The artist warehouseman: Cristian Cristofari

From 8.30 am to 5.30 pm his office is in ASA’s warehouse and logistics area, where the company’s devices take off daily for 90 countries worldwide. Every day, Cristian Cristofari prepares and packs dozens of devices of all possible sizes so that they may reach the clinics, hospitals, medical and veterinary centres scattered in the far corners of the earth safe and sound. 

During his daily routine, Cristian never fails to incorporate his creativity: painting, music and sketching express his artistic soul, which has managed to find inspiration also in ASA. The artwork chosen as the symbol for the company’s 40th anniversary is in fact his work. 

“The idea was born practically by chance, whilst I was closing one of the wooden crates we use to package our robot devices. Their lid is so beautiful as to resemble a wooden canvas, with even a frame, that could be hung on the office wall of the professionals who choose us without looking out of place. Drawing on it with ordinary felt pens felt natural: I reproduced Michelangelo’s “The Creation of Adam”, albeit by distancing the two fingers by the space needed to insert our logo. Once I finished the drawing and without telling anyone, I shipped the crate to Australia, curious to find out the effect on the receiver”. 

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Heal with Laser & ASA40

The wonder and appreciation by the consignee reach the company’s top management who, having discovered Cristian’s initiative, could only further enhance his idea. 

“I customised a further 15 crates with that drawing, chosen both because of the passion I have towards Michelangelo and because of the ease in carrying it out. My greatest satisfaction however was discovering that ASA also chose it as the logo to be placed on all the gadgets and merchandising materials that would be produced for its very important birthday”.

Company T-shirts and shoppers thus become limited editions for collaborators, partners and stakeholders. 

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#asa40 - Merchandise by Toffy

“The task of a company – says Giulia Sossella, ASA’s HR Business Partner – is to manage to make the capabilities of each employee emerge, even outside the purely professional context, providing space where possible. Cristian’s inspiration and the need to find an image that was the symbol of our achievement unexpectedly met, producing a result that convinced everyone and gave the right recognition to our collaborator”.

Cristian is already thinking of new fusions between art and technology.

“To customise the lids of the packaging crates of the Veterinary line, the image of The Lady with an Ermine, by Leonardo da Vinci, would surely have an impact. Placing our logo on her arm, as if she were a medical practitioner specialised in looking after exotic animals”.

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