Jumat, 07 Agustus 2020 17:35:00

K11 x MOCA presents MOCA Masks exclusively in Asia Pacific

K11 unveils exclusive partnership in Asia Pacific with The Museum of Contemporary Art, Los Angeles (MOCA) to showcase limited-production MOCA Masks at K11 MUSEA, with designs by globally celebrated artists Virgil Abloh, Mark Grotjahn, Alex Israel, Barbara Kruger, Yoko Ono, Catherine Opie, Pipilotti Rist, Hank Willis Thomas, and Andy Warhol

Available for pre-order, Friday 7 August via K11 eshop https://shop.k11.com/en/eshop/moca
#K11 MUSEA #MOCAmasks #CSV #SiliconValleyOfCulture @adriancheng
SINGAPORE - 7 August 2020 - K11 is proud to announce its exclusive partnership with The Museum of Contemporary Art (MOCA) to present limited-production MOCA Masks in Asia Pacific.

The MOCA Masks (#MOCAmasks) feature nine designs by globally celebrated artists, and are available for pre-order from 7 August 2020 through the K11 e-shop: https://bit.ly/315Vbut. Each mask retails at HKD 320 and is available for express delivery to consumers in Asia Pacific.

Driven by the vision of "Creating Shared Value" by Adrian Cheng, Group and CEO of New World Development (NWD), the K11 Group continues to bring positive change to society through this exclusive first partnership with MOCA, bringing fashionable options to an everyday necessity, while supporting artists' creativity.

These collectable items include an exclusive creation for K11 by artist Alex Israel which features a sunset palette design mask with a specially designed iconic artist portrait pin. Other designs include a colourful floral design mask by Andy Warhol that echoes the same artwork which is in MOCA's permanent collection,   Yoko Ono's puzzle design "A Piece of Sky", Mark Grotjahn's geometric style pattern and Catherine Opie's "Bo from Being and Having (detail)". For those who love typography, the collection also offers Virgil Abloh's "Still Speaks Loudly", Barbara Kruger's "Better Safe Than Sorry", and Hank Willis Thomas' "Life, Handle with Care".
#MOCAmasks Limited-Production by Nine Globally Celebrated Artists
Thanks to incredible artists Virgil Abloh, Mark Grotjahn, Alex Israel, Barbara Kruger, Yoko Ono, Catherine Opie, Pipilotti Rist, Hank Willis Thomas, and The Andy Warhol Foundation for the Visual Arts, being a responsible and caring citizen amongst citizens just became even more beautiful. This is MOCA's first mask project and reflects the museum's commitment to making the experience of art accessible and encouraging the urgency of contemporary expression. Made in Los Angeles, these masks are available in APAC via the exclusive K11 x MOCA partnership. The nine special designs will be shown at the Gold Ball on the second floor of K11 MUSEA in Hong Kong.
"As a MOCA trustee, I am proud to be bringing this meaningful project #MOCAmasks to Asia Pacific," says Adrian Cheng. "These limited edition designs showcase the creativity of some of the world's most respected artists, and I hope they provide stylish options to the global community and help people adapt to the new normal, all while supporting the art industry at the same time."
MOCA Director Klaus Biesenbach adds: "Wearing a mask communicates that you're mindful of protecting others, your community, and yourself. I am so grateful to the artists participating in the #MOCAmasks initiative. Being a responsible and caring citizen amongst citizens just became even more beautiful because of these artists' contributions! MOCA is thrilled to partner with K11 on this project and thrilled to make these masks available to mindful and caring art lovers in Asia."
Creating Shared Value
Adrian Cheng became the first conglomerate in Hong Kong to play a leading role in helping those in need during the pandemic.
In February, NWD launched a new shared platform #LoveWithoutBorders, in an effort to provide creative and sustainable solutions to challenges brought about by the pandemic, including setting up an anti-epidemic fund of $10 million for Hong Kong-based families via NWD's charitable foundation, raising funding for local communities through K11 campaigns including "Love Power" and "#ShareToInspireBid", building its own mask production lines in Hong Kong, and launching "Mask-To-Go" dispensers available in thirty-seven designated centres run by non-governmental organisations (NGOs) across all eighteen of HK's districts to ease recipients' anxiety about the shortage of masks.

#MOCAmasks Design Process:
The designs of #MOCAmasks are unique or existing works that have been specially adapted for this unique project.   Each mask is handled much like an art work from creative to curatorial to production and presentation. The curatorial journey of #MOCAmasks has been a labour of love. All masks are crafted in Los Angeles and vary in fabric depending on the design, including 100% Cotton, Cotton Blends (98% Cotton, 2% Elastane), or 100% Polyester Micro-Fiber. #MOCAmasks are for decorative use only.   The mask shape is meant to fit a wide range of faces comfortably and securely, including children over 10 years old. Masks can be adjusted based on construction and are made with two layers of fabric, featuring a pocket on the inside with open sides for the option of individual filter insertion. (*).


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