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Firenze Versus The World

© Riverboom

Children often fancy far-fetched comparisons: which is stronger, an elephant or a whale? Which is uglier, a brontosaurus or a rhino? Who is older, Noah or my daddy? Riverboom, taking inspiration from Voltaire’s Candide, loves spontaneous comparisons. Which monument is more impressive, Santa Croce’s Basilica in Florence or the Great Iceberg of Ilulissat in the Arctic? What is more necessary, a keyring with Michelangelo’s David or a Mao Chinese lighter? What is more devastating, an invasion of tourist buses or of American Humvees?

Welcome to Riverboom’s evident and marvellous universe.
“Florence vs The World” is a visual confrontation between Florentine clichés and those from the rest of the world. It is a battle of visual identities, with an indomitable craving for encyclopaedic classification.

The artistic project “Florence vs The World” was born within the ambit of the Florentine May events curated by Valentina Gensini and was introduced for the first time on April 30th, 2011, on the occasion of the White Night in Florence, as a projection on the legendary façade of Santo Spirito’s Church. Then, it developed into an exhibition of 700 advertising spaces, spread around the Tuscan city, on which the greatest en plain air photographic display ever realised in Italy was set, instead of the usual billpostings. Soon, a book and an iPad/ iPhone app will be released.

click to view the complete set in the archive

click to view the book

Institute Artist is redefining how stories are produced and told. Representing auteur-driven storytellers, we bring together talent across commercials, photography, fine art, and film. Founded by Matt Shonfeld and Frank Evers. Institute Artists multi-platform production expertise, and established global relationships in entertainment, fine art, and journalism make for unmatched reach and cross-pollination of creative work. Institute Artist has been a leading advocate of the power of underrepresented talent and is fully committed to bringing these authentic voices to our clients by helping them tell compelling and entertaining stories that better connect with their audiences.