La Double J
Persephone
Persephone, goddess of the underworld, also represents rebirth and, therefore, spring. The ground reawakens pushing forth new life. It is an image that is simultaneously romantic, creepy and magical.
Our Persephone wears an explosive crown inspired by traditional Ukrainian flower crowns. At first glance she is surrounded by big blooms but upon closer examination you see that they are sprouting from a population of root-people.
One root wears a sequin bikini and another has a pair of sunglasses perched on her head. Underground the bulbous characters prepare for their spring debut.
In this story flora and fauna meld together.
For the Milan Design Week 2022 we customized the roof of the AirMail newsstand in Largo Treves, in the Brera district: it was decorated with a crown made of different types of giant flowers.
For the week of the fair the whole newsstand was dressed in laDouble J patterns.