The intersection of art and commercialism

A lot of fashion retailers are partnering with designers and artists to promote their brand. Nike has partnered with experimental theater director, Robert Wilson (whose art has appeared in the Guggenheim, Metropolitan Opera of New York, and the Centre Pompidou) to create video portraits for Nike store retail displays.

While not for all companies, I feel that this is a refreshing injection of perspective into a brand. While in Japan, K learned that Chanel's mobile art container. Chanel partnered with famed architect Zaha Hadid to create and curate an multi-media experience. The traveling exhibit launched in HK, made a pit stop in Harajuku, and will end in Paris. Luckily for us, the rush line was pretty short and we were able to get into the exhibit.


Upon entering the container, you're directed to sit down and wait while the all-black-outfitted workers set you up with a personalized mp3 audio guide. A melange of music, voice-overs, and sound effects direct you through the container, telling you to stand-up, look-up, and walk to the next exhibit. Controlling your movements allowed each of us to experience a personal connection with the narrator and art. The 20 different pieces reflected their impressions of chanel, handbags, and leather. I was surprised how edgy some of the content was.

The container lands in New York between October 20 and Nov 9. To read more about visiting it while in NY, check out the NY Times article here.