FORD PROJECTS – INAUGURAL EXHIBIT OPENING “WHEN THE FAIRY TALE NEVER ENDS”

On January 19th, fordPROJECTS launched it’s first exhibit with a show curated by Lara Pan When the Fairy Tale Never Ends. An entirely new venture launched by Altpoint Capital Partners, parent company of Ford Models, fordPROJECTS is based above Ford Models new women’s division, in a sprawling daul-level penthouse at 57 West 57th street. It is styled as an innovative exhibit space featuring the work of established and emerging contemporary artists. Head up by Creative Director, Tim Goossens, formerly of the curatorial department with MoMA PS1, and Rachel Vancelette, formerly manager of the Domus Collection Beijing/NYC, who has also held positions as Director of both Barbara Gladstone and Yvon Lambert galleries, they plan to have an exhibit every 6 weeks with different curators and themes. “fordPROJECT will serve as Ford?s commitment to the arts and artistic expression. Unlike a traditional gallery format, in which a stable of artists is represented, fordPROJECT?s compelling approach engages the global art community in exploring cutting edge practices while working with both top leaders in the field and emerging voices.”

If the opening exhibit is an example of what is to come, it is definitely worth keeping an eye out for their upcoming exhibits. I went to the exhibit with two artists who were part of the XXXX Magazine Voyeur exhibit, David Victor Rose and Joseph Grazi. ?Not sure what to expect, with a modeling agency launching a contemporary art space, it was a pleasant surprise to see that they held their own with regards to the artwork on display as well as the crowd at the event, which was for the most part rather unfashion. I expected to see a sprinkle of Ford models hanging about, but it was a far more serious art crowd, with the likes of O. Aldon James Jr, the President of the National Arts Club, and Heather Dell, director of Cristin Tierney Gallery being some of the first 2 people I ran into. ?David LaChapelle and Daphne Guinness seemed to be the celeb guests of the evening, with David almost incognito in a black hoodie, and Daphne was ready for her photo to be taken, wearing a head piece that looked like she was channeling Lady Gaga.

The exhibit itself was a rather eclectic mix of works, some stronger than others. The 2 video art pieces were both rather unassuming, although Kenny Scharf’s painting and Panni Malekzadeh’s Peep Show both really stood out. ?Other artists in the exhibit included Michael Aerts, Eleanor Antin, Valentina Battler, caraballo-farman, Henry Darger, Braco Dimitrijevic, Wim Delvoye, Enright & Eagleton, Kent Henrickson, Robert Lazzarini, ?Vincent Olinet, and Gretchen Ryan. The concept of the exhibit?When the Fairy Tale Never Ends according to curator Lara Pan, was about the “evolving nature of fairytales in modern society”, as well as “the colliding myths and youthful fantasies that permeate cultures throughout the world.” ?It was extremely well put together selection of artists and works, although I did feel was that the rather kitsch wall paper clashed with many of the artworks, and was an unnecessary background for the already lush choices of work.

Look out for their next opening, Involuntary,?to be curated by the celebrated curator Neville Wakefield, who most recently curated MoMA PS1?s Greater New York show, which will premiere March 1st, during Armory Art Fair week.

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Article and photos by Indira Cesarine for XXXX Magazine