Art direction for the famous department store in Milan
Pitis is in charge for the Art direction of the prestigious Milanese Dept. Store of Galleria del Corso — an icon of international shopping. Among the artist involved: Miranda Makaroff, Cynthia Kittler, Camilla Perkins and Karan Singh.
Editorial project done for Flammarion
Graphic project done for this reference book on the Maison Chaumet. Since its founding in 1780, the Maison du 12, Place Vendôme has been able to raise it’s finest creations to the rank of masterpieces of the decorative arts and to establish itself as a major player in the history of taste.
Spring 2017 – n°80
Wow. A special issue developed starting from the work of 15 great photographers who presented in the magazine, their own point of view about the world.
Editorial project developed with Flammarion
Book design for the publication Reference 57260, the most complex clock in the world.
PCA – Paris College of Art5370
PCA – Paris College of Art
Visual Identity for Paris College of Art
A visual identity project for the International School of Arts based in Paris. The Parisian office has developed the brand identity and the design of communication tools.
Take Your Pleasure Seriously1965
Take Your Pleasure Seriously
A Luca Barcellona monograph
With essays by Luca Barcellona, Giovanni De Faccio, and Nicola “Dee Mo” Peressoni. Interview by Chaz Bojórquez. Buy a copy here.
We also designed a numbered limited edition. For more info see the publishing house’s web page
(Italiano) Rebranding e identità visiva per lo studio di design con base a Milano
A complex project that was put under a deep brand check up, with research, analysis, various workshops and redesigning the comprehensive visual identity that is internationally recognised for their method of project design and management of the project.
(Italiano) La Forza della Speranza6024
(Italiano) La Forza della Speranza
Dialogue between Adolfo Pérez Esquivel and Daisaku Ikeda, targeted to youngsters.
Brand identity for the first research center on food and design
Visual identity for the first innovation center related to food farming with a clear design approach.
Excelsior / Antonia6035
Excelsior / Antonia
Brand identity for the famous department store in Milan
Art direction, visual identity and signage for the prestigious department store of Milan. A recognized icon of international shopping located in the central Galleria del Corso.
Autumn 2016 – n°78
The New Beauty. The visions of 20 international authors on how digital media are changed our aesthetic and cultural awards forever.
The long life of Design in Italy5118
La Gazzetta dello Sport6453
La Gazzetta dello Sport
A book series for the most important Italian sports daily.
Corriere della Sera6883
Corriere della Sera
(Italiano) Due volumi realizzati su una delle più consultate testate giornalistiche italiane.
“La Grande Guerra” and “La storia nelle prime pagine del Corriere della Sera”. Italian history as told through the pages of the leading Italian daily newspaper.
Winter 2016/2017 – n°79
Our heros. An issue on good news and their ambassadors. A prologue by Barack Obama and essays by 22 major signatures show us how much the world of today is the best in which to live.
Le Temps Presse6477
Le Temps Presse
A Counter-History of the Modern Canadian Environment
Curated by CCA Director Mirko Zardini, designed by Kuehn Malvezzi and with graphic design by Massimo Pitis. The exhibition explores the contradictory relationship between Canada’s idealized wilderness and its simultaneous exploitation.
Visit le site internet Armani/Silos
At the Armani/Silos, Giorgio Armani shows us a glimpse of his world: the dream of a measured, timeless aesthetic approach which has changed not only our way of dressing, but also and above all our way of thinking.
Redesigning a leading art magazine’s international edition
In collaboration with Maciej Tajber, Massimo Pitis worked as Type Director on the ambitious task of redesigning the magazine in its international version: the first such revamping since the seventies.
In a later stage, the publisher chose to use the new design for the Italian edition as well.
Read more about it on Art-Agenda.
Summer 2016 – n°77
Time Machine. Technologies change our connection with time. They redesign the world, relationships and our lifes.
(Italiano) Un progetto in collaborazione con David Moretti.
Storie Luminose: esperienze di straordinaria quotidianità nei racconti delle persone che vivono con la sclerosi multipla è un esempio efficace e convincente di quella “medicina narrativa” attraverso la quale chi soffre di una determinata patologia ha la possibilità di esprimere esperienze, sensazioni, emozioni, delusioni, attese e speranze connesse alla sua condizione.
graphic design by Pitis
photography by Francesco Jodice
A project in collaboration with David Moretti
Romeo Sozzi & Promemoria4878
La Carta di Fabriano festeggia 750 anni di storia: nel tempo donne e uomini straordinari ne hanno fatto un uso incredibile. Fabriano e Fedrigoni, in occasione degli auguri di buon Natale e buon anno nuovo 2014, hanno voluto ricordarne alcuni stampando un prezioso invito su filigrana.
