This is the question Marco Romanelli was asking when he chose the frame as a field for experimentation and research for 15 designers – along with the historic Guarnieri picture framers in via Conte Rosso, in zona Ventura, as an exhibition space.

Everyone was given exactly the same rules within which to develop their own thoughts and build their own design: the frame had to be used to enclose a mirror or a photograph (the same for all) that could be enlarged or reduced, cut or multiplied; any material could be used.

Giorgio Bonaguro came up with the Analogica frame that looks and functions along the lines of the Instagram app, in particular conjuring up the filters that give different colour curves to every photo, doing so in an analogical way.

Donata Paruccini meanwhile created a “soap bubble” on the wall that completely surrounds the photo and creates a habitat for it while Juan Soriano Blanco reworked the archetype of the medal and transformed it into a mirror and Leonardo Talarico created a highly minimal object: two simple strips that block the photograph but instead seem to cut it.