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Friday, April 18, 2008

An introduction to SWAP by item idem (aka Cyril Duval), a self-described international conceptualist puppeteer...

The last few days in Paris have seen the launch of SWAP, a multi-disciplinary-art-meets-D.I.Y-fashion project, and the brainchild of myself and Maroussia Rebecq of the Parisian fashion collective Andrea Crews. SWAP is a concept rooted in Bernhard Willhelm's boutique in Tokyo (which I had the pleasure of designing) and it started from a simple question: If an artist can create a shop for a fashion designer, can a fashion designer produce an artist's exhibition? Thus, teaming up with retail legend colette, online fashion nexus Hintmag.com, Michel Gaubert and Japanese musician Mai Ueda, SWAP presents no art, appearing only through ephemeral interiors and events that examine the role of the artist through marketing and branding.

Stay tuned for more posts on the evolution of the SWAP project, including the opening of the SWAP SHOP at Andrea Crews (April 19), the spectacular SWAP WINDOW at colette (April 21 - 26) and the SWAP DANCE at Le Baron club.

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