Almanac of Contemporary Aesthetics
VB87 by Vanessa beecroft


On the occasion of the opening of Moncler House of Genius, Italian-born, Los Angeles-based artist Vanessa Beecroft presented a new performance commissioned by Moncler and curated by KALEIDOSCOPE, in Milan’s landmark Galleria Vittorio Emanuele.

On 7 November 2019, Moncler unveiled the Moncler House of Genius—temporary concept stores located in Milan, Paris, Tokyo and Los Angeles set to be open until the end of January 2020. The four cities welcomed the pop ups with a series of live events and creative sessions in store starring international headliners.

In Milan’s landmark Galleria Vittorio Emanuele II, contemporary art magazine and creative studio KALEIDOSCOPE curated a multi-disciplinary experience featuring music, performances, workshops and digital interventions.

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Headliner of the initiative was Italian artist Vanessa Beecroft (b. Genoa, 1969, lives and works in Los Angeles) presented a new performance specially commissioned by Moncler. Among the most visionary and acknowledged artists on the international scene, Beecroft creates “living images”—evocative and minimally-choreographed compositions of subjects, mostly women, drawing inspiration from a rich repertoire of painting, cinema and traditional iconography.

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In the prestigious frame of the Galleria, Beecroft staged a formation of models and ballet dancers, wearing vintage Moncler jackets which tap into the artist’s own autobiographical memory of the brand. Only a few steps away from the world-renowned Teatro alla Scala, accompanied by the subtle presence of a piano, a pale-colored tableau vivant illustrated the artist’s commentary on identity, desire and fashion.

Throughout her career, Vanessa Beecroft has presented performances in some of the world’s most important art institutions, like the Guggenheim in New York, Stedelijk Museum in Amsterdam and Moderna Museet in Stockholm, but also in public spaces like the Rialto fish market in Venice. Milan, where Beecroft was trained at Accademia di Brera, dedicated her a solo exhibition in 2009 at the PAC – Padiglione d’Arte Contemporanea.

Kicking off a cultural program that will continue over December and January, a first group of artists and designers activated the Moncler House of Genius space with creative sessions open to the public. Over the weekend following the opening, New York-based art director Hassan Rahim led a workshop using patches and textiles, photographer Joshua Gordon explored collage and zine making, Brittany Asch of Brrch led a demonstration of flower design and Berlin-based collective Sucuk und Bratwurst invited participants to create their own 3D sculptures.

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Performance documentation by Nic Tenwiggenhorn.
Image courtesy of Vanessa Beecroft.
Video by BASEMENT.
Photography by T-Space Studio.

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