Rome _ Galleria Nazionale d'Arte Moderna e Contemporanea _ June 25th / October 11, 2015
Author proof of the sculpture "Coke It's Me!" - 100th Anniversary Coca-Cola Contour bottle
The artist’s proof of the artwork “Coke It’s Me!” by Daniele Basso is on display from June 26 to October 11, 2015 at “Galleria Nazionale d’Arte Moderna e Contemporanea” in Rome on the occasion of the collective exhibition “Corporate Art – L’azienda come oggetto d’arte” next to works by Afro Basaldella, Flavio Favelli, Renato Guttuso, Ugo Nespolo, Mimmo Paladino, Mario Schifano, and many others.
The sculpture, whose final version is exhibited in the Coca-Cola Pavilion of Expo 2015, was ordered to the Biella-born artist by the US industrial giant to celebrate 100 years of the iconic Contour bottle.
The sinuous container, now part of the collective unconscious and popular culture, finds new life in the mirror-steel bends and corners of Basso’s artwork: “Everyone – says the artist – looking at their faces reflected in the surfaces of "Coke it's me", can feel like playing a role in this global success, and share the values of happiness, joy and cooperation that Coca-Cola expresses”.
Actually, mirror-polished steel is his favorite material. The mirroring surface reflects all things without distinction, prejudice or discrimination. In this sense, we are all alike in front of it. Also, steel is recyclable and reusable numberless times, and sustainability is an artist’s major topic.
Coca Cola managers in Atlanta HQ were very likely won by this vision: artistic quality, project quality and ethical attention to man and nature.