Out Norwegian artist Bjarne Melgaard’s project, The Casual Pleasure of Disappointment is currently at Red Bull Arts in New York. The large-scale installation’s opening was timed to coincide with New York Fashion Weekand was been described as,
“a derelict department store populated by an army of genetically enhanced mannequins”
The multilevel psycho-pathological installation was put on in part by Melgaard’s gallerist, Gavin Brown’s Enterprise which functions as the jewelry department – hosting the American launch of the artist’s collaboration with jeweler Bjørg Nordli-Mathisen (BJØRG).
The artist by Jim Henson Company
Produced in collaboration with creative director Babak Radboy, the exhibition features a presentation of the eponymous menswear/unisex clothing line, The Casual Pleasure of Disappointment, violently embraces the obsessive and self-destructive aspects of fashion and consumerism.
Returning the space to its previous life as the site of the Barneys Co-op, Melgaard gave away —FREE OF CHARGE —the high-end streetwear he had amassed over the years. Yes, the artist dumped more than $500,000 worth of his own clothing, including Comme des Garçons and Helmut Lang pieces, allowing guests just 10 minutes to scoop up as much merch as they could grab.
Adopting a commercial marketing stately the exhibit is accompanied by a suite of fashion editorials, look books, and brand identities, which will dress the windows of the installation. A music video made in collaboration with Jim Henson Company is on view in the show.
Available for sale at the gift shop are a limited edition magazine-cum-exhibition catalog containing dozens of self-contained booklets, posters, and ephemera featuring photos, drawings, texts and collaborations including Roe Ethridge, Jason Nocito, Miguel Adrover, Heji Shin and more.
The Casual Pleasure of Disappointment is at Red Bull Arts through April 9, 2017.
(Photos, Naho Kubota & Andre Herroero)