Plastic has a soul

In contrast to the condemnation of artifice and fake, Nooka, with his protest to the functionality of the watch, catapults us into a world where the triumphant principles are shape and colour: in short, aesthetics.
Aesthetics is the founding concept of a disillusioned generation.
In this light, plastic becomes a utopian symbol, a key to interpretation, a refuge, because in its immobility (and durability) it provides a form of reassurance.
Plastic also represents one of the main materials of the economic boom of the second post-war period, at least as far as Western countries are concerned, and has been, in general, one of the most used materials, thanks to its main characteristics (a material easy to colour and shape, aesthetically pleasing, potentially eternal, because it cannot be disposed of, which is why, to date, plastic has been shelved in many sectors, or in any case modified and made, as far as possible, eco-sustainable). For decades, plastic has represented one of the symbols of entire generations. Nooka wants to try to revive it, to make it vintage, to arouse that sense of belonging to the material that is now outdated, at least technologically, arousing a morbid attachment to the past of a generation that in common has only lost ideals.

Art director: L. M. Baiano

Copywriter: M. Vasco, S. Nissoli