Club to Club 2010
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.
YOU MAY ALSO LIKE
-
AlpTextyles, the EU Cohesion Policy project, is shortlisted for the 2026 RegioStars Awards, promoted by the European Commission
Beautiful news for AlpTextyles – Intertwining Cultures. The Interreg Alpine Space project, for which we served as communication partner from 2023 to 2025, has been selected as one of the 25 (...)
Read -
MaaS for Italy: activities and results at a glance. The white paper designed by Bellissimo for the Italian Government
MaaS for Italy is Italy’s first large-scale pilot of the Mobility as a Service model. Funded with €56.9 million, the program involved six major cities and seven territories, encouraging local (...)
Read -
New languages for evolving institutions. A conversation with Massimiliano Cipolletta, President of the Torino Chamber of Commerce
Nearly a year after the rebrand, Bellissimmo’s project for the Torino Chamber of Commerce has been rolled out consistently across the territory — an opportunity now to reflect on the value of (...)
Read -
Packaging on display. At the ADI Design Museum, the three Boxes for inspirational design created by Bellissimo for Bombay Sapphire
From March 4 to March 26, 2026, the ADI Design Museum in Milan hosts the exhibition Design di Filiera. La Filiera del Packaging, curated by Carlo Branzaglia and Wladimiro Bendandi and promoted by (...)
Read