MCM Wearable Casa Collection By Atelier Biagetti

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MCM, the German luxury house, breaks the rules once again by taking part for the first time in 2024 Milan Design Week, with a ground-breaking collection. The presentation at 17^th century Palazzo Cusani promises a daring exploration of design, spotlighting the MCM Wearable Casa Collection conceived by Atelier Biagetti and curated by Maria Cristina Didero. The collection's overarching mood is characterized by a seamless blend of irony and originality, allowing objects to transcend their traditional roles and bringing the audience to another world.

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“We are inspired by the spirit of the Bauhaus where form follows function. Following the needs of our digital nomad community, we wanted to create objects that are multifunctional, transformative and that can fit our modern lifestyle, whether we travel physically or virtually.”, says Sung-joo Kim, Chairperson MCM Group.

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Through the establishment of playful associations and thought-provoking visual short-circuits, MCM Wearable Casa Collection pioneers an unconventional reinterpretation of the mercurial global zeitgeist, breaking away from traditional norms with some sort of sophisticated rebellion. As per MCM’s credo, this stands as the ultimate luxury so that you can go your own way in the world, while making the world your own. Portable and multifunctional, the 7 pieces from MCM Wearable Collection bring together the unruly approach of last century’s Bauhaus functionality and spirit to the contemporary nomadic attitude, perfectly fitting the German brand, originally founded in Munich, in 1976 - born out of a time of transition, in a place where traditions were being broken.

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The project is played on two levels, reality and metaverse. Within this parallel designed universe, Atelier Biagetti immerses itself in both dimensions, crafting pieces that embody the spirit of a digital itinerant lifestyle, embraced by the Gen Z generation - a generation ready to dance to its own beat. “The feeling we want to recreate is something you have never seen before, a place in between past, present and future. An experience to live and discover a new world in a subjective view like a videogame. The exhibition is conceived as a hybrid space, with two sides and ways to enter: reality and metaverse, so that you can enjoy the experience even remotely. It is an exhibition which lives out and after itself, making Palazzo Cusani’s rooms an extension to another world, where everything becomes magic and infinite, and where even avatars could wear the objects”, add Alberto Biagetti and Laura Baldassariof Atelier Biagetti. In fact, within this comprehensive project, the experience of MCM Wearable Casa Collection continues to live in the metaverse even when the physical show is over thanks to the web, the natural wing of a generation focused on personal self-expression and cultural connection.

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“The MCM Wearable Casa Collection by Atelier Biagetti is the ultimate narrative expedient to bring objects to the next level. Thanks to ironic and original design associations and visual short-circuits, the concept of bringing a piece of home along not only reflects the essence of travel but also embodies the lifestyle of a digital nomad.”, confirms Maria Cristina Didero.

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With MCM Wearable Casa Collection, the brand and Atelier Biagetti aim to create an immersive experience, a multiverse that transcends conventional expectations, redefining the relationship between individuals, objects and their living spaces. MCM Wearable Casa Collection is in fact a tale of tomorrow’s thrilling possibilities.

Palazzo Cusani, Via Brera 13/15
15^th April 14.00 – 19.30 & 16-21 April 2024 10.00 – 19.30