Emergency - "Man At Sea"

DEEP BEAUTY

Are you sure that universal beauty exists?

Mudec Photo in Milan, Italy, hosts Deep Beauty, an art exhibition, conceived by Ogilvy Italy’s creative team under the artistic direction of Giuseppe Mastromatteo, President and CCO, and realized thanks to the support of KIKO Milano, a brand that is an ambassador of Italian beauty worldwide.

The exhibition, from 5 April until 25 May 2025 with free admission, presents an excursus around the evolution of beauty through a selection of over sixty masterpieces, in the field of visual arts, from photography to video art and artificial intelligence, by great artists such as Marina Abramović, David Hockney, Michel Comte, David LaChapelle, Michelangelo Pistoletto, Helmut Newton and Robert Mapplethorpe, among others.

KIKO Milano's contribution to this exhibition reaffirms the brand's commitment to promoting culture and creativity, to restore value to the territory and the community in which it operates, strengthening its role as a responsible actor in cultural and economic development, demonstrating how business can be a driver of creativity and innovation for the entire community.

Simone Dominici, CEO of KIKO Milano commented: “Every individual is a universe, a unique combination of experiences, emotions, and dreams – and it is precisely in this diversity that life’s most priceless richness lies. Our mission, as a brand, is to inspire those around us and invite them to discover and embrace this boundless beauty: a beauty not defined by imposed standards but one that flourishes in its diversity when we allow it to shine without reserve, when we are truly ourselves and give ourselves the freedom to appreciate and savour every single moment, deeply and fully.”

This project becomes an opportunity to create a dialogue between the aesthetic dimension and the social and economic framework of the city. KIKO Milan reinforces its role as an active actor in the cultural and economic development, demonstrating that business can be an engine of creativity and innovation for the whole community.

“The project invites viewers to lose themselves, to evade rationality, because authentic beauty does not simply cross boundaries – it dismantles them. And we are not standing before something to be analysed, but rather experiencing something that passes through us and unsettles us. Deep Beauty explores the beauty that arises from obsession, madness, relentless pursuit, the light that sculpts the body, and the ineffable mystery that only art, through the gaze of these authors, whom I consider giants, can recognize and reveal.” says Giuseppe Mastromatteo, President and Chief Creative Officer of Ogilvy Italy

It will also be possible to have an immersive virtual experience of Deep Beauty online. The platform created in collaboration with AQuest is also accessible via QR Code, to learn more about the works on display.