
STRANGE RULES
@berggruendiedo @hansulrichobrist @holly_herndon @matdryhurst @adrianarispoli_curator @sub.global @newmodels_io @joshuacitarella @trevorpaglen @philippeparreno @sden023 @nicolasberggruen
Among many others.
Very grateful to be part of this exhibition. Thank you Holly and Mat, Hans Ulrich and the Berggruen Institute.
photography by @stemattea

STRANGE RULES
@berggruendiedo @hansulrichobrist @holly_herndon @matdryhurst @adrianarispoli_curator @sub.global @newmodels_io @joshuacitarella @trevorpaglen @philippeparreno @sden023 @nicolasberggruen
Among many others.
Very grateful to be part of this exhibition. Thank you Holly and Mat, Hans Ulrich and the Berggruen Institute.
photography by @stemattea

STRANGE RULES
@berggruendiedo @hansulrichobrist @holly_herndon @matdryhurst @adrianarispoli_curator @sub.global @newmodels_io @joshuacitarella @trevorpaglen @philippeparreno @sden023 @nicolasberggruen
Among many others.
Very grateful to be part of this exhibition. Thank you Holly and Mat, Hans Ulrich and the Berggruen Institute.
photography by @stemattea

STRANGE RULES
@berggruendiedo @hansulrichobrist @holly_herndon @matdryhurst @adrianarispoli_curator @sub.global @newmodels_io @joshuacitarella @trevorpaglen @philippeparreno @sden023 @nicolasberggruen
Among many others.
Very grateful to be part of this exhibition. Thank you Holly and Mat, Hans Ulrich and the Berggruen Institute.
photography by @stemattea

STRANGE RULES
@berggruendiedo @hansulrichobrist @holly_herndon @matdryhurst @adrianarispoli_curator @sub.global @newmodels_io @joshuacitarella @trevorpaglen @philippeparreno @sden023 @nicolasberggruen
Among many others.
Very grateful to be part of this exhibition. Thank you Holly and Mat, Hans Ulrich and the Berggruen Institute.
photography by @stemattea

STRANGE RULES
@berggruendiedo @hansulrichobrist @holly_herndon @matdryhurst @adrianarispoli_curator @sub.global @newmodels_io @joshuacitarella @trevorpaglen @philippeparreno @sden023 @nicolasberggruen
Among many others.
Very grateful to be part of this exhibition. Thank you Holly and Mat, Hans Ulrich and the Berggruen Institute.
photography by @stemattea

STRANGE RULES
@berggruendiedo @hansulrichobrist @holly_herndon @matdryhurst @adrianarispoli_curator @sub.global @newmodels_io @joshuacitarella @trevorpaglen @philippeparreno @sden023 @nicolasberggruen
Among many others.
Very grateful to be part of this exhibition. Thank you Holly and Mat, Hans Ulrich and the Berggruen Institute.
photography by @stemattea

GUCCI MEMORIA
Last day today.
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
Last day today.
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
Last day today.
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
Last day today.
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
Last day today.
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
Last day today.
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

Opening 4 May during the 61st International Venice Biennale, Palazzo Diedo presents Strange Rules.
“Strange Rules”, conceived by Mat Dryhurst (@matdryhurst), Holly Herndon (@holly_herndon) and Hans Ulrich Obrist (@hansulrichobrist) and curated with Adriana Rispoli (@adrianarispoli_curator), introduces the concept of Protocol Art, a practice that engages with the underlying rules that dictate how culture is produced, distributed and perceived in a digital age.
These rules take shape through algorithms, artificial intelligence models, computer protocols, platforms and technological infrastructures. Rather than using them as tools, the exhibition brings them into focus as artistic material, shifting attention from the artwork as object to the artwork as process. Across Palazzo Diedo, the project unfolds as a dynamic environment, activating the space through installations, performances, screenings and ongoing research.
With participation and design development by @sub.global

