review ARCHITECTURAL ADDRESS After tours to Hong Kong, New York and Tokyo, the Zaha Hadid-designed Chanel Mobile Art Pavilion lands in Paris A following its donation to the Institut du Monde Arabe. Myrna Ayad attends the inauguration in the French capital and discusses the Pavilion’s future. mong its many A Travelling Museum other attributes, It all began in 2007 when Chanel head designer Below: Guests at the 28 April inauguration of the Institut du Monde Arabe (IMA) is notable for and creative director, Karl Lagerfeld, approached the Mobile Art Pavilion designed by Zaha Hadid the fact that a Pritzker Prize-winning architect Iraqi-born Hadid to create a mobile art museum. for Chanel. (along with Architecture-Studio) designed the It was an incidental meeting at New York’s Mercer Facing page: A view of the iconic building, which is now a Paris landmark. The Hotel, and two months later, Zaha Hadid Archi- Mobile Art Pavilion at the Institut du Monde Arabe. innovative design catapulted Jean Nouvel to tects presented Chanel with sketches. “The idea Images courtesy Chanel. fame and the IMA was among the winners of the first came out to do an object made of an organic Aga Khan Award for Architecture in 1989. In April form which would then be transported and redi- this year, the street on which it is located was rected in different cities,” said Hadid, “it was very transformed by the donation by fashion power- exciting; the whole experience was really quite house Chanel, of its Zaha Hadid-designed (Can- rare.” Mobile Art toured Hong Kong, New York and vas 3.2 and 6.6) Mobile Art Pavilion to the IMA. Tokyo, exhibiting artworks by Contemporary art- Rue des Fossés Saint Bernard is now perhaps ists inspired by Chanel’s iconic bag. Lagerfeld is the world’s only space currently housing struc- tures by two Pritzker Prize-winning architects; (Abu Dhabi’s Saadiyat Island will come next with creations by fellow Prize winners, Tadao Ando, Sir Norman Foster and Frank Gehry). In terms of design, the Rue makes a remarkable destination – a fusion of old and new, both culturally and architecturally. “I am thrilled Chanel has donated Mobile Art to the Institut du Monde Arabe as a new permanent venue for contemporary art in the heart of Paris,” said Hadid, “Mobile Art’s fluid architectural language generates a fascinating interplay with the Cartesian geometry of Nou- vel’s renowned south façade for the IMA.” 42 review reported to have praised the museum’s ingenuity – namely that, as opposed to people travelling to “The whole experience was a museum, a museum is travelling to people. This wasn’t Chanel’s first foray into the worlds of art and culture either – its founder, Gabrielle really quite rare.” - Zaha Hadid “Coco” Chanel herself, socialised with intellectuals, a woman, an architect, an Arab,” smiles IMA Direc- one thing, but actually entering one precipitates composers, poets and artists and was a great pa- tor General Mona Khazindar. “Aesthetically speak- a series of emotions, especially through Hadid’s tron of the arts, becoming a knowledgeable col- ing, there is a dialogue and harmony between the web-like interior. “It’s a little feminine, like a womb, lector of Byzantine art. The luxury brand pursues geometry and Islamic design of the IMA and the embracing and enveloping,” added Khazindar. an artistic philosophy today through its acquisition curve-like modern minimalism of the Pavilion.” Exhibition plans for the Pavilion – which will of works by artists such as Jean-Michel Othoniel, strictly show Contemporary Middle Eastern art YZ Kami (Canvas 5.3), Claude and François-Xavier (perhaps alongside Western counterparts) – Lalanne and Joseph Stashkevetch, whose works A Unique Address are in progress, but works by the 10 winners of hang in Chanel boutiques. In tandem with its aim to promote cultural under- the V&A’s Jameel Prize will be displayed in early The decision to halt the worldwide tour of the standing of the Arab world, the evening of 28 April December this year. The IMA plans on stag- ‘art container’ (as it has been dubbed) was “a ques- commenced with readings by two of the Middle ing two to three exhibitions per annum, a chal- tion of timing”, according to Chanel’s President of East’s legendary poets – Etel Adnan (Canvas 1.1) and lenging strategy which Khazindar feels involves Fashion Activities, Bruno Pavlovsky. Surely audi- Adonis – who recited Arabic poetry created for the “endless possibilities but one which makes this ences in other parts of the world would have ap- event. A roundtable discussion followed, between opportunity so great”. There is an undoubted preciated viewing a unique collaboration between Hadid, Lagerfeld, Nouvel and Patrick Schumacher, kudos attached to such a prospect for Middle a luxury retail giant and one of TIME magazine’s Partner at Zaha Hadid Architects, moderated by Eastern artists, especially as it serves as another 2010 Top 100: Most Influential People? “It wasn’t an French journalist Elisabeth Quin and orchestrated platform for the region’s art in the West, with easy decision [to stop the exhibition], but from by the Serpentine Gallery’s Hans-Ulrich Obrist. Fash- particular attention to the status of the space, at the beginning, we wanted it to land in Paris,” ion and art world glitterati were in attendance at a an address which combines such laudable struc- explains Pavlovsky, “it’s a city that is important for panel which witnessed these giants of the worlds of tures. This is something Khazindar is excited about the image of Chanel; a lot of Chanel values and architecture, art and fashion candidly discuss the in- and notes the increase of visitors to the space dai- creativity come from here.” ception and design of the Pavilion and its donation ly, namely those who had never visited IMA. “It’s IMA’s Communication Manager, Philippe Cardi- to the IMA. “[Hadid’s Pavilion] confirms one of my a new kind of public coming to see the Pavilion,” nal, read of the Pavilion’s arrival in Paris and the IMA old observations: architecture cannot be promoted she says. What would Coco herself have thought? subsequently approached Chanel, sealing a deal by images or photographs; you have to feel it,” not- Pavlovsky smiles, “[Hadid and Chanel] are both pi- for a three-year renewable donation. For its Paris ed Nouvel, “to understand what is happening in this oneers and strong women for sure, and it’s almost inauguration (exclusively sponsored by the Fayat object and around it, you have to be in it and there as though this Pavilion was designed specially for Group), the Pavilion showcased works by Hadid is a feeling of movement, of continuity, a discovery, the IMA.” (running until 30 October 2011), marking her first- a consolidation of contact between the interior and ever exhibition in France. “We are so proud! She’s exterior.” Indeed, admiring a structure by Hadid is For more information visit www.imarabe.org 43
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