Overview

The Made in Italy Brand and its collaborations with the art world Since 2011, Alcantara has initiated a series of collaborations and virtual projects, establishing a new form of intervention in the art world. A unique, tailor-made approach, in perfect harmony with the brand's values and identity. Ever since the beginning of its history, Alcantara has collaborated positively with designers and creatives from all over the world, in the widest ranging design fields. Subsequently, in 2006/2007, the company adopted a highly proactive role in relations with artists, seeing the potential for developing a dialogue to seek new forms of expression and possibilities of applying them. The earliest collaborations immediately highlighted the valuable nature of a unique and extremely versatile material, which, as well as having unquestionable functional properties, is also an endless source of inspiration. A material that has the ability to ""speak an infinite number of languages"", continually reinventing itself, and always becoming ""whatever you want it to be"". Accordingly, the close dialogue between Alcantara and Art has driven a process of continual experimentation, which, over the years, has enabled us to explore, and go beyond, the boundaries of the material: Alcantara does not restrict itself to dressing vision, but generates it. The relationship with Art, through a mutual process of giving and receiving inspiration, has become a strategic aspect that has allowed Alcantara's potential to explode in its many and varied forms and functions, also to meet the demand of the most sophisticated and exacting sector of the market. This has led Alcantara to systematically step up its relations with the art world at the international level, developing highly-productive collaborations with prestigious museums and galleries, and countless artists, be they icons or young talents, from the most diverse cultures. The Alcantara material has become an integral part of the creative process: the ""medium"" via which the artist expresses his/her creativity.

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Edited by Luca Masia and introduced by a preface by Andrea Boragno, President and CEO of Alcantara, this book documents Alcantara's activities in the world of the arts: a long-running journey where every goal is also a point of departure towards new horizons to be explored, new limits to be overcome. Luca Masia, advertising creative and writer, has worked at major international agencies; he is involved in fiction, television, theatrical dramaturgy and corporate communication. He has collaborated for almost ten years with the Milan Triennale and written texts and books on art, design and architecture, including The Fiera di Milano 1920-2020 (Skira, 2020).

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