Jay Ahr and FashionLab by Dassault Systèmes
invite you to discover “Ray of Life”
“Ray of Life” is a project collaborated by Jay Ahr and FashionLab. An immersive Experience which will enable the guests to live the outlook of a woman in a travel around the world.
A film by Asa Mader
Hosted by Luisaviaroma
June 15 to 18: 10am to 8pm
June 19 to 22: 10am to midnight
"Ray of Life "
Florence, Piazza Strozzi from the 15th until the 22nd of June 2012
was born of a meeting between actors from the worlds of fashion, art and technology: the fashion designer, Jonathan Riss, the technology incubator, FashionLab, the American filmmaker, Asa Mader, the sound architects of Soundwalk, and the top model Carmen Kass.
It’s in Florence, the home of Dante and Michelangelo, for Pitti Uomo, that the team fashioned their dream and the vessel that hosts it. An oversized, unidentified object has been erected on Piazza Strozzi, between ancient palimpsest-walls. In the dark lair, 35 square meters of screens diffuse a concerto of images, combining filmed sequences with virtual 3D shots. Immersed in a dreamlike journey, the spectator becomes the actor of a rebirth.
Drawing inspiration from the concept developed by Luisaviaroma, the global online luxury store, Jonathan Riss intends not only to deliver products from one end of the planet to another, but also to provide a captivating sensory experience. Creating a synergy between FashionLab’s latest virtual technologies and the skills and know-how of the fashion industry, he invites us to take part in an initiatory quest with, as our guide, The Woman – "the future of man" – dressed in iconic Jay Ahr apparel and jewellery.
A matter of seconds ago, a woman was born.
She awakes, liberating light, desire, touch. Slowly, very slowly, she draws aside the folds of a draped lamé dress with the palm of her hand. The woman opens herself, delivering the unknown.
She is less in the world than the world is in her.
She is the one who gives birth to the day in the ruches of her draped garment. She is the one who, in the undulations of her veil, mirrors the waves of the ocean and the course of the clouds. She, who, in her bejeweled corset, scatters the stardust. She, who, in her sequined dress, echoes the contours of the city and the rhythm of the music.
The female hologram takes us on a journey at once internal an external. Her clothes, which simultaneously dress her and reveal her nudity, arouse a series of emotions, fashioning new dreams in every movement that she takes. They are keys that open the doors to the ray of light.
She is the "Ocean Woman" in her flowing muslin dress. She is the "Sun Woman" in her corset of gleaming gems. She is the "Feline Woman", undulating in her sequins. She is the "Phoenix Woman" in the evanescent feathers of her bustier dress. She is an expanding universe, a myriad of stars and suns in fusion. She is twelve billion years old.
Desire is brought to fever pitch. A vertiginous experience. The universe ends its cycle in conflagration. And darkness.
Then, in her feather sheath dress, the white angel begins to fall, taking pleasure in the descent. It is not an end but a beginning. The beginning of a journey back through time. A redemptive voyage to an ancient radiance, the world’s first light, the light that contains and delivers the secret of the origin. Of eternity?
FashionLab, the Dassault Systèmes technology incubator for fashion, is an experimental design center for 3D technologies dedicated to artistic creation. FashionLab is at the crossroads between fashion and 3D, combining the technological innovation of Dassault Systèmes with the artistic creativity and expertise of the fashion industry.
Under the aegis of Jérôme Bergeret, the multidisciplinary team of developers, researchers and fashion specialists applies a new kind of alchemy. The engineers of FashionLab infuse a third dimension into the two dimensions of image and design: volume. By applying a virtual approach they can influence, or even determine the creative process, enabling artists to develop their work using highly advanced software before committing it to reality. As well as the time-saving and ecological aspects of the approach, FashionLab feeds the imagination of designers by revealing new perspectives.
5. Jay Ahr
Jay Ahr is the name of the fashion company founded in 2005 by the young prodigy, Jonathan Riss. It’s the story of a passion for fashion and its expertise. It’s the story of an art: the art of loving. It is hard to contemplate Jonathan’s creations without feeling the gift of love contained in every one of them. According to Jay Ahr, fashion is not only an aesthetic, it is also an ethic. A way of being in the world, of being present to oneself. The rustling of fabric, the flow of lava stones, the freshness of satin, the finesse of twined leather are all fragments of life, grace, power. With the patience of a goldsmith and the spontaneous élan of an enthusiast, Jonathan designs, weaves, colors and sculpts a universe that belongs only to him and to those, elect amongst the elect, for whom beauty is another name for life.
6. Asa Mader
Asa Mader is the director of the film-installation,
Ray of Life. The American filmmaker, who shares his time between New York and Paris, tends to blur the lines between cinema and the arts. His first film, La Maladie de la mort, based on the homonymous novel by Marguerite Duras, and starring Anna Mouglalis, was presented at the Venice Film Festival. For the soundtrack to Ray of Life, Asa chose his long-time collaborators, the Soundwalk collective. Founded in 2001 by Stephan Crasneanscki, Soundwalk creates poetic electronic works using sonic fragments captured from around the world. Here they work with French composer Sylvain Chauveau to create a sonic voyage into the unknown. The collective’s latest piece, Medea, was previewed at the Georges Pompidou Center in Paris in May 2012. (www.soundwalk.com)
© texts by Virginie Luc for Jay Ahr ©translation by Michael Lavin
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