How did you end up collaborating with Coca-Cola?
I was in the US on a business trip and I happened to stop in Atlanta, where the Coca-Cola headquarters are. I took a tour of the location, the secret archive (which is so thrilling for a Coca-Cola lover) and the sustainability department. The green vision shared by both me and the brand was actually the starting point of this collaboration, as well as of our mutual respect.
What happened next?
On last September Coca-Cola let me know that they considered much valuable not just my approach – the quality of my projects and the ethical importance I give to both men and environment – but also that they wanted me to give my contribution in the celebration of the 100th anniversary of the Contour bottle, the glass world icon, with a specific brand new piece.
They chose Daniele Basso to create the celebrating work?
Exactly.
And so…?
And so I put myself to work as I had just 5 months to complete such a satisfying exciting challenge.
What was the result of the process?
It’s “Coke It’s Me!”, which is a stainless steel mirror polished sculpture, about 2 meters tall, with a 60 cm diameter and a weight of 100 kg. The work has a sinuous shape with sharp edges aimed at reflecting who stands in front of it, bringing people inside the success of the Coca-Cola bottle.

Mirror polished steel is your main material...
It’s actually the one I prefer, but in this case it is part of the meaning of the sculpture, as the mirror polished surface reflects anything and anyone with no exception, prejudice or discrimination. Therefore we are all unique yet alike and united in front of “Coke It’s me!”: I wanted to get across the message that belongs to the bottle itself, as this iconic item has become one of the most famous objects of the world, an actual global item that goes beyond space and time boundaries… everyone knows it. Moreover, steel is recyclable and reusable over and over again: sustainability means really a lot to me.
“Coke It’s me!” is exhibited at Expo and at the National Gallery of Modern and Contemporary Art in Rome, right?
The actual work is exhibited at Expo 2015 inside the Coca-Cola Pavilion until the end of the event whilst the artist’s proof is on display at Rome’s National Gallery of Modern and Contemporary Art until October 11, on the occasion of the group exhibit “Corporate Art – L’azienda come oggetto d’arte”. It’s a fantastic satisfaction to see my work hosted in such two important environments: on the one hand you have the World Exposition, on the other the National Gallery of Modern and Contemporary Art where many important artists such as Afro Basaldella, Flavio Favelli, Renato Guttuso, Ugo Nespolo, Mimmo Paladino and Mario Schifano are currently exhibited.

INFO: www.danielebasso.com

PHOTO COURTESY: Daniele Basso