Street artist Endless creates a mural in Cortina d'Ampezzo for the World Ski Championships

It is called Powder to the People, the mural that British street artist Endless has created in Cortina d’Ampezzo on the occasion of the 2021 World Alpine Ski Championships, which begin today, February 8, and run through February 21. Cortina d’Ampezzo has close ties to alpine skiing: some great athletes such as legendary downhill champion Kristian Ghedina originate from the town, and some of the world’s most important events have been held or will be held in Cortina, such as the 1956 Winter Olympic Games, the future 2026 Winter Olympic Games, and the prestigious Alpine Skiing World Championships that will be held in the Ampezzo resort again this year.

To honor the importance of the sport to the town, the artist Endless was commissioned by E Distribuzione, with the sponsorship of the Cortina d’Ampezzo Municipality and Foundation 2021, to create a mural in the center of the town, the subject of which takes inspiration from an iconic cover of a famous glossy magazine with a picture of a female skier. Always consistent with his style, the artist made the ski jacket with his special logo and characterized the work by introducing clippings of newspaper headlines related, in an ironic way, to the skiing event. The work is titled Powder To The People.

“It was a privilege to have been asked to create this mural in celebration of the 2021 World Ski Championships,” said the artist. “In spite of all the restrictions due to the pandemic, the excitement and enthusiasm in the country hints at the importance of this event. This work aims to articulate this moment of rebirth through a bright and fun visual tool, but also by drawing on Cortina’s past heritage as a prestigious ski resort. I hope the work can be appreciated as much as the sporting event to which it is related.”

Endless, who lives and works in London, tells a visual story of the world around him through street-art, first beginning by using the walls of London as if they were his canvases and later capturing the attention of residents, foreign visitors and the media. In most of his works, the artist represents some of the key elements of modern society, focusing on certain aspects such as the phenomenon of brand worship, advertising, consumerism, and celebrity worship. The artist boasts numerous collaborations with international artists including Gilbert & George and iconic brands such as Karl Lagerfeld, Fiorucci and Clarks. Today Endless continues to devote much of his time to street-art and some of his most exclusive work can be found in Cortina d’Ampezzo at the Contemporary&Co gallery, as well as in the homes of several collectors.

Pictured: Endless and Kristian Ghedina in front of the mural Powder to the People.

Street artist Endless creates a mural in Cortina d'Ampezzo for the World Ski Championships

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