Beyond Fashion
x Swire Properties
Beyond Fashion
x Swire Properties
Cultural Programme
Beyond Fashion
This cultural programme, on view for two months in Hong Kong in 2019, examined how digital media has established fashion imagery as the prevailing visual language of our time. It featured a photography and film exhibition curated by Nathalie Herschdorfer, with works by some of the most influential image-makers of the fashion world, as well as talks with leaders in the field and film screenings celebrating 20 years of SHOWstudio. As Head of Exhibition, MMBP & Associates identified and appointed collaborators for the show’s build, programming and logistics, brokering partnerships with Vogue Hong Kong, Net-a-Porter and SHOWstudio. MMBP & Associates oversaw project management, directed the creative development of the exhibition design and architecture, and managed all aspects of the creative and design direction for Beyond Fashion, including its spatial design, visual identity, out-of-home advertising, marketing collateral and event art direction.
SPATIAL DESIGN
Developed in partnership with EBBA Architects, the exhibition’s spatial design used variation in sculptural form to delineate the groupings of photographic works on display. Scalloped walls, steps, curves, openings and closures created discrete, intimate areas that allowed the artworks to stand out while simultaneously acting as a guide to usher visitors along their journey through the exhibition.
EXHIBITION VISUAL IDENTITY
MMBP & Associates used a black and white colour palette and a modern serif typeface, a reference to the design language of fashion magazine titles, to provide the exhibition with a distinct identity without overshadowing the artworks on display.
EVENTS AND PROGRAMMING
MMBP & Associates orchestrated experiential programming for a variety of audiences. This included a private dinner for special guests of Net-a-Porter that was catered for by the renowned chef Mike Bagale, formerly of Chicago’s three-Michelin-starred restaurant Alinea, an intimate talk with Nick Knight at the Upper House hotel, and a large-scale public talk with speakers Nathalie Herschdorfer, Anya Ziourova, Desiree Au and Nick Knight.
EXHIBITION VIEWS
The Beyond Fashion photography and film exhibition explored the role of fashion photography in today’s visual culture. It included more than 100 works by emerging and renowned contemporary fashion photographers, including Peter Lindbergh, Erik Madigan Heck, Tim Walker, Miles Aldridge, Juergen Teller, Viviane Sassen and Inez & Vinoodh.