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI MEMORIA
April 21 to 26, 2026
Chiostri di San Simpliciano, Milano
Curated by @demna
Exhibition and Tapestry artworks by @sub.global
Photography by @stemattea

GUCCI PRIMAVERA Afterparty
Production Design @sub.global
Line-up
Coucou Chloe
Esdeekid
Noizinski

GUCCI PRIMAVERA Afterparty
Production Design @sub.global
Line-up
Coucou Chloe
Esdeekid
Noizinski

GUCCI PRIMAVERA Afterparty
Production Design @sub.global
Line-up
Coucou Chloe
Esdeekid
Noizinski
GUCCI PRIMAVERA Afterparty
Production Design @sub.global
Line-up
Coucou Chloe
Esdeekid
Noizinski

An elusive entity, most widely associated with projects for Demna Gvasalia, artist Anne Imhof, and rap star Travis Scott, @sub.global is a self-described “think tank and creative services architectural firm” led by @niklas.bildstein.zaar—now tackling the architectures of information with the exhibition design for the latest Venice Architecture Biennale.
Text by @cbcb2000 and @lilinternet (@newmodels_io), from Capsule Issue 4.
Shop the cover at link in bio.

An elusive entity, most widely associated with projects for Demna Gvasalia, artist Anne Imhof, and rap star Travis Scott, @sub.global is a self-described “think tank and creative services architectural firm” led by @niklas.bildstein.zaar—now tackling the architectures of information with the exhibition design for the latest Venice Architecture Biennale.
Text by @cbcb2000 and @lilinternet (@newmodels_io), from Capsule Issue 4.
Shop the cover at link in bio.

An elusive entity, most widely associated with projects for Demna Gvasalia, artist Anne Imhof, and rap star Travis Scott, @sub.global is a self-described “think tank and creative services architectural firm” led by @niklas.bildstein.zaar—now tackling the architectures of information with the exhibition design for the latest Venice Architecture Biennale.
Text by @cbcb2000 and @lilinternet (@newmodels_io), from Capsule Issue 4.
Shop the cover at link in bio.

An elusive entity, most widely associated with projects for Demna Gvasalia, artist Anne Imhof, and rap star Travis Scott, @sub.global is a self-described “think tank and creative services architectural firm” led by @niklas.bildstein.zaar—now tackling the architectures of information with the exhibition design for the latest Venice Architecture Biennale.
Text by @cbcb2000 and @lilinternet (@newmodels_io), from Capsule Issue 4.
Shop the cover at link in bio.

An elusive entity, most widely associated with projects for Demna Gvasalia, artist Anne Imhof, and rap star Travis Scott, @sub.global is a self-described “think tank and creative services architectural firm” led by @niklas.bildstein.zaar—now tackling the architectures of information with the exhibition design for the latest Venice Architecture Biennale.
Text by @cbcb2000 and @lilinternet (@newmodels_io), from Capsule Issue 4.
Shop the cover at link in bio.

An elusive entity, most widely associated with projects for Demna Gvasalia, artist Anne Imhof, and rap star Travis Scott, @sub.global is a self-described “think tank and creative services architectural firm” led by @niklas.bildstein.zaar—now tackling the architectures of information with the exhibition design for the latest Venice Architecture Biennale.
Text by @cbcb2000 and @lilinternet (@newmodels_io), from Capsule Issue 4.
Shop the cover at link in bio.

An elusive entity, most widely associated with projects for Demna Gvasalia, artist Anne Imhof, and rap star Travis Scott, @sub.global is a self-described “think tank and creative services architectural firm” led by @niklas.bildstein.zaar—now tackling the architectures of information with the exhibition design for the latest Venice Architecture Biennale.
Text by @cbcb2000 and @lilinternet (@newmodels_io), from Capsule Issue 4.
Shop the cover at link in bio.

