In this interview, Pietro Terzini talks art, hard work, instinct, and crafting "Creative State of Mind" - Istituto Marangoni's 90th Anniversary slogan
Who hasn’t seen —or shared— his DMs turned into art, or his iconic handwritten quotes? In an exclusive, offbeat conversation, we sat down with Italian digital artist and visual provocateur Pietro Terzini to explore creativity, Instagram, and the spontaneous rise of an artistic language shaped by logos, luxury packaging, and intuition.
“A guy who makes stuff”. That’s how Pietro Terzini describes himself. Born in Lodi in 1990, he has a background in architecture and marketing, and today he’s one of the most followed figures in the alternative visual scene on Instagram. He avoids the word “artist”—it’s too vague. And even “creative” feels too foggy, too weightless. “I prefer to let others decide what I am,” he says, unapologetically.
We had the chance to speak with him at length, navigating his sharp sense of irony, self-discipline, and instinct-driven aesthetic. His work is based on assembling luxury boxes, logos, signature handwriting, and direct messages. All glued together, layered, twisted, and turned into something else entirely.
Pietro Terzini’s Early Days: From Instagram Origins to Creative Breakthrough
You started around 2015–2016, when Instagram was still fairly niche in the art world. What sparked it?
I was a late adopter; I got my first smartphone in 2015. I already had Facebook and ran a few architecture-themed pages. But then I found Instagram. I didn’t want to post personal photos, so I started sharing other people’s visual content. It felt simple, immediate. Not having to show my face removed all anxiety. That’s how it all began—quite spontaneously, really.
Pietro Terzini’s Luxury Box Obsession Transformed Into Art
You’ve always had a thing for boxes and logos, especially luxury ones. Tell us more.
I was fascinated by the materials, the colours, the finishes. I’d bring some home from the office and arrange them on a white bookshelf, as if they were part of a composition. At first, I created abstract pieces. One day, a colleague asked, “Why are you taking office rubbish home?” So I pinned a Dior box with a hand-drawn scene of the savannah and said, “Look—this could be a painting!” That was a turning point for me.
From Messy Handwriting to Iconic Style: Pietro Terzini’s Visual Signature
Your handwritten text is instantly recognisable. How did that come about?
A teacher once told me my handwriting was terrible. And yet, it became my signature. At a time when every brand was chasing neutral, minimalist fonts, I went the other way—raw, imperfect, and human. It gave me a way to stand out.
Posting for Fun: How Pietro Terzini’s Work Went Viral
You started sharing your work on Instagram mostly as a hobby.
Exactly. I had a desk job. Posting was just a fun way to tease brands and throw little jabs. It wasn’t strategic. It was just a form of expression.
When did you realise this could become a career?
When a gallery in Palm Beach asked me for a solo show. I had to make 30 pieces, so I began stockpiling boxes. Then I saw my work selling at art-level prices. It was surreal. Another pivotal moment was a post I made about a Hermès construction site: “Love didn’t meet her at her best. It met her in Her mèss.” It went viral. Elle Decor wrote about it. Then came the first brand collaborations—Kiton, Stella McCartney. All through Instagram.
So it all happened without a grand plan?
Absolutely. It came from a creative urgency. As a kid, I made music without knowing how to read notes. Then came architecture, fashion, and marketing—it all blended. I use digital tools like Photoshop and AutoCAD, but I always try to stay connected to the now and to what’s happening.
Additionally, a girl became my muse, which inspired me to find meaning in things that might seem trivial but truly are not.
How Pietro Terzini’s DM Format Took Over Instagram
And what about the famous “Direct Messages”?
They were created out of necessity. Instagram rewarded frequency, but I couldn’t produce new artwork every day. So, I came up with a simple, replicable format with a strong visual identity. And yes, there was also a girl involved—she became my muse. It was a way to give meaning to things that seem throwaway but aren’t.
You’re clearly someone who keeps up with the world. How do you start your day?
I know it’s not ideal, but I check Instagram as soon as I wake up. Denzel Washington says we should meditate—well, I scroll. I wouldn’t call myself a nerd, but I follow current events. I usually work with the TV on in the background.
When did your passion for fashion begin?
In secondary school, when I discovered a site called Rai Objectives. Then I found Kanye University, Virgil Abloh’s blog. I wasn’t buying stuff, but I was inspired by ideas like Off-White’s absurd two-metre belt. Virgil taught me the energy of “just try.”
You often mention Takashi Murakami.
Yes. Back in 2008, I went to his show at Versailles with a guy I barely knew. We became friends. Murakami fascinates me—his work is so precise that it looks printed, but it’s all hand-painted. He’s a powerful artist, even if some elitist circles still dismiss him.
How much thinking goes into your work?
Not much, honestly. I don’t “create” ideas—I discover them. It’s like they already exist. When something hits me in the gut, I know it’s the right choice.
Desire stems from absence. But today, we have too much. What are your thoughts on this?
I agree. Desire starts with not having. That’s when you’re truly happy—when you “find.” Maybe art can bring some of that back. But I’m not sure.
For you, art feels deeply personal.
Definitely. Someone might look at my work and say, “That’s just garbage on a wall.” Someone else might feel moved. It all depends on who’s looking.
Pietro Terzini’s Advice for Young Creatives: On Discipline and Growth
What would you say to a young creative in crisis?
Don’t give in to the sofa. Even if it doesn’t feel like “the thing” yet, do something. Movement is what matters. Over time, you’ll find your way.
Would you consider yourself disciplined?
Very. I grew up believing in hard work as a chance to move up in the world. Even when nothing seems to be happening, you’ve got to keep going. Effort is everything.
Ever made a mistake that changed your life?
When I graduated in Architecture, the job market was bleak, so I gave up that dream. I loved Siza, Japanese architects, simplicity… Then my sister pushed me to pursue a master’s in marketing, even though I wasn’t convinced. But that became my springboard to a career in communications. I worked with Chiara Ferragni just as Instagram was blowing up, and that changed everything for me.
Pietro Terzini On AI, Fashion, and Speaking to His Younger Self
What’s your take on artificial intelligence?
People say: “If you don’t learn it in two years, you’re obsolete.” I don’t know. Italy’s still lagging, and we’ll never have the same computing power as the US, but we must understand AI. I use it to fact-check phrases, though it once told me a quote was from Friends, Season 10, Episode 36. That episode doesn’t exist. Sometimes AI is just… psychedelic.
If you could talk to Pietro from 10 years ago, what would you say?
I’d tell him to keep going. Back then, I’d left my dream job and found myself stuck doing Excel work at an economics firm. But step by step, I got to fashion, influencers, and brands. I adapted. In the end, everything helps.
Any fashion pieces you can’t live without?
Sneakers, specifically Jordans. New Era caps. Baggy trousers. A plain black or white t-shirt. I can do without accessories and sunglasses, but I always have a cap on.
The Story Behind Pietro Terzini’s “Creative State of Mind” for Istituto Marangoni
When Istituto Marangoni asked you to create a slogan for their 90th anniversary, how did that feel? How did you land on “Creative State of Mind”?
I was truly honoured. Istituto Marangoni is a global institution for creativity. The phrase had to be short, but capture their entire DNA. That’s how I come up with “Creative State of Mind.”
Is this also a message for students—and for you?
Absolutely. For me, it’s a common ground for anyone working in creativity. If you have a creative mindset, no one can take it away from you. It’s inherent within you. It follows you everywhere. It’s like a passport: if you embrace that state of mind, you’re already part of the global creative community. “Creative State of Mind” is also how Istituto Marangoni was founded, how it has evolved, and how it continues to shape future generations.
Francesca Delogu
Journalist