{"id":24415,"date":"2013-10-21T11:58:31","date_gmt":"2013-10-21T11:58:31","guid":{"rendered":"http:\/\/www.wonderlandmagazine.com\/?p=24415"},"modified":"2013-10-21T11:58:31","modified_gmt":"2013-10-21T11:58:31","slug":"diesel-reboot-at-galeries-lafayette","status":"publish","type":"post","link":"https:\/\/www.wonderlandmagazine.com\/2013\/10\/21\/diesel-reboot-at-galeries-lafayette\/","title":{"rendered":"DIESEL REBOOT AT GALERIES LAFAYETTE"},"content":{"rendered":"
As Diesel takeover Galeries Lafayette we head to Paris to speak to Nicola Formichetti about a new digital era<\/p>\n
This time last week, we had the pleasure of heading over to Galleries Lafayette in Paris to see Nicola Formichetti’s latest Diesel Reboot campaign. The spectacular ten day takeover features Tumblr art from emerging artists of the new digital era. This is the fourth mission from Formichetti to \u2018Show me your artwork\u2019, initiating the new phase of Diesel\u2019s history. We caught up with Nicola in Paris to talk about his latest project.<\/p>\n
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<\/a><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Wonderland: Hi Nicola! Can you tell us a bit about the latest Diesel Reboot project?<\/strong> Why did you chose to exhibit in Galleries Lafayette?<\/strong> You described the Tumblr Posts as Art pieces, would you say that Tumblr users are all artists?<\/strong> Has youth culture always inspired you?<\/strong> <\/a> I love the history of Diesel and I wanted to shake it, reboot it. The reboot was basically a technology term, instantly you think about computers and stop and rethink and restart and reboot. It really helped us and the people in the company. Do you use Tumblr yourself?<\/strong> Do you plan to tour the event?<\/strong> This is your 4th project for Diesel Reboot do you have plans to do more?<\/strong> Is the Diesel Reboot Tumblr going to remain active?<\/strong>
\nNicola: It all started from Tumblr really. I asked people to submit stuff and I wanted to see peoples art. I wanted to find a physical space and showcase everything that I found online.<\/p>\n
\nI began looking at art galleries and Diesel mentioned Galleries Lafayette and I thought it was such a cool idea. The family behind the gallery space are huge art supporters so were really behind the project. I knew that I would be getting a lot of digital art from online because that’s what I’d been seeing via my Tumblr. I liked the idea of putting these non-established art pieces inside a very established place.<\/p>\n
\nThey’re not all artists, I just call it art. They’re Tumblr kids and I love that. There are no art galleries that presents Gif artists yet, maybe there are online but I just want people to see new art. I like the fact we’re promoting every single artist and we include their social media addresses so they get all of the followers. That’s what ‘kids’ want, to be followed and to be liked. For a brand to help that, I think it’s cool.<\/p>\n
\nFor me its always been about nurturing young creatives because they’re just fearless and I feel like I can learn a lot. Its so exciting and I love being able to find new people that I can work with. The whole point of the Diesel reboot is about getting people together.<\/p>\n
\nWhat made you go down the route of new digital media?<\/strong><\/p>\n
\nDiesel was becoming too big and a little bit soul-less and i wanted to have this human aspect. You can be a complete human with digital too and I think that’s our new language.<\/p>\n
\nYeah, all the time. I never research on Google anymore, I always use Tumblr. Its amazing for fashion research\u2026and porn.<\/p>\n
\n2 weeks and then we take it to China. I’m so excited.<\/p>\n
\nWe’re going to do more and its going to be ongoing, as well as other things. Until we have a solid group of people I what to keep growing this community. Its really useful for us and thats what i love about social media. Its indirect and open and inclusive.<\/p>\n
\nDefinitely and at some point it will merge into Diesel.com<\/p>\n