JCP UNIVERSE FUORISALONE 2023 PREVIEW (MILAN DESIGN WEEK 2023)
Published by Sugar & Cream, Thursday 16 March 2023
Images courtesy of JCP Universe
Milan, 17-23 April
How do we distinguish natural from artificial? Can we describe man-made objects and spaces as “natural”? Does “real” apply only to what we can perceive with our senses, or can we similarly consider virtual worlds as real? JCP Universe returns to Fuorisalone with the goal of making us reflect on the confines between nature and artifice, reality and fiction.
JCP Universe @Fuorisalone 2023 | 5vie
Creative project by Eliseo H. Zubiri
Teatro Arsenale. Via Cesare Correnti, 11 – Milano
The Meta-Physical installation signals the expansion of this revolutionary brand of design in the virtual world, through the construction of its first owned metaverse and the creation of furnishing products in the form of NFTs – non-fungible tokens.
The new digital space will become the atypical showroom of JCP Universe, representing the visual, narrative and semantic imaginary of the brand. A bona fide world, or even an immaterial universe, conceived through the original creative vision of Argentinian digital artist Eliseo H. Zubiri, and orchestrated by the eclectic creative direction of the CTRLZAK Studio. Inside this universe the brand’s artifacts cannot be missed: a selection of fifteen objects, transformed into NFTs and animated to reveal their most profound nature.
This is a long-term project and was devised by ONIRO Lab, the creative laboratory of ONIRO Group, of which JCP Universe is a part. Its infinite possibilities of expansion and transformation give the brand the ability to explore new territories and allows the Group to become one of the first to commence discourse with what will be considered the market of the future.
Presented by Zipblind
Meta-Physical will take form at the Teatro Arsenale, a deconsecrated church which is now a cultural center, in the 5vie district. Different levels of reality – physical, digital, phygital – will alternate and fuse in the installation’s elements: stones as archetypes of the natural world, screens and projections that carry us into the metaverse, pieces of design (both physical and virtual) and reflective surfaces that mix dimensions and confound the senses.
The visitors will be able to explore the JCP Metaverse using VR visors, discovering superterrestrial landscapes and unknown life forms. Immersed in this peculiar scenery, they can rediscover some of the most representative pieces of JCP Universe in the form of NFTs and see them come to life thanks to new technologies.
The public, the true protagonists of the installation, will also be able to obtain the brand’s first collection of NFTs, which will be exclusively available at the event.
The exhibition will also be enhanced by the presence of artificial intelligence: new and unexpected meanings of the JCP acronym will be revealed thanks to the participation of AI and a randomiser developed especially for the event.
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