⁽⁶⁾Calzedonia Group OOH Ledwalls

In Milan’s Piazza Duomo, three anamorphic billboards for Calzedonia Group transformed a flat screen into a dimensional stage. Conceived and developed at Monogrid, the project blended commercial storytelling with spatial illusion, using forced perspective to create striking moments where text, garments and gestures seemed to rupture the boundary between image and reality. Two animations were developed for Calzedonia, one for Tezenis. Each responded to a specific campaign and visual intent: sculpting typography, staging garments, or recreating everyday rituals. Calzedonia’s visuals explored tension and theatricality, while Tezenis shifted the focus toward intimacy and play. Together they formed a temporary sequence of spectacles that blurred product and performance, fashion and architecture. These pieces played with space, illusion and motion to subtly shift the viewer’s perspective and reframe the act of looking itself.

__CALZEDONIA, SCULPT COLLECTION

Three words came into tension — Calzedonia, collant, sculpt. A translucent surface stretched tightly across the screen, revealing bold typography pushing outward from beneath. The membrane was the product itself: a sheer pair of tights transforming into visual structure. The animation turned material into gesture, showing how the fabric doesn’t just dress the body but sculpts it through pressure and form.

__CALZEDONIA, HOLIDAY COLLECTION

This billboard borrowed its language from theatre. A glittering leg emerged from behind heavy curtains, lit by a moving spotlight that cut through the darkness. Every element – fabric, light, motion – was composed to echo the collection’s mood. Sensual, rhythmic and unapologetically festive, the animation transformed the billboard into a stage where garments performed rather than simply appeared.

__TEZENIS, UNDERWEAR