Provincial Disco is a Milan-based LGBTQIA+ private party founded by stylist Ivan Bontchev and production manager Pier Alvise Amistani Guarda, member of the audiovisual collective Funclab.
The project draws heavily from the visual language of 1970s and 1980s gay porn magazines, reinterpreting it through a contemporary, ironic lens.
My role:
Visual identity, graphic design, merchandising, and social media content.
As a private party rooted in queer culture, Provincial Disco required a visual identity that was bold, provocative, and instantly recognizable, while remaining playful rather than explicit.
The challenge was to:
-
Reference erotic visual culture without replicating it directly
-
Create a consistent identity across invitations, merchandise, and digital platforms
- Allow each edition to feel unique while maintaining a strong core aesthetic
Visual Direction & References
The visual language is directly inspired by vintage gay porn magazines from the 1970s and 1980s.Rather than treating these references nostalgically, the project reframes them with irony, transforming archival imagery into graphic elements with a performative quality.
This approach positions the party as both a celebration of queer visual heritage and a contemporary cultural event.
Invitations are designed as playing cards, each featuring carefully selected vintage erotic imagery.
To introduce interaction and censorship as a playful gesture, the images are partially covered with silver scratch-off stickers, removable with a coin.
This mechanic reinforces the project’s provocative tone while turning the invitation itself into an object to be explored, collected, and kept.
Merchandising & Social Media
Since its first edition in March 2019, I have curated the project’s graphics, merchandising, and social media presence. Each edition introduces new visuals while staying consistent with the core identity, allowing the brand to evolve without losing recognition.
For every event, Provincial Disco also releases an exclusive mixtape by international DJs, with artwork developed using imagery sourced from anonymous postings in vintage gay porn magazines.
Results & Reflection
Over time, Provincial Disco has developed a strong and recognizable visual identity that extends beyond the event itself.The consistent art direction has helped establish the party as a distinct presence within Milan’s LGBTQIA+ nightlife and creative scene.
From a design perspective, this ongoing project highlights the power of sustained visual curation. Working across print, digital, and physical artifacts allowed the identity to grow organically, while maintaining a clear conceptual foundation.
The project also reinforced the importance of cultural sensitivity and intentionality when working with archival material—using design not just as decoration, but as a tool for reinterpretation and storytelling.