How long is Now?

27 87 celebrates its transformative seventh year with the launch of Per sē: The industry’s first olfactive logo that encapsulates the essence of the now.

Using dance as a potent form of artistic expression to delve into the essence of the present moment—through the mind and body—HOW LONG IS NOW? invites the viewer to investigate the concept of the now.

We were inspired by the spontaneous and unpredictable nature of each moment and approached the film’s creation with a similar spirit. With utmost agility and freedom, the film’s concept and production echo the delicate yet robust nature of the moment. The guiding principle was to fully inhabit and embrace each instant since nothing remains the same from one moment to the next.

“HOW LONG IS NOW?” is directed with just two rules for the dancer and camera: music and space. The film juxtaposes snippets of Barcelona with boundless spaces where time appears nonexistent, all woven together with music that plays like a symphony of spontaneous fragments, embodying the magic of each moment

In the end, the dancer moves through time. He fills the empty space with his expression and presence. Creating visuals. Battling with the ephemeral. He braves the moment, surrenders to it, calls for air, resists, and loses themselves—only to collapse in the ever-changing. Yet, out of this struggle comes this invisible force. A presence in which the dancer succeeds in defining the very moment.