Minus and Plus

The first Art Toys made in Italy

Personal Project

A new expression of contemporary art so much that someone compares them to modern sculptures, real art pieces that arise from the intuitive minds of street art and urban art, halfway between modern culture and limited edition collectibles. This is the definition that most characterizes URBAN TOYS, extravagant adult vinyl puppets, which resemble toys, but which are all about collecting items. In fact, URBAN TOYS is born as a plastic puppet with no use but with the aim of freeing the imagination of the best digital designers around the planet. The designer toy movement is, therefore, one of the world's most recent costume habits, which originates in Hong Kong, and has quickly invaded America and Europe, involving artists, art directors and charters . The common goal is to create spontaneous art forms, a synthesis of the union created between play and creativity, in some cases involving the designer from the beginning and others to interpret only an existing product.

Concept, Design
Versions of urban toys are numerous and for winning the various specimens, it is used in auctions, art galleries, Internet sites and design and fashion studios. This is the case with LAB81, a young advertising agency specializing in enterprise communication development that, with proven sensitivity to all that is avant-garde, falls in love with the phenomenon so much that it wants to be soon protagonist. In fact, LAB81 creates the first toys made in Italy with the aim of enhancing Italian products in the world of “design toy movement” by choosing FUORI SALONE 2008 for their launch.

The two characters, “Minus” and “Plus”, sons of Valentino Bedini and Diego Pacenti, are entirely produced in Italy, from industries specializing in the production of PVC plastic in various colors. Their structure, their weight, the material with which they are made, make them very special toys: the touch is pleasant, away from the hard plastic idea, they express solidity and consistency. The design is of first order, the typical playfulness of the toy mixes with a substantial dose of Italian taste. Soft lines are balanced by decisive details for a superficial balance that encloses a meaning that goes beyond good and evil.

“Minus” is not bad: among its features there is a definite dose of grind, fueled by a seasoned desire to compete. He always plays and only to win. “Plus” is sweet and very tender, his strength is enclosed in his disposition: he plays for passion. The two toys can be customized by street art artists, fashion designers and anyone who wants to express their creativity under this new form of visual communication.