META-PHYSICAL | Eliseo H. Zubiri X JCP Universe


ONIRO Lab takes JCP Universe into the metaverse

A new ONIRO Lab project marks the Group’s entry into Web 3.0: taking its first steps into this yet unexplored territory was JCP Universe, which has always been the experimental soul of ONIRO Group. The revolutionary design brand came back to Fuorisalone with Meta-Physical installation, presenting its owned metaverse and its first collection of furnishing products in the form of NFTsnon-fungible tokens.

The new digital space becomes the atypical showroom of JCP Universe, representing the visual, narrative and semantic imaginary of the brand. A bona fide world, or even an immaterial universe, conceived through the original creative vision of Argentinian digital artist Eliseo H. Zubiri, and orchestrated by the eclectic creative direction of the CTRLZAK Studio. Inside this universe the brand’s artifacts cannot be missed: a selection of fifteen objects, transformed into NFTs and animated to reveal their most profound nature.

Meta-Physical took form at the Teatro Arsenale, a deconsecrated church which is now a cultural centre, in the 5vie district. Different levels of reality – physical, digital, phygital – alternate and fuse in the installation’s elements: stones as archetypes of the natural world, screens and projections that carry us into the metaverse, pieces of design (both physical and virtual) and reflective surfaces that mix dimensions and confound the senses. The visitors were able to explore the JCP Metaverse using VR visors, discovering superterrestrial landscapes and unknown life forms. Immersed in this peculiar scenery, they could rediscover some of the most representative pieces of JCP Universe in the form of NFTs and see them come to life thanks to new technologies.

This is a long-term project, whose infinite possibilities of expansion and transformation give the brand the ability to explore new territories and allow the Group to become one of the first to commence discourse with what is considered the market of the future. The aim, once again, is to create culture, making the metaverse accessible to all.


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