"There is rhythm in every art, no matter if you are a painter, a musician or a director: the rhythm is there, and people feel its call." F. GARY GRAY
If rhythm exists in art, then it is necessary to carry time and be carried away by it, the MADS gallery in Milan has perfectly calibrated the metronome and has entered in tune with this pressing rhythm that contemporary art possesses. Keeping up with the times is not a cliché or an idiom, it is the pure reality of the facts. The year 2020 is running, we live in a completely digitalized historical era: children, young people, adults and the elderly make use of, or rather, cannot help but use technology.
The need to use digital at its best, or to master technology is the task of contemporary man, making the most of the potential of the latter is what art also intends to do. Everything that surrounds the artistic world should adapt to certain needs, MADS with a highly innovative momentum offers a valuable opportunity to contemporary artists.
The M.A.D.S. of Milan tries, and manages perfectly, to combine two great needs: the use of digital technology in a skilful way and the halving of time. In MADS the artist finds an attentive and meticulous service, the works and the artists find people who really take care of them, because it is not just an exhibition for its own sake, it is about meeting and cultural exchange, of visibility. at multiple levels (on the web and in real life). The type of exhibition that MADS realizes has many advantages, first of all it reduces the shipping costs of works and thus eliminating the problems of transport and safety. The exhibitions in the innovative gallery in Milan are totally experiential, a unique and exciting moment, the works of art are the center of everything.
If there are those who think that this way of exhibiting the work away from the viewer, in reality it is wrong, the viewer is totally surrounded and enveloped by the latter, has no possibility of distraction, the focal points are the works of art, the rest hovers in the dark. If on the one hand the gallery is innovative and modern, on the other it has maintained a great respect for history, in particular for the history of art, since there can be no future and progress if the past is not known.
Being a curator in the MADS gallery means accepting a challenge, that of always being ready for novelty, after all this is what is expected from the contemporary artistic world. Curating the works for MADS has an added value, the opportunity to meet international artists and approach a different method that represents the future. In fact MADS is the first gallery to have created this display system, but it simply anticipated the times, in the coming years the galleries that will have this approach will increase. For sure MADS being a pioneer has already learned to manage well, indeed in the best way, the exhibition in digital and with the passage of time, it will be more and more a symbol of guarantee.
You can't help but look at the rest of the world, strongly projected to digital art, just think of the TeamLab Borderless in Tokyo, a real fully digital museum, where the experience that man can be the master having interacting with the work. The viewer brings home an artistic adventure, comes into contact with art directly, moves in spaces submerged by digital images and becomes co-protagonist, without embarrassment or fear of being in the middle of artistic creation, it is almost a natural act. .
The MADS gallery in Milan evokes the same sensations, the same suggestion and the amazement in front of art is the center of the experience that the gallery offers you. Remaining in the Italian context, digital exhibitions in museums aimed at enhancing the greatness of great masters of art history are not new, starting with exhibitions dedicated to Van Gogh or even to Klimt. Simply in MADS the focus is on contemporary artists who equally deserve space and visibility.
Ultimately, MADS has an eye towards the future, but it has its feet firmly in the present and manages to give artists and visitors a great experience, aware of the needs of contemporary art.
M.A.D.S. - Apple Retail Italia SRL Disb. EUR
Address: Corso S. Gottardo, 18, 20136
Phone: 348 285 4357
Site:
https://www.madsmilano.com/Location inserted by
Alessandra Magni