Club to Club 2010
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2010
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Club to Club
LUCK OF THE DRAW
The tenth edition of the festival is a pivotal point for Bellissimo. The first campaign as creative partner is a dive into the imagery of superstition.
With the 2010 edition, Club to Club reaches its tenth anniversary, and no matter how much faith and self-control the organizers may have, it’s hard not to feel a bit of anxiety and uncertainty in the face of such a milestone. Hence the idea —perhaps superstitious, but certainly unmistakable— of a tongue-in-cheek campaign entirely devoted to luck and bad luck, in the hope that the former will prevail over the latter.
The style of The X Superstition is one that Bellissimo favors: evocative and surreal, with just the right hint of mystery. Black and “bare” photography dominate the space, drawing the audience into a limbo of iconic images, into a darkness that welcomes the irrational. The flyers being distributed are in fact tarot cards; the sequence of ten lines up amulets and folk superstitions—the owl, the horseshoe, the dreamcatcher, the black cat, garlic… An anthropological and apotropaic mission, revealing the archetypes of our unconscious—always with the right touch of irony.
The creative partnership between Bellissimo and the Xplosiva association —one of the key organizations in Turin’s club culture— began in the late 1990s. But 2010 marked the year the studio was officially named the festival’s creative partner. The collaboration would continue for many years to come: an ongoing challenge that would leave a deep mark on the evolution of both entities, from their first steps in the underground scene to full professional and expressive maturity.
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