Archaeological remains contaminated - and activated - by installations and experimental artistic performances. It happens in Rome, opposite the Imperial Forums, where Forof opens, a new cultural entity promoted by Giovanna Caruso Fendi in the spaces of Palazzo Roccagiovine

A regenerative place of rebirth, aggregation and exchange, where the combination of contemporary art, archaeology and experimentation gives rise to projects and immersive experiences directed by international artists. Enter Forof, a new cultural entity promoted by Giovanna Caruso Fendi, which will open its doors to the public in the historic spaces of Palazzo Roccagiovine, at Foro Traiano 1 in Rome as of 2 February 2022.

An inspired and virtuous project, in which the artists present installations and performances. The first guests well be Soundwalk Collective with Lovotic, an environmental music video installation in dialogue with the archaeological remains of the apse of the Basilica Ulpia.

The archaeological ruins activated by experimentation

The archaeology as a way to promote contemporary cultural production in a unique location making part of the most important archaeological area in Rome, which gives access to the extraordinary archaeological remains of the apse of Basilica Ulpia. The archaeological ruins of the Forof underground area will be activated by the artists' intervention, as part of a reading aimed at restoring contemporaneity to history and artistic heritage.

Cultural programming

Forof includes two productions per year lasting about five months, each accompanied by educational activities dedicated to the projects hosted and the archaeological heritage preserved in its spaces. Italian and international artists chosen for their ability to relate to the space and the cultural context in which they work will be asked to create an exhibition or an environmental installation in dialogue with the underground archaeological space, which will be activated through a monthly programme of events: performances, readings, talks and musical interventions of a relational and participatory nature in which the public will not only be spectators but also protagonists.

From cultural cafes to a new business model

Inspired by the atmospheres of the cultural cafés of 20th-century Avant-gardes – from the Cabaret Voltaire by Hugo Ball and Emmy Hennings to the Bal TicTac conceived by Giacomo Balla, through to the Art Club founded in Rome after the Second World War –, Forof will invite artists to confront the space in order to imagine a contemporary narrative. In the spaces that were the first headquarters of Fondazione Alda Fendi – Esperimenti, the new cultural entity renews and updates the concepts of cultural enhancement and promotion, starting with the It’s studio’s renovation of the spaces on the street level, offering new services and giving life to a new model of sensitive, sustainable cultural entrepreneurship.

Why is Forof a Benefit Company?

In the words of Giovanna Caruso Fendi, the founder of Forof, “Rome has always attracted artists, writers and intellectuals from all over the world by exerting a mysterious fascination on them. Even today, contemporary artistic production in the city is constantly confronted with history and antiquity. Today, Forof not only offers artists the opportunity to measure themselves against an extraordinary heritage, but also wants to provide a responsible, transparent way of restoring the experience of a unique place in the world to the community through a contemporary interpretation. This is the main reason why Forof is not a foundation but a Benefit Corporation whose purpose is to have a positive impact on society”.

The first video music installation

Forof will present its first production from 2 February to 15 July 2022: enter Lovotic, a music video installation by Soundwalk Collective, produced in collaboration with Charlotte Gainsbourg, Lyra Pramuk, Atom™, Paul B. Preciado and Willem Dafoe, curated by Threes Productions. The group that combines anthropology, ethnography, geography and non-linear narrative in relation to the places in which they perform their interventions, explores the possibility of emotional, sexual and even love relationships between humans and robots. Starting from the hybrid entertainment that we already have access to today, Soundwalk Collective question impulses, ideas and needs, thus venturing into a future that looks like an expanding kaleidoscope in which sex, intimacy and desire are reformulated.

Monthly performanceon a monthly basis

The Lovotic installation will become the setting for a series of episodes, namely multisensory and multidisciplinary events in which the public will be involved in immersive performances revolving around music and words together with the artists who have collaborated on the project. The first episode, scheduled for Tuesday 22 February, upon reservation on will be with Paul B. Preciado, followed monthly by other artists involved in the project, including actress and singer Charlotte Gainsbourg.