This is a great example of how words can effectively add to a visual concept. A simple few sentences giving the images context clarifies Miuccia Prada’s mindset.
http://www.chanel-mobileart.com
Today I visited the Chanel Mobile exhibition is Central Park NYC. For those of you that don’t know, Zaha Hadid and Chanel partnered to bring her architecture thesis project to life and take it on tour as a ‘mobile art container’. Within was the work of 20 contemporary artists that created work that referenced the question, ‘what gives the classic quilted Chanel handbag it’s identity?’.
This will probably get criticized for being too over the top considering the economy. It is completely indulgent. But despite having a budget for something like this, there is still a possibility of getting an endevour like this wrong from a branding perspective. There are marketing people that need this to be about ‘Chanel’ to get their ROI, well respected artists who need to balance the integrity of their own work while working within the given theme, and an architect’s work that deserves to shine in its own right.
On the whole I think this worked. Hadid’s project itself was great. The fabrication, it’s ability to be shipped and assembled onsite, the bio-morphic, high gloss form – everything was unapologetically ‘on point’ and exemplified her aesthetic. I won’t touch upon every artist in the exhibition but on a whole, they all referenced the brand in avant-garde and thought provoking ways, striking a fine balance between creative integrity and commissioned art.
What stood out the most was the designed experience. Fashion, Architecture and Art are all about experience and they leveraged that beautifully. Even in mid-day in Central Park there was a luxury of space and controlled human traffic. (If you registered online for your free ticket week’s prior) The careful organization of each individual’s arrival and the timed audio walk through ensured that every patron could see the exhibition with on only a handful of others. The large number of staff (decked out in Chanel jackets, sweaters and umbrellas) was an added touch.
Chanel Mobile allowed the public to see a complex landscape of creative ideas, but though a controlled Chanel filter, endearing the public to keep the brand not only in their closet, but on close watch as an portal to new ideas.
