Frac Haute-Normandie presents BLACK CODE. 30 years of shopping

Frac Haute-Normandie presents BLACK CODE. 30 years of shopping on view through 24 March 2013.

Every year, the Frac Haute-Normandie reviews its collection from the perspective of a particular artistic practice. After looking at photography in 2012, in 2013 the Frac is exploring its collection through the prism of colour.

Since the collection was first set up in 1983, black has held a prime position in the different media: painting, drawing, artists’ books, as well as photography and video. The Frac has, as a result, commissioned fashion trend and strategy planner Lidewij Edelkoort to showcase this particular presence of black. As trend research consultants, Studio Edelkoort and Trend Union‘s business is to forecast, identify, analyse and define future trends in order to assist industries and brands in positioning their products. Lidewij Edelkoort’s job is therefore to compile trend books of images, samples, texts, patterns, designs, etc. For 2013 and beyond, Lidewij Edelkoort’s trend books forecast with great accuracy the re-emergence in art of frenzied forms, a return to the surreal and the disturbing—all of these phenomena restore the prominence of black. Based on these predictions and applying the presentation techniques that she uses in her Paris showroom, Lidewij Edelkoort and her studio have devised the “Black Code” exhibition.

Through this partnership, the Frac seeks to transpose fashion and consumer industry codes to a public contemporary art collection. Its intention is to raise the question of how the economic world influences the way we perceive art and, at the same time, consider the connections between the visual arts and zeitgeist, current and changing trends. It also sets out, via this transposition, to experience the increasingly close ties that are being developed today between stores and exhibition spaces, and between the fashion and art worlds.

–Véronique Souben, Director, Frac Haute-Normandie

Frac Haute-Normandie
3, place des Martyrs-de-la-Résistance
76300 Sotteville-lès-Rouen, France
T 00-33 (0)2 35 72 27 51
[email protected]

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