VIA BALZARETTI No4 MILANO
An immersive art installation and retail pop-up by the artists Maurizio Cattelan and Pierpaolo Ferrari’s TOILETPAPER magazine and the Italian homeware and furniture brand Seletti, hosted at Storage by Hyundai Card in Seoul in 2021. MMBP & Associates identified the commercial opportunity, cemented the cultural partnership and handled all aspects of the venture, from the legal requirements, production and licensing to the creative direction and consulting on marketing and PR. Beyond traditional brand sponsorship, the cultural activation extended to an out-of-home advertising campaign for the sponsor’s new credit card products that used the artists’ IP.
A Secret Passage
“There is a mysterious place admired by everyone in Milan – a red, white and blue painted house with four hands holding as many red lipsticks. It is the headquarters of TOILETPAPER, the picture-based magazine and creative studio founded by the artist Maurizio Cattelan and the photographer Pierpaolo Ferrari, of which the front side is the prelude to what one encounters as one passes through the door.
As you enter, you’ll discover our universe thanks to a secret passage that we’d like to share and lead you directly to our famous Milanese creative studio. This passage is the perfect reconstruction of those intensely protected rooms that have never been revealed to the public before. Close your eyes and open them in a new world: enter a magic room with an entire wall of hissing snakes, get ready to read shit on a woman’s teeth, dream of sitting down on sofas of lipsticks and start your own war among guns, blooming roses and lovely ladies sucking you into a whirlwind of cheerful oddities. Pour your fantasies into breakfast cups and aperitivo glasses and dance to the end of dreams among spaghettis, soaps and plungers. Fucks go to waste and sexual obsessions too. There are dishes that mess with your lunch, skateboards that slip into a new idea of creativity. All around you the most iconic images of TOILETPAPER magazine. If you are too amazed, don’t worry, it’s natural. Slow down in the secret garden right behind you and relax together with The Cactus by Gufram. So there you are – comfortable, irreverent and finally free.”