- Lifestyle
Toiletpaper Street
A dreamlike, surreal installation by Cattelan and Ferrari transforms Via Balzaretti into an extraordinary visual experience
It is hard to ignore such a colourful, extreme building. It seems to have come out of a strongly coloured dream, a strange fantasy where many male hands hold up red lipsticks against an incredible blue background.
This is the headquarters to Toilet Paper, the magazine created in 2010 from a partnership between internationally famous artist, Maurizio Cattelan with photographer Pierpaolo Ferrari and the front is only a taste of what is inside. The pop, dreamlike and surreal image created with this publication invaded the external spaces of the headquarters on the occasion of the Fuorisalone 2022. Since then, Via Giuseppe Balzaretti has changed face permanently, from tranquil, almost anonymous street to a place of pilgrimage for designers, tourists and the simply curious. The monumental installation has remained at the disposal of the city and the street architecture with the graphic Trumpets, Flowers with Holes and Roses, have become off-scale pages of the magazine. An immersive experience that fills the façades of an OTT image, with visionary style and form. Always open, always available, this important urban intervention breaks through the static look of life in a direct dialogue with the public. A colourful heritage in the hands of the city and its inhabitants, and one that is difficult to forget.
