Architecture & Design Project Series: Playtime (Part 1)
January 18 – February 26, 2005

By Swetlana Heger

Since 2002, Swetlana Heger has approached and carefully selected international luxury brands by proposing and enacting a collaboration between the brand and the artist to produce images that can be made significant by and for both parties. After agreeing to collaborate with Heger, a company takes on the production of a set of photographs featuring the artist as model as well as creative director. Heger retains control over the execution and composition of the images, while both parties can use them in their respective professional contexts. 

For Playtime (Part 1), Heger presents an overview over previous collaborations, while pursuing a new collaboration with a company in New York, which will premier in New York in the fall of 2005.