Mondadori Store presents "Mio cugino"

Mondadori Store is giving the city of Milan a new work by Italian artist Marco Lodola, on display on the façade of the Mondadori Megastore in Piazza Duomo to mark the 10th anniversary of Italy’s victory in the World Cup.

A 3 metre-tall illuminated installation, in plexiglass and LED, celebrating the final of the 2006 World Cup through one of its unforgettable moments, the infamous head-butt of Zinedine Zidane against Marco Materazzi. The work is entitled Mio cugino, a reference to the history that binds Italy to its “cousins” on the other side of the Alps.

The installation will be switched on this evening and visible in Piazza Duomo for the whole summer, coinciding with the season’s big football events.

Marco Lodola, an artist with a taste for pop who explores in his work the legends of contemporary popular culture, has already produced for the Mondadori Megastore in Piazza Duomo Eden, the ballerina that illuminated the balcony of the Milan store last year and is now on display inside the Mondadori Megastore in via Marghera, in Milan.

With Mio cugino, Lodola Italy responds to the sculpture by the French artist, Adel Abdessemed, first shown at the Centre George Pompidou in Paris and now at the Mathaf Museum of Contemporary Art in Doha, dedicated to the same episode that led to much debate among the world’s football fans.
The initiative is curated by the artistic promotions agency Avangart Connessioni Creative.