THE NEW FRONTIER OF DEMATERIALISATION
Last year, at Superdesign Show, the Superstudio event for Design Week, I curated the immaterial but real sculptures exhibition by Flavio Lucchini, a magical and unsettling experience created with Alvise Braga Illa's company Sense - immaterial Reality, founder of TXT e-solutions software company and Sense-immaterial Reality. An innovator able to cover new ground who moved among the first in bringing the Immaterial Reality where it could satisfy new functions. Three questions for him to find out what we can expect tomorrow.
The boom of virtual experiences that put us in front of the coronavirus isolation has made even more current experimentations and applications of technologies that allow us to overcome the physicality to replace it with intangible presences as exciting as those experienced in first person, even if through a new dimension. All the more true and necessary when the work takes place in smart-working and choices and purchases do not allow to be on site, as it happens with fashion, art, design. An experience already made at Superstudio thanks to the collaboration with Alvise Braga Illa who allowed to visit an art exhibition" that was not there" simply with an app and a smart-phone and "living", as if it were real, the desired object. A technology capable of materializing and experimenting with a piece of furniture, a dress, a sculpture or any other thing even if the "original" are distant. A first step that has already led far way, with the acceleration that the current situation has made mandatory.
Design, fashion, art, digitalization and innovation. How can/must these elements dialogue with each other?
A work is great when it conveys, together, three sensations: strength, innovation and beauty - in the modern sense of emotion. The first digital innovations have been mostly useful to reduce costs in the design-production-sales chain of design and fashion. Then the disruptive force of internet came, which allowed you to choose and buy in distance: the physical store stopped being the only place of desire for fashion and design, and press and television are no longer the only messengers between the desired brand and design and fashion works. But at the same time the Internet has extended the sphere of action of the individual, let’s call it a consumer, a rather reductive word. Now, we all want the best in the world and we want it now. The distances reached exploded and the times collapsed. That’s why we can now, and therefore want, be different from our friend, neighbor or other team. And this desire, which has always existed, now has no boundaries, with deep consequences on creation, design, fashion and brands. Capsule collections, superfast fashion, mixmatch, maybe even vintage and many other microtrends are all children of the great blender of souls that is the internet. Boundaries between art, design, fashion, in all their forms and for all tastes and cultures, will continue to fade until they disappear. Can one oppose these transformations? Certainly not, the new sea must be sailed, with courage, but also with skill and creativity.
The first twenty years of twenty-first century saw an acceleration in the mixing of these elements. What else will change in the next twenty years?
I think that the most extreme forms of "overproduction", I sell to decreasing "price points", I place the residue on alternative channels and destroy the "unsold" will end. We will be forced to accept, and many will gladly embrace, a design, fashion, art more sustainable and "ecofriendly". I think that the digital revolution will take place when innovation, fully understood and embraced also by the great creatives, artists, designers and visionary entrepreneurs, will contribute to create new works of great strength, innovation and beauty, that is, new masterpieces. Twenty years seems like an endless time. And everything is possible. I hope that creativity will become the job of many, in a world that will have satisfied so-called primary needs. And then, as we get more and more beautiful outside, we get even more beautiful inside. What if the culture of beauty, strong and innovative, becomes a primary need? Let me dream.
Where do these elements already dialogue successfully?
We are only in the first steps and technology is running too fast for its relationship with design and fashion to be "happy". Today it is a relationship of experimentation and tension. On the other hand, there is no change that does not involve stress. I would like to point out works that are underway to create immaterial works, which can be combined with those materials throughout the cycle of creation, production, sharing and sale. Dematerialization will lead to what I call "3D photography", which, together with "3D printing", will take us...who knows where... It’s nice that the first babbling of the immaterial in art (but is art not already all immaterial? rescue, I’m confused...) were timidly manifested just last year during the Design Week in the "Unreal but real" exhibition , with Flavio Lucchini, great mixer of the art of fashion, and at Superstudio, where the ephemeral becomes reality. They are all "work in progress", also to handle the new demand for dematerialization. Stay tuned for more to come. We surf and we'll see.