Fashion, memes and everything else: interview with Pietro Terzini The visual artist told us about creativity, the digital world and how bars are the last bastion of culture

Simplicity and irony are the two main characteristics of Pietro Terzini's art. His slogans written as graffiti on the packaging and logos of the most famous fashion brands, all published on his page @friday.fries, are spread everywhere on Instagram – especially a photomontage that has as its protagonist the boutique of Hermès in Via della Spiga that currently owns 40,600 likes only on its original page and who knows how many reposts.

Your Hermès post that went viral looked like a site-specific installation but it was all digital. A demonstration of how art can actually be either become everything, or be applied to everything – you also decorate your shoes with your artwork. Do you think the art of our times will move in this direction in the future? And that is that it will increasingly become a "signature" or "author's patina" to be declined in different languages and on different media, physical and not, just like the logos on which you make irony?

In fact, mainstream art is already this today. Think Kaws, Takashi Murakami or Damien Hirst. The most pop graphics that are behind them are so strong that they can customize anything, just like a brand logo. I think that the creative processes of the coming years could increasingly take inspiration from the old, but always current, processes of regionalist architecture that has placed the theme of context at the center of the discourse. The analysis of the geographical and temporal context, both from a global and local point of view, reveals hidden relationships and can thus inspire ideas not only fresh and original, but also relevant, without falling into the trap of self-incitement and mannerism. The principle that guided the realization of Hermès' post was just that.