On Thursday 8 May 2014, the creative couple behind Streamcolors gave life to a multi-sensory performance in an event combining fashion, visual arts, sound and new technology.
“We project colors, we color projects”: the manifesto of Streamcolors, created by Giacomo Giannella and Giuliana Geronimo, who have made an art of color and its interpretation.
If their art – abstract and extracted following a unique process of image decomposition, color mixing and digital reworking – “dresses” shapes and surfaces, for add color is an art worn directly: in fact, the spring summer 2014 collection served as inspiration and a starting point for the chromatic and conceptual journey along which Streamcolors explored the space and the garments on show there.
On Thursday 8 May, from 6:00 pm to 10:30 pm in Corso Venezia 12, the couple of visual artists – recognized with international covers and collaborations with fashion and design giants, leading to runways, installations, awards, prizes and exhibitions (including at Galeries Lafayette in Paris) – “dressed” the walls of the Pop Up Store in the colors of the add collection with video installations exploring three dimensional structures to the sound of music, creating the illusion of a journey inside the garments. There were also a tribute to lightness, the iconic theme of the brand, in a dedicated performance, and a “play & share” area featuring the Memory Machine, a digital and social take on the board game, which for the occasion used images shared on Instagram with the hashtag matching the photo lab in collaboration with Igers Milan #ADDanicerain.