During the 2014 Fête de l’Encre promoted by Turin’s Officine poligrafiche mcl, lamatilde presented its research on the meaning of commonplaces in Italy: are they disparaging stereotypes, or typical traits of the nation? Graphic design tackled the issue in an original and ironic way.
The nine commonplaces lamatilde pinpointed were transposed graphically, and turned into actual “places”. With the premise that both commonplaces and logos – in their own way – represent a synthesis, the poster of commonplaces is a synthesis of a synthesis: a clever, lighthearted and carefree celebration of Italian nature. During the Fête de l’Encre’s final event, all posters selected by mcl were printed live and given to participants.