Mantle marketing

22.07.2016 Tate Modern : Exhibition : Marketing

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.

You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
Discover Our Memberships 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