Timed with the 100th anniversary of Helmut Newton’s birth, Vogue Italia continues celebrating the great master – the homage started with a tribute inside the
Reference Studios’ virtual platform takes inspiration from their experiential space designed by Gonzalez Haase in the heart of Berlin’s artistic hub, Schöneberg, not far from the Helmut Newton Foundation. On October 31, 2020, on what would have been the photographer’s 100th birthday, the platform will become host to digital contents in multimedia formats that can be accessed freely for 24 hours, from all over the world.
Upon entering Reference Realities, viewers will be able to browse through the galleries featuring the editorials from Vogue Italia October 2020 issue, including Hailey and Justin Bieber photographs.
Justin Bieber and Hailey Baldwin on the October 2020 issue of Vogue Italia
© Eli Russell Linnetz
As part of Newton 100th Anniversary celebration, there will also be a video of German-America singer, model, actress and sex columnist Caroline Vreeland singing ‘Happy Birthday, Helmut!’ The great-granddaughter of Vogue’s legendary Editor-in-Chief, Diana Vreeland, grew up in the world of fashion and always admired Newton’s photography. Last but not least, you’ll be able to purchase the charity T-shirt designed by Vogue Italia in collaboration with Rudi Gernreich.
The limited edition ‘Dear Mr Newton’ tee (only 100 are available) tells a piece of history of the legendary photographer, citing a letter from Gernreich's atelier to Newton asking to return the iconic thong swimsuit featured in Vogue in the 70s.
Rudi Gernreich x Vogue Italia x Helmut Newton Foundation
© John Gribben
100% of the profits from the sales of the T-shirts will be donated to the Infectious Disease Unit of the Policlinico di Milano hospital. ANLAIDS Sezione Lombardia has long shown its commitment to supporting the Infectious Disease Unit that is part of Fondazione IRCCS Ca’ Granda Ospedale Maggiore Policlinico in Milan. In these difficult times, the donations will go towards funding a translational research project on Covid-19 patients.
Launched on this special celebration, Reference Studios’ new virtual platform was designed in partnership with Claudia Rafael and Ben Wegscheider of Bureau Cool to allow the Berlin agency to show clients and partners’ contents without restrictions. By expanding physical activations into the virtual space and vice-versa, the platform will explore new B2B and B2C communication formats aiming to offer a more holistic approach. In January 2021, it will be the virtual base for the second edition of Reference Festival.