Don't tell us you don't know what it isAlcantara. And even if you know. Just read this interview. Sofa upholstery, as it turns out, is just one of the many areas of application of this unusual material. The first pop-up exhibition of the Alcantara brand in Russia is called A way of life, its exhibits demonstrate a variety of ways to use the material. For example, an art object called The stronghold of silence, created by Italian designer Paola Navone, is a fortress made of pillows. And the orange Lamborghini Huracan, with a capacity of 610 horsepower, with the same bright and pleasant to the touch interior trim, and dresses, to which the artist Rebecca Moses had a hand, and even the pillows in the above-described fortress - all made using Alcantara material. On March 24, Gary Tatintsian’s gallery was crowded andfestive, and the hall attracted attention with fantastically mesmerizing art objects and installations. All of them were created using one of the most versatile materials from Alcantara S.p.A., the widespread use of which in all industries - from clothing to automobiles - is due to its special properties and exceptional quality. The evening began with a speech by the brand's CEO Andrea Boragno, and continued with an informal part, when guests could chat with each other and take pictures with the installations. DJ Mark Shchedrin set the mood with music. Meanwhile, Oksana Kashenko, editor-in-chief of the etk-fashion.com portal, found out why the new artificial material is intended to define lifestyle… Andrea Boragno, president of Alcantara, answers.— What is Alcantara material?— The creation of this material dates back to the early 70s. The material was invented by a Japanese scientist. It was a breakthrough at the time. — Which brands do you prefer to work with: fashion brands or interior brands? — Alcantara is a very versatile material. It can be used for countless different items and materials. Thousands of possible options. Alcantara is well represented in the automotive industry, namely in the interior design of luxury cars such as Lamborghini, Ferrari, Maserati, Porsche, Tesla. And yet, we attach great importance to cooperation with fashion designers, interior designers, as well as with designers who could offer additional areas of use for Alcantara. — How does the Alcantara S.p.A. brand define lifestyle? — Alcantara is a versatile material - it is with you wherever you are. When you are driving your comfortable luxury car, Alcantara is next to you. Then you put on your headphones - they are made using high-tech Alcantara material. This material is also used to make your mobile phone case. And besides, you can have a bag from a famous designer, which is also made using our material. This is very important. Why? Because Alcantara defines a lifestyle. It is the choice of people who, on the one hand, choose practical things, and on the other - exclusive things. — Please name the most unusual way to use Alcantara? — Air conditioner. An air purification system from Daikin was installed, the device was decorated using Alcantara material. — And what can you say about the Alcantara S.p.A. installation at iSaloni 2016? — The installation will be very unexpected. It will be located on the fashionable Corso Como street in the city center. We will completely decorate the external facade of the building using Alcantara material. We will project images onto it, thus giving it a unique look… We call it Alcantara Magic Hotel!