What is the story about?
What's Happening?
Van Cleef & Arpels has partnered with the French dance collective (La)Horde to present a series of performances at the Southbank Centre in London. The event, titled 'We Should Have Never Walked on the Moon,' explores themes of technology, greed, and intimacy through dance. The performances involve 80 dancers from the Ballet National de Marseille and Rambert, transforming the venue into a walk-in dance experience. This collaboration marks (La)Horde's second appearance in London with Van Cleef & Arpels, following their participation in the 'Dance Reflections' festival earlier this year.
Why It's Important?
The collaboration between Van Cleef & Arpels and (La)Horde highlights the intersection of luxury brands and contemporary art forms. By supporting innovative dance performances, Van Cleef & Arpels is expanding its cultural influence beyond traditional jewelry design. This partnership also underscores the growing trend of luxury brands engaging with the arts to enhance their brand image and connect with diverse audiences. The event provides a platform for (La)Horde to showcase their unique approach to dance, potentially attracting new audiences and fostering cultural exchange.
What's Next?
Following the London performances, (La)Horde plans to continue their collaboration with sculptor and stage director Théo Mercier, who will join as an associate artist. This partnership aims to blend performance landscapes with exhibition and performance creations, further expanding the collective's artistic repertoire. The ongoing collaboration with Van Cleef & Arpels may lead to future projects that continue to explore the relationship between luxury and contemporary art.
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