Balenciaga Unveils New Art in Store Project with Moreno Schweikle
Balenciaga ‘Art In Stores’ Project Will Visit Stores In Europe, America, and Asia
The Balenciaga ‘Art In Stores’ project has returned. Its newest art installation features German artist Moreno Schweikle. The ‘Spring Coolers’ series is currently on display at the Balenciaga store Via Montenapoleone in Milan before moving on to several of the brand’s stores in Europe.
Spring Coolers is a continuation of the Germany-born Schweikle’s Design Academy Eindhoven graduation project, which reinterprets neoclassical fountains found in ancient city squares as well as the modern-day office water cooler. The pieces are individually created for different global regions, and are made using the same contemporary materials and processes that create typical workplace coolers. The fountains represent a visual synonym for communal activity and are designed to inspire conversation – like the proverbial water cooler exchanges of corporate culture.
Three unique fountains will be exhibited at three separate locations, (for roughly three months), before touring other Balenciaga stores in that region. The fountain in the Balenciaga store Via Montenapoleone in Milan, which has been on display since April, will soon travel to other Balenciaga stores throughout Europe. The Balenciaga flagship on Sanlitun Road in Beijing, will host a fountain before it treks to various stores in China. And on May 11th, yet another fountain will be at the Balenciaga store on Manhattan’s Madison Avenue, before proceeding to Balenciaga stores throughout the United States.
Balenciaga Art In Stores is an ongoing project. Past installations have included original works from artists Anna-Sophie Berger, Cayetano Ferrer, Nicole Wermers, Harry Nuriev, and Tobias Spichtig. The exhibits range from temporary to permanent, appearing at various Balenciaga locations and events.
The project is a wise move from the house as it reminds the audience of the value of culture while merging design and the arts. In many respects it is at the core of Balenciaga’s DNA, spread, of course, at the water cooler.
Photos | Annik Wetter
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