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ETRO 50 EXHIBITION AT MUDEC MUSEUM, 2018

Client: Etro spa

Project Name: STREAM MACHINE ETRO 50

Project Type: Interpretative kiosk + real time scenography

When and Where: September / October 2018, MUDEC Museum Milan

Streamcolors has created a new version of its signature Stream Machine that is mixing video footage instead of images.

At Mudec Museum in Milan, visitors could interact with seven historical fashion films realised by Etro in these last 50 years remixing them with seven different graphic patterns. The result: a unique scenography that works as a backdrop for pictures and selfies to share on social media through #etro50.

The set up that we have created together with Kean“, says Giacomo Giannella, creative mind of Streamcolors, “wants to give a long-vision perspective of Etro’s voyage into the
future, hence the idea to create a totally immersive room through which the audience can craft their own experience. Something unique and unrepeatable“.

“Etro: Generation Paisley” was curated by the Etro clan in partnership with Judith Clark of the Victoria and Albert Museum in London.

There is also an awesome digital installation in which visitors can look further and further into the apparently infinite complexity of Etro’s patterns” Luke Leitch, Vogue UK.