TIGHT SQUEEZE: Acne Paper celebrated the launch of its new issue about the Human Body by packing as many of them as possible into the Pace Gallery on Wednesday evening. Glasses of Champagne on silver platters welcomed more than 800 guests including Francisco Costa, Sophie Theallet, Joseph Altuzarra, Kiki Smith, Jenne Lombardo, Paul Haggis and Michelle Harper.
Pages from the magazine appeared throughout the gallery on music stands and near the back of the space, the Chamber Orchestra of New York played two hours of classical music from Wolfgang Amadeus Mozart and Antonio Vivaldi. “This seemed appropriate, because in a way we are dealing with classical themes, with the body as a theme,” said Acne Paper’s editor in chief and creative director Thomas Persson. He’s been working with a small staff of 10 on the 256-page issue for the past four months, mainly in London and Stockholm. There is a photographic portfolio and interview with Paolo Roversi, art work from Kiki Smith, film-stills from Lola Schnabel and a conversation with Christian Boltanski and Hans Ulrich Obrist.
The magazine serves as Acne’s only form of advertising but interestingly, its pages have no mention of the clothes. Persson didn’t want to talk numbers but it seems this form of marketing must be paying off for the brand because later this spring, Acne plans to open its first flagship store outside Europe, on the corner of Greene Street and Grand Street in New York.