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Vision and Goals

Leonetto Cappiello International Award

Vision

The Leonetto Cappiello International Award was created with a clear vision: to renew the language of contemporary visual communication by rediscovering the work and innovative spirit of Leonetto Cappiello, relating them to the world of wine, understood as an expression of territory, culture and identity.

The vision of the award is profoundly interdisciplinary. Art, graphics, advertising communication and wine culture come together to give life to a project that enhances the dialogue between past and present, between historical inspiration and contemporary creativity. In this context, the poster once again becomes a powerful and evocative means of visually telling the essence of a product, a place, a story.

 

art of colors Vision and Goals - Premio Internazionale Leonetto Cappiello
the artful muse Vision and Goals - Premio Internazionale Leonetto Cappiello
Man drawing with brush on canvas at art studio
hand of artist with brush painting picture art creativity artistic and artwork painting Vision and Goals - Premio Internazionale Leonetto Cappiello
Leonetto Cappiello International Award

Goals

The main objectives of the initiative are:

  • To promote visual culture as a tool capable of narrating wine not only as a product, but as an experience, a place of memory and an identity symbol.
  • Enhance the cultural and architectural heritage of the city of Livorno, actively involving the Terme del Corallo Association and restoring centrality to a symbolic and historical space of the city.
  • To stimulate artistic creativity, offering a platform for expression to both professionals and students in training.
  • To offer a current reinterpretation of Cappiello’s work, not through mere imitation, but through a lively and personal reinterpretation of his visual language.
  • To encourage dialogue between generations, involving schools, cultural institutions and operators in the creative sector, in a path of confrontation and growth.
  • Supporting territorial identity and promoting Tuscan food and wine excellence, creating connections between wineries, artists and the public.
  • To give space to accessible art and effective communication, making the poster a current means of narration and cultural promotion.

 

Through these aims, the Award aims to become a point of reference for those working in the field of graphics, communication and applied art, promoting the idea that creativity can still surprise, involve, excite and – as in Cappiello’s case – change the way we communicate.