DESIGN - Betty Soldi (anglais)


BEHIND THE DESIGN

Betty Soldi typifies a new generation of creativity - an internationally accomplished artisan and calligrapher. With more than 15 years design experience, she works with the worlds' leading global retailbrands and luxury labels.

Born into a Florentine family which has been making fireworks since 1860, Betty's creative credentials were nurtured at an early age. After moving to London and excelling at a typical English Girls's School, she went on to study History of Art at L'Istituto per L'Arte e Restauro for two years and gained a First in Graphic Design and Visual Communication at Ravensbourne. Here she not only studied computer-based design but classics such as calligraphy and typography.

Her unique calligraphic skills remain the core thread of her work today merging design with old type, modern colours and unique touches to produce bespoke pieces, handwritten announcements, invitations, stationery and packaging design for her varied clients. She was one of the top external design consultants for Fortnum & Mason, Betty has designed this iconicstores packaging ranges from sumptuous giftwrap and perfume boxes through to key product lines such as chocolate, confectionery and best-selling Christmas and Easter. Carefully researched, her designs are sensual and feminine, infused with historic motifs in an exquisitely modern way. Imaginative,inspiring designs from a heritage era, interpreted in a contemporary way and magnificently expressed.

Taking her inspiration from antique iconography and combining it with an intuitive understanding of contemporary design, she has also created authentic and refined calligraphic pieces and packaging designs for brands such as Hermès, Penhaligon's, Mont Blanc, Giorgio Armani, Pret à Manger, Kelly Hoppen, Tod's, Burberry and Soho House. The quirky Bhs logo is also the work of this visionarycalligrapher. Betty still has strong ties to Italy and regularly returns to Florence where her family still lives, continuing the tradition of handmade firework displays in a genuine Tuscan setting.

Travelling is a passion and also her inspiration and her continued exploration is reflected in her work. She has spent years on voyage as a collector of the beautiful and the bizarre - from the Milan Furniture Fair and months in India to packaging research in Tokyo - and this knowledge is brought back to her clients and imprinted with her own unique signature. She is an entrepreneur who is as passionate about life as she is about design. Orchestrating to work about nine months of the year, her particular genius lies in the crafting of a genius lifestyle. Based in the leafy haven of Little Venice in London, Betty has travelled extensively working in several different countries including the design capitals of New York and Paris. She is currently setting up a second design studio in Florence, and her ultimate goal is to work in a bikini, combining her love of pushing puddles of ink around with her love of all things stellar, sunfilled and stylish.

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