Cracking Art at Torino Outlet Village
From 1 July, an invasion of 103 coloured works by Cracking Art will transport visitors to Torino Outlet Village into a magical world.
Cracking Art, an art movement known all over the world for its recyclable plastic animals, has created an art installation that will be invading the Outlet Village to make the shopping experience even more unique on the occasion of the first wave of summer sales.
An entertainingly close encounter that also gives food for thought. Meercats on their hind legs doing sentry duty. Packs of wolves. And swallows, frogs and multi-coloured snails. Torino Outlet Village will be invaded by a lovable band of animals from Saturday 1 July to 30 September thanks to Cracking Art, a group that has already coloured squares, lawns and balconies in Italy and the rest of the world with their plastic installations.
The name of the collective comes from the technical term that marked the start of the plastic age, catalytic cracking, the chemical reaction that turns oil into plastic, organic becoming inorganic, natural artificial. The highly colourful, larger-than-life protagonists of their installations are made of regenerated and recyclable polyethylene, for the point of this artistic initiative is to stimulate reflection – in places not specifically designed for art, such as the Village – on the growing artificiality of our environment and the need to conserve and protect it, and also on new possibilities for expressive, artistic recycling. “A new installation is always very stimulating,” they tell us, “and even more so in this case, where we’re into an unexpected architectural dimension. We love the choice of a simplicity that enhances the content and provides an ideal stage for everything that happens, that moves within it. The biggest challenge is undoubtedly getting one of our works up on top of the obelisk: we’re going to try….”.
This isn’t Cracking Art’s first public appearance in a commercial context. “The first effect is certainly the pleasant surprise of finding yourself surrounded by unexpected presences. The feedback we’ve had speaks of fun and high spirits that stimulate interaction with the works: people hug them, kiss them, take selfies with their favourite one and share them on their socials. Kids adore them, but the really exciting thing is seeing how adults get infected by the playful spirit of our installations. The works actually installed are not on sale though. What can be purchased are numbered and signed specimens (a limited edition) identical to the installed ones.” And where will all these animals go after 30 September? “When they’re not touring the world, these works live very close to Torino Outlet Village, in Biella. Our art movement started out from that city, our base has always been tied to its origins there.”