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With over 20 years of career, Stefano Fake is a pioneer and one of the main creators of the immersive digital art experiences, ie those audiovisual installations that aim to immerse the viewer inside the work of art itself, through digital technologies and monumental video projections. 

The experiences designed and created by STEFANO FAKE & THE FAKE FACTORY have helped to define the format, the language and the success of the immersive digital exhibitions, thanks to an unprecedented media exposure and a series of attendance records in Italian and international museums. (+ 4 millions visitors in 2012-2022). Many of The Fake Factory’s installations have become milestones of contemporary immersive digital art. (ImmersiveArtExperience.com)

In 2001 Stefano Fake was also the first artist in the world to use video projections inside the mirror rooms, creating a unique and extraordinary mixed-media installation, which today has become one of the most iconic and widespread works of immersive art in many international exhibitions. (ImmersiveMirrorRoom.Art)

An immersive art experience can be technically described as “a form of art which uses multimedia and sensory tools with the aim of immersing the viewer inside the artwork itself, which has a development in space and time determined by audio-visual storytelling.”

AN IMMERSIVE MULTIMEDIA ART EXPERIENCE IS INTERDISCIPLINARY BY ITS VERY NATURE.

ITS MAIN FEATURE IS THE EXPERIMENTAL USE OF CUTTING-EDGE TECHNOLOGY AS AN ARTISTIC TOOL WITH THE PURPOSE OF CREATING TRANSFORMATIVE SPATIAL EXPERIENCE. THE CREATIVE TOOLS IN THE HANDS OF THE DIGITAL ARTIST ARE: THE SPACE, THE LIGHT, THE VISUAL DRAMATURGY, THE SOUNDTRACK, THE AUDIENCE. EACH OF THESE ELEMENTS IS FUNDAMENTAL AND MUST HAVE THE SAME BALANCE IN THE CREATION PROCESS.

THE CREATION OF AN IMMERSIVE ART EXPERIENCE IS AN INTERDISCIPLINARY PROCESS. WE NEED TO MIX TOGETHER OTHER DISCIPLINES SUCH AS CINEMA, FINE ART, SCULPTURE, GRAPHIC DESIGN, ARCHITECTURE, SOUND DESIGN, MUSIC, LIGHT ART, LITERATURE.

Stefano Fake himself describes immersive art in this way:

“From Andy Warhol’s point of view, Pop Art mostly meant “loving things”.
To reuse his words, I would love to describe Immersive Art as “loving people” since in the installations of immersive arts there’s always a very important and fundamental emotional relation between the artist and the audience. The fact itself of calling those exhibitions “Experiences” makes us better understand the paradigm shift. So, the audiovisual’s quality or the purely technological aspect fade in to the background. Before everything else, we put the experience of the audience and them being immersed in the light inside spaces, that thanks to a poetic use of technologies, the art enhancing the audiences senses. It’s not about surrounding the audience with big images, but it’s about taking it inside an audiovisual flow, modeling the shape of sensorial sensations. This is summarizing the distinctive aspect of the Immersive Art that we realized in the course of the last years. (Stefano Fake, 2020)”

Stefano Fake is a new media artist and director born in Italy in 1971. Currently he lives and works in Florence and Milan. Within his studio – THE FAKE FACTORY – he has designed, directed and created some of the most significative immersive multimedia art experiences exhibited in prestigious museums and art galleries worldwide, with over four million visitors.

TO BE A MEDIA ARTIST IS NOT A MATTER OF MAKING VIDEOS OR MULTIMEDIA ARTWORKS AT ALL. WHAT WE ARE REALLY DEALING WITH IS THE VISITORS STATE OF CONSCIOUSNESS AND THE SHAPE OF THEIR PERCEPTIONS. (STEFANO FAKE, 2015)

Stefano Fake is a new media artist and director born in Italy in 1971. Currently he lives and works in Florence and Milan. Within his studio – THE FAKE FACTORY – he has designed, directed and created some of the most significative immersive multimedia art experiences exhibited in prestigious museums and art galleries worldwide, with over four million visitors.

Video is not only something we watch,

it’s something we experience.

STEFANO FAKE

stefanofake.com

thefakefactory.com

immersivemirrorroom.com