GSC is forgoing product in favour of art. From 15 to 17 September, during Simac Tanning Tech and Lineapelle, the Vicenza-based company specialising in the production and supply of chemicals for the tanning industry will abandon its usual product display and instead dedicate its stand to a single artistic experience created by Andrea Bianconi.
At the centre of the space is a golden cabin inviting visitors to stop for 30 seconds and take a break from the pace of the trade fair. It is called “30 Seconds of Positivity” and stems from an idea that is as simple as it is radical: in a place built around speed, stopping can become an act of resistance. An artwork that instead invites us to look within. Just thirty seconds — enough to interrupt the flow and remind us that, sometimes, even wonder needs silence.
GSC forgoes product in favour of art
A small golden structure, the Positivity Cabin, accessible to one person at a time. You enter, close the door and the world remains on the other side. At first there is darkness and silence. Then come the voices, flashes of light and the recorded “YESSS” exclamations collected by Bianconi from people he met in the places where the project comes to life. The words emerge like heartbeats, one after another, until the phrase that concludes the ritual: “Eternity gathered into a second”. The precise moment when the performance ceases to be simply a performance. It becomes a pause. A small poetic short circuit within the fair’s perfectly calibrated machinery.
A company that chooses to give space
The most interesting part, however, lies outside the cabin. GSC Group is foregoing its usual commercial display to transform its stand into a collective gift. It is a choice that shifts the very meaning of being present at a trade fair: not simply to sell, showcase oneself or compete, but to create an opportunity for connection. Bianconi, an artist accustomed to taking performance beyond conventional art spaces, thus creates a work that comes alive through the participation of those who experience it. And the gesture continues even after visitors leave: each one receives a golden “YESSS” pin, designed by the artist as a small amulet to wear.
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