Here's what went down at the ‘A Study of Creation’ event organised by Ploom and nss magazine The role of technology, platforms and new languages in shaping contemporary creativity
A Study of Milan and its AURA, the initiative by Ploom and nss magazine, continues its open laboratory of ideas, languages, and experimentation. A project that aims not only to observe the city, but to move through and interpret it, transforming it into a sensory and collective experience. Aligned with the theme of Fuorisalone 2026, Be The Project, the journey fits into a contemporary vision of design understood as an open, dynamic, and participatory process.
The project, divided into four chapters Light, Flavor, Creation and Form, translates Ploom’s design values into immersive experiences. Installations, workshops, talks, and moments of gathering become tools to explore the relationship between aesthetics and everyday life, placing at the center a clear idea: design is not just form, but a system of relationships between people, technologies, and imaginaries.
After A Study of Light and A Study of Flavor, on April 23 A Study of Creation took shape, a project that shifted the focus to dialogue and reflection. Curated by Andrea Girolami, founder of Scrolling Infinito, the event involves creators Riccardo Cambó and Martina Lorusso, also known as Breccia and Momusso, invited to explore the role of technology, digital platforms, and new languages in shaping contemporary creativity. The event opened with a special introduction, featuring Ploom’s Product Design Manager, Karima Lakraa, in a discussion about her personal interpretation of AURA and optimal design.
We had the chance to talk about A Study of Creation with Girolami: here’s what he told us.
Can you tell us how A Study of Creation was born?
The creator economy is a force that is changing the world of communication, but also that of planning and design. The distance between the testing phase and production keeps shrinking, just as the role of communities becomes increasingly important. We wanted to look at this transformation up close, through two creators who practice it every day, such as Breccia and Momusso.
What led you to choose to collaborate with Momusso and Breccia?
We wanted to shed light on the themes of design, technology, and creativity from two different perspectives: from someone who mainly works with digital tools, Breccia, and from someone who draws and still works in a very material way, like Momusso.
Competitiveness is one of the main drivers of the social media industry, but more and more examples show that, for creators and media, community brings great benefits. In your opinion, is the future of content creation in relationships and collaboration?
On one hand, the web puts us in an everyone-against-everyone competition. On the other, it is the perfect tool to build networks and communities. The future of the creator economy will lie in finding a balance between these two dimensions, as collaborative phenomena like TikTok Houses or the many collaborations between musical artists—who are creators in their own way—teach us.
In your opinion, what is the most underrated tool for creatives today? And why is it still difficult for many to avoid the “shooting star” effect, meaning a burst of popularity followed by rapid loss of audience interest?
The mistake is to confuse the number of views with the only indicator of quality. What is becoming increasingly important instead is the density of communication with one’s community: it’s not those who hit the algorithm jackpot who last, but those who dig deeply into a niche or topic. That’s why the use of more “in-depth” platforms like newsletters or YouTube is becoming essential.
What is the main challenge that content creators must face today?
The main challenge is not becoming visible, but becoming sustainable. Creating a viral piece of content and building a job around content are two different professions: the second requires strategy, consistency, and the ability to turn attention into value.
What is your stance on AI? Do you think it will be a valuable support for the creator economy?
The creator economy is based on individual entrepreneurs (creators) who build a business around their community. For this reason, AI can be a much more important support for them than for more structured companies that already have a large workforce available, often not used effectively.
*EVENT RESERVED FOR ADULT CONSUMERS. PLOOM IS A PRODUCT INTENDED FOR ADULT CONSUMERS. THESE PRODUCTS ARE NOT RISK-FREE. THE USE OF STICKS CONTAINING NICOTINE, A SUBSTANCE THAT CAUSES ADDICTION, IS EXPECTED.