Voiello La Scaramantica 2023

marimo

You can’t call yourself a Neapolitan if you’re not au fait with the language of La Scaramantica. It is an idiom that is spoken with the hands and expressed through gestures that have been around since time immemorial: making the sign of the horns, crossing your fingers or throwing a pinch of salt over your shoulder. With the design of La Scaramantica 23 – the fifth edition of the Christmas gift box from Voiello, a pasta brand with its roots embedded deeply in Naples – Marimo has made these gestures more elegant than ever before, with the crafting being done by the Naples-based fashion designers Vnmns1926.

Their styling brings together an authentically Neapolitan aesthetic with an ultra-contemporary, glam, ironic re-casting of the city’s culture, which is expressed in the collection’s plates, the runner and the limited-edition packs of Gran Spaghetto in the box. Alongside these propitiatory gestures, one for each plate in the collection, superstitious myths and characters give depth to the storytelling, with Easter eggs for connoisseurs of Neapolitan culture and for all those looking for iconic beauty even in a Christmas gift.

 

marimo

Credits:
Senior Art Director: Andrea Magno
Senior Copywriter: Mariapia Candreva, Teresa De Bello
Junior Copywriter: Rebecca Gatti
Graphic and Web Design: Alessio Palazzi, Enrico Chiantello
Creative Directors: Anna Di Cintio, Mariano Lombardi
Chief Creative Officer: Paola Manfroni
General Manager: Giovanna Ridenti
Account Management: Arianna Menghi, Vanessa Carrieri, Alessandro Mettimano
Digital Strategist: Domenico D’Elia
Social Media Manager: Stefano Bizzarri
Illustrations: Vienmnsuonno1926
Ad Campaign and E- Shop Shots: Francesca Romana Gaglione / The Foodorialist
Client:
Barilla