On the left: an invitation to the reopening of the gallery at which the famous designer and architect Paolo Piva was present. The numbered invitation stated that a surprise awaited the attendees. On the right: a post-event newspaper ad announcing the winning invitation numbers of a random draw.

Multiple ads across the bottom of most of the newspaper pages added up to the price of a single full page, but with considerable more impact. The split logo acts as margins inside which information about the designers is placed. The photographs of the pieces – having varying perspectives as they were provided to us by the designers – were each cropped and drawn on “pedestals” to create a homogeneous look for the ad.