THAT'S CONTEMPORARY: Un Hub Milanese per l’Arte Contemporanea
Milan, Italy – THAT’S CONTEMPORARY emerges as a singular testament to the evolving landscape of Italian art, born from a deliberate challenge to established museum conventions. Founded in 2011, this innovative cultural platform isn't merely documenting contemporary artistic endeavors; it actively cultivates an independent network connecting artists, galleries, and audiences—a conscious departure from traditional institutions focused on preservation. Its core mission is simple yet profound: to illuminate Milan’s dynamic creative spirit and foster a deeper appreciation for modern art forms.
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Mapping the Scene:
Recognizing the need for centralized artistic mapping, THAT’S CONTEMPORARY swiftly established itself as the definitive resource for discovering exhibitions and emerging talent within Milan. The platform meticulously catalogs events across diverse venues—from Viafarini Gallery Complex to smaller independent spaces—providing visitors with invaluable insight into the city's vibrant art ecosystem.
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Bridging Connections:
Unlike conventional museums prioritizing static displays, THIS platform champions engagement—facilitating dialogues between artists and collectors alike. Collaborations are central to THAT’S CONTEMPORARY’s ethos, fostering synergies between creative professionals and broadening public access to artistic experiences.
Collection Highlights & Artistic Explorations
THAT’S CONTEMPORARY distinguishes itself through its curated selection of artworks reflecting Milanese artistic heritage and pushing boundaries into the realm of experimental expression. Among the showcased pieces is Gerhard Richter’s ‘Domplatz, Mailand,’ a masterful black & white photograph capturing Milanese grandeur—a testament to realism infused with aged aesthetic qualities. This piece exemplifies THAT’S CONTEMPORARY's commitment to presenting works that resonate deeply with viewers and stimulate contemplation on urban landscapes. Furthermore, Águeda Isabel Ruiz de la Prada’s ‘Dress with Synthetic-Suede Squares,’ presented during Milan Fashion Week, embodies the platform’s dedication to showcasing artistic collaborations and pushing creative boundaries—a celebration of intersection between art and fashion.
Viafarini: An Architectural Canvas
The Viafarini gallery complex serves as an integral part of THAT’S CONTEMPORARY's narrative. Designed by architect Marco Zanuso Jr., this building embodies Milanese architectural modernity—a space deliberately conceived to stimulate artistic dialogue and showcase experimental exhibitions. Its expansive layout encourages exploration and contemplation, mirroring the platform’s ethos of fostering engagement with cutting-edge art. The gallery’s soaring ceilings and natural light contribute to an immersive environment that elevates the viewing experience and underscores THAT’S CONTEMPORARY's commitment to presenting art in its most inspiring form.
A Unique Perspective on Contemporary Art
THAT'S CONTEMPORARY distinguishes itself from conventional museums by prioritizing active participation and disseminating knowledge beyond physical walls. It operates as a dynamic online resource—a vibrant hub for artistic discovery—solidifying its position as an indispensable guide for anyone wishing to experience Milan’s flourishing contemporary art scene. The platform actively promotes artist residencies, fostering creative exchange and nurturing the next generation of Italian artists. Moreover, THAT’S CONTEMPORARY's website serves as a gateway to engaging stories about exhibitions and artistic projects—connecting visitors directly with the pulse of Milanese culture.
Note: This description aims to capture the essence of THAT’S CONTEMPORARY’s mission and highlights its distinctive approach within the broader context of Italian art institutions.
