Responses by Lorenzo Petrantoni, art illustration
Background: Montenegro is a traditional Italian amaro distilled in Bologna, Italy. First produced in 1885 by Italian manufacturer Stanislao Cobianchi, the liqueur is named after Princess Elena of Montenegro, the second queen of Italy. To create this mural, the amaro brand reached out to Italian advertising agency Armando Testa, Brooklyn, New York–based hand-painted outdoor advertising company Colossal Media and myself. The target was to attract the most clubs in New York and the people who went to them, and the murals served to make the brand visible in these trendy neighborhoods.
Reasoning: I wanted to find a way to link my style with the brand in a striking way.
Challenges: There were no particular challenges.
Visual influences: All of my work for this mural was made and inspired by the images from the original nineteenth-century sources for the amaro brand. These images from the 1800s became very contemporary in the way they were used.
Anything new: I learned that a 24-by-24 inch image can be redrawn by hand and blown up to 33-by-33 feet.