UGG made its debut at Milan’s prestigious Salone Del Mobile with a captivating collaboration featuring artist James Bantone. The bespoke installation, titled “!If you (see me, see me, see me),” served as a mesmerizing exploration of the nuanced boundary between private and public realms. Complemented by strategically placed OOH billboards in Milan’s Porta Venezia area throughout Milan Design Week, the installation invited visitors to ponder the intersections of personal and shared spaces.

Kicking off the event, a private preview was held on April 15th, exclusively for press attendees. This preview provided an insider’s glimpse into the creative process behind the installation, setting the stage for further engagement. On April 16th, guests had the opportunity to delve deeper into the installation’s inspiration and design journey through an illuminating Q&A session with James Bantone and editor Eleanora Milani.

Following the thought-provoking discussion, UGG hosted an intimate private dinner at Sant Ambroeus, a cherished Milanese locale, to honor the collaborative effort. This exclusive gathering brought together press members and key opinion leaders to celebrate the fusion of artistry and innovation embodied by the installation.

The installation “If you (see me, see me, see me)” at Capsule Plaza during Milan Design Week plays with the concepts of indoor and outdoor spaces to create an endless loop of discovery and introspection. Visitors encounter sculptures resembling urban advertising structures, dubbed “street advertisement ghosts,” featuring variations of Bantone’s visual concept for UGG.

These sculptures depict a recurring scene of entangled human and mannequin legs on a sofa. At the center of the space, an animated sofa adds an uncanny and playful element, while mirrored panels around the room’s perimeter intensify the effect, drawing viewers into the scene.

Bantone’s artistic practice is a rich exploration of the uncanny, weaving together elements of inquiry, playfulness, and thoughtful contemplation. Through a diverse range of mediums including photography, sculpture, and video, they craft immersive installations that invite viewers to delve into the complexities of perception and experience.

By embracing the poetics of anonymity and the power of ambiguity, Bantone creates spaces where interpretation is fluid and subjective, encouraging viewers to engage on a deeply personal level. Their work embodies a fearless curiosity tempered by a profound respect for the unknown, guiding us on a journey of discovery where the boundaries between the familiar and the strange blur and dissolve. In navigating this terrain, Bantone invites us to embrace the uncertainty and potential of the uncanny, finding inspiration and beauty in the endless possibilities it offers.