Slam Jam, one of the most consolidated and important realities of street culture, opens for the first time the doors of its archive more than 30 years after its foundation.
The project, curated by Nationhood, a Turin-based multidisciplinary studio founded by Achille Filipponi and Matteo Milaneschi with the aim of generating new codes and languages in the field of cultural communication, includes the new arrangement of the archive in the Slam Jam headquarters in Ferrara and an online atlas that will be accessible through an experimental editorial plan dedicated to the brand’s cultural heritage.
What was once the private collection of Luca Benini, founder of Slam Jam, with almost 30,000 pieces including clothing, accessories, shoes, records, artwork and documents from the 80s to the present day, is now transformed into a new cultural resource: a dedicated digital platform, a long tail of editorial productions and several side-projects with offline activities focused on art and visual culture.
Nationhood revolutionizes and deconstructs the very concept of the archive thanks to the sound atmospheres of the audio content coming from the approximately 10,000 vinyl records that are part of Luca Benini’s collection.
All the images are presented in an infinite scroll sequence that combines different contents, thus creating a new digital collector on the anthropology of look and on the underground subculture of which Benini has been a founding presence: the clubbing of the Riviera Romagnola, London and NY of the early 90s, up to the international hip-hop scene and the neo-avant-garde fashion of Japan in the ’00.
Besides visiting it digitally, it will be possible to book a visit to the Slam Jam archives (for professionals, schools, etc.) through the form in the contact section.