CLEAN ART SCENARY

VITA FEDE ADV CAMPAIGN 2017
CREATED BY VALENTINA GUIDI OTTOBRI
PH. GIOCONDA & AUGUST
AT RITA URSO ARTOPIA GALLERY

In this campaign, Vitafede’s artistic jewelry enters dialogue with the minimalist and kinetic universe of Erika Hock, creating a space where adornment and contemporary art converge. The gallery setting transforms into a stage for exploration, where each jewel is framed not only as an object of craftsmanship but as an active participant in a larger visual and conceptual rhythm.Hock’s works — characterized by precision, geometry, and movement — resonate with the sculptural qualities of the jewelry. Lines, surfaces, and spatial relationships mirror one another, allowing the viewer to perceive the pieces as both intimate artifacts and elements of a larger compositional narrative. Light reflects off metal and gemstone, interacting with shadows and negative space, heightening the sense of sculptural presence. This project emphasizes the performative potential of jewelry: objects that are worn, observed, and contemplated, functioning as bridges between personal adornment and collective artistic experience. The campaign invites a reconsideration of context, highlighting how Vitafede’s forms acquire new meaning when set within the discipline and minimalism of Hock’s gallery environment. Vitafede x Erika Hock celebrates craftsmanship as art, proposing a curated encounter where jewelry, architecture, and contemporary practice coexist in a subtle choreography of form, material, and perception.