Fifteenth edition of Mirror Project—a long-term exhibition program created in collaboration with Fondazione Sandretto Re Rebaudengo as part of CAMPO, course of studies and curatorial practices.

A logic of desire, guided by an invisible force that sets everything in motion.
A siren’s mesmerizing voice rises from the luminous screen,
bewitching little Ulysses
with the allure of a plastic war,
crafted to fit the hands of a child.

réclame unfolds as a journey through time and memory, exploring the cultural and symbolic legacy of advertising and toys, shedding light on the patriarchal imprint embodied by these everyday objects and the toxic narratives they perpetuate. Aruta delves into an intergenerational memory—that of a child raised on a steady diet of advertisements. A small human, both subject and object of discourses on dominance and power, seduced by a pro-war heroism pushed to the extreme.

Photography by Biaggio Palmieri