Large brands and museums rarely use their currency - be it cash-based or cultural - with such extraordinary intelligence, style and bravado as Uniqlo Sprz NY (Surprise New York). The collaboration between MoMA, Uniqlo and dozens of artists and their estates is shown on the new mezzanine level of their 5th Avenue flagship.
The artists' project seamlessly flows into celebrations of print textiles and pop culture image franchises with such confidence it shook the cynical dust off our boots. The design of the mezzanine is, if not an oasis of calm, panoramic and extremely beautiful, altering the rhythm of the entire store in a very welcome manner.
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