Using their Madison Avenue flagship as a creative laboratory of sorts, Missoni launched the intriguingly titled Surface Conversion art project in New York this week. Brooklyn based Servane Mary was chosen as the inaugural artist.
The brand’s namesake Creative Director, Angela Missoni, conceived the series as a way to support various disciplines of art, specifically those that project a kinship with the fashion house’s aesthetic and ideological tenets. Artists are asked to create site specific works, so that the store in effect becomes a sort of gallery in itself. The Swiss-born Mary appropriates images of women from the 1940s through the 1970s, some who she considers heroes, still others anti-heroes – and which can new be seen gracing the store’s prodigious windows.
The program will change every three months, and performances, screenings and lectures are also planned.