Inside Muro: Spotlight on our Founder Gianluca Boccadifuoco.

How did Muro come to life?

It has been a nuanced journey. I have been collaborating with artists and connecting with collectors over the past few years. I have supported traditional artists in adapting to the digital world and utilizing NFTs as a tool. With the proliferation of NFT marketplaces, it became crucial for artists to receive guidance on tokenizing their work, on how to display it, consume it, and resell it. 

The key realization was that many digital artists, previously overlooked, could now showcase and sell their work online in a digital format through NFTs. 

However, a challenge persisted in how this digital medium is exhibited, particularly for collectors who are the ultimate users in this cycle.

This translated into a three phase build up. 

Firstly, there is a need for collectors to have a more seamless and enjoyable way to display their newly acquired digital artworks. 

Secondly, artists require opportunities for real-life displays, such as events and exhibitions, making digital art more accessible. 

Finally, the vision is a scenario where collectors, art enthusiasts and venues, can effortlessly showcase digital art, comparable to how music is displayed on platforms like Spotify. 

This not only increases the visibility of Digital Art but also creates an additional revenue stream for artists. It offers collectors a robust tool to discover new artists and easily showcase more art in their living spaces, ultimately sharing it within their social circles.

The same goes for commercial venues that are looking to tap in the Digital Art world in an easy and accessible way.

How does Muro integrate the correlation between slow consumption, neuroaesthetics, art, and emotions?

In alignment with the above, a crucial distinction arose in the art world. Some art naturally found its place in living rooms, while others were destined for exhibitions. I envisioned a concept of slow consumption Art, tailored to specific spaces, such as hotels such as my living room, as well as while waiting at my dentist lobby, or in the reception of the hotel.  It began with the development of frames and hardware solutions such as Muse Frame, top-notch quality Digital Art frames provider, followed by the software side, designed for easy portability. Anticipating obsolescence, I aimed for Muro to be adaptable and fluid.

Recognizing the significance of adaptability and fluidity, we collaborated with partners for hardware solutions such as Muse Frame, top-notch quality Digital Art frames provider. This allowed us to adopt a Spotify-like model, empowering users to choose how and where they consume art. We crafted a system that is mood-based and centers on environmental cues.

The underlying hardware technology continues to evolve, with the goal of encompassing every consumption medium. Personalization is key, enabling users to make decisions based on their mood and environment. 

Things took a different direction when I crossed paths with Ari Peralta, Arigami's CEO and an expert in sensory design and neuroscience, along with Francisco Texeira, Co-founder of the Portuguese Association de Neurofeedback and Neurotechnology; and founder of MuLabs.

Beyond the art itself, the power lies in precisely understanding how an artwork influences emotions. This can be explored to ignite certain emotions, shaping one's day and reflecting their state.

This led to a vision where non-subjective variables of art, such as movements, rotations, and composition, impact our brains. If art affects our brain, it becomes interesting to know what specifically has that impact. Once we understand these elements, we have better control on how our brain responds to it.

In our context, these impacts allow us to tailor the effects that artworks have on the viewers. Leveraging this understanding, we offer users a mood curation service alongside art curation—a potent combination for business solutions. 

The pivotal realization was the importance of connecting with feelings and moods rather than just the art itself. 

Neuroaesthetics blends psychology and aesthetics, studying how we see, create, and react to art, as well as our responses to triggers and scenes that bring strong, often pleasurable feelings.

Through the utilization of EEG waves, we aim to read and comprehend how users emotionally connect with specific forms of art and explore the underlying reasons for these engagements.

In the future, our goal is to establish guidelines for artists to create Art tailored for mood curation. Utilizing AI, we will also generate our own visuals that align with user preferences, ever-adapting to the advancements in technology throughout the generation process. The choice of colors and shapes will be pivotal in shaping the output, adding to our comprehension of how users emotionally connect with art through EEG waves.

How does Muro exemplify the fusion of Art and Technology in our increasingly interconnected Digital and Physical worlds?

​​Muro serves as a bridge from the digital to the physical, executed in a smart and seamless manner. Rather than simply adding screens, our approach focuses on integrating artistic solutions that are immersive and personalized. 

The mission is nuanced, aiming to create a uniform aesthetic that feels intrinsic to the space rather than overly digital. The frame represents an example of a complete integration of digital form into physical surroundings, positioning digital art as a real-life medium for well-being without isolating individuals. 

Unlike the isolating nature of VR, smartphones or desktops, Muro fosters an experience where individuals can look, enjoy, and perceive art, contributing to the harmony of their surroundings.

How is Muro working to redefine the Digital Art experience and its accessibility? 

The goal is to make digital art more accessible and enjoyable, moving beyond traditional marketplaces. The aim is to elevate the experience, steering away from a typical e-commerce feel and leaning more towards the ambiance of a gallery. 

To start, in response to the challenges posed by the pandemic, VR and AR were a way to create 3D spaces, offering an immersive art experience.

Yet, the question remains: How can we integrate art into our daily lives beyond being just an experience? For someone who appreciates Art and the curation of spaces, the impact of Art in the ambiance is profound.

Introducing something digital into a phisical space means introducing a medium with the potential to dynamically change and connect the space to emotions and moods. Muro was born from this vision, utilizing art as a tool for well-being.

