Hugo Boss is showing its love for America.
The German apparel brand has signed on as the lead sponsor of the United States Pavilion at the Biennale in Venice, opening on June 4. The American pavilion is being organized by the Indianapolis Museum of Art and commissioned by Lisa Freiman, chairman of the Department of Contemporary Art. Among the featured artists will be Jennifer Allora and Guillermo Calzadilla, who were nominated for the Hugo Boss Prize in 2006.
This story first appeared in the April 14, 2011 issue of WWD. Subscribe Today.
This is the fifth consecutive year that Hugo Boss has been involved with the exhibition, although it has been an active supporter of contemporary visual arts for more than 16 years and works closely with more than 20 major museums around the world as part of its Hugo Boss Arts Sponsorship program.
Dr. Hjördis Kettenbach, head of cultural affairs at Hugo Boss, said: “Contemporary art has become an integral part of our corporate culture. We are especially pleased to be supporting this year’s United States Pavilion — and with it Jennifer Allora and Guillermo Calzadilla, whose work we know well. Based on past experience, we have every reason to be excited at the prospect of a further presentation of their art and a new interpretation of our modern-day world.”