We play with reality and imagination, pushing the viewer to ask questions”, explains Hegi. He was experimenting with directing, photography, and the power of digital images when five years ago he met Julien, a virtual artist, in an Italian style pizzeria (and where if not?). They decided to found Builders Club, selecting a team of cutting-edge collaborators, and placed it in Hackney, the epicenter of London creativity; from then on, the climb among the most popular in the world was rapid. Hermès and Adidas, Nike and Chanel, Tiffany, and Yves Saint Laurent, just to name a few, have chosen them to create dreamlike journeys between images and identities. “What characterizes us is that others present art – we do it – we materialize ideas because we are inside both the old and the new world, we merge cultural heritage and contemporaneity, manual and computer, sculpture and 3D software”, the two say.