Missoni transforms its New York flagship into an artists’ haven

Missoni transforms its New York flagship into an artists’ haven
From the fashion house’s Madison Avenue store, Missoni has launched a new art programme, Surface Conversion
(Image credit: Missoni)

‘Contemporary art is a part of my daily life – I’ve been following it for many, many years,’ muses Angela Missoni on the eve of the launch Surface Conversion, a new art programme which has been brewing for two years.
and launched this week in the fashion label's New York flagship on Madison Avenue. The Italian creative director recalls seeing galleries like Emmanuel Perrotin's arriving in the area and thinking: ‘those huge windows can be used for more than just fashion.'

In terms of volume and surface space, the store is exceptional – hence the project’s title. Missoni is literally converting the shop floor and putting it to a different use. The idea is to create a multi-faceted creative platform where diverse interventions can take place: from exhibitions through to talks, book launches and live performances.

At yesterday’s launch event, two of these initiatives could already be ticked off. Servane Mary, the Brooklyn-based artist who kicks off the programme, filled the corner windows and a series of lightboxes with her visual art, press and publicity images from the 1940s and 1970s, riffing on female mis-representation and identity. But Mary also performed live with her band, The Cornichons.

‘I was twelve in 1970,’ says Missoni, ‘so I took the revolution for granted. Even so, I know it’s still necessary to have a voice and give other women a voice.’ The feminist message in Mary’s work is something Missoni feels close to – consider her mission accomplished.

Angela Misson had interest in contemporary art

The label’s creative director Angela Missoni has always had a keen interest in contemporary art

(Image credit: Missoni)

Missoni transforms its New York flagship into an artists’ haven

The first artist to feature in the programme, Servane Mary re-appropriates advertising images from the 1940s and 1970s. 

(Image credit: Courtesy of Servane Mary)

Woman on a Fence

 Untitled (Woman on a Fence), 2015

(Image credit: Servane Mary)


For more information, visit the Missoni website


1009 Madison Avenue
New York
NY 10075


Siska Lyssens has contributed to Wallpaper* since 2014, covering design in all its forms – from interiors to architecture and fashion. Now living in the U.S. after spending almost a decade in London, the Belgian journalist puts her creative branding cap on for various clients when not contributing to Wallpaper* or T Magazine.