A Studio MILO project for JCP Universe
“Ceci n’est pas un meuble”. The most prestigious surrealist artist would have commented when admiring the JCP Universe photoshoot, curated by Studio MILO in collaboration with photographer Beppe Brancato.
Entitled Projections, the project frames the deep soul of the most unconventional brand of Jumbo Group in a series of metaphysical shots.
Founded in 2016, JCP Universe has always been distinguished by a unique design method, a free and out-of-the-box research that has led to the creation of works on the edge between art and design. Under the careful Artistic Direction of CTRLZAK Studio, founded by Katia Meneghini and Thanos Zakopoulos, many new talents and internationally renowned creators have been involved in various projects over the years (from Nanda Vigo to Sam Baron, Matteo Cibic or Richard Hutten, to name a few).
True “objects of wonder” that invite viewers to an imaginary alternative reality, JCP Universe creations are based on a design idea that goes far beyond functionality, an approach according to which design must be surrealist to inspire such wonder. “Piero Manzoni loved saying: either art is conceptual, or it’s not art” – explains Livio Ballabio, co-founder of the brand – “For me, in the same way, either design is surrealist or it’s not design”.
This generated the idea of a photographic narrative which retraces the history of the brand by framing its most iconic pieces in a non-canonical way.But what settings do JCP Universe artifacts inhabit? How to represent the “other” shifting reality that inspires the creation?