Pierpaolo Ferrari on Toiletpaper's immersive Mumbai exhibition and creative freedom

Pierpaolo Ferrari, co-founder of Toiletpaper magazine with Maurizio Cattelan, discusses his artistic journey and the immersive exhibition at the Nita Mukesh Ambani Cultural Centre in Mumbai. Born and raised in Milan, Ferrari began specializing in advertising photography in 1994, collaborating with agencies like BBDO and Saatchi & Saatchi, and brands including Nike, Audi, Mercedes, Campari, BMW, Sony, Heineken, MTV, Kenzo, and Alitalia. His work has appeared in The New York Times, Bloomberg Pursuits, and Wallpaper*. In 2006, he and Federico Pepe launched "Le Dictateur," a magazine of art and luxury. In 2010, Ferrari and Cattelan founded Toiletpaper. Ferrari describes the Mumbai show as the "synthesis" of Toiletpaper's path, an immersive and destabilizing experience where images gain meaning through viewer interaction. He emphasizes that he and Cattelan prefer to work outside traditional institutional spaces, creating their own. Ferrari cites content, aesthetics, and genius as his inspirations, and identifies himself as omnivorous and curious. He believes the present is the only reality, with the past as narrative and the future uncertain. For young artists, he advises focusing on personal growth to achieve glory, wealth, and fame. He sees nuclear fusion, aliens, and blockchain as guiding future ideas.