one gets from them. Therefore Aphrodisia can be seen as
training made by 5 objects, where the domestic space is its gymnasium - the ancient Greek location dedicated to the physical and philosophical training of the individual for public life.
The collection, exhibited during the Milano Design Week 2018, is presented with
a small catalogue composed by six leaftlets; each product has also a related
exercise to train your own imagination.
The catalogue presents the five capsule collections of Animal Spirits. Each piece is identified with a code, related to the year and the series: in addition to the description and the technical information, all the products have the number of Animal Spirits involved into their use and the level of risk that entail.
BRAND IDENITTY AND COMMUNICATION STRATEGY
WEB CONCEPT, DESIGN AND CODE
© Code & Design by Cinzia Bongino