On 12 October 2013, Milan hosted the fourth "Museum of Extreme" event, as part of Killer Loop's overall re-launch and guerrilla marketing campaign.

The event presented a Kinect projection mapping experience of 10 photos, and approximately 30 photos that document the "making of” the series of images shot by Italian action sports photographer Alessandro Belluscio, one of the two photographers and testimonials of the initiative.

The launch of the initiative coincides with the Europe-wide launch in stores of the totally renovated Killer Loop brand for F/W 2013/2014. The new Killer Loop is characterised by three new collections: Extreme, Performance and Functional. Extreme is aimed at professionals such as Belluscio who need high-tech protection from the elements in all weather conditions. Performance is aimed at athletes such as skiers and snowboarders, and Functional is aimed for everyday life. The first two selections of products will be sold through outdoor specialist dealers, while the Functional selection will be sold in the new Playlife concept stores. All three collections will be sold through the brand's newborn e-commerce website. For the first season Killer Loop will be sold through 70 stores throughout Europe.  By 2016 the brand aims to be sold through 600 stores throughout Europe.
Museum of Extreme
Museum of Extreme

What is the main characteristic of your work?
"When shooting action sports athletes very often you only have a single opportunity to take the right shot. Therefore you can’t spoil it. You have to make sure that everything works fine at the right moment. This can take a long time, standing still, freezing in the snow for hours with every kind of weather in some remote corner of a snowpark, waiting for that right moment, no matter where you are or how long it takes. What is important is that I take the right shot."

What is most important in your work?
"I have always followed my strong passion for sports - first soccer, then volleyball and especially mountain sports - since I was a child. I combined this with the idea of capturing what I can see and experience through my camera. Finally I could turn this into my actual job, which I have been doing for the last 10 years. One cannot imagine how hard it can be capturing that image, since a photographer has to be as athletic and daring as - if not more so - than the athlete he wants to capture.

You have been doing this job for the last ten years. How much has changed over the years?
"It has changed enormously because techniques have evolved so much, as have athletes. In fact this year this discipline will also participate in the Winter Olympics for the first time. The most beautiful thing for me is that I have seen athletes evolve so much. There are some athletes who started as kids and have now reached professional status, such as Raffaele Cusini and Markus Eder. As a photographer you can see first hand and portray what they can do. Working behind the lens you have to know who you are shooting and how much work and sacrifice it costed them. Plus you also have to work according to the greatest security levels - for both yourself and the athlete - because the mountain can also become very dangerous. You can never let your guard down."