Achille Lauro presents his new project: a space dedicated to all forms of art, including in the metaverse

Unveiled today the Directed by Achille Lauro teaser, the incubator of ideas, creative experiences, physical and digital works, and collaborations with emerging and established artists from the world of art, fashion, and design that will also be developed in a metaverse created in collaboration with Valuart, to be launched in 2023.

The project will start with the opening of anexperience in the metaverse in which it will be possible to view some of the most important creative and aesthetic concepts conceived by Achille Lauro and his team during his career, such as the clothes he wore at the 2020 and 2021 Sanremo Festival, created in collaboration with the Creative Director of the Maison Gucci, Alessandro Michele.

"I like to decline creativity in its most absolute forms: music, art, digital world. A continuous contamination between arts, unconventional and free. I am happy that the Directed By Achille La uro project opens up to the metaverse, a parallel virtual dimension still unexplored by the general public," said Achille Lauro."Directed by Achille Lauro is driven by an unstoppable propensity toexplore multiple fields of application, a universe of ideas, stories and visions all to be told and brought to life in a whole new way."

Thanks to cutting-edge technologies capable of stimulating the production of new contemporary aesthetics, Directed by Achille Lauro will be a space dedicated to all forms of art: it is proposed as an innovative, inclusive and unique experience. The project has been realized in collaboration with Valuart, an innovative company specializing in supporting and enhancing artists in the digital market, owner of the app Hadem, a space in the Multiverse. Hadem is programmed entirely in Unreal Engine 5 - Epic Games’ graphics engine, so as to maximize the aesthetic impact and at the same time make the experience for the visitor totally immersive.

"We are excited to host the new Directed By Achille Lauro project in our virtual spaces at Hadem," says Etan Genini, CEO and co-founder of Valuart. “Through the partnership with Lauro De Marinis we are defining a new method of enhancing the creativity of artists in the music industry. The Metaverse, in fact, makes it possible to make accessible and eternalize all the creative content generated by a performer: his performances, stage costumes, album covers. One of the great qualities of Lauro De Marinis, aka Achille Lauro, is his ability to transform music into a performance that synthesizes different artistic expressions, from figurative art to fashion to theater. This is why he is the perfect precursor to open up innovative spaces and uses of the metaverse, pointing a path of expression through digital to a new generation of artists.”

For updates on the project, you can visit the Instagram page https://www.instagram.com/directedbyachillelauro/.

Achille Lauro’s debut in the world of the metaverse will be anticipated by a series of activities in the field of crypto art: on November 4, reproductions of five generative artworks shown on July 5 on the Milan date of the Achille Lauro Superstar summer tour, in the NFT live SuperArt project, will be turned into NFT and auctioned on the Crypto.com platform.

Proceeds will go to support the Maria Letizia Verga Committee Association for the study of childhood leukemia.

A teaser video of Directed by Achille Lauro can be seen at this link .

Achille Lauro presents his new project: a space dedicated to all forms of art, including in the metaverse

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