Archaic Technology
I could project a forest on the wall, but I don’t.
I have long studied how human perception works. How the brain processes reality. How the unconscious responds to stimuli even before the conscious mind has registered them.
And I have realized one simple thing: the unconscious is not easy to fool.
You can project a forest on the wall, you can put a visor on someone’s head and take them to the Amazon, you can fill a room with screens and create an extraordinary visual spectacle. They do that, in different ways, experiences like Ultraviolet, Sublimotion or Alchemist. They are powerful, sometimes beautiful exercises in style. But your subconscious knows it is a performance. It knows it before you think it, and so that distance between you and the fiction never quite disappears.
The body does not lie
If you walk into a red room, you feel something. Not because I tell you or because you know it intellectually. You feel it because it is written in your genetics; thousands of years of evolution associating red with danger, blood, urgency. No screen produces that effect. No projection enters that channel.
The scent of a forest, on the other hand, enters us. A spatial sound that envelops you, it enters us. The warmth of a flame, it enters us. The taste of something unexpected, it enters us. These are not special effects. They are direct stimuli to the nervous system, to the limbic system, to emotional memory: they speak to the body before they speak to the mind.
No screen can do what a perfume does
I’m not interested in the wow effect. I’m interested in making you experience a story, through the senses. I don’t want you to look at a representation of the experience, I want you to be inside the experience; without distance or mediation, without the cognitive safety net that a screen provides.
When I blindfold you and put you in a forest built with sound, scent and touch, your unconscious doesn’t know you are sitting at a counter in the center of Milan, but it reacts as if you are really there, precisely because to your nervous system, you are. This is the journey I am interested in taking with you.
Not a representation of reality. But reality, hacked.
This is the archaic technology
Sound has existed as long as man has existed. Light, fire, scent, food, are ancient tools that cultures around the world have used for millennia to alter consciousness, celebrate rituals, create community, cross thresholds. Some may see them as primitive: to me they are fundamental.
The drum that makes the heart beat faster does not need an outlet. The scent that brings back a childhood memory does not need an algorithm. The flavor you can’t decode: sweet? salty? familiar? alien? – doesn’t need a screen to disorient you. It only needs you, with all your senses open.
That’s why no high-tech. No screens.
No projections. No viewers.
Just foods, liquids, lights, sounds, scents, vibrations, gestures.
The oldest and most powerful technology that exists.
Archaic Technology
I could project a forest on the wall,
but I don’t.
I have long studied how human perception works. How the brain processes reality. How the unconscious responds to stimuli even before the conscious mind has registered them.
And I have realized one simple thing: the unconscious is not easy to fool.
You can project a forest on the wall, you can put a visor on someone’s head and take them to the Amazon, you can fill a room with screens and create an extraordinary visual spectacle. They do that, in different ways, experiences like Ultraviolet, Sublimotion or Alchemist. They are powerful, sometimes beautiful exercises in style. But your subconscious knows it is a performance. It knows it before you think it, and so that distance between you and the fiction never quite disappears.
The body does not lie
If you walk into a red room, you feel something. Not because I tell you or because you know it intellectually. You feel it because it is written in your genetics; thousands of years of evolution associating red with danger, blood, urgency. No screen produces that effect. No projection enters that channel.
The scent of a forest, on the other hand, enters us. A spatial sound that envelops you, it enters us. The warmth of a flame, it enters us. The taste of something unexpected, it enters us. These are not special effects. They are direct stimuli to the nervous system, to the limbic system, to emotional memory: they speak to the body before they speak to the mind.
No screen can do what a perfume does
I’m not interested in the wow effect. I’m interested in making you experience a story, through the senses. I don’t want you to look at a representation of the experience, I want you to be inside the experience; without distance or mediation, without the cognitive safety net that a screen provides.
When I blindfold you and put you in a forest built with sound, scent and touch, your unconscious doesn’t know you are sitting at a counter in the center of Milan, but it reacts as if you are really there, precisely because to your nervous system, you are. This is the journey I am interested in taking with you.
Not a representation of reality. But reality, hacked.
This is the archaic technology
Sound has existed as long as man has existed. Light, fire, scent, food, are ancient tools that cultures around the world have used for millennia to alter consciousness, celebrate rituals, create community, cross thresholds. Some may see them as primitive: to me they are fundamental.
The drum that makes the heart beat faster does not need an outlet. The scent that brings back a childhood memory does not need an algorithm. The flavor you can’t decode: sweet? salty? familiar? alien? – doesn’t need a screen to disorient you. It only needs you, with all your senses open.
