Metamuseo Cinemaddosso: virtual exhibition of made in Italy costumes

More than one hundred outfits, with insights and trivia, interviews, footage and historical photos, all in a 3D path-game to acquaint web surfers with the talents of Italian costume designers and artisans who have contributed to the reputation of Made in Italy around the world. This is what can be seen in the new app, Metamuseo Cinemaddosso, presented Sept. 30 at Cinecittà during the congress of the Italian Association of Set Designers, Costume Designers and Decorators. The new App is part of a large project carried out with the contribution of the MIC as part of its special projects for Cinema and Audiovisual.

Its conception is due to Annamode Costumes, which, thanks to its collection of original costumes created for cinema, collected since the immediate postwar period, has created a historical archive of international interest. The project, produced by Annamode Costumes, was curated by Elisabetta Bruscolini, designed by art director Maria Teresa Pizzetti (both of whom have many years of experience in the field of art and entertainment event and exhibition realizations) and developed by Riccardo Boccuzzi’s creative software house Hypex.

The new virtual space follows a major exhibition held at the Museum of Cinema in Turin in 2020/21 and then moved to Val d’Orcia, in the town of Pienza. In the 3D museum space, visible thanks to the new app, one can navigate through thematic paths that present the history of Italian film costumes. Just swipe your finger to look around. By clicking on the floor, one will be able to move and explore the environment in absolute freedom; to preserve the fidelity of the costumes in every detail, the Hypex Interactive patent was used, which allows one to interact with real clothes, that is, filmed live and not reproduced in 3D. The journey inside the Metamuseum is also accompanied by extensive historical and artistic descriptions and contextualizations, in which many of the creations were born, through anecdotes and stories of the protagonists who produced, created, or wore them. Interviews were curated by Massimo Mazzanti and Ofelia Patti.

The dresses parade in each section, seven in all, of the virtual exhibition thanks to Studio Convertino, which made the videos. The music, composed by Massimiliano Faraci, guides the viewer to imagine the environments and accompanies him or her into the narrative. A downloadable digital catalog allows easy dissemination of the museum’s contents while also making use of critical texts that accompany the images. “In a world in which cinema is moving toward a scenario increasingly assisted by technologies,” said curator, Elisabetta Bruscolini, “the MetaMuseum puts the real work back at the center of the metamonde to bring attention back to the human ability to build.

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