Mobile Art by CHANEL

Mobile Art Chanel by Zaha Hadid is a nomadic building, a traveling pavilion with art exhibits for Chanel. It is a mobile art piece, an exhibition that was conceived as a 3D movie in which the director is the curator of the museum, the actors are the works of art, the scriptwriter is the artist and the director of photography is the set designer. This artistic experience has two fundamental concepts: architecture and art exhibition. The architecture of the building is organic, it gives you a sense of fluidity. It is perceived as a virtual reality, a cinematic universe. The project carries Chanel's values to the future as Chanel has always been part of the world of arts. The structure is a loop. It is a 700 sq meters or 7500 sq ft white fibreglass structure with organic curves and walls (a nautilus layout). It can be transported from one place to another. The valuable concept is experimentation. The innovative idea of a museum that can travel that is a piece of art itself. Zaha's structure combines design and architecture, considered the real art of today. She detached the Mobile Art design from the totalitarianism of Bauhaus. The museum shows works of international contemporary artists in sculpture, painting, photography and video. Mobile Art offers its visitors a unique sensorial experience. Gabrielle Chanel believes that contemporary art and luxury products enrich mutually. The nomadic museum's tour includes Hong Kong, New York, LA, London, Moscow and Paris. It started this year in Hong Kong strategically. "For luxury brands, Hong Kong store sales are some of the highest in the world. This is why Hong Kong is on their marketing map even when the marketing is art. People in Hong Kong don't seem to be bothered about the line between commercial interests and creativity. Chanel required all the artists to produce work inspired by the quilted handbag of 1955 designed by Coco Chanel. As a Chanel lover, I'm looking forward to being part of the experience.

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