We caught up with the brilliant and insightful Massimo Di Leo a few weeks ago and have shared our conversation below.

Massimo , appreciate you joining us today. What’s been the most meaningful project you’ve worked on?

As NuvolaProject, an artistic crew of two (Massimo Di Leo and Gaia Riposati), we have always considered it essential to utilize our “artistic power” – the ability to captivate people’s attention, if only for the duration of a performance or exhibition – to raise awareness about topics and issues we find significant.

“The Storm” is a phygital project that has been exhibited multiple times in numerous museums across Italy in its physical form. However, its digital counterpart has also been showcased in various countries and metaverses. This artwork focuses on establishing boundaries between spectators and internet users (or simply other human beings) worldwide. It accomplishes this by collecting real-time messages and data, which are then displayed to the audience in a mesmerizing spectacle of colorful lightning storms. This captivating display directs attention to the themes of these messages and data, typically related to global warming, ecological issues, as well as topics concerning intolerance and violence.

Massimo , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

NuvolaProject was founded by two artists with different backgrounds who came together to create a shared path, combining technology, contemporary art, performance, and theater. Through this fusion of diverse languages, we create works that engage people and empower them to become actively involved with ideas that we deem important.

For us, artworks should always be performative. Even when presented as physical objects, they should maintain an aesthetic and communicative quality that engages the viewer. We strive to create immersive and meaningful experiences for the audience, utilizing technology as a tool to convey our messages in innovative ways.

Our projects range from interactive installations and immersive environments to live performances, where we blend theatrical elements with the use of digital technologies. We are passionate about exploring themes such as the environment, climate change, intolerance, and violence, seeking to raise awareness on these issues through our works.

What sets us apart is our ability to uniquely and thrillingly combine art with technology. We aim to create experiences that go beyond mere aesthetic contemplation, actively involving the audience in a stimulating dialogue.

We are particularly proud of our work “The Storm,” a phygital project that has garnered recognition and been exhibited in various museums in Italy and abroad. This piece allows for a connection to be established between spectators and internet users worldwide, highlighting issues such as global warming, ecological concerns, intolerance, and violence through the use of real-time messages and data.

What we want potential clients, followers, and enthusiasts to know about us is that we are committed to using art as a tool to spread meaningful messages and promote greater social awareness. We are open to collaborations and are enthusiastic about creating engaging artistic experiences that leave a lasting impact on people’s minds and hearts.

We hope that this detailed description helps readers gain a better understanding of NuvolaProject and our unique approach to art and technology.

Can you share a story from your journey that illustrates your resilience?

During the initial period of the global lockdown following the spread of the Covid-19 pandemic, like many creatives, we found ourselves confined within the four walls of our homes with ample time on our hands and an extraordinary desire to connect and bond. Simultaneously, we felt an urgent need to utilize our creativity to convey a sense of empathy and support to those around us. During this period, we created performances for our neighbors by leaning out of our windows to recite poetry, creating moments of togetherness. We engaged them in conversations, readings and we began projecting images and videos onto the wall of the house opposite ours, through our windows.. These acts of creativity brought people together and provided a sense of connection during a challenging time. One of these projections, featuring a dance by Fred Astaire and Ginger Rogers, framed around a window where a couple of friends were dancing inside their home, went viral. Within a few days, it circled the globe, being reported on by CNN, BBC, and reposted by stars like Madonna and Gwyneth Paltrow. It even became the final image in Apple’s “Creativity Goes On” video, which aimed to celebrate creativity itself. We received messages of gratitude from around the world for creating and spreading that moment of poetry during such a difficult time for everyone.

Can you share your view on NFTs? (Note: this is for education/entertainment purposes only, readers should not construe this as advice)

We believe that NFTs can be an important tool for artists to disseminate their art and, even more so, to create connections and collaborations within the strong sense of community that characterizes the NFT art landscape.

NFTs can provide a valid response to the challenges raised by the increasing digitization of contemporary art. They are powerful tools, but their implications require careful consideration.

We were invited to participate as artists and speakers at the recent NFTNYC 2023 conference, following our participation in exhibitions in the United Arab Emirates, Europe, and China. Furthermore, we view NFTs as tools that should be used judiciously and without compromising our artistic vision.

For instance, “The Storm” is one of the world’s first interactive NFTs capable of reacting in real-time to messages exchanged on social media. This technology allowed us to digitally recreate an interactive physical installation that responds to the surrounding physical world through its sensors. In its NFT digital form, it responds to the “digital” world, reacting to user actions within the metaverse. This allow us to create a bridge between IRL exhibition/performance and the Metaverse.

We strive to leverage the power of NFTs to enhance the artistic experience and create unique digital interactions. While embracing the potential of this technology, we remain mindful of maintaining the integrity of our artistic vision.      

Contact Info:  

• Website: https://nuvolaproject.cloud
• Instagram: https://www.instagram.com/nuvolaproject/
• Linkedin: https://www.linkedin.com/in/massimodileo/
• Twitter: https://twitter.com/nuvolaproject