Curated by: Beatrice Zanelli e Vincenzo Estremo
On display in the CAMERA - Italian Center for Photography - BIOMEGA Multiverse Project Room by Cosimo Veneziano, presented by Walter Guadagnini, curated by Beatrice Zanelli (ARTECO) and Vincenzo Estremo, is part of the BIOMEGA project started in 2018 with the support of the Company di San Paolo, within the framework of the Call NOW! Contemporary Culture Productions. The artist, in collaboration with the Brain Lab. Department of Neuroscience of the IULM University of Milan, has carried out a transdisciplinary work on the use of biotechnology in the agri-food sector in the last year, to reflect on consumer purchasing procedures, subject of study of neuromarketing.
Starting from these investigations, Veneziano has created BIOMEGA Multiverse, an installation made up of silk-screen prints and embroidery on fabric, in dialogue with an unprecedented pair of ceramic vases. The sculptures were made with the engobe technique starting from the observation of a photograph of an object linked to the agricultural tradition, of which the use was lost, archived at the Ettore Guatelli Museum Foundation in Ozzano Taro Collecchio (PR) . The entire work reflects on visual perception, with the aim of inducing the visitor to question how much it can affect his daily choices as user and consumer, and its current application in the field of neuroscience.
Traditional artistic techniques, such as screen printing and embroidery, are compared with new technologies. It is in fact through the use of the eye tracker, used by neuromarketing laboratories to track automatic and continuous eye movements, that Veneziano leads the viewer towards new readings of the visible. In an overall condition of the image, photography and its history are part of a wider visual and perceptual regime in which the production, circulation and distribution of the photographs constitute an iconic representation that reveals how knowledge is conveyed by images. Attention to technology and neuroscience leads the viewer to investigate the image in its grammar, in the intriguing attempt to understand what is hidden behind the visible and the representable, through the representation of the invisible. The work, studying its codes, analyzes the cultural expression of photography. The latter reveals those emotional and biological forms that guide, guide and sometimes influence knowledge.