The miart art fair in Milan has long been a dynamic showcase for modern and contemporary art, attracting artists, collectors and enthusiasts from around the world. This year, however, miart 2023 takes a new direction as fashion brand MSGM announces that it is becoming a sponsor of the art fair, commissioning artists Eva & Franco Mattes to create a unique installation.
In an unprecedented move, MSGM, a leading fashion brand, is sponsoring the miart fair, which will take place from April 14 to 16 in Milan. This collaboration has resulted in a site-specific project created by the talented duo of Eva & Franco Mattes, who are renowned for their cutting-edge work in the digital sphere.
Their installation will utilize digital channels to transmit an “invisible image” to fair attendees via AirDrop from the artists’ personal phones. This innovative concept is inspired by the prevalent trend among teenagers who use AirDrop to share digital content in crowded spaces. The project aims to encourage human connections at the fair, where interactions often focus solely on commercial transactions.
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This initiative also seeks to democratize art by providing every attendee, regardless of their status as collectors, with the opportunity to possess a one-of-a-kind artistic piece. miart has a history of supporting artists through prizes and commissions, and this year, MSGM founder and creative director Massimo Giorgetti will introduce a new prize in his name. The award will grant €5,000 to a promising young artist for research and career development.
Giorgetti has long been a patron of the arts, and in 2019, he transformed the former MSGM headquarters in Milan’s Porta Romana district into a pioneering cultural hub called Ordet. This experimental art center promotes global exchange of art and culture through exhibitions, talks, and special events, thanks to the backing of esteemed institutions like Kunsthalle Basel, Städelschule Frankfurt, Centre for Contemporary Art Singapore, FHNW Academy of Art and Design Basel, Tate Modern London, Walker Art Center Minneapolis, and Pivô São Paulo.
By bringing together fashion, technology, and art in an engaging and meaningful manner, this partnership between MSGM and the miart fair is poised to revolutionize the way we approach and appreciate art. As we witness the power of collaboration and innovative ideas, we can look forward to a future where artistic experiences are more accessible and connected than ever before.
Click on this link to read this article in French version