EssilorLuxottica’s ‘Eyes on Art’ meets Design with the ADI Museum
As part of the Group’s ‘Eyes on Art’ initiative, EssilorLuxottica is offering people around the world an opportunity to experience art in an innovative way, this time through its partnership with the ADI Design Museum in Milan.
Based on its support for the Patria della Bellezza Foundation’s funding program, which sponsors projects that give value to Italian beauty, EssilorLuxottica awarded this year’s digital prize to the ADI Design Museum in Milan. From 24 October to 20 November 2022, the Group is giving visibility to the ADI Museum’s project “La Bellezza delle cose che siamo” (The beauty of the things we are), by exhibiting selected works from their permanent “Compasso d’Oro” collection on its digital screens in Milan, London and New York. This puts EssilorLuxottica’s ‘Eyes on Art’ initiative in touch with the design world, thereby widening the scope of its Eyes on the Planet sustainability program, which makes art accessible to people in innovative ways by sharing it without limits or borders, through the Group’s large urban digital screens.
‘Eyes on Art’: Beauty belongs to everyone
Through ‘Eyes on Art’, the global community is invited to experience culture through the spreading of artistic works, hidden gems and popular masterpieces on the Group’s outdoor digital screens, as well as in its corporate offices and plants.
‘Eyes on Art’ began in 2020 during the global pandemic, with EssilorLuxottica showcasing some of Italy’s most important permanent art collections on its billboards in Milan with the aim of allowing as many people as possible to admire art in public places with high traffic.
Partnerships with prominent and traditional museums include: Pinacoteca Ambrosiana, Pinacoteca di Brera, Museo Poldi Pezzoli, Museo Teatrale alla Scala, Museo Bagatti Valsecchi and Fondazione Prada. Main partnerships to showcase innovative digital art projects, include: Meet Digital Cultural Center in Milan; Museum of Contemporary Digital Art (MOCDA) for NFT in London; annual partnerships with the art & culture platform CIRCA (London) and Times Square Arts (New York) in the Midnight Moment program.
About the ADI Design Museum
The ADI Design Museum was created to showcase the entire repertoire of projects in the historical collection of the Compasso d’Oro award. This award was created in 1954 thanks to an idea by Gio Ponti to promote the quality of Made in Italy design and today it is the oldest and most authoritative form of recognition within the industry worldwide.