Tramari by TOILETPAPER
For the sixth consecutive year, the Tramari label creates the setting for a creative intervention, this time by the name of TOILETPAPER, the editorial project conceived by artist Maurizio Cattelan and photographer Pierpaolo Ferrari.
Born as an image-only magazine with a surreal, hyper-pop identity – often unsettling – TOILETPAPER has increasingly gone beyond the two-dimensional limits of the magazine over the years, permeating a wide range of worlds and objects.
Enigmatic, Irreverent, Tramari
The evolution of Tramari’s narrative continues; in the sixth chapter, TramArt it once again ventures into unexpected territory. This further expands the visual vocabulary of Rosato di Primitivo San Marzano which is always open to new ideas, using its label as a canvas for creativity and distinctive designs.
New contaminations, unchartered territory in the world of wine, provide material for the narrative. TOILETPAPER brings its irreverence to the world of Tramari, opening the door to endless interpretations. The power of this disconcerting image expands the semantic possibilities of rosé, which is all too often confined to a subtle and predictable aesthetic.
Enigmatic, Irreverent, Tramari
The evolution of Tramari’s narrative continues; in the sixth chapter, TramArt it once again ventures into unexpected territory. This further expands the visual vocabulary of Rosato di Primitivo San Marzano which is always open to new ideas, using its label as a canvas for creativity and distinctive designs.
New contaminations, unchartered territory in the world of wine, provide material for the narrative. TOILETPAPER brings its irreverence to the world of Tramari, opening the door to endless interpretations. The power of this disconcerting image expands the semantic possibilities of rosé, which is all too often confined to a subtle and predictable aesthetic.
TOILETPAPER is an artistic project founded in 2010 by Maurizio Cattelan and Pierpaolo Ferrari, conceived as a text-free conceptual photographic magazine. Its surreal and hyper-pop imagery combines humour, striking visual impact and provocation, challenging the conventions of commercial photography. The visual research aims to create powerful, instantly recognisable images, characterised by saturated colours and a surprising style. Over time, TOILETPAPER has developed installations, publications, international collaborations and design products, establishing itself as a global cultural platform for aesthetic innovation and visual experimentation.
Chapter 6 - The Surreal Imagery of TOILETPAPER
With its irreverent and instantly recognisable aesthetic, defined by saturated colours and striking imagery, TOILETPAPER meets San Marzano in a decisive break from the clichés of the rosé world, presenting visual content that challenges the traditional conventions of the wine sector.
In the dreamlike space of a blue sky, a female hand with red nail polish drops a golden pistol into a toilet: Tramari embraces a powerful image, producing a surprising and estranging effect. The pleasantries of traditional rosé storytelling disappear, radically replaced by an iconography open to enigmatic interpretation, capable of eliciting contrasting reactions and sparking unexpected questions.
The TramArt project, active since 2021 in exploring the dialogue between Art & Wine, is thus enriched by a collaboration that places the power of imagery at its core, infused with TOILETPAPER’s distinctive humour and provocation.
With this edition, San Marzano reaffirms its vision and identity, where the brand’s characteristic lightness becomes a vehicle for conveying powerful, meaningful messages, including that of non-violence. Building on the previous chapter of TramArt by Pietro Terzini, the brand once again playfully contaminates the sacred world of wine through the language of art in its most irreverent and contemporary form.
