THE FAKE FACTORY : THE FLOWERS ROOM 
IMMERSIVE ART INSTALLATIONS

Stefano Fake / THE FAKE FACTORY : THE FLOWERS ROOMS (2003 to date) “THE FLOWERS ROOM” – immersive art experience

THE FLOWERS  ROOM is an immersive video art installation created by The Fake Factory. Since 2001, The Fake Factory has explored the computer’s potential to create both virtual and physical art forms that embrace the concept of space.
Through the use of immersion, interaction, and manipulation of both virtual and physical space, The Fake Factory has created powerful aesthetic environments that enable audiences to experience alternative realities. Immersive installations satisfy the viewer’s inherent desire to escape physical reality and become part of the art experience itself. 

While the visitor moves in the space, the projections surround him everywhere, confusing the boundaries of the walls with those of ceiling and floor. The inner world is expanding to the outside.

A lifelong flow of constantly changing flowers wraps the spectator.

The Fake Factory’s Flowers Rooms have been exhibited in Florence 2003 – Rome 2004 – New York 2005 – Beijing 2009 – London 2013 – Naples 2014 – Milan, 2015 – Amsterdam 2015 – Florence 2016 –  Shanghai 2017 – Milan 2018 – Florence 2018

 

L’artista italiano Fake gioca con i sensi in un’installazione dove ci si immerge in un caleidoscopio di immagini visive senza soluzione di continuità.

Un’opera d’arte che ricrea e amplifica la sensazione della visione e dello spazio infinito attraverso l’uso di videoproiezioni e materiali trasparenti e riflettenti .

Mentre il visitatore si muove a suo piacimento nello spazio, le proiezioni lo circondano da ogni parte, confondendo i confini delle pareti con quelli di soffitto e pavimento.

Il mondo interiore si amplifica verso l’esterno.

Un flusso vitale di immagini in continuo cambiamento avvolge lo spettatore.

stefanofake.com
thefakefactory.com

THE FAKE FACTORY : L’ESPERIENZA IMMERSIVA DELLA VIDEOARTE.

Stefano Fake è un artista che esplora fino in fondo il potenziale della elaborazione digitale dell’immagine per creare forme d’arte virtuali che abbracciano il concetto di spazio. Attraverso l’uso dell’immersione, dell’interazione e della manipolazione digitale dello spazio fisico e virtuale, The Fake Factory crea potenti ambienti estetici che permettono al pubblico di vivere realtà emozionali alternative. Le installazioni immersive soddisfano il desiderio intrinseco dello spettatore di sfuggire alla realtà fisica e diventare parte dell’esperienza dell’arte stessa.

“Tutto il mio lavoro si potrebbe concentrare in questo concetto: The Fake Factory definisce, crea e manipola lo spazio per creare esperienze estetiche ed emozionali immersive. Invita il pubblico ad immergersi nell’arte con tutti i sensi “(Stefano Fake, cit).

Per immergere lo spettatore in una esperienza estatica ed emotiva, Fake utilizza tutti gli strumenti che l’arte digitale concede nel terzo millennio: forme, luci, colori, suoni, narrazione, astrazioni concettuali ed elementi simbolici, ologrammi, citazioni colte dalla storia dell’arte, specchi, trucchi prospettici e inganni visivi, in una sorta di flusso visivo senza soluzione di continuità.

“Non sono altro che paesaggi visivi, esteriori ed interiori. Qualcosa a metà fra la realtà e il sogno. Tutti i mondi sono simbolici: sia quello virtuale che quello che percepiamo come reale. L’arte digitale è evanescente e concreta allo stesso tempo: l’esperienza immersiva si consuma in pochi minuti ma lascia segni indelebili nello spettatore.” ((Stefano Fake, cit).  La sensazione di essere lì in quel momento a vivere l’esperienza, dipende in larga misura dall’assorbimento sensoriale all’interno dell’ambiente. Bisogna sentirsi immersi nello spazio e percepire fisicamente di essere una parte di esso. L’immersione sensoriale è fondamentale per il nostro rapporto con l’ambiente naturale. Sfruttando il potere psicologico dell’immersione, Fake crea spazi visivi che consentono al pubblico di sfuggire verso altri mondi e sperimentare risposte emotive reali. E’, in definitiva, il potere dell’illusione artistica che trova un punto di incontro con il desiderio umano di creare realtà parallele all’interno della realtà in cui vive. Nella metafisica della realtà virtuale, Michael Heim chiede: “Non sono tutti i mondi simbolici? Compreso quello che ingenuamente chiamiamo il mondo reale, che leggiamo via con i nostri sensi fisici? “. Le opere di videoarte immersiva di The Fake Factory  sfruttano, in definitiva, il potere dell’illusione artistica che trova un punto di incontro con il desiderio umano di creare realtà simboliche parallele all’interno della realtà in cui vive, creando una fusione fra arte e vita.