Digital Archive Armani/Silos4819
With the Digital Archive project, Giorgio Armani opens his personal archive to the wider public, giving access to a vast source of ideas and enabling visitors to reconstruct all the phases of the designer’s creative process and working methods, thus illustrating his aesthetic approach.
The archive contains approximately 1,000 outfits categorized by seasons and collections, and images of 2,000 garments and accessories, as well as numerous sketches, fashion show and backstage videos, images taken from the Emporio Armani Magazine and iconic advertising photos.
Agenda Esperia 20144657
L’agenda vuole essere un’occasione per celebrare il quarantesimo anniversario della fondazione della Soka Gakkai Internazionale. A partire dal 1960 Daisaku Ikeda cominciò a viaggiare per diffondere l’insegnamento di Nichiren Daishonin in tutto il mondo. A distanza di 40 anni sono 192 i paesi in cui è attivo il movimento di kosen rufu. Per sottolineare questa intensa attività sono stati scelti, per l’agenda, alcuni brevi brani tratti dai primi dodici volumi della Nuova rivoluzione umana che parlano di pace, dialogo, sfida personale, relazioni umane, mettendo in evidenza i vari aspetti che caratterizzano il movimento kosen rufu.
The K-Ration exhibition illustrates twenty military field rations from different international armies. The rations are generally characterised by their extreme simplicity in terms of size, together with packaging that is ideal for carrying in a backpack.
curated by Giulio Iacchetti, graphic design by Massimo Pitis
Visual identity for a plant nursery
Museo del Novecento350
Museo del Novecento
Modern and contemporary art in Milan
The Museo del Novecento, directed by Marina Pugliese, opened at the Palazzo dell’Arengario, in the very centre of Milan, in the autumn of 2010.
The museum’s collections include works of Italian masters of the 20th century from Futurism till nowadays. For more information, visit the website.
The catalogue is published by Electa. It contains descriptions of the masterpieces, as long as introductory essays to the different sections. On the other hand, the Guide suggest a path through the museum.
Rags, rabbit skins and invisible watermarks473
Rags, rabbit skins and invisible watermarks
750 years of papermaking in Fabriano
You will find out about the history of paper in Fabriano: its secrets, its journeys, and some of the personalities who, from the 13th century onward, have used it to create immortal works and accomplish great deeds.
History of a passion
The visual identity we designed for the first Italian retrospective show devoted to Early-Baroque artist Artemisia Gentileschi took as its starting point the very idea that was used as a teasing element to kickstart the exhibition’s promotion: combining the opposite extremes of “ultra light” and “extra bold” typefaces, we obtained an A (for Artemisia) that shows and hides her most celebrated painting, Judith Slaying Holofernes.
The catalogue of the exhibition.
Some of the letters drawn for the catalogue’s drop caps.
The invitation was emblazoned with a seal bearing Artemisia’s initial
The Lotus Sutra2884
The Lotus Sutra
The fundamental text for Buddhism
Expo 2015: a gateway to Milan1559
Expo 2015: a gateway to Milan
An exhibition and a catalogue
An exhibition at the Triennale di Milano illustrates with boards and scale models the designs shortlisted in the tender competition for building the Expo 2015’s information-point pavilion.
The winning design, by Scandurra Studio, is shown on the front cover of the catalogue/magazine that we designed.
Pizza, pancakes and daily bread2548
Pizza, pancakes and daily bread
A lecture at the Type Directors’ Club, New York City
Massimo Pitis presented his work at the TDC’s Salon in New York City on the 6th of March, 2011.
“Cooking has always been a profession in my family. At least for the women. I was the first male to inherit the ‘gift’ of cooking; I also broke the mould and did not follow my family’s footsteps. Instead, I chose a career in design. Despite the differences between these two professional callings, I found myself dealing with ingredients, taste, harmony, procedures and recipes. I must say that now, after two decades spent working in this field, I don’t see it being much different from cooking. I will therefore introduce my recipes and ingredients with the conviction that, whenever you give the same tools and basic elements to two people or more, you will never have a result that ‘tastes’ or looks the same. That’s the beauty of cooking. And of graphic design”.
The First World War1276
The First World War
WWI in the pages of the Corriere della Sera
A hundred years ago, WW1 changed the world and marked the transition to the new century. This book contains nearly 300 front pages from Corriere della Sera, Italy’s leading daily paper, in 1914-1918.
For more info, visit the publisher website.
The New Burlesque1640
The New Burlesque
A project by Cesare Cicardini and Pitis
This valuable box contains 24 prints: portraits of the most important European Burlesque artistes. It also includes a booklet telling the behind-the-scenes stories of this old form of stage show, which in its new incarnation, following its success in the United States, has conquered Europe.
