LA VIE DELL ORIENTE | MAR 2004 La vie dell Oriente was one of the mileposts in a 4-year journey with the Indo-Italian Chamber of Commerce and Industry. Through the partnership, Divya and the design team fluently alternated between the local and global idiom to connect with Asian and European markets and mutually enhance business ties
La vie dell Oriente was conceptualised for Milan Fashion Week’s discerning crowd, to encourage fashion, cultural and economic ties between Italy and Asia
The print and digital collaterals created for the event showed Modern Asia as a consolidated force grounded in tradition - overwriting the continent’s traditional image as a disparate group of smaller countries and ethnic cultures
To depict Asia as One, the images used a single model and a single black dress but with subtle, iconic cultural statements that expressed individual ethnicites
To further underscore the unified diversity of Asia, graphic masks, colour and typography symbolic of each country was incorporated in the design
Divya Thakur and her team have certainly contributed to conveying to the Italian business community and media a new image of India and Asia. The visual identity they created for La vie dell Oriente perfectly presented the idea of a modern Asia that would not be a threat to Western civilization, but a reliable partner.” - Dr. Andrea Bonardi, Secretary General, Indo-Italian Chamber of Commerce & Industry