Bruno Bolfo launches Particle, a cultural production company bridging real and digital art experiences

Bruno Bolfo, entrepreneur, collector, and co-founder of ICA Milano, has launched Particle, a new international company for cultural mediation, design, and production. Particle aims to create fluid art experiences that blend real and virtual spaces, using technology to enhance rather than replace direct engagement with artworks. The company targets cultural institutions, art market operators, and businesses seeking to offer community-oriented art experiences. Particle's first project, "Fragilità" (Fragility), will debut in March 2021 in Kuala Lumpur for two weeks, with an online component. The exhibition is organized in collaboration with Fondazione ICA Milano, supported by the Italian Embassy in Malaysia, with participation from Venini and Bocconi University's student association Culturit. Particle will also assist ICA Milano in developing "ICA 4.0," a digital strategy complementing in-person activities with virtual initiatives. Bolfo emphasizes that Particle does not simply transpose physical art into digital formats but makes digital and real environments complementary, actively engaging audiences. The company operates across real, digital, and "phygital" realms, aiming to attract broader audiences, including those less familiar with art.