On the occasion of Fuorisalone Milan Design Week, famed Italian luxury lifestyle brand Frette turned to virtual artist Alberto Maria Colombo to bring to life an immersive, multisensory digital experience in celebration of Naturalismo, the House’s first-ever 100% organic bed linen collection. The installation marries the inherent luxury of natural beauty with a contemporary perspective reflective of the forward-thinking approach of Frette’s latest collection along with creativity for the modern, technology-driven world. The resulting installation demonstrates nearly two centuries of Italian innovation, craftsmanship and expertise alongside the modernity of AI creativity. At the centre - Frette’s masterful execution of Naturalismo. 

The Collection | Naturalismo

Having drawn from nature for the past 160 years to realise its craft, Frette now looks to the future, dedicating focus on how to weave sustainability into its legacy. Special care and consideration have been dedicated to each stage of bringing Naturalismo to life. From the selection of the finest organic materials to the application of sophisticated dyeing expertise, fabric finishing and packaging, this sustainably-crafted collection is a celebration of Frette craftsmanship, making for a dream-like sleep imbued with the true luxury of natural beauty.

The Installation | Created by Nature. Crafted by Frette.

Alberto Maria Colombo’s AI installation for Frette transports viewers to an otherworldly oasis exuding the inherent power and beauty of nature. The installation is built on the basis of LED screens that reproduce work generated by Colombo’s exclusive AI algorithm. Thousands of static images recalling the concepts of flowers, nature and a futuristic, dream-like oasis have been fed into the aforementioned algorithm to produce a dynamic, ever-evolving video that conveys the wonders of Naturalismo, a display of which sits at the centre of the immersive installation. The artist’s aim is to find a peaceful balance between organic nature and cutting edge technological evolution.

“We live in an age of constant technological revolutions. My wish is to bridge the gap between nature and technology. A connection between our place of origin and the road that is being laid in front of us. A healthy curiosity for the future, with a never ending respect for the past.” - Alberto Maria Colombo

The resulting experience, complete with sound, exudes a modern and contemporary lightness that approaches an ethereal, oneiric state. 

AI Supervisor: Ümüt Yildiz | Architect: Design Studio Giacomo Carassale