»It is not just the story. It is crucial, as it is told, to seduce«.  David Moretti seduces his readers – by provocation. With colours, with typography, with design which directly invades the comfort zone of relaxed sofa reading. Using image sequences beginning with the cover of the Italian edition of Wired Magazine and continuing within the magazine to form an integrated book. With different comic covers suggesting visual continuity over several issues.  With features on personalities that not only attract the attention of Wired readers with their unusually designed, image-heavy layout,  but provoke them, with their restlessness and the design's visual counterpoints.

Startled from the sofa, the reader embarks on a journey of discovery, literally plunging into stories – and the people he encounters therin. Wired Italy is a fascinating body of work with different design layers, which provide an opulent framework for staging exciting stories. Sensual, erotic, plastic and with surprising details; the elements of Arabic calligraphy, illumination and illustration can be found included in the magazine. From text to images and abstraction and beyond, to history - the reader is taken on an intellectual excursion into a parallel world of colours and shapes and at the same time grounded in a specific story.

Storytelling is a combination of photography, text, abstraction and playfulness: Moretti builds stumbling blocks into the magazine. Against the steady flow of reading, against monotony and uniformity that sometimes creeps.What, at first glance, appears colourful and fascinating develops an intricate life of its own on closer inspection, forcing the reader to pay attention, to focus on nuances and on associations, as well as the actual information being read. Approaching a complex design work the reader is infected with an occasional breathlessness. Leafing through it they might stop and rub their eyes, to rediscover the familiar, to find new links, to discover what was once familiar anew. Reading somewhat resembles seeing the world through the eyes of a child.

The rediscovery of wonder is Moretti concept, whether in infographics or portraiture. That this is achieved via a detour into the targeted provocation of anxiety is all the more seductive. What works in the printed product, David Moretti sees as translating into different media channels: cartoons, images and texts together become a fascinating work of art in the app issue of WIRED: movement and sound, with linked information explaining the workings of machinery – are a tongue-in-cheek request for the user to participate in play and discovery. Instead of the ubiquitous »multi-channel publishing«, he proposes the implementation of interesting stories born out of what technology can deliver – a multisensual and immersive experience for the user.

Wired Italy online: www.wired.it