Mantle marketing

Mantle marketing

London – The Tate Modern has paid homage to artist Georgia O’Keeffe by collaborating with one of today’s biggest feminist icons.

Article/19827 2c1

London – The Tate Modern has paid homage to artist Georgia O’Keeffe by collaborating with contemporary feminist artist Petra Collins.

  • Tate Modern has launched a major new retrospective on O’Keeffe, featuring more than 100 of the artist’s most famous works
  • To mark the opening, it invited artist and photographer Petra Collins to give her perspective on the mother of American Modernism in a short film

As an artist who rose to fame for her opinions on female censorship on social media, Collins lends a contemporary significance to O’Keefe’s work.

Collins’ light and poetic film uses unsettling natural imagery and light-hearted fetishism, an artistic direction covered in our Sensory Assault. It also features some of her favourite muses including Lee Armoogan, Barbara Ferreira, Seashell Coker, Maia Ruth Lee and Ajani Russell exploring sets based on O’Keeffe’s famous landscapes.

While Collins is an established artist in her own right, the Tate Collective also works with and nurtures young adults through youth engagement.

The Big Picture

Tate Modern's collaboration with Collins results in a visceral visual statement that differs from traditional museum exhibition campaigns. It’s a lesson in not relying solely on heritage and the past in brand communications, but instead try to be culturally of the moment. Find out more in our Anti-authenticity Marketing macrotrend.

Discover More News
World Retail Congress 2024 daily recap: Elections anxiety and the 'world’s coolest stores'

News

World Retail Congress 2024 daily recap: Elections anxiety and the 'world’s coolest stores'

On the closing day of World Retail Congress 2024, retailers looked ahead to a year of global elections, readying themselves to navigate potential p...
Retail : Sustainability : Design
The Emory begins longevity and wellness members' club Surrenne

News

The Emory begins longevity and wellness members' club Surrenne

Opening in April 2024, Surrenne at The Emory promises a holistic approach to wellness and longevity in a luxurious setting.
Health : Wellness : Luxury
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, deputy foresight editor D...
Foresight Friday : Health : Wellness
Stat: Extreme tourism market set to soar in coming years

News

Stat: Extreme tourism market set to soar in coming years

A new report by Allied Market Research forecasts a remarkable surge in the extreme tourism market, projecting it to soar to £72.96bn ($91bn, €85.28...
Travel : Hospitality : Tourism
World Retail Congress 2024 daily recap: Redefining retail, The Zalpha Reckoning and engaging UHNWIs

News

World Retail Congress 2024 daily recap: Redefining retail, The Zalpha Reckoning and engaging UHNWIs

On its second day, World Retail Congress 2024 in Paris explored everything consumer – strategy, content and community.
Retail : Youth : Luxury
The Hear My Last Wish initiative transforms organ donation culture

News

The Hear My Last Wish initiative transforms organ donation culture

Publicis Groupe and Leo Burnett Taiwan have introduced Hear My Last Wish, a project addressing the reluctance of families to consent to organ donat...
Health : Medical : Wellness
New research reveals attitudes to robosexuality

News

New research reveals attitudes to robosexuality

New research looks further into attitudes to sexual relations with robots, highlighting social parameters affecting how people feel about this divi...
Technology : Sexual Wellness : Health
Stat: Gen Z are exercising less than their elders did at the same age

News

Stat: Gen Z are exercising less than their elders did at the same age

Asics Corp’s latest Global State of Mind Study underlines the enduring connection between physical activity and mental health.
Health : Wellness : Fitness
World Retail Congress 2024 daily recap: Olympic fever, emotioneering and engaging Gen Z

News

World Retail Congress 2024 daily recap: Olympic fever, emotioneering and engaging Gen Z

World Retail Congress 2024 opened in Paris on 16 April, focusing on the theme of High-Performance Retail.
Retail : Beauty : Youth
Nike House of Innovation transformed into breath-focused experience

News

Nike House of Innovation transformed into breath-focused experience

Random Studio, in collaboration with Nike House of Innovation, has re-imagined the Paris-based store as an embodiment of the brand’s Holistic Fitne...
Retail : Wellness : Design
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more