Milano Design Week 2018
Don't Treat Me Like An Object
We are incredibly excited to announce that we will exclusively premiere “Don't treat me like an object", our newest collaboration with Patricia Urquiola and Le Dictateur by Federico Pepe.
Patricia Urquiola e Federico Pepe have collaborated again to further explore the boarders between art and design. After the exhibition ‘Maybe one day’ (Le Dictateur 2015) and the collections of furniture ‘Credenza’ (2016) and ‘Miscredenza’ (2017), this time they will present a Virtual Reality Project project ‘Don’t treat me like an object’.
‘Don’t treat me like an object’ is an immersive VR experience which offers a possibility to access another dimension where objects no longer have just a material form and function but are transformed into creatures with feelings, predictive capacities, they become empathic and active.
In order to achieve this, our R&D department "breathed life" into the objects of design by developing an AI specially for this project. Realization of this captivating VR experience was a challenging but yet an amazing journey (and it is just a Demo, so the journey continues!). We have been involved into the project from the very early stages. Through the collaboration with various partners, both creative and technical, under a careful artistic supervision and guidance our team had a task to unite the creative vision with the latest technology. That means that our 3D artists and programmers had a great responsibility to put together all the pieces, from the structures designed by studio Six&Five to the music and sound design provided by Operà Music and more, and by using the technology to the full create an unimmaginable and exciting world to explore in VR.
Asus, the technological partner of the project, allowed us to live the immersion experience thanks to its recent Mixed Reality headset, supported by a high performance PC which will not fail to amaze with its aesthetic sophistication and originality.
It is wonderful to see designers&creatives of this level embracing virtual reality, and we are humbled to be part of this avant-garde venture.
VR & AI/Proxima Milano
Executive Producer/Andrea Masera
VFX Supervisor and VR Direction/Claudio Falconi
Head of R&D and VR Supervisor/Riccardo Gemelli
VR Programmer/Davide Mensi, Andrea Riccardi
3D Artist/Federico Gnoni, Francesco Ferraresi, Francesco Massaro
VR Specialist/Aimone Bodini
A VR project by/Patricia Urquiola & Federico Pepe
Creative Partner/Studio Six&Five
Sound Design & Music/Operà Music
Technical Partners/Vescom, Listone Giordano