(International Digital Art Review, gennaio 2015)

In 2001 STEFANO FAKE opened his digital art laboratory THE FAKE FACTORY in Florence, the Italian capital of the Renaissance. The vitality of the Tuscan city allows FAKE to experiment with its scenographic and immersive art in multiple directions. Since 1997 he had been working as a creator of the virtual sets of Giancarlo Cauteruccio’s avant-garde theater company Krypton. Starting from 1999-2000 he was entrusted with the direction of many multimedia shows for festivals and cultural events. Since 2001 he began to exhibit his installations under the name THE FAKE FACTORY, generally commissioned by youth culture and electronic music festivals. From the beginning his art is digital, immersive, engaging, dynamic, vital. Even today STEFANO FAKE & THE FAKE FACTORY exhibit the first pioneering works, which opened a trend that two decades later has become worldwide, and perhaps represents the most “contemporary” form of art, due to the fact that it unites in a single concept the real world with the digital world. What today would be defined as Physital art, where space and the spectator are protagonists of the art experience, in relation to the digitally created audiovisual intervention of the artist.

THE FLOWERS ROOM: The Aesthetics of Immersion in Stefano Fake’s Artistic Research

Within the landscape of contemporary new media art, works capable of transforming technology into a genuine aesthetic experience remain relatively rare. Among them, THE FLOWERS ROOM, the immersive installation conceived by Stefano Fake and created by The Fake Factory, stands out as one of the most significant projects in the ongoing evolution of experiential digital art.

The work unfolds as a total environment in which the language of nature is reinterpreted through the tools of contemporary technology. Thousands of digital blossoms, monumental projections, and audiovisual landscapes generate a fluid and constantly evolving space, capable of engaging visitors in a dimension suspended between contemplation and participation.

THE FLOWERS ROOM does not merely represent the flower as an iconographic subject. Rather, it embraces its symbolic, evocative, and universal value, transforming it into a dynamic visual material. The flower becomes a sign, a rhythm, an energy—a digital organism that grows, dissolves, and regenerates within a luminous choreography of remarkable poetic intensity.

Stefano Fake’s artistic research is rooted in a broader reflection on the concept of immersion. In this installation, the image is no longer a surface to be observed but an environment to be inhabited. The viewer is progressively absorbed into the work, becoming an integral part of the perceptual process in a condition that resonates with theories of relational aesthetics and the most recent developments in digital environmental art.

The strength of THE FLOWERS ROOM lies in its ability to transcend the traditional dichotomy between nature and technology. The floral universe envisioned by the artist is not a simulation of reality but rather a new form of visual ecosystem in which digital data generates emotion, memory, and wonder. Technology disappears as a device and re-emerges as a language—a medium capable of amplifying the sensory dimension of artistic experience.

In this sense, the installation represents a significant step in the recent history of digital art. It moves beyond the mere spectacularization of technological innovation, proposing instead the construction of complex perceptual spaces where light, movement, sound, and architecture converge into an immersive narrative.

With THE FLOWERS ROOM, Stefano Fake reaffirms a coherent and distinctive artistic practice focused on creating environments that redefine the relationship between body, space, and image. The installation emerges as a place of passage and transformation, inviting visitors to experience a new mode of engagement with the artwork—not as external observers, but as active presences within a digital landscape that lives and evolves through their own participation.

At a time when visual culture is increasingly mediated by technology, THE FLOWERS ROOM demonstrates how digital art can still generate wonder, reflection, and genuine emotional engagement, opening new perspectives on the future of contemporary aesthetic experience.