During Milan Design Week 2024, Toiletpaper launched the Toiletpaper Apartment, a new space designed for exhibitions, events and ‘anything’ related to creativity. The Apartment is set on via Balzaretti 8, a Milanese street that has been transformed into a permanent public art installation with the brand’s distinctive motifs on the buildings’ facades, and is next door to ‘Lipstick House’, the headquarters of the irreverent editorial project founded over ten years ago by artist Maurizio Cattelan and photographer Pierpaolo Ferrari.

The ToiletAlex PaperPrager project marked the Apartment’s debut, and it’s the result of an encounter between the iconographic universe of Toiletpaper and the mysterious imagery of the American artist, director, and screenwriter Alex Prager.

Presenting a traditional photographic exhibition and a collaboration for another photographer is a departure from Toiletpaper’s usually large-scale takeovers (which in the past have included a show at Mumbai’s NMACC). ‘Compared to what we have done so far, we conceived the Toiletpaper Apartment as a place that tries to highlight one thing at a time,’ says Ferrari.

Photos Courtesy of Toiletpaper