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
META-PHYSICAL
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.

JISOO EXPLORES DIOR HERITAGE IN PARIS
Jisoo of Blackpink and also Dior global ambassador for fashion and beauty explores Dior Heritage in Paris.
read more
MINOTTI UNVEILS TWIGGY DESIGNED BY RODOLFO DORDONI
Through the evolving dynamics of the contemporary home environment, Twiggy, the Minotti chair family designed by Rodolfo Dordoni, can revolutionize living...
read more
XAVIER LOUP: LIVE IN HARMONY WITH NATURE
In an exclusive interview with Xavier Loup, Art Director dan Landscape Architects about his landscape design, projects and more.
read more
SANIHARTO X THE ST REGIS JAKARTA: ‘AN INTIMATE VALENTINE AFTERNOON’ (FLEUVE COLLECTION BY VIVIANNE FAYE)
‘Intimate Valentine Afternoon 2023’ by SANIHARTO X The St Regis Jakarta presents a show unit with Fleuve Collection by desainer Vivianne Faye.
read more
Rumah Palem
Unik dan dinamisnya rancangan arsitektur Rumah Palem, karya arsitek Andra Matin tidak lepas dari diplomasi dengan keberadaan posisi pohon palem yang...
read more
The Genius Loci of Alex Bayusaputro
Designer Alex Bayusaputro, the winner of the Designetal Design & Architecture 2014 award in London is always on the move with his design as well as his...
read more