Creativity

Uniqlo teams with Solange on her 'Metatronia' dance sculpture performance

Performance artist's latest work was filmed at L.A.'s Hammer Museum

By Alexandra Jardine. Published on Apr 16, 2018

Editor's Pick

Uniqlo has teamed up with performer and artist Solange on her latest performance piece, "Metatronia."

The work features dancers performing within a large white cubic structure. According to the artist's statement, it "explores the process, and mapping of creation. The piece is an exercise on following the intuitive force that guides us, helping us to create space, and silence the mind to create the work."

Solange (who also happens to be Beyonce's sister), directed the work and also collaborated on the sculpture design with Griffin Frazen. Choreography was by Gerard & Kelly, and the piece was performed by dancers from California State University at the Hammer Museum in Los Angeles. For those who weren't able to see it performed live last Friday (April 13), it's currently running on the museum's website.

The work was commissioned by Uniqlo and it's a nice fit with the brand's practical and minimalist aesthetic. It's the latest in the brand's latest campaign via Droga5 London, which has largely hinged on the idea of freedom of movement and included an artsy spot for its bra line, directed by Autumn De Wilde and choreographed by Ryan Heffington.

The piece is the latest example of Solange's evolution as a performance artist following her album "A Seat at the table," which has included performances at London's Tate Modern (which was also part of an event held in collaboration with Uniqlo) New York's Guggenheim Museum and the Chinati Foundation in Texas.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Apr 16, 2018
Agency:
Droga5 London
Client:
Hammer Museum/Uniqlo/Solange
Director of Photography:
Paul Ozgur
Set Design and Architect:
Solange Ferguson
Set Design and Architect:
Griffin Frazen
Associate Director:
Carlos Soto
Choreographers:
Gerard & Kelly
Choreographer Assistant:
Julia Eichten
Editor:
Solange Ferguson
Editor:
Drew Stubbs
Producer:
John Bogaard
Producer:
Alan Ferguson
Producer:
Melissa Larsen Ekholm
Music Scored by:
John Kirby
Music Scored by:
Solange Ferguson
Vibraphonist:
Nick Mancini
Violinist:
Bianca McClure

Need a credit fix? Contact the Creativity Editors

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.