A sprinkle of literature

Since 1997, Festivaletteratura has continued to be one of the most anticipated cultural events in Italy. Arix, the leading Italian company in the home cleaning sector, present in major foreign markets and many emerging countries, has supported the festival since its first edition.

This year, for the occasion, Arix turned to Pindarica. We could have created something ordinary, but as you know, standard things are not our style.
We thought long and hard, we pondered over what could connect cleaning and literary art.
Mission impossible?
With a touch of irony, we believe we succeeded and hit the mark.

Each of us has a favorite genre, and every book hides deep meanings in which we often see ourselves. Based on this premise—and inspired by Proust’s famous quote: “Every reader, when reading, reads himself”—we incorporated book titles into the visual that contain words dear to Arix such as: stain, dirt, brush, dust, sponge…