Untitled (Two Women on a Fence) by Servance Mary. Image courtesy of Missoni.

Missoni Creative Director, Angela Missoni, is merging contemporary culture, modern art, and fashion design with her new project which launched this week, Surface Conversion. The project has the intention of developing a series which is based in the idea of sharing, discussing and supporting contemporary art. The ongoing program will be alternating every three months, and will touch upon various disciplines such as visual arts, cinema, architecture, design, literature and poetry.

The Missoni store in New York, located at 1009 Madison Avenue, will become the exclusive home of this series of collaborations with artists and curators aimed at promoting a reflective and innovative approach to contemporary art, through exhibitions, performances, screenings, guest lectures and book launches.

Untitled (Rodeo Cowboys) by Servane Mary. Image courtesy of Missoni.

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 placed on the store windows and sometimes on works integrated with 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.

Servane Mary works with appropriated press images of women from the 1940s to the ’70s, some of whom are heroes of hers, some who are seen as antiheroes, who are often misunderstood, mis-represented or tragic figures. This act of “refiguration” explores the connections between representation, identity, history and memory, and in which she treats photographs as physical entities.

Untitled (Woman on a Fence) by Servane Mary. Image courtesy of Missoni.

The series launched with a private event on October 26th, 2016 with works by Brooklyn-based artist, Servane Mary, who performed with her band, The Cornichons, at the opening. Her works will be featured until January 29th, 2017, at which point the new installation will be unveiled.

The series will be open for the public to view from Monday-Saturday, 10-6pm.

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