For Elena and Giulia Sella, art is above all a matter of play

"Art of Play means celebrating the power of play for us because play is a truly universal language that connects us all," begins our interview with Elena and Giulia Sella, founders and creative directors of Art of Play, an exhibition dedicated to the art of play and the world of Hello Kitty, which opened on October 25th. "We wanted to create a full-scale exhibition with 16 immersive, interactive installations to celebrate the power of play."

Immersive exhibitions are increasingly popular and appreciated. For Elena and Giulia Sella, however, it's not just about offering a special experience but also about bringing people closer to art: "Making it immersive is certainly a way to make art accessible to everyone, as everyone can experience emotions or have a unique experience, regardless of whether they're art enthusiasts or not. This allows us to connect directly with people."

In this exhibition, their personal passion for art meets their love for Hello Kitty, a generational icon: "Our passion for contemporary art started back in high school. We attended art school, so we’ve always loved going to exhibits and exploring other cities. Traveling has certainly helped us discover international art as well. Our love for Hello Kitty began in childhood—our first wallet was Hello Kitty, and that love has stayed with us over the years. We collaborated with her for her 45th anniversary, and now we’re here to celebrate this big moment for her 50th." This is a way to reconnect with their passions, a way to play even as adults, but also to offer something unique: "We want to let people experience something different. We like imagining these experiences for them, making them interactive, not only visually appealing." Nostalgia, they say, plays a big role in this process.

Looking ahead? More art. "In the future, we certainly plan to continue developing our format and bringing it worldwide, even to New York. We want to keep creating and offering different experiences. Our future includes new editions of this format, with the goal of taking it international."