Porsche’s The Art of Dreams project at Milan Design Week

Paris in 2021, Singapore in January 2022, then Milan during design week in June. For the Italian debut of the initiative The art of dreams global project exploring the theme of dreams through interactive works of art exhibited in major cities around the world – Porsche invited Ruby Barber from the Mary Lennox studio in Berlin to explore the interplay between nature and technology through a dream installation on display at the Palazzo Clerici. The visionary Australian floral designer took up the challenge. With Everywhere transformed the monastery of the seventeenth-century palace into a maze of wild roses furrowed by mirrored paths and flown over by a dozen drones that raised poetic flowering stalks in a surrealistic air choreography: a metaphorical rendering of the modern world in which man, the environment and technology coexist in the same reality. “Our study is very much inspired by the intersections between the human environment and the natural world,” says Barber. “Working with a brand like Porsche provides a wonderful opportunity to explore these connections with an emphasis on technology, architecture, design and beauty. The title Everywhere it occurred to us as we explored the possible futures of botany and technology and the spaces these entities might inhabit. The project is not tied to a single moment or place. It is rather a sense of vast possibilities in endless environments ».

Porsche 911 S 2.4 Targa from 1972. Courtesy of Porsche

An iconic piece was also presented to testify to the nature-design dialogue Porsche 911 S 2.4 Targa from 1972 wrapped in a cloud of white flowers, a costly unique piece restored on the occasion of 50 years with Porsche Design. “With The art of dreams in Milan, we welcomed more than 40,000 visitors, resulting in a source of inspiration for the international art and design scene. The public reaction was very positive and the interest in the initiative is great. By combining the three scenes Paris, Singapore and Milan, we were so lucky to reach an audience of over 100,000 people “, says Robert Ader, CMO for the sports car company. But how did the project come about The art of dreams? “This is an initiative to involve the creative community. The goal is to provide positive inspiration and optimism to the public through immersive experiences that look at dreams from different angles,” Ader continues. “Porsche wants to create works of art that are freely accessible to the public and gives a wide audience the opportunity to interact and experience the power and energy of art. Dreams are very personal and individual. With these art installations, we actively want to create an environment that invites and encourages people to dream. ”At the same time, making culture accessible to the public and starting creative collaborations has been an integral part of the car brand’s social commitment in recent years;. Porsche seeks to act as a partner of society after the firm belief that free societies and culture are inextricably linked. The commitment in the creative industry is strong and manifests itself through the development of projects in several areas, from visual arts to entertainment, from design to fashion. Porsche is also the main sponsor of the Stuttgart Ballet Company and a partner in the Hamburg Elbphilharmonie concert hall.

Botanical designer Ruby Barber from the Berlin studio Mary Lennox. courtesy Porsche

And if we are talking about dreams, it is inevitable to consider how dreams take shape online through digital technologies. “With The art of dreams we want to deal with very different forms of creative expression e.g. The metaverse is certainly an exciting space to observe. We believe that physical engagement with art, true bodily experience, is very powerful in creating magical moments that could also live in the virtual space, ”notes Ader. The immersive works Porsche has created so far have been complemented by the interaction between people, the memories they create, and communication. Even if it is Remember your dreams by Cyril Lancelin in Paris at Everywhere by Ruby Barber in Milan are immersive physical works of art, they will inevitably also leave digital traces and become part of the virtual universe. “Of course – he concludes – even purely digital artistic experiences are very interesting, and we consider the possibility of adapting them to the exclusive image of our brand and the values ​​we want to communicate.”



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