A week before the start of the Sanremo Festival, Italy's most important song contest, Ikea announces together with Ghali, the Milanese rapper of Tunisian origin who will take the stage of the Ariston for the first time as a contestant, the “Casa Ghali” project, a space open to the public that will host from February 6 to 10 moments of exchange and conversations on the topics dearest to the artist and the company.
Collaborations between musicians and brands have become common. In some, it is the artists themselves who leverage brands to put interesting storytelling operations on track, such as the very recent Lego film about Pharrell Williams. Ghali himself, 30 years old and 50 Platinum Records, has already taken part in collaborations with various brands, from capsule collections by Dondup and Benetton to Mc Donald's Big Mac.
The Ikea project was developed inspired precisely by the artist's personality through a selection of design products that reflected his character, the brand explains. The choice of modular systems used in the construction of the building generated “a flexible space, capable of fully expressing the artist's personality and adapting to the needs of its inhabitants, at different times of the day.”
“Casa Ghali” is closely related to the song presented by the artist: Casa mia, which is competing in the 74th edition of the Festival, is about identity and rediscovering one's origins. “We are all children of a distant desert,” the song's lyrics read, and goes on to say that “the road doesn't lead home, if your home you don't know what it is.”
Little is yet known about the project, but it will be interesting to see how the brand manages to interpret the visual identity of this character through a space directly inspired by him. So in addition to the anticipation of hearing Ghali's words about his home, we are now waiting to find out what it looks like, and Domus will be there.