Matt Adam explores the tumultuous relationship between technological advancement and social structures. Investigating the ever growing impact of innovation on the world we live in, he undermines our basic assumptions on socially regulated behaviors and those unwritten norms mediating the production of subjectivities under capitalist regimes.
Testifying of this interest for new media, UNWRAP & STEAL, one of his most representative projects, has recently seen the adoption of AI.

Hi Matt, you recently released a documentary about your UNWRAP & STEAL project and I think this might be a great topic to start the conversation with. In this sort of performance, your work is wrapped in colored paper and disseminated throughout the city. I have meditated for quite some time on this project and I tend to view the treasure hunt it sparks under the lens of the situationist dérive: sure, you’re hunting for something very specific but there is not much you can do besides dropping your everyday relation with the urban landscape and wandering. It solicits a rapid passage through varied ambiances, it tries to subtract some space to the enemy which, paraphrasing Vaneigem, is not just the cops but also geometry.

UNWRAP & STEAL encourages people to break away from their routines and explore their surroundings in a new way. The treasure hunt aspect of it definitely adds an extra level of excitement and adventure, making it a unique and engaging experience. Reclaiming space from the constraints of everyday life and the structures that often dictate our experiences in the city is a great way to define it.

Usually the act of stealing something is oriented by a few preliminary conditions such as the knowledge of the object, idea or patent that you intend to steal. However, in this public performance of yours the ordinary process is subverted: you know something is worth stealing specifically because of it being unknown. Being wrapped becomes the necessary precondition to being desired. Before unwrapping your artwork, the thief has already made up their mind: the unknown is the gravitational pull that impels you beyond social norms.

This concept is closely tied to the idea of escapism, as the unknown represents a form of escape from the familiar and the routine.
I actually use latex to wrap my art and it is indeed linked to the concept of escapism. The use of latex in wrapping my art can be seen as a way to create a sense of mystery and allure, drawing people into a different realm or experience. The act of unwrapping the gifts becomes an act of uncovering a hidden world or discovering something new, a way to escape from the mundanity of everyday life and experience something different.
I am not really concerned with whether my art is desired or not, but rather with creating a sense of mystery and intrigue that draws people into a new experience.
UNWRAP & STEAL is a powerful art form that encourages people to break free from the constraints of their daily lives and explore the world with a fresh perspective, transporting them to new and exciting places they’ve never dared to explore before.

You recently started sharing some AI produced images which have also been included in the aforementioned project. When did you become interested in Artificial Intelligence and how is it impacting your artistic practice?

In a way, we have become like robots, with technology being forced upon us as a society. Look at the iPhones for instance, we are much smarter with it than without. Despite this, I still find beauty in this phenomenon. I think it's amazing that people with access to a phone and some basic tools can now bring their imaginations to life through digital creation.

Is there any particular relationship between AI, unwrapping and stealing? Prompting itself might be considered a sort of unwrapping where the right combinations of words can unveil some astoundingly beautiful art.
Also, the relation between AI and copyright is a difficult one to navigate both in the use of certain references in the prompts and in how the images are easily replicable.

The use of AI art in UNWRAP & STEAL is a new area of exploration for me. While it may not define the project as a whole, I am drawn to the correlation it creates.
Art, in essence, is always influenced by what has come before it. This may not be acknowledged by everyone, but it remains a fact. Personally, I have always been fascinated by the concept of speed, which is why I was drawn to various art forms such as graffiti and street photography. With the recent advancements in AI, I have the capability to create images that once only existed in my wildest dreams and nightmares.

Your AI works present a very specific imaginary which at first sight might appear quite distant from your past work. Do you view it as a completely separated practice or a prolongation of your previous creations?

Change is constant in all aspects of creation, from sources of inspiration to the mediums used. AI is simply a new tool, just like a camera, pencil, or paintbrush.

Going back to UNWRAP AND STEAL: what is the future of the project?

I want to bring it to different parts of the world and eventually create an installation so elaborate, dangerous, and complex where no one can actually steal my art.

What role do you envision for AI in your future projects?

I can't wait until there's a robot that I can program to make the art and do the installations for me. That would be crazy.