LODO C&D – LODO CONCEPT & DESIGN:
The bottle, label, and packaging that represent a style
Gisella Borioli, “Milanese”, journalist and art director, studied Visualising with Giancarlo Iliprandi in Milan, New Media at UCLA in Los Angeles, taught at the Brera Academy and in other specialization courses. She was already, at very young age, in the editorial office at the birth of l’Ottagono, an architecture and design magazine, then moved to Condé Nast called by Flavio Lucchini with whom she will partner in life and work. Director responsible for numerous newspapers, author of image and costume books, television programs, artistic and visual projects, she has always combined fashion with design with art, with a 360 ° vision of contemporary creativity.
She has directed the Superstudio group since the 1980s. She paved the way for the Fuorisalone spread in the Milan districts starting from the two Superstudio offices in the Tortona area, thus starting the transformation of a post-industrial area into the creative heart of the city. In 2021 she founded the brand new Superstudio Maxi in the Barona area, a new hub for culture and events. She was included among the protagonists of the exhibition “W. Women in Italian Design “at the Milan Triennale in 2016. In addition to numerous awards in Italy and abroad, she received the Golden Ambrogino from the City of Milan in 2014. She lives in Milan, Paris, Corsica and Dubai.
Oliviero Toscani, son of the first photo-journalist of the Corriere Della Sera, was born in Milan, Italy in 1942 and studied photography and design at the University of the Arts in Zurich from 1961 through 1965.
He is internationally renowned as the creative force behind some of the world’s most successful brands, creating through the years corporate images and advertising campaigns for companies such as Esprit, Chanel, Fiorucci, Prenatal and many more.
He collaborated as fashion photographer for international magazines like Elle, Vogue, GQ, Harper’s Bazaar, Esquire, Stern, Liberation and many more.
From 1982 to 2000 he built the identity, corporate image, communication strategy and online presence of United Colors of Benetton transforming it into one of the world’s most recognized brands. He also created Playlife, Benetton’s sportswear line.
In 1990 he conceived, created and directed Colors, the world’s first global magazine, making it a cult magazine soon to be followed by editorial and communication forefront runners from all around the world.
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