SUPPORTING ART: Fashion, technology and art are teaming up for a site-specific project. For the first time, MSGM is sponsoring Miart, Milan’s international modern and contemporary art fair, commissioning an installation by artists Eva & Franco Mattes.
It consists of digital channels that facilitate the passage of data, in this case of an invisible image, which will be sent casually to guests via AirDrop from the two artists’ personal phones — an idea stemming from the common practice among teenagers of exploiting crowds to AirDrop digital materials.
The initiative aims to create human connections in a place, such as a fair, where everything is usually based on commercial transactions only. The idea, at the end, is that everyone, even if not a collector, can have the opportunity to have a unique artistic content.
Over the years, Miart has developed a series of prizes and commissions to support the artists featured at the fair. MSGM founder and creative director Massimo Giorgetti will launch a prize in his name to support young artists at the beginning of their careers.
The winner will be an emerging artist who will pocket 5,000 euros for research and activities.
Miart will run April 14 to 16 in Milan.
Giorgetti has been supporting the arts and in 2019 decided to put the former headquarters of his label, located in Milan’s Porta Romana area, at the disposal of a group of art experts to inaugurate an innovative cultural hub called Ordet.
Ordet was conceived as an experimental art center that thanks to the support of prestigious institutions — including the Kunsthalle Basel; Frankfurt’s Städelschule; Singapore’s Centre for Contemporary Art; Basel’s FHNW Academy of Art and Design; London’s Tate Modern; the Walker Art Center of Minneapolis and Pivô in São Paulo — would promote the exchange of art and culture contents through exhibitions, talks and special events.