A reflection on the boundaries between nature and artifice, reality and fiction: JCP Universe unveils its concept of the Metaverse at Milan Design Week Fuorisalone 2023 with the installation Meta-Physical.
What distinguishes natural from artificial? Can naturalness be attributed to man-made objects and spaces? Is only what is perceived through the senses real, or can virtual worlds be considered as equally real? JCP Universe, with Meta-Physical, seeks to answer precisely these questions.
The Meta-Physical installation marks the revolutionary design brand’s expansion into the virtual world through the construction of its first proprietary metaverse and the creation of furniture products in the form of NFT – Non Fungible Token.
The Digital Artist
The new digital space will become the atypical showroom of JCP Universe, representing its visual, narrative, and semantic imagery. A real world, or rather an immaterial universe, born from the original creative vision of Eliseo H. Zubiri, an Argentine digital artist, and orchestrated by the multifaceted creative direction of CTRLZAK Studio. Within this universe one cannot miss the brand’s artifacts: a selection of fifteen objects, transformed into NFT and animated in a way that reveals their deeper nature.
ONIRO Lab Captures the Market of Tomorrow
The project is long-term and is conceived by ONIRO Lab, the creative laboratory of ONIRO Group, of which JCP Universe is a part. Its endless possibilities for expansion and transformation give the brand the chance to explore new territories, and the Group the chance to become one of the first interlocutors of what is considered the market of the future.
Milan Design Week Heads into the Metaverse
Meta-Physical will take shape at Teatro Arsenale, a former deconsecrated church now a cultural center, in the 5vie district. Different planes of reality–physical, digital, phygital–will alternate and merge in the elements of the installation: stones as archetypes of the natural world, screens and projections that take us into the metaverse, design pieces (physical and virtual) and mirrored surfaces that mix dimensions and challenge our senses.
Visitors will have an opportunity to explore the JCP Metaverse through the use of VR viewers, discovering otherworldly landscapes and unknown life forms. Immersed in this unusual scenario, they will be able to find some of the most representative pieces of JCP Universe in NFT form and see them come to life thanks to new technologies.
JCP Universe’s Exclusive NFT Collection
The public, the real protagonist of the exhibition, will also have the opportunity to get the brand’s first NFT collection, available exclusively at the event. Finally, the exposition will be enriched by the presence of artificial intelligence: new and unexpected meanings of the acronym JCP will be revealed thanks to the intervention of AI and a randomizer designed especially for the event.