It is the best possible sign of a colour
when nobody who sees it knows what to call it. John Ruskin, 1859

ALYSI’s showroom becomes a greenhouse where new visions have room to grow. A combination of interactive experiences and exhibition proposals create a new, unexpected, hybrid format. COLOUR: UNKNOWN is a series of events dedicated to curiosity, oriented towards surprise and sensory observation, curated by Studio Fludd’s Sara Maragotto and hosted by ALYSI’s “Garden House”.

The project’s central theme focuses on increasing awareness of the value of the feminine mind’s unique characteristics: integrating contradictory aspects, the attitude towards evolution and eclecticism, and emotional complexity.

Colour — an aspect that strongly characterizes ALYSI’s stylistic research — becomes a tool for exploring the inexhaustible territory of the everyday and universal things that sometimes elude our mental grasp, but which are a constant source of visual cues. This intuitive and aesthetic dimension unites the vision of this Italian brand with other creative voices, with which it wants to open up an exchange, creating a common playground, open to everyone. The direct experience will be the most spontaneous form of involvement, with a sensorial and interactive installation curated by Studio Fludd with Eleonora Diana, who will develop the theme of iridescent colour in an empirical way.

For its debut, the exhibition project COLOUR: UNKNOWN sets out from the known in order to arrive at the unknown: the beauty of complexity will be sought in its most immediate and fascinating expression. The first episode involves the unprecedented intervention of an exceptional guest: the Dutch artist Ruth Van Beek, known for her archive of images that are as ordinary as they are unpredictable and kaleidoscopic. Starting with archival materials, Ruth creates completely reinvented worlds through manipulation: cutting, folding, adding broad areas of colour, and alienating elements. The physicality of colour, the textures and the combination of materials, together with the

sophisticated and ironic atmosphere, are the principles and practices behind ALYSI’s collections, which inspired the artist’s works.
Within the showroom’s transformed space, the world of ALYSI expands into an engaging dialogue with the artist and with the public, using their attitude as a central focus and guide. Curiosity is an attitude.

Concept by Sara Maragotto. Installation and exhibition design by Studio Fludd, under the technical direction of Eleanor Diana. Guest artist: Ruth Van Beek. Visual identity Study Fludd + Chiara Costa.




The exhibition will last 3 weeks and can be visited by appointment:

ALYSI Garden House
Via Tortona 12
from Monday to Friday
10.00 am – 1.00 pm / 2.00 pm – 6.00 pm

Time to read
2 min
Words by
Published on
22 March 2019
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The aim of a shop is to collect cool stuff.
Ours is to gather the coolest.