How 'on brand' do you like your art? German fashion powerhouse Hugo Boss has commissioned 20 contemporary artists to produce 20 creative works to celebrate 20 years of their Hugo ready-to-wear line. Where others in the contemporary art world are creating unbranded content, Hugo Boss seems to have listed the corporate colour scheme as the main criteria in the creative brief. The result is a series of pieces in a range of media - some are fun, some are abstract, some are peculiar, but they are all very, very red. For more from me, check out www.curatedlondon.co.uk | @CuratedLondon
Hugo: Red Never Follows
Until Sun Sep 1 2013
Time Out says
Posted: Thu Jul 18 2013
German fashion juggernaut Hugo Boss is celebrating 20 years in style at the Saatchi Gallery in London. In a contemporary, unconventional twist, the luxury style house is launching a pop-up visual showcase called Red Never Follows, working with 20 urban creatives (one for each year of Hugo Boss creativity, natch) from around the world to represent what Boss is all about - apparently quirky art and societal commentary rather than suave suits and aftershave. Hailing from Japan to the UK and the USA, these artists are creating unique pieces and installations for the exhibit, like Jun Fujiwara's "Sound Bottle", that literally collects sounds; Jeongmoon Choi's space-encompasssing installations that unfold under ultra-voilet light; Bart Hess' manipulations of the human body using elastic foil and everyday objects like detergent; and Elisa Strozyk, who makes cloth textiles completely out of wood. Whether you are interested in the fashion connection or just have a curious mind, this exhibit is sure to deliver some food for thought, and it's free to boot.