An installation called "POOL. Ti sblocco un ricordo" was on view during Milan Design Week, organized by Nicolas Ballario and presented as part of the Tortona Rocks offsite exhibitions. The centerpiece is a giant swimming pool-shaped pit filled with hundreds of thousands of colorful balls, celebrating McDonald's 40th anniversary in Italy. The installation claims to be "informed by" Damien Hirst's "Spot Paintings" and also features a work from Vedovamazzei's "Early Works" series, which imagines how famous artists might have drawn as children. Other elements include vitrines of Happy Meal toys, a Ronald McDonald replica, and nostalgic McDonald's memorabilia.
The piece matters because it raises questions about the relationship between high art and corporate branding, deliberately embracing ambiguity about Hirst's actual relevance to the project. It reflects ongoing trends in which brands like McDonald's co-opt contemporary art references to create immersive, Instagram-friendly experiences, blurring the line between art, advertising, and entertainment. The installation also highlights the tension between global commercial culture and local heritage, recalling the controversy when McDonald's first opened in Rome in 1986.