“Kindness is...” an Interactive Exhibition from the Fight For Kindness 2024 Edition

With World Kindness Day approaching on November 13 and the incredible exhibitions of the FFK 2025 Edition coming to life worldwide, we wanted to look back at one of the standout moments from last year’s edition — the interactive exhibition “Kindness is…”.

It's a collective project by Sale Grosso, Luana Oliva Design, and Amplitudo Sound Agency who joined the Fight For Kindness 2024 Edition creating amaizing 3D oversize lettering posters.

Posters submission by Sale Grosso, Luana Oliva Design, and Amplitudo Sound Agency for FFK 2024 Edition

But they didn’t stop at just posters — they brought their work to life as an interactive exhibition in the immersive space of The Gallery Adv in Florence, Italy, the pedestrian passage between Santa Maria Novella Station and Via Panzani, runned from November 27 to December 1, 2024.

“Kindness is…” shows what kindness can be — or rather, gives just a hint of it, because the list of its potential and wondrous qualities cannot be captured in a 30-second video. Oversized lettering fills the LED walls across all 25 meters in length, enhancing the sense of depth in the space.

Usage of the typeface Extenda by Zetafonts, a versatile sans serif with a wide range of widths, allowed maximum visual coverage in a large space like The Gallery, while also enabling the transformation of the different adjectives into three-dimensional forms.

Each element (3D typography, fonts, sound effects, color palette) contributes to amplifying the meaning of each adjective:

kindness is powerful [la gentilezza è potente, è un’arma rivoluzionaria]

kindness is overflowing [la gentilezza è rigogliosa, è strabordante ]

kindness is revolutionary [la gentilezza è rivoluzionaria, innesca il cambiamento ]

kindness is contagious [la gentilezza è contagiosa, propaga il buonumore ]

kindness is surprising [la gentilezza è sorprendente, è disarmante]

A pop-up advice messages invite passersbies to perform small everyday acts of kindness since kindness can be practiced in countless ways and on countless occasions, and even the most ordinary gesture can take on a new flavor and intensity when infused with kindness. And of course, the invitation is to join the #fightforkindness movement!

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A project by Typecampus / Sponsored by Zetafonts