Starmirror – Holly Herndon & Mat Dryhurst
KW Institute for Contemporary Art, Berlin
“Angels appear as what you fear, devils appear as what you desire.”
Exhibition design by @sub.global
31.10.25–18.01.26

Starmirror – Holly Herndon & Mat Dryhurst
KW Institute for Contemporary Art, Berlin
“Angels appear as what you fear, devils appear as what you desire.”
Exhibition design by @sub.global
31.10.25–18.01.26

Breaking the fourth wall. New Era!
@gucci @demna
The Screening Room at Palazzo Mezzanotte
The ground floor is reorganized into a procession leading to a purpose-built cinema. Entry is announced by a brass logo on travertine hoarding, followed by a narrow corridor into a foyer of palisander wood, amber carpet, and velvet curtains.
Visitors walk through the screen into the theater, where brown velvet seating on espresso carpet is enclosed by matching walls and curtains. Three chandeliers, composed of frosted-glass toral fixtures etched with floral motifs, structure the room, and surround sound immerses the audience.
After the premiere, the installation reopens for re-sees with additional screenings and costume displays, while selected Gucci stores are reconfigured with interiors derived from the Palazzo.
Architecture by @sub.global
Photography by @romainlaprade

Breaking the fourth wall. New Era!
@gucci @demna
The Screening Room at Palazzo Mezzanotte
The ground floor is reorganized into a procession leading to a purpose-built cinema. Entry is announced by a brass logo on travertine hoarding, followed by a narrow corridor into a foyer of palisander wood, amber carpet, and velvet curtains.
Visitors walk through the screen into the theater, where brown velvet seating on espresso carpet is enclosed by matching walls and curtains. Three chandeliers, composed of frosted-glass toral fixtures etched with floral motifs, structure the room, and surround sound immerses the audience.
After the premiere, the installation reopens for re-sees with additional screenings and costume displays, while selected Gucci stores are reconfigured with interiors derived from the Palazzo.
Architecture by @sub.global
Photography by @romainlaprade

Breaking the fourth wall. New Era!
@gucci @demna
The Screening Room at Palazzo Mezzanotte
The ground floor is reorganized into a procession leading to a purpose-built cinema. Entry is announced by a brass logo on travertine hoarding, followed by a narrow corridor into a foyer of palisander wood, amber carpet, and velvet curtains.
Visitors walk through the screen into the theater, where brown velvet seating on espresso carpet is enclosed by matching walls and curtains. Three chandeliers, composed of frosted-glass toral fixtures etched with floral motifs, structure the room, and surround sound immerses the audience.
After the premiere, the installation reopens for re-sees with additional screenings and costume displays, while selected Gucci stores are reconfigured with interiors derived from the Palazzo.
Architecture by @sub.global
Photography by @romainlaprade

Breaking the fourth wall. New Era!
@gucci @demna
The Screening Room at Palazzo Mezzanotte
The ground floor is reorganized into a procession leading to a purpose-built cinema. Entry is announced by a brass logo on travertine hoarding, followed by a narrow corridor into a foyer of palisander wood, amber carpet, and velvet curtains.
Visitors walk through the screen into the theater, where brown velvet seating on espresso carpet is enclosed by matching walls and curtains. Three chandeliers, composed of frosted-glass toral fixtures etched with floral motifs, structure the room, and surround sound immerses the audience.
After the premiere, the installation reopens for re-sees with additional screenings and costume displays, while selected Gucci stores are reconfigured with interiors derived from the Palazzo.
Architecture by @sub.global
Photography by @romainlaprade

Breaking the fourth wall. New Era!
@gucci @demna
The Screening Room at Palazzo Mezzanotte
The ground floor is reorganized into a procession leading to a purpose-built cinema. Entry is announced by a brass logo on travertine hoarding, followed by a narrow corridor into a foyer of palisander wood, amber carpet, and velvet curtains.
Visitors walk through the screen into the theater, where brown velvet seating on espresso carpet is enclosed by matching walls and curtains. Three chandeliers, composed of frosted-glass toral fixtures etched with floral motifs, structure the room, and surround sound immerses the audience.
After the premiere, the installation reopens for re-sees with additional screenings and costume displays, while selected Gucci stores are reconfigured with interiors derived from the Palazzo.
Architecture by @sub.global
Photography by @romainlaprade

