At 32, Simone Rossini seems to have clear ideas about things. After years working as an art director for major advertising agencies (TBWA, Gruppo Roncaglia) he decided he wanted to devote himself to something more concrete – and, in particular, long-lasting. In his opinion, the life of an advertising or web campaign – in Italy, at least – is so ephemeral that it's over in about a day, and weeks of hard work evaporate in a rush of hurried, often distracted consumption. Simone studied at the Art Institute and then the IED, and is fond of design, graphic design and typography, but is highly critical of contemporary trends in these fields. After the advent of personal computers and the arrival of programmes like Photoshop and InDesign, everybody thinks that they can create graphics, without a proper understanding of art or history.
“If you give someone a brush, that doesn't make them a painter”, says Simone. From his point of view, the careful, studied, old-school professionalism which can still be found in those old shops, bars and nightclubs where everything – from the signs to the interiors – was handled by people who were competent in the field and not “the son of the owner because he knows how to use a computer”. Today's return to a vintage look attempts to somehow make up for this, recreating a certain context in an ersatz, scenographic way, as though from a need to “say something”.
Simone too is a fan of vintage style, but for him the fictional creation must still have its own coherency - both cultural and conceptual – to give it meaning. As he has always preferred a material relationship with his work to abstraction, his plans include opening a studio in Sora (FR) - his hometown – where he will realise tattoos, interior design and branding. Not coincidentally, tattoos, unlike advertising, are destined to remain through time.
The story of Simone Rossini has been written by Christian e Veronica Raimo, writers