While art inherently allows for self-reflection, our focus shifts to the idea that an artwork can change and move. The tool we are developing through Muro aims to enhance habits and adjust moods following the dynamic nature of human emotions. The name "Muro," meaning wall, signifies that art is displayed on the wall, prompting the larger question of introducing something that requires curation. We approach this with a commitment to improving people's lives and emphasizing positive functionality. Personalization is key, enabling individuals to make the right decisions when aiming to feel specific emotions and moods.

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How does Muro tackle the challenge of slow consumption in today's attention economy while incorporating the dynamic nature of technological advancements?

We are developing an app for consumers that functions more like a remote control than a trigger for media consumption. Our emphasis is on providing easy access to Art through the app and, ultimately, on showcasing the Art in your space. The goal isn't to spend time on the app itself.This marks a crucial shift in product design; unlike most applications that thrive on the attention economy, our focus is on enabling people to savor Art. The phone serves as a remote control, aligning with our perspective on mental health and media consumption. 

Unlike most applications that thrive on the attention economy, our focus is on enabling people to savor Art. We curate pieces designed for slow consumption, aiming to provide a pathway to a beautiful and mesmerizing environment without excessive distraction.

Our motivation is rooted in Art and curatorial choices.

The collaboration of Art and Technology has the potential to create captivating outcomes. The technical aspect can be regarded as a 24/7 art piece on an open market—exchangeable, traceable in terms of provenance through NFT technology. This involves registering artworks on blockchains with public records detailing the piece's origin and journey. 

Technology acts as a facilitator and opens new avenues for community-building and various forms of art, including AI, Generative Art, and holograms. Generative Art, in particular, excites us as it is ever-evolving, offering the possibility of a painting that changes with seasons—an innovative concept that transcends barriers and immutability.

Considering the discourse on consumption, the introduction of dynamic art shifts the conversation from individuals determining their time spent in front of a static artwork to art evolving on its own—a fluid, growing entity. This is where the synergy between Art and Tech unfolds.

How do you see Muro contributing to the Future of Art?

Our intention is to partner with artists who are pioneers in this field, engaging in testing, experimentation, and continuous evolution. We prioritize respecting provenance and attribution, ensuring fair credit to artists. The focus lies in innovation and experimentation with artists, exploring various mediums, prototypes, and projects, aiming for interactivity, adaptability, and continuous generative evolution.

To facilitate this, we are establishing a creative studio in Lisbon, inviting artists to explore and engage in these creative processes. The studio serves as a space that goes beyond traditional norms, embodying Muro's culture of youthfulness, dynamism, innovation, and open collaboration. It's a creative hub where ideas can be exchanged, experimentation is encouraged, and a culture of co-creation, transparency, and honesty prevails, allowing us to stay at the forefront of artistic innovation.

As a founder, how do you cultivate your passion for Art while operating business activities?

I always considered myself both an artist and an entrepreneur, with my journey driven not solely by business appeal but by the desire to create something new. 

This led me to thrive in startup environments, realizing that I could channel my creativity through a business lens. While this approach served my career, it was the fusion of art and technology that truly allowed me to embody the role of an artist. These technological tools became my brushes, enabling me to actualize the visions I had in mind and exhibit in beautiful venues.

Building the medium for creatives to express themselves excites me, and I look forward to showcasing my art to those who resonate with my creations. Embracing various tools to generate art has become a fulfilling process. While I am embodying a CEO and founder position, I also am a creative director and curator. I find selling concepts and emotions to be a wonderful aspect of my work.

Muro represents a breakthrough for me because it allows me to be a creator as well. Inspired by other artists and fostering a community through the studio, I find the creative environment to be amazing. What I love most about this vision is its indirect and subtle impact. It's about being inspired throughout the development process, experiencing it firsthand, and promoting its effects to others.

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How do you convey that passion to your team blending inspiration and work together?

My approach to work revolves around empowering individuals by providing them the freedom to execute their ideas. I offer guidance and walk alongside my team, inviting them to find their own path and create a space where they can feel the impact of their contributions and grow within it. 

Passion needs to emanate from my team, ignited by the project and the vision. I value the dedication and proactiveness of the people I collaborate with - Special thanks to Bora Baloglu, Andrea Vitto, Zhanna Safronova, Agnes Dezard, Pauline Foessel, Dimitri De Jonghe, and everyone who's making this challenging journey every day more exciting to tackle..

In my role, I activate Art in real life because it's the most effective way for people to truly understand what Muro represents. 

This is why we are emphasizing In Real Life (IRL) art points— the more individuals experience, the more it will naturally spread. 

The emerging consumer behavior is unique and spreading in a beautifully organic manner. My goal is for people to feel aligned with the vision and the overall experience, sparking a passion within them. This passion, in turn, becomes a tool for enhancing people's well-being.

Timing also plays a crucial role, and I observe the vision flourishing within both myself and my team as we progress together with this beautiful project. Having channeled my creativity into a business application throughout my career, I find the unique aspect of Muro lies in the ability to go beyond that and fuel creativity for a diverse range of artistic uses. This uniqueness resonates with me on both a personal and professional level.

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Business Inquire, Digital Art activation, Partnership and collaborations, you want to contribute to Muro? Chat with the founder

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