Gorillas becomes delivery of works of art for the Artissima fair in Turin

On the occasion of the return to Turin of Artissima, one of the most important contemporary art fairs in Italy, Gorillas, the delivery start-up that delivers groceries a few minutes after the order, presented the new GorillART project in collaboration with the artist Oliviero Fiorenzi and designed to make art accessible to all. The result is a collection of screen prints on zinc plate made by the artist in a limited edition that will arrive directly at the home of those who place an order with the Gorillas app in Turin between 5 and 11 November. Flowers and boots are the protagonists of the author's prints – symbols respectively of the human dimension in the city and of the awareness necessary to respect the environment that surrounds us. The idea is to create a parallel between the values of Gorillas, who wants to create a sense of respect and responsibility towards food that becomes a good not to be wasted, with the preciousness of the work of art – while making the art itself much more accessible to all users of the app. 

This is perhaps the first time that a delivery app has signed an artistic project of this type – a record that actually aligns well with the values of a start-up like Gorillas who, like the app's senior Brand Marketing Manager, Ilaria Squicciarini, explained to nss magazine, «the goal is to change everyone's consumption habits for the better» promoting a more sustainable alternative to shopping through collaboration with local producers, whose products make up about 20% of the assortment. Accessibility and responsibility are therefore the two fundamental guidelines, but the intuition behind the project is that Gorillas is not just a delivery but, again to quote Squiccarini, «a lifestyle brand». Words that are quite emblematic of the mission of the app that, even if it has a delivery service, is not simply a delivery service but rather represents the attempt to overcome the limits of the gig economy exploded after the 10s which, beyond the problems of the contractual guarantees of its many workers, has seen the market saturate with numerous apps identifiable with mere services that have not made the step forward that they has led to become real brands. 

What makes the project interesting, therefore, is the desire to overcome the anonymity of the classic delivery app and align the home delivery format with the same values that inform logistics organization, employment policy and company mission. In a word: the attempt to create a culture that is clearly identifiable with a brand/company. All this then in a pivotal moment in which delivery services and couriers have become an integral part of the urban landscape and social culture and therefore the need for greater recognition by newcomers on the market begins to grow, who must also find a way to offer a product / service that distinguishes them from their competitors. A type of positioning strategy, this, which began from the world of fashion but which has begun to spread in recent years in the entire lifestyle sector transforming brands and companies from performers of services to bearers of culture.