Produced by: Hitansh Gaur
Reliance Industries founder and the richest man in Asia, Mukesh Ambani inaugurated the Nita Mukesh Ambani Cultural Centre (NMACC) earlier this year. The aim of the cultural centre is to promote India’s art and culture at the bigger stage.
The NMACC is now set to present the largest immersive exhibition by TOILETPAPER yet, which has been named as ‘Run As Slow As You Can’. This will be the second art exhibition in the visual art exhibit of the centre which is known as Sangam or Confluence.
The exhibition will showcase the work of the renowned Italian creative studio and image-based magazine TOILETPAPER. The studio was founded by Maurizio Cattelan and Pierpaolo Ferrari in 2010.
This immersive exhibit by TOILETPAPER presents a captivating display of Cattelan and Ferrari's ever-evolving, oversaturated, hyperreal universe, and seamlessly blending commercial photography with a surreal approach.
The duo took their inspiration from popular culture, the world of advertising, religious iconography and art history. In this beautiful exhibit, TOILETPAPER investigates the current phenomenon of hyper-consumption of images, all with a nice touch of irony.
This immersive experience by the Italian studio is divided into four chapters. The first one being "Take a Left, Right?." It invites the audiences into a visually charged labyrinth where desire, repulsion, irony and gluttony collide in a photomontage maze conveying a playful and uncanny ambiguity.
This part of the immersive art delves into the depths of subconscious. In this optical illusion, the audience's perception of space and time is warped by the inescapable dream world of a digital meta skyscape. Things are not quite as they seem, as one gradually notices the bizarre and satirical sculptures that ‘float in the sky.’
The third chapter of this exhibit talks about a ‘perfect home’. But, the idea of a safe space is interrupted by a sense of strangeness: a home without a roof, household utilities with no function. Eclectic mediums collide in perfect harmony in this explosive and lively madhouse, which can also be surveilled from the Art House’s fourth floor.
The last chapter of the largest exhibit by TOILETPAPER shows their beating heart. The Lynchian monochromatic space sets a stark contrast to the visually saturated lower floors and highlights the craft and inspirations of the artists. Sprinkled with objects, images and works from the studio’s headquarters in Milan, this space is the beginning and the end, the soul and essence of the artists’ work.
TOILETPAPER’s largest immersive will be presented at the visual exhibit of Nita Mukesh Ambani Cultural Centre from July 22nd to October 22nd this year.