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Saturday, April 26, 2008

More from item idem on his SWAP collaboration with Andrea Crews collective...

The opening of the SWAP SHOP at Andrea Crews was surreal. The studio is located in the red-light district of Paris, so we were surrounded by sex shops and strip bars with exquisite names like Dirty Dick and Lorelei (which had a facade straight out of Bernhard Willhelm's most Tyrolean dream). Adding to the atmosphere, a fantastic Brazilian wedding was taking place next door in a night club. We managed to have the bride pose with us (in our Louis Vuitton armor) before she got totally drunk and rode off in her wedding car.

Michel Gaubert, in Andrea Crews' Bibi Chignon hat, prepared a great musical selection for Mai Ueda to perform her hits "Don't Call Me Elephant" and "I Want to Buy Some Clothes." He also played a lot of classical music, including Stravinsky, and even some unknown tracks from Dada artist Francis Picabia. Out front, for the pleasure of many Parisian hipsters who stopped by, we set up a trampoline that I had tagged with the copyright symbol and the item idem logo, made from the Nintendo font.

Michel Gaubert, Mai Ueda

The SWAP SHOP was certainly a unique project and probably the shortest pop-up store ever, open for only an afternoon. We all like the idea of a conceptual art and fashion exhibition based on products, not artworks. We also wanted to stage an exhibition with a complex vocabulary and evolution, from its conception months ago to the launch of the SWAP SHOP and the window display at colette, ending with a party at Le Baron. Then, of course, finally immortalized on Hint.

Next, I will show you my SWAP window at colette.

Photos by PLAY

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