“The coordinated effort to develop of a coherent visual identity for the Italian World Cup. ‘A three-dimensionally accessible idea, future technological games, televised images, consumerism’. These are the words of Lucio Boscardin – author of the lanky Ciao! mascot – which appear on the pages of Epoca in November 1986, the day following the unveiling of the visual identity of the Italia 90 football World Cup, crystallising the visionary spirit of his project. After all, concepts such as ‘future’ and ‘technology’ would become recurring themes in the artistic project behind a tournament which aimed to renovate Italy’s image, distancing the ‘bel paese’ from its inalienable provincialisms and stereotypes.” Copa90