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l'Anima di Gomma

L'Anima di Gomma estetica e tecnica al passo con la moda Triennale di Milano 21st June -- 24th July 2011 Interactive installations un progetto a cura di Fondazione Pirelli The exhibition starts from rubber as a material and tells of its industrial uses and Pirelli research and development, through the advertising that accompanied changes in Italian society from the beginning of the 20th century to the present day. A virtual ball represents the essence of rubber and reminds us of the very ancient origins of its use. The architectural design is treated as a single video sculpture and the ball bounces in all directions, playing with our perception and triggering events that animate the walls, floor and ceiling. The exhibition opens in a long corridor with extrusions that form the playground of the virtual rubber ball. Here rubber tells us of its elastic properties and surprising versatility. In the following exhibition space, a projection on to the floor of a Munari advertisement fills with words that fall from the walls. Further on, rain spatters on to the beautiful images of the Mulas advertising campaigns. In the third room we find ourselves visually immersed in the sea: old-time bathers dive down from above us among original images of a young Marilyn Monroe and highly coloured sketches. The exhibition ends with an interactive installation where we can play with the ball projected on to the floor until it is sucked back inside images of a dreamlike world peopled with characters to which it transmits its properties, allowing them to do incredible things.