The Italian Institute of Culture in Madrid presented, from 17 to 19 December, a digital art event entitled “Do humans need humans?” as part of the “Navidad” program of the City of Madrid, with the sponsorship of the Italian Embassy jointly with the Conde Duque Contemporary Culture Center.
The exhibition was organized by nine Italian art studios specifically for the iconic Conde Duque building. The Madrid event – “chosen as one of the cities to which to bring this extraordinary project, for its enormous cultural vitality and the excellent collaboration we have with the local institutions” said Marialuisa Pappalardo, director of the Italian Institute of Culture in Madrid – will conclude the international tour of the “Farnesina Digital Art Experience“, promoted by the Ministry for Foreign Affairs and International Cooperation in collaboration with Bright Festival, with the goal of fostering Italian digital creativity at the international level.
For three days, the nine Italian art studios presented their impressive creations of video mapping, reinterpreting the theme of the dynamic connection between natural and artificial materials, between reality and illusion, representation and reflection. A bridge suspended between the physical and the digital world, an invitation to reflect on the relationship between mankind and technology, and on the impact of digitalization on our daily life.
“It is an immense joy for us to receive and assist here in Madrid in the realization of such an important project as the “Farnesina Digital Art Experience”, which also enables us to present the first campaign of national branding ever realized for Italy “Italy is simply extraordinary: be IT” to the larger Spanish public, after its presentation at the Embassy on the occasion of the Tiepolo Award. Promoted by the Ministry for Foreign Affairs and International Cooperation and the ICE Agency, the BeIT campaign takes an innovative approach to publicizing the fundamental values of our country: creativity, innovation, heritage, passion, style and diversity. It is a source of great pride for me to be able to conclude, with this project that exalts contemporary creativity, a truly extraordinary year, characterized by an excellent level of collaboration between Italy and Spain in every field, and culminating in the State Visit by the President of the Republic Mattarella to Spain in November”, commented the Italian Ambassador to Spain, Riccardo Guariglia.
