Pink is the colour of the Giro d’Italia cycling race competition. The vibrant pink hue, synonymous with the Giro d’Italia, took center stage at the MAXXI museum in Rome for the unveiling of the 2022 edition’s leader’s jersey. This prestigious event marked the presentation of the coveted ‘maglia rosa,’ destined for the general classification leader when the race commences on May 6th. Ultravioletto was entrusted with the design and execution of the historical jersey exhibition, meticulously curating a visual journey through the race’s rich legacy and producing compelling visual content to complement the displays.
The highlight of the evening was the unveiling of the 2022 jersey, presented through a visually arresting mirrored totemic structure. This innovative design element employed the strategic manipulation of light, revealing the jersey through a captivating dance of illumination and reflection. This interplay of light design and the surrounding environment created a truly memorable moment, underscoring the significance of the pink jersey within the context of the Giro d’Italia.
Client RCS Media Group
Date 2022
