Press release
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march 30, 2019 - Dornbracht
Dornbracht at Fuorisalone 2019: “Is Memory Data?”
Press release available only in original language.
How can new technologies transform, enhance or even replace the encounter with the element of water? #dornbracht is devoting time to this question during this year’s Fuorisalone in Milan (9–14 April 2019). In the context of an immersive installation, visitors can discover water as an interface – between an individual and technology, between materiality and immateriality, between physical and virtual experience. The project, which is entitled “Is Memory Data?”, takes up the brand’s long-standing cultural commitment at the same time as marking the beginning of a new and experimental format: the #dornbracht Research Lab.
The #dornbracht Research Lab, as its title divulges, is iterative and searching in character. Consciously open and unbiased, the format is devoted to questions that contribute to the brand’s long-term vision: creating water experiences that move individuals at an elementary level. And by so doing, open up a dimension of effectiveness that goes beyond cleansing and physical well-being – Bliss.
In the center of the showroom “Spazio Brera” is an installation based on virtual reality. Using VR goggles, visitors can immerse themselves in a world of hyper-reality, where they experience space, matter and in particular the element of water, in an unprecedented, playful way. The deliberately radical form of the initial question – “Is Memory Data?” – seeks to discover whether the same power of recollection can be attributed to experiences in the virtual realm as to those in the physical world.
The installation expands on Dornbracht’s long-standing cultural commitment. Since 1996, #dornbracht has sponsored and initiated selected cultural projects, curated and co-designed by creative director and designer Mike Meiré, who has supported the #dornbracht brand for more than 25 years.
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