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JCP, Ten Secret Treasures

JCP UNVEILS ITS UNIVERSE:  FROM THEATER PERFORMANCE SECRET GATES, TEN SECRET TREASURES – AN INSTALLATION CREATED FOR MILAN DESIGN WEEK – OPENS ITS DOORS.

Design of the future will easily cross history, culture and epochs without ideological exclusion or aesthetic requirements.

Livio Ballabio

Livio Ballabio begins from this point to recount the JCP universe, the new brand designed by him and presented in totality during Milan Design Week 2016 in front of 22 Via Solferino, in the heart of Brera. The idea was born in 2015 out of the desire for a change – in primis – of the methodology and approach to the living project. JCP comes from the  desire to experiment, to take new narrative paths. It signals another step in the design world, that no longer limits itself to the design and production of collections. From that point, collaborators Katia Meneghini and Thanos Zakopoulos of CTRLZAK Art and Design Studio were entrusted with the artistic direction of the entire project. Then, other designers,  Alessandro Zambelli and  Emanuele Magini were invited on board. Together with  CTRLZAK, they interpret the JCP spirit by creating a collection that verges on the surreal and embraces the fantastic.

Ten objects – each one narrated by a story written by Alistair Gentry – bring us to a dimension that brings about  reflection, desire and  thought by removing reality from the form.

After the preview presentation of Secret Gates, the performance created at the Triennale Teatro dell’Arte, with director Vittorio Borsari, the JCP universe is introduced through the installation Ten Secret Treasures. The ten objects, located within the two floors of the building, spectacularly transformed in alien landscapes, will recount the continuation of a voyage, which is what really counts: The collection, from this point of view, represents a paradigm, a leg of the journey just begun – explains Livio Ballabio – what really counts is the path of a new route.

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