The Fuorisalone 2025 Communication Campaign

“The concept of interaction between different worlds was an invitation to explore the nuances of human relationships and reflect on how our lives are intertwined in a complex web of shared experiences”, said Silvia Badalotti, the prompt designer and photographer who interpreted the theme of Fuorisalone 2025: Mondi Connessi, creating a communication campaign generated with Artificial Intelligence. The result is three striking and powerful subjects - representing the person, technology, and nature - conceived as parts of a cycle, where each element is essential to the life of the others. Circularity emerges as the central theme: humanity creates technology, technology impacts nature, and damage to nature inevitably returns to affect humankind. Therefore, the coordinated visual identity for this year’s Fuorisalone is a call for balance a need to harmonize innovation, environmental respect, and awareness of our role in the world.

Below the interview with Silvia Badalotti.



A few words about you: Who are you and what do you do?

I am a photographer and art director. Over the years, I have worked with fashion brands, international magazines, and creative agencies. I am also a partner at Condiviso.coop, a communication agency located by the port of Genoa. Since 2021, I have been exploring the use of generative AI tools for image and video creation. At the beginning of 2024, Etro's creative director, Marco De Vincenzo, called on me to create the global campaign ‘Nowhere’. It marked a revolutionary chapter in the brand's history, showcasing how AI can be integrated into the creative process to amplify an artistic vision, offering new expressive possibilities.

What inspired you about the theme of Fuorisalone 2025: ‘Connected Worlds’?

I was inspired by the idea of creating images that provoke reflection on the various dimensions of human existence, connecting philosophy, culture, and technology. The concept of interaction between different worlds was an invitation to explore the subtleties of human relationships and consider how our lives are intricately woven together in a shared fabric of experiences.

What was your starting point for working with AI on the image for our communication campaign?

In my creative process, I don’t follow a fixed starting method. It's a blend of factors: sometimes I write a prompt, and the AI produces unexpected images that completely shift my initial concept. When working with a theme, like in this case, I begin by reflecting on the meaning of the words and attempt to translate them into images without being overly didactic. Every time, I aim to tell a story—which is why, for such a complex theme, one image wasn’t enough for me. So, I created three.

Can you explain the meaning behind these three images you produced?

I conceived these three images as parts of a cycle, where each element is crucial for the others' survival:
The Person: The choice of an Eastern woman’s face with a blue eye represents the universality of humanity, transcending ethnicity and culture. This face symbolizes humanity's potential to form connections with both the natural and technological worlds, while also carrying responsibility for its actions.
Technology: The image of a tangle of cables and electric circuits represents technological progress, which connects the world and opens up infinite possibilities. However, if misused, it risks becoming destructive.
Nature: The image of a bee and its hive symbolizes both the fragility and strength of nature. Bees are a symbol of biodiversity, serving as a warning: if nature is not respected, the life cycle will break down, jeopardizing the entire ecosystem.
Circularity is the core theme: humanity creates technology, technology impacts nature, and the damage to nature inevitably returns to harm humanity. It’s a reminder of the need for balance, to harmonize innovation, respect for the environment, and a conscious awareness of our role in the world.

What future do you foresee for AI in the development of artistic and creative projects?

Over the past year, I’ve had the opportunity to meet with many university students studying image culture, and we’ve often discussed this topic. The use of Artificial Intelligence has become part of everyday life, and it is a fantastic tool that supports our work. However, there is a catch: as AI plays an increasing role in creative production, it is vital for artists to find ways to preserve and nurture their unique voice. Retaining one's individual stylistic signature is key to exploring new ideas and forms of expression. It is important that this originality also emerges in the use of AI, resulting in works that reflect individual sensibilities rather than simply mimicking trends.