Art Direction • Illustration • Event
Verdi Street Parade 2025
All the world's a jest! Art direction of the parade that transformed Parma into an open-air stage.
Art Direction • Illustration • Event
All the world's a jest! Art direction of the parade that transformed Parma into an open-air stage.
Client
Verdi Off / Parma
Year
2025
Location
Parma, Italy
Services
Art Direction, Illustration, Coordination
For the 2025 edition of Verdi Off, Imaginarium curated the Verdi Street Parade, handling art direction and overall coordination. Our curation followed the entire process: from concept development to route planning, to the harmonisation of the interventions that made the procession a collective event.
The collaboration with local schools, youth centres and dance schools was essential — they contributed performances and creativity that made the parade a vibrant, participatory experience. Thanks to this shared effort, the streets of Parma were transformed into a collective celebration.
To accompany and give visual form to the Verdi Street Parade, Imaginarium created a series of original sketches designed to convey the spirit of the procession before it came to life in the streets of Parma. Ink lines and essential marks defined the shapes of the floats and mobile installations.
“These drawings were not merely a design phase, but a creative bridge between the idea and reality.”
Sketches
Every art direction project for us begins with drawing. Before reaching the streets of Parma, the Verdi Street Parade took shape on paper, through ink sketches and preparatory drawings that defined floats, mobile installations and choreographies. A process where the mark anticipates the gesture, and every visual detail is conceived to bring coherence and meaning to the whole.
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