The Purification Kit by VIA PIAVE 33

Washing our face. A simple, daily action. A habit rooted in time and custom that has, at the same time, the echo of an ancestral ritual of purification and symbolizes a moment of reconnection with our inner self. Naked, with a face clean from superstructures and artifacts, we are finally alone with ourselves. True. Pure. Free.

After Nice To Read You, the project of visual artist Alessandro Apai, VIA PIAVE 33 continues to explore the concept of identity and how it has evolved over time to become a hybrid between real and digital. Every detail of both worlds seems to tell others who we are, what makes us happy and what we want out of our life. Giving an honest answer to fundamental questions like these while being hyper-connected all the time is not easy. So, why don't we disconnect and take some time for the healing of our wellness, to reflect and look deep within ourselves without any external filters?

The Purification Kit by VIA PIAVE 33 is the device we need in order to do it. It contains skincare water, organic soap and a 100% cotton face towel. All completed by a poster explaining the 6 steps of a ritual designed not only as a beauty treatment, but as a metaphor for purification and awakening from the social mask that we all wear every day along with mascara and lipstick.

Find more info about the Purification Kit and other VIA PIAVE 33's projects here.