The photographs by Cesare Cicardini, found in national and international collections and shown in galleries, have been awarded Honourable Mentions at the Prix de la Photographie and at the International Photography Award.
The Allure of Beauty
The strong bond that tied emperor Hadrian to this young man from Bithynia, as told through more than 50 sculpures, reliefs, gems and coins.
The theme of this exhibition, held at Villa Adriana, Tivoli, from 5 April to 4 November 2012, was the love affair between emperor Hadrian (118-138 AD) and Antinous, the young Bithynian who was his companion for seven years — until 24 October 130, when he drowned in the Nile under circumstances that remain mysterious to this day.
More information here.
Pitis designed the entire identity of the exhibition, starting from the catalogue cover
Betrajan is the font used for titling. It was designed specifically for the exhibition, by depriving the letters of classic Trajan typeface of their serifs
The invitation to the opening night
Costantino 313 d.C.555
Costantino 313 d.C.
On show at Milan’s Palazzo Reale
“Constantine, 313 AD. The Edict of Milan and the Age of Tolerance” was an exhibition organised by Milan’s Museo Diocesano and Electa to coincide with the 700th anniversary of Emperor Constantine I’s historic decree. It was held from October 2012 to March 2013.
Costantino Serif is the name of the font developed for the exhibition’s visual identity.
Pitis also designed the merchandising for the bookshop.
The invitation used a picture of the artifact chosen as a symbol for the whole exhibition, in a golden folder
The advertising campaign used another image, with gold as a common thread connecting it to the former
The exhibition design was by architect Michele Piva
Il caso Grassi2454
Il caso Grassi
GAM – Modern Art Gallery, Milan
Curated by Marco Sammicheli, exhibition design by La Maison Mobile.
IED – Milan1277
IED – Milan
Master Course in Graphic Design Management
Pitis designed the visual identity and all promotional materials for the Master Course in Graphic Design Management at the Department of Visual Arts of the Istituto Europeo di Design in Milan. Massimo Pitis is the founder of the Master and was its coordinator it between 2006 and 2010.
Layout of the advertising designed for Urban
Vespa Spaghetti Typography2181
Vespa Spaghetti Typography
How Italians live with design everyday
Everybody is familiar with Italy’s famous food and the popular Vespa scooter. But not as many people have a very good knowledge of contemporary Italian graphic design, which spawned many other icons.
In this poster exhibition, Italian type and graphic designers demonstrated how Italians live with design; how they see themselves and how they perceive the simple and the complicated things of everyday life. They showed the things which make Italians laugh, things which make them sad, things which make them angry. Those which make them dream and those which make them think. They also gave us a glimpse of how the people of Italy really live, beyond the world of typography and design. Among others, Design Week reviewed the exhibition. For more information please visit the show’s web site.
Sorry, Out of Gas579
Sorry, Out of Gas
Architecture's response to the 1973 oil crisis
This catalogue reports the contents of the exhibition “1973: Sorry, Out of Gas”, curated by Mirko Zardini and Giovanna Borasi in 2008 at the Canadian Centre for Architecture in Montreal.
Its aim was to analyse the seventies’ world energy crisis, the first event to demonstrate our inevitable dependence on energy resources, and to ponder some of the possible solutions suggested by a few architects and engineers almost 35 years ago. Published by CCA together with Italian publishing company Corraini, the book has an insert illustrated by Harriet Russell.
Identity and drawings for a tablecloth series
Flat Design is the home collection of tablecloths with the creative imprints of international designers and art directors, who took up a challenge experimenting with textile as a bi-dimensional surface — like a sheet of paper — to which they added their own poetic touch.
Gosho lessons in a pocket edition
Cover art by Massimo Pitis and Sandro Fabbri.
More info here.
A photographic typeface
A typographic research project through photography and bodies.
Bodyfont is an idea Massimo Pitis had after a workshop with students of the primary and secondary school in Merano, near Bolzano/Bozen in Alto Adige/Südtyrol. “I did this exercise with them: ‘Create a family of letters’. It was not about designing or inventing from scratch. It was about finding a common idea, a similar DNA and then starting to think about A, B, C. We avoided digital media and worked only with newspapers, magazines, watercolours, pencils, markers, scissors, tape and so on. Almost everybody liked the idea and they all started, with varying degrees of enthusiasm of course. Only one boy didn’t like the idea at all. So I said to him: ‘Tell me what you would like to do instead?’, and he said ‘I will have a look at the magazines’. And so he did. After a while, he came up with one letter made by cutting a picture out of its context. And it wasn’t bad, not at all! He was playing with the lines which were already there, in the picture. Not crippling or violating the picture, but following the existing forms. So, that’s it. I was amazed and a few years after that I started myself looking at pictures (of the human body, this time) in a different light. And this is the result. Still under construction”.