’Ten Secret Treasures’ exhibition

The brand’s ten first creations were presented leading visitors on a journey through imaginary landscapes with a strong narrative scenography. As the ‘traveller’, each visitor undertook a personal voyage among the pieces that were accompanied by haikus written specifically for the occasion by English artist & writer Alistair Gentry. As a metaphor of a new way to conceive the world of design, the exhibition interpreted the JCP universe in a fusion between art and design blending classic and contemporary style in a surprising manner. The ten creations are designed by CTRLZAK Studio, Emanuele Magini and Alessandro Zambelli.