‘When everybody knows the product, it is necessary to catch the eye with something else,’ says French artist Arnold Goron, ‘and art is a good way to do that.’ His collaboration with Isabel Marant – a nine-year partnership that’s produced 20 shop windows worldwide – is proof positive that art and fashion make a good match. For Isabel Marant’s springtime windows at Barneys in New York City, Goron developed a series of sculptural pieces that featured in installations with a cave-like ambience. His large, variously coloured styrofoam volumes – roughly carved with the use of a chainsaw – achieved an air of nonchalance. What was particularly striking about the displays was the incorporation of movement.
The animated pieces, which were a subversive interpretation of Marant’s primal Spring 2015 campaign, represented the joint effort of Goron and Dennis Freedman, creative director at Barneys. ‘I wanted to make a strange world with moving parts,’ says Goron. The two men explored the relationship between the practical and the abstract with simple materials such as vintage timber beams, planks, rope and metal. Windows with a low-tech tribal atmosphere were perfectly in tune with the brand’s campaign.
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