Fidia Falaschetti merges the playful world of Mattel with contemporary art, bringing to life the exhibition PLAYDULT
Words TOMMASO FALOCI
A dialogue between the worlds of play and art comes to life in Milan, where Fidia Falaschetti, Italian artist with a cosmopolitan spirit, presents his exhibition PLAYDULT in collaboration with Mattel Creations. From November 21 to December 8, 2024, 10 Corso Como will host this extraordinary showcase, blending the timeless allure of Mattel toys with a bold and contemporary artistic language.
The Creative Journey of PLAYDULT
PLAYDULT stems from Falaschetti’s lifelong passion for toys, transformed into an immersive artistic experience exploring the connection between play and adulthood. “I grew up with Masters of the Universe and Hot Wheels cars”, the artist shares, and this exhibition celebrates play as a bridge between childhood and maturity. Toys become art, and art becomes thought-provoking. With a portfolio that includes collaborations with celebrities like Robert Downey Jr. and Justin Bieber, Falaschetti brings his artistic vision to the heart of Mattel’s brands: Barbie™, Hot Wheels™, Masters of the Universe™, and Rock’em Sock’em™. Each piece is a playful yet profound reinterpretation, preserving the essence of each brand while enriching it with new meanings.
The Artworks on Display
The works of Fidia Falaschetti in collaboration with Mattel Creations include a series of sculptures that blend art and toy iconography. Among these is a Totem inspired by Masters of the Universe, featuring a modular structure and vibrant colors, Rock’em Love’em, a reinterpretation of classic robots embracing instead of fighting, and BRB (Be Right Back), a minimalist installation with abandoned pink Barbie shoes next to a post-it, evoking themes of absence and transience. For Very Hot Wheels™, Fidia Falaschetti provocatively imagined toy cars melting under the heat, symbolizing the climate crisis. This sculpture blends realism and social critique, capturing the moment when play turns into reflection. Each piece combines nostalgia, innovation, and a deep reflection on the world of toys.
Where Art Meets Play: The Role of Mattel Creations
Mattel Creations, a platform dedicated to artistic collaborations and collectible items, once again proves its innovative spirit in merging art with play. Andrea Ziella, Lead EMEA of Mattel Creations, highlights the significance of the project: “PLAYDULT celebrates Falaschetti’s genius and the legacy of our brands, reimagining them through an artistic lens. It’s a testament to our commitment to innovation and excellence”.
PLAYDULT is more than just an exhibition: it’s an invitation to rediscover the child within, a creative exploration that unites nostalgia, imagination, and social commentary. In an increasingly complex world, Falaschetti and Mattel remind us that play is not merely a childish act, but a form of art that inspires us to dream and reinvent the future.
