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‘Surface Conversion’ by Missoni in New York City

Angela Missoni announces the launch of a unique project that blends together contemporary culture, modern art, fashion design by involving various different disciplines

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Surface Conversion’ is a special project by Missoni that brings together contemporary culture, modern art and fashion design by involving various disciplines such as visual arts, cinema, architecture, design, literature and poetry. The initiative was created with the intention to promote and support contemporary art.

The Missoni store in New York located at 1009 Madison Avenue will become the location of a number of exclusive partnerships that will alternate every three months, with artists and curators called to push for an innovative thoughtful approach to contemporary art through exhibitions, performances, screenings, lectures, book presentations. The Italian fashion house asked the artists involved to develop site specific projects, giving them the possibility to place artworks everywhere within the store. The emphasis may be focused on the shop windows or on the displayed artworks that perfectly respond to the features of the space. The project aims to transform the boutique into a creative space, to reach a wider audience, to communicate the ever-changing relationship among culture, art and fashion.

The project was launched on October 26th  with a live performance by The Cornichons, the artist collective founded in September 2013, and with an exhibition, open until January 29th, dedicated to the work of artist Servane Mary. Born in Switzerland in 1972 and based in Brooklyn, Servane Mary works with photographic images of women from the 1940’s to the 1970’s: some of these women are heroines for the artist, others are anti-heroines, often misunderstood or tragic figures. This act of “reconfiguration” explores the links among representation, identity, history and memory. Mary treats the photographs as physical entities that reveal traces of the passage of time, of withering, of decay and as a surface that favours dialogue between our memory and the human mind. Showcased on materials and holders, the images encourage the re-evaluation of the subjects helping the involvement of the viewer.

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MaryS.1503_Untitled (Woman on a Fence)

www.missoni.com