Mid-Century Journey

Type: Art Installation
Location: Villa Borsani, Milan
Year: 2024

"The Mid-Century Journey” is an installation and at the same time a collection of furniture by Supaform, temporarily located in the study room of architect and designer Osvaldo Borsani at his famous Borsani villa. The installation is a personal and authorial reflection on the concept of the study room as a laboratory for design experiments, a sacred place for solitude and escapism, a contemplation on personal creativity and what the creative process means for the designer. The basis of the installation is the fictional working office of Supaform, where work is being done on one of the creative projects. On the monitor screen, the author's sketchy pencil drawings, which usually remain off-screen, take on a different form, become three-dimensional, and come to life.

"The office here serves as an approach or entrance to the author's creative studio. The office is a place where I escape from reality, and as the evening falls, I immerse myself in my inner intimate world," says Maxim Shcherbakov, the creative director of the studio. "As an artist, I love working in the evening when nothing distracts me anymore. It is in these moments that interesting thoughts and creative projects are born.

"Essentially, the artist's inner world is the personal office for the solitude of every creator. The physical office and the objects that fill it are the result of animated paintings, sketches, and drawings. The objects in the office become embodiments of this inner sanctum, and the furniture within it are artifacts of the author's imagination."

The title undoubtedly refers us to both Artificial Intelligence and the process of creative generation. Of course, the office and its creator are the very combination that Artificial Intelligence so accurately imitates.