Studio MILO, together with photographer Beppe Brancato, implemented the Projections project. The project, called Projections, creates a series of metaphysical images for the Italian furniture holding Jumbo Group and its JCP Universe brand. Founded in 2016, JCP Universe is distinguished by its strategy of creating works on the border between art and design. All items are published under the close artistic direction of CTRLZAK Studio, founded by Katia Meneghini and Thanos Zakopoulos. The portfolio includes items from such talents as Nanda Vigo, Sam Barona, Matteo Cibic, Richard Hatten and others.
“Piero Manzoni used to say: either art is conceptual or it is not art,” explains Livio Ballabio, co-founder of the brand. “In the same way, for me, design is either surreal or it’s not.” This gave birth to the idea of a photographic narrative that traces the history of the brand, framing its most iconic works in a non-canonical way.”
Studio MILO, a design workshop founded by Arianna Crosetta and Federica Gozio, came up with an alien scenography. “I think the key word that unites realities is ‘contagion,’” explains Arianna Crosetta. “Both Studio MILO and JCP Universe take cues and images from a variety of contexts – from interior design to nature, art, fashion, film and music.”
Inspired by the theatrical universe, Studio MILO came up with a set design consisting of “projections”, a term that sounds both literal and figurative. The scenes are painted in unconventional tones, unifying the furnishings – coffee tables, lamps, consoles, sofas and accessories that seem catapulted into a parallel universe.
The photographic approach, completely free, without canonical lighting or precise rules, creates “a world of the JCP universe, irreverent and magical, the child of established and correct orthodoxies that spontaneously surprise the user,” explains photographer Beppe Brancato.
Jumbo Group operates in the field of Italian luxury furniture and interior design. The company is distinguished by its diverse creative offering and presents five different lines, each of which reflects a specific lifestyle concept. In 2012, a license was acquired to manufacture the Roberto Cavalli Home Interiors line. In 2014, Gianfranco Ferré Home joined the group: the brand inherited the style of the fashion house in a perfect combination of modern elements, metropolitan charm and vintage elements. JCP Universe, the experimental brand of the Jumbo Group, was born in March 2016, giving birth to a collection that blurs the boundaries between art and design.