UpTown Milano – the urban district developed by EuroMilano – is launching a new experimental project entitled ‘Vivere ad Arte‘ (Living Artfully), the idea of which is to celebrate and represent the new culture of living proposed in the district, which focuses on the uniqueness of each individual and his or her existence, to the point of making it a true work of art.
EuroMilano relies on the sensitivity and expressive ability of Mr. Savethewall (born Pierpaolo Perretta) to bring out one of the main principles of the UpTown Milano project: beauty as a constituent element of the life of individuals and communities.
Thus, the quality of living and artistic content come together in a continuous process, ranging from the intimate and personal dimension of private accommodation to the public space of the neighbourhood and the large park.
On the basis of this reflection, EuroMilano, with the support of Absoluta, created “Lifeshot”, a participatory art performance conceived and realised by the artist Mr. Savethewall.
Through an intimate dialogue with some residents of UpTown Milano, the artist distilled their life stories into unique works of art.
The work consists of a montage of sixteen photographs and a video, private, which narrates the shooting according to the artist’s directorial choices. Each participant is both spectator and active protagonist of the Lifeshot, during which he or she experiences an introspective and emotional journey.
The participants in the project have different ages, experiences, backgrounds and profiles. What unites them is their connection to the UpTown project. Thanks to the artistic mediation of Mr. Savethewall, the protagonists have taken a journey through their lives and, amidst anecdotes, emotions and expectations, they become actors in a narrative whose artistic fact consists in being able to capture and fix the extraordinary uniqueness of each human existence and, therefore, the beauty inherent in each of them.
From the life works of the inhabitants of UpTown, an innovative communication initiative was derived, based on the search for that integral truth derived from ‘Lifeshots’.
Mr. Savethewall’s works are the protagonists of an exhibition at the Swiss Corner in Milan.
“I think that the work of art is the most precious gift, that the most successful business project is the realisation of a dream, and that there is no message more effective than word of mouth, when authentic,” adds Mr. Savethewall, represented exclusively by Galleria Deodato Arte, EuroMilano’s partner for the UpTown Luogo d’Arte project. “With Lifeshot we have shown that UpTown is the realisation of a living dream in which people discover that their life is a work of art, and we have communicated this in the most authentic and credible way: in UpTown you live artfully“.
For more information visit www.euromilano.net.
