Missoni launches Surface Conversion in New York
November 2, 2016: Missoni Creative Director, Angela Missoni, has launched Surface Conversion, a project merging contemporary culture, modern art, and fashion design.
Developing a series which fosters the idea of sharing, discussing and supporting contemporary art, Surface Conversion, developed by Ms Missoni, is an ongoing art program featuring projects, which will alternate every three months. The program will touch upon various disciplines such as visual arts, cinema, architecture, design, literature and poetry.
The Missoni store in New York (1009 Madison Avenue) will become the exclusive home of a series of collaborations with artists and curators, featuring exhibitions, performances, screenings, guest lectures and book launches.
Missoni asks artists to develop a site-specific project, with the possibility of integrating artworks into every single corner of the shop. The emphasis could be on the store windows and sometimes on works integrated with and responding to the functionality of the site. Ultimately, the projects aim to transform the scale of the Missoni boutique into a creative stage, a platform reaching large audiences and communicating the ever-changing relationship between culture, fashion and art.
The series launched on October 26, 2016, with an opening reception featuring a live performance by The Cornichons and works by Brooklyn-based artist, Servane Mary, on exhibit until January 29, 2017.