Breaking the fourth wall. New Era!
@gucci @demna
The Screening Room at Palazzo Mezzanotte
The ground floor is reorganized into a procession leading to a purpose-built cinema. Entry is announced by a brass logo on travertine hoarding, followed by a narrow corridor into a foyer of palisander wood, amber carpet, and velvet curtains.
Visitors walk through the screen into the theater, where brown velvet seating on espresso carpet is enclosed by matching walls and curtains. Three chandeliers, composed of frosted-glass toral fixtures etched with floral motifs, structure the room, and surround sound immerses the audience.
After the premiere, the installation reopens for re-sees with additional screenings and costume displays, while selected Gucci stores are reconfigured with interiors derived from the Palazzo.
Architecture by @sub.global
Photography by @romainlaprade

A newly developed sound sculpture / installation by Bill Kouligas & Niklas Bildstein Zaar is going to be presented at @berlinatonal starting today and throughout all days of the festival, from 19:30-20:00.
Titled Limbus, it is a spatial intervention developed by @bill_kouligas in collaboration with @niklas.bildstein.zaar and Berlin architecture studio @sub.global. The piece reimagines recorded sound as a transducer-based experience—an embodied audio environment structured around Kouligas’ newly composed sound work that activates nightly. Moving through different emotional states, it offers a conceptual anatomy of nocturnal time, flickering between memory and projection. It is a sensory chronicle recast as spatial and temporal fiction.
https://berlin-atonal.com
All photos by @stemattea from its first incarnation during Milan Design Week, in collaboration with @nike.

A newly developed sound sculpture / installation by Bill Kouligas & Niklas Bildstein Zaar is going to be presented at @berlinatonal starting today and throughout all days of the festival, from 19:30-20:00.
Titled Limbus, it is a spatial intervention developed by @bill_kouligas in collaboration with @niklas.bildstein.zaar and Berlin architecture studio @sub.global. The piece reimagines recorded sound as a transducer-based experience—an embodied audio environment structured around Kouligas’ newly composed sound work that activates nightly. Moving through different emotional states, it offers a conceptual anatomy of nocturnal time, flickering between memory and projection. It is a sensory chronicle recast as spatial and temporal fiction.
https://berlin-atonal.com
All photos by @stemattea from its first incarnation during Milan Design Week, in collaboration with @nike.

A newly developed sound sculpture / installation by Bill Kouligas & Niklas Bildstein Zaar is going to be presented at @berlinatonal starting today and throughout all days of the festival, from 19:30-20:00.
Titled Limbus, it is a spatial intervention developed by @bill_kouligas in collaboration with @niklas.bildstein.zaar and Berlin architecture studio @sub.global. The piece reimagines recorded sound as a transducer-based experience—an embodied audio environment structured around Kouligas’ newly composed sound work that activates nightly. Moving through different emotional states, it offers a conceptual anatomy of nocturnal time, flickering between memory and projection. It is a sensory chronicle recast as spatial and temporal fiction.
https://berlin-atonal.com
All photos by @stemattea from its first incarnation during Milan Design Week, in collaboration with @nike.

A newly developed sound sculpture / installation by Bill Kouligas & Niklas Bildstein Zaar is going to be presented at @berlinatonal starting today and throughout all days of the festival, from 19:30-20:00.
Titled Limbus, it is a spatial intervention developed by @bill_kouligas in collaboration with @niklas.bildstein.zaar and Berlin architecture studio @sub.global. The piece reimagines recorded sound as a transducer-based experience—an embodied audio environment structured around Kouligas’ newly composed sound work that activates nightly. Moving through different emotional states, it offers a conceptual anatomy of nocturnal time, flickering between memory and projection. It is a sensory chronicle recast as spatial and temporal fiction.
https://berlin-atonal.com
All photos by @stemattea from its first incarnation during Milan Design Week, in collaboration with @nike.
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