“MOVE!,” which is billed as an interactive exhibition, illustrates the relationship between art and commerce. Seven artists from various disciplines will share “movements” — actually, immersive set pieces — with the public at Brookfield Place from Oct. 2 to Oct. 4. Each artist collaborated with a retailer or designer sold at the center.
Brookfield Place is calling the artists’ works “movements” because they are centered around audience participation. The thread of branding that runs through each movement can be subtle or full-on, such as Ryan McNamara’s “Pose,” which asks participants to don a Diane Von Furstenberg wrap dress and submit to a quick make-over. McNamara then photographs the participant in methodical, precise poses. The photos are edited immediately and digitally silhouetted to create intricate, repetitive textile patterns. Participants can purchase a DVF wrap dress made from their pattern from printallover.me.
Cecilia Dean, co-curator of “MOVE!” said the McNamara work takes the concept of selfie self-absorption to “a new and kaleidoscopic level.”
“MOVE!” at Brookfield Place reprises an earlier version that Dean and co-curator David Colman presented in 2010 at PS1 in response to a request from the institution’s director to bring fashion to the museum.
Early on, it was decided that there would be “no clothing on mannequins or art on the walls,” said Dean, who is the cofounder of Visionaire. “It was all about movement and human energy and being interactive.”
The idea of exposing Brookfield Place shoppers to art appealed to Dean. “It’s a public space,” she said. “You’re going to interact with people who haven’t made a point of being there for you. A lot of people think art and fashion can be intimidating and exclusive.”
“LOOKS,” a movement from artist Rob Pruitt and Proenza Schouler designers Jack McCollough and Lazaro Hernandez — the brand will be sold at Saks Fifth Avenue when it opens at Brookfield Place in 2016 — will have participants walking down a long, green-screen runway. When they’re finished, they can watch themselves via a time-delay video link superimposed into a runway show from a fashion capital. It’s photobombing as art.
Olaf Breuning and Cynthia Rowley’s “Splatter” puts participants in the role of creator, throwing balls at cups of paint that splatter onto a huge canvas of dress patterns.
Other movements include “A Star Is Born,” a collaboration between artist Kate Gilmore and Calvin Klein Collection designer Italo Zucchelli in which women can play out their romantic fantasies with two handsome male models escorting them down the Winter Garden’s grand marble staircase. Keying off the public’s fascination with the transgender world, artist James Kaliardos and Cos Bar in “Crossover” will transform a participant’s gender flawlessly, using Yves Saint Laurent beauty products. Makeup artists will wear mini cameras on their heads to capture the process for posterity. Elana Langer’s “Dance Deal” connects dancing, performance and commerce with treats from Le District’s pastry chef for those who learn a dance. For “15 Minutes,” a collaboration between Liz Markus and MOVE! Brookfield Place New York, the artist will interview participants and in 15 minutes paint on a silk scarf one of their memories and what they were wearing at the time.
“It’s about making people think differently,” Dean said. “This isn’t your typical exhibition. People really respond to the idea of having an experience. If you have a real physical experience you’ll remember it.”