Let's plAI, Accademia Italiana's event for Pitti Uomo 106

Accademia Italiana brings to the Museo Sant'Orsola the installation that plays with fashion, together with the pioneer of gamification Fabio Viola

Let's plAI, Accademia Italiana's event for Pitti Uomo 106
Let's plAI, Accademia Italiana's event for Pitti Uomo 106

Accademia Italiana brings to the Museo Sant'Orsola the installation that plays with fashion, together with the pioneer of gamification Fabio Viola

On the occasion of the Florentine fashion week, more than 100 international students protagonists of an immersive experience in the spaces of the former monastery, in the center of an imposing urban regeneration in the historic center Vernissage Tuesday, June 11 at 6.30 pm, open to the public from 12 to 14 June.

 

Florence, June 3, 2024

 

Let’s plAI: it’s a play on words the title of the installation developed by Accademia Italiana in collaboration with Fabio Viola, pioneer of gamification, on the occasion of Pitti Immagine Uomo 106: for the duration of the Florentine fashion week (11-14 June 2024)The spaces of the Sant'Orsola Museum, a former monastery at the centre of an impressive urban regeneration plan, will host projects carried out by over 100 international students. An immersive experience that plays with fashion through four "rooms" later: the vernissage by invitation is scheduled Tuesday, June 11 at 18.30 in the presence of the country manager of the group AD Education Alessandro Colombo and Fabio Viola, while the route will be open to the public from 12 to 14 June (free admission from via Panicale 8/ C, 10-15 hours).

 

The students' projects are divided into 4 thematic areas (Fashion, Design, Photography, Graphic Design) and are the result of a complex educational project developed by Fabio Viola for Accademia Italiana: a cross collaboration for offices and departments lasting six months, able to involve over 100 students. Minimum common denominator: the playful matrix. Each room will be the setting of a video installation by Loredana Antonelli, multimedia artist and performer, soundtrack by Lady Maru, techno dj and producer. On display also 24 items selected from the collections created by Fashion Design students.

 

"Accademia Italiana is a contemporary Babylon - says Alessandro Colombo - a multidisciplinary and multicultural reality, with over 70 nationalities represented. The theme of the game brings everyone, with their diversity, to an ancestral need that is precisely to 'play'. Noble and valuable activity that leads the project to a wider level of comprehensibility, beyond language and cultural barriers. But it is also a message that we want to share in a complicated historical moment, an invitation to play more to understand each other better".

 

"The game - explains Viola - has always been a crucial moment in the cultural and social evolution of humanity. After a thousand-year journey the game has become culturally central in the processes of the 21st century in which each of us is called to become 'game designer', active and creative participant in the game of life. The English term PLAY embodies with its polysemy the wide spectrum of practices, aesthetics and theories that the (video)game is transferring into the lives of billions of people in the world who expect to find in products, processes and services that sense of involvement experienced in gaming sessions".

 

Fabio Viola worked for multinational video game companies on titles such as FIFA, The Sims and Crash Bandicoot, before becoming one of the gamification gurus. He teaches at numerous universities and academies and has recently obtained the New Media Chair at the International Film School of Cuba. He is the author of several essays such as "The Art of Involvement" (Hoepli) and the recent "GameDesigner" (Franco Angeli). In recent years he has united two apparently distant worlds, art and video games founding the collective of artists TuoMuseo, which has produced cultural video games such as Father and Son for the National Archaeological Museum of Naples, elaborated the PlayAlghero strategy and curated the exhibition "PLAY - Videogames, Art and beyond" at the Reggia di Venaria Reale. He is currently the curator of interactive languages for the National Cinema Museum of Turin and the video game curator for Lucca Comics & Games.

 

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