Build anticipation and hype around the launch of Lazza’s new album, “Locura”, through a teaser installation designed to offer fans a sneak preview of the album.
Convert the artwork on the cover of Lazza’s new album – a dystopian bullfight of rampaging bulls – into a large interactive piece, placed for five days in Piazza XXV Aprile in Milan. The installation took the form of a mighty bull enclosed in a huge glass case. During the first few days of activation, anyone approaching the sculpture could hear part of the intro to “Zeri in più”, but in a muffled version that made it incomprehensible. Later, during a stunt involving the artist, one of the walls of the shrine was destroyed to allow the music to come out freely, so the audience could hear the whole song.