Hugo’s Art-Fueled Anniversary
“What is so amazing is that we are doing some incredibly quirky work that really is off the radar, yet Hugo Boss managed to find us,” said Pussykrew’s Andrzej Wojtas, one of the twenty “creatives” chosen by the German fashion brand to exhibit their art in Red Never Follows, a new show at London’s Saatchi Gallery. Devised to celebrate the twentieth anniversary of the company’s younger label, Hugo, the exhibition fittingly features twenty installations by twenty different artists in an effort to champion creativity, technology, and individuality.
Indeed, the works on view are unique, and even innovative. Cornered, for instance, depicts a man diving headfirst into a wall. Emerging Colourspace is a gravity-defying auto rover similar to a modern-day Etch A Sketch that scribbles red ink. And Cerebral Hut, is a kinetic domelike sculpture that moves based on thoughts (well, brain frequencies, if you want to get specific) captured and transmitted by a headset.
To further the birthday festivities, Hugo has launched a capsule collection of twenty pieces, including a strong red blazer, a monochrome silk shirt, and a very cool set of headphones. Not that anyone was really thinking about clothes (or headphones, for that matter) last night. As Pussykrew’s video installation mesmerized the crowd, Wojtas offered, “What was great about working with Boss was that they gave us total freedom to explore our ideas. Throughout the whole process, we felt their respect.”
Red Never Follows is open to the public from today to September 1, 2013, at The Saatchi Gallery on King’s Road in London.—Afsun Qureshi