A new expression of contemporary art, to the point that some liken them to modern sculptures, genuine pieces of art born from the intuitive minds of street art and urban art, halfway between modern culture and limited edition collecting.
This is the definition that most characterizes URBAN TOYS, extravagant vinyl figures for adults that resemble toys but are effectively collectible items. URBAN TOYS, in fact, originate as small plastic figures with no practical purpose, but with the goal of unleashing the imagination of the best digital designers worldwide. The “designer toy movement” is thus one of the latest cultural phenomena globally, with its origins in Hong Kong and quickly spreading to America and Europe, involving artists, art directors, and graphic designers. The common objective is to generate spontaneous art forms, a synthesis of the union between play and creativity, involving designers either from the inception or only to interpret an existing product.
Urban toys come in various versions, and to acquire different specimens, auctions, art galleries, websites, and design and fashion ateliers are utilized. This is the case with LAB81, a young advertising agency specializing in corporate communication development, which, with a proven sensitivity to avant-garde trends, becomes enamored with the phenomenon and soon aims to be a protagonist. LAB81 creates the first Italian-made toys with the aim of promoting Italian products in the world of the “design toy movement,” choosing the FUORI SALONE 2008 for their launch. The two characters, “Minus” and “Plus,” the brainchildren of designers Valentino Bedini and Diego Pacenti, are entirely produced in Italy by industries specialized in PVC plastic manufacturing, available in various colors. Their structure, weight, and the material they are made of make them very special toys – pleasant to the touch, far from the idea of hard plastic, expressing solidity and consistency. The design is top-notch, blending the typical playfulness of a toy with a substantial dose of Italian taste. The soft lines are balanced by bold details for a refined balance that encapsulates a meaning beyond good and evil.
“Minus” is not the villain; among his characteristics is a strong dose of determination fueled by an unnatural desire to compete. He always plays and only to win. “Plus” is sweet and very tender; his strength lies in his availability – he plays out of passion. The two toys can be customized by street artists, fashion designers, and anyone eager to express their creativity in this new form of visual communication.
