Eckhaus Latta Exhibition: The Future of Fashion Retail?
US design house Eckhaus Latta is the latest fashion brand to embrace museum-style engagement, as its shoppable exhibition revives the offline retail experience.
Showing at New York’s Whitney Museum of American Art, Possessed: Eckhaus Latta blurs the line between gift shop and exhibition – allowing attendees to peruse art, try on exclusive ready-to-wear pieces, and watch others do the same.
Everything wearable is for sale, with $3,250 knit sweaters, $75 socks and $24 tote bags alike bearing tags that read ‘Special Museum Exhibition Product’. Alongside them sit shop-themed art installations, like the dressing room curtains and clothing racks by New York-based artists Susan Cianciolo and Annabeth Marks, respectively.
The 360-degree retail atmosphere was key to the brand’s intentions, extending to a carefully researched soundtrack (available online) for a “pleasurable and comfortable experience” akin to an ideal shop floor.
Unlike archival and historic-style shopping exhibitions like Gucci Garden, Latta’s offering is entirely modern and more self-referential – not presenting fashion or retail as art, but instead curating the display to blur these lines altogether. See our Fashion Forecast S/S 20 trend Revive for further confirmations of fashion and art’s burgeoning crossover.