Prada, Trussardi, Vuitton and Yoox unveil art projects at Biennale di Venezia

With the occasion of the 55th edition of Biennale di Venezia which opens in Venice this week, several fashion brands unveil their support of several exhibitions and art projects. Prada Group is hosting tomorrow the opening of the ‘When Attitude Becomes Form – Bern 1969 / Venice 2013′ exhibition at Fondazione Prada‘s Ca’ Corner della Regina palace, which will be on display until 24th November.

‘When Attitudes Become Form: Bern 1969/Venice 2013′ is curated by Germano Celant in dialogue with Thomas Demand and Rem Koolhaas, in a surprising and novel re-making, reconstructs ‘Live in Your Head. When Attitudes Become Form’, an exhibition conceived and organised by Harald Szeemann at the Bern Kunsthalle in 1969, which went down in history for the curator’s radical approach to exhibition practice, conceived as a linguistic medium. The exhibition will also include unpublished materials from the Szeemann archive generously loaned by the GRI, which is still working to catalog this vast collection.

The purpose is to revisit, with the same intensity and energy, the Post-Pop and Post-Minimalist Art research of the time, ranging from Process Art to Conceptual Art, Arte Povera and Land Art, that was developed internationally during the mid-1960s, but also to point up the contribution made by Harald Szeemann, a curator capable of thinking beyond the limitations fixed by critics’ labels and the theoretic associations of his time.

Leading Italian luxury e-tailer Yoox is supporting the ‘I Veneziani’ initiative, under the patronage of Maurizio Cattelan, which promotes the works of 10 artists at Ca’ Sorenzo. On Thursday, Fondazione Nicola Trussardi is hosting a gala event to celebrate the Creative Director of the Trussardi House, Massimmiliano Gioni who is also a curator at this year’s Biennale di Venezia.

Louis Vuitton is hosting an exhibition within its own art gallery, on the top floor of the newly inaugurated Louis Vuitton Maison Venice. The Vuitton exhibit during 55 Biennale di Venezia is entitled “Where Othello should go?” and is dedicated to Pompeo Marino Molmenti. Besides the exhibit Louis Vuitton has entered into a partnership with Fondazione Musei Civici di Venezia (Muve) to restore “La morte di Otello” (The Death of Othello) by Pompeo Marino Molmenti and dated 1879, which is being supervised by historian Adrien Goetz.

Fondazione Prada Venice, Ca’ Corner della Regina