DUST MIGHT: Artist Ophelia Finke took over McQ Alexander McQueen’s Dover Street store in London Friday night to stage an installation based on the spring campaign she’d created for the label.

For the campaign, called “Carrara,” Finke had put together a tableau of all-white objects, to evoke both a quarry and an artist’s studio, with a model wearing McQ placed as a muse-like figure in the picture. And for the installation – in collaboration with German biannual magazine Dust – Finke placed heaps of dust-coated tires around the London store. Finke said that the coated tires were to illustrate the “pure, white dust” that she’d noticed sourcing stone in quarries. “Everything is covered in this fine layer of white dust, it looks like a fairy tale,” Finke said. And the tires, meanwhile, were meant to suggest a truck in a quarry having broken down after being loaded with “too many stones,” according to the artist.

Finke, who was born in Germany and is based in London, trained at London’s Central Saint Martins. She has had her work exhibited as part of the “Bloomberg New Contemporaries” 2013 exhibition at London’s ICA gallery, and her past pieces have taken objects such as down jackets, wooden palettes and mattresses, and petrified them in paint. And while she is planning a group show this summer at her London gallery, Berger Gray, Finke said that she’d got the taste for working with a fashion label after her McQ experience. “[McQ] were really open for everything — they asked me to build an installation for their campaign, and gave me all the freedom that I needed,” said Finke. “I would definitely do it again.”