« How many kilometers do we have to drive through a monstrous forest of giant neon lights, deafening billboards, a jungle of metal, deserts of gray metal sheets, infernal signs, hundreds of advertising slogans, promises of happiness for dummies, unbearable lies designed to siphon off our skulls and turn us into units of consumption? But where are we? Who have we become? Open Your Eyes”

Open your eyes, Jack Lang, 2014, HC éditions

For Paris Photo 2023, the largest international art fair dedicated to photography, 10.03.53 demanded of us to consider the implications of the increasingly connected society we inhabit and what position art can play in our lives within the “monstrous forest” that is the digital era.

Founded in September of 2020 by Italian designer Luca Colosimo 10.03.53 is a less bag label and more “creative laboratory” that magnifies research and development, placing innovation and problem solving at the core of its values. A fusion of savoir-faire, traditional craft techniques and innovative material use, 10.03.53 is the contemporary accessory label.

Produced by artistic director and editor-in-chief of Athletica Magazine Clément Guinamard and Christophe Ideal, director, at the Institut du Monde Arabe, Open Your Eyes, is a manifesto, a glimmer of hope, light at the end of the tunnel.

Alternating between individualism and group tensions the production is an engaging take on duality, plurality and identity politics. A portfolio of talented artists including Romain Brau, Mathis Chevalier, Anne-Lise Maulin, Marso Voirin and Cleiton Lopes come together for 10.03.53 to celebrate art. Through different artistic mediums – dance, music and photography – the artists translate our social and technological evolution.

“It’s important to look, observe, understand and take the time to open our eyes. Art allows us to sculpt our humanity in an ever-changing digital world, reconnecting us to universal truths and encouraging critical reflection. This video opens up a space where established norms are challenged, debate is stimulated and innovation is inspired. The message underlines the importance of creativity and imagination in the face of increasing automation and standardization.” Said Colosimo of the film. « This collaboration with the Institut du Monde Arabe was born of a meeting with Mr Jack Lang and Mr Philippe Castro during a conversation about art and today’s hyper-connected society. In discussion with Clément, we wanted to present this idea from the book « Ouvrons les yeux » in audiovisual form. By integrating my creations worn by characters embodying our society in this mythical place, they seem disconnected. Romain’s performance upsets, questions and captivates those who dare to look. Art is the only way to reconnect with what is essential: the other »

Taking part in the Institut du monde d’Arabe the film takes us on a visual journey, watching the participants connect through dance, through art, through movement. 

« At the Institut du Monde Arabe, we are always keen to help all artists, creators and avant-gardes. Opening our eyes to contemporary creation is an essential mission for us, helping us to gain a better understanding of the changes and challenges facing our society. Opening the doors of the Institut du Monde Arabe to Luca Colosimo, the designer of 10.03.53, was an obvious choice. Luca Colosimo sculpts, shapes and colors with an exceptional poetic style. Like an alchemist, he transforms matter into a work of art, turning everyday life into a constantly renewed celebration, » explains Philippe Castro, Director of the Office of the President of the Institut du Monde Arabe.