META-PHYSICAL | Eliseo H. Zubiri X JCP Universe, powered by ONIRO Lab

JCP Universe returns to Fuorisalone with the goal of making us reflect on the confines between nature and artifice, reality and fiction. The Meta-Physical installation signals the expansion of this revolutionary brand of design in the virtual world, through the construction of its first owned metaverse and the creation of furnishing products in the form of NFTs.

The new digital space is the atypical showroom of JCP Universe, representing the visual, narrative and semantic imaginary of the brand. A bona fide world, or even an immaterial universe, conceived through the original creative vision of Argentinian digital artist Eliseo H. Zubiri, and orchestrated by the eclectic creative direction of the CTRLZAK Studio. Inside this universe the brand’s artifacts cannot be missed: a selection of fifteen objects, transformed into NFTs and animated to reveal their most profound nature.

This is a long-term project and was devised by ONIRO Lab, the creative laboratory of ONIRO Group, of which JCP Universe is a part. Its infinite possibilities of expansion and transformation give the brand the ability to explore new territories and allows the Group to become one of the first to commence discourse with what will be considered the market of the future.

Meta-Physical took form at the Teatro Arsenale, a deconsecrated church which is now a cultural centre, in the 5vie district. Different levels of reality - physical, digital, phygital - alternate and fuse in the installation’s elements: stones as archetypes of the natural world, screens and projections that carry us into the metaverse, pieces of design (both physical and virtual) and reflective surfaces that mix dimensions and confound the senses. The visitors were able to explore the JCP Metaverse using VR visors, discovering superterrestrial landscapes and unknown life forms. The public, the true protagonists of the installation, was also able to obtain the brand’s first collection of NFTs. The exhibition was enhanced by the presence of artificial intelligence: new and unexpected meanings of the JCP acronym are revealed thanks to the participation of a randomiser developed especially for the event.