Curated by Gisella Borioli, with technology by Sense - immaterial Reality

Unreal but real is the unreal but real exhibition, to see only through your smartphone or tablet. The immaterial Toys by Flavio Lucchini, large sculptures of overlapped cubes like huge colourful toys, punctuate the whole path of Superdesign Show. Sculptures are photographed with the inevitable smartphone and are immortalized forever, but in reality, they don’t exist as space remains empty: they are born as small real maquettes designed by the artist but they transform themselves into unreal monuments through the technology of Sense – immaterial Reality.

All you need to do is to download the App and to identify outside or inside of Superstudio the art-markers that indicate the points where the artworks are located. Therefore frame the surface indicated by the art-markers. A sculpture by Flavio Lucchini will appear. To admire, examine all details, walk around it, photograph it, take a selfie with it and, of course, share it on social media.

About Flavio Lucchini

Flavio Lucchini was born in Mantova, he attended the Faculty of Architecture in Venice and the Brera Arts Academy in Milan. From a very young age, he distinguished himself with the originality and modernity in his graphic work. He moved to Milan, created and lead the most innovative Italian fashion magazines successfully. (from Amica to Vogue Italia to Donna and many more) He discovered new talents in photography, graphics, journalism and inaugurated in his magazines all the greatest designers. In 1990 he left all his important commissions to dedicate himself exclusively to art. With one particular mission: to remove the concepts of ephemerality from fashion and make it eternal, exploring, examining, through his Dress Art, the mystery of female fashion. Many of his sculptures are comparable to design projects.


SENSE - immaterial Reality, is the new company that, with its exclusive technology, creates multisensory experiences of great emotional value: you with your smartphone are immersed in a space where "real" reality is not distinguished from virtual, immaterial reality. Culture and art, fashion and luxury, great events and advertising find in Sense a new form of expression: smartphones and tablets become our new "eye", immaterial objects appear as if by magic with all their characteristics and dynamics. The distance from your friends is annulled and the emotion is shared. Sense - immaterial Reality: Augment Your Life!!


13.000 sq.m. exhibiting space, 100.000 visitors and 2.000 registered journalists just in 2018, theme projects, museum-like installations, national pavilions, solo or group exhibitions, large consolidated companies but also young innovative companies, start-ups, independent artists.
All of this at SUPERSTUDIO, the iconic location of design in Milan, pioneer of the Fuorisalone phenomenon in the district, the most sought-after and visited location of the Tortona District since 2000. With the SUPERDESIGN SHOW project, following the original format “less fair, more museum” Superstudio continues its mission towards quality, excellence and research.
The forthcoming edition of the project by Gisella Borioli with the art director Giulio Cappellini, follows the usual mission ONLY THE BEST with particular attention to the theme of INNOVATION & TRADITION.

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