Japanese fashion retailer collaborates with entertainer to develop traveling dance experience

Earlier this month, Solange Knowles Ferguson—singer-songwriter, artist and sister of Beyoncé—unveiled a new interdisciplinary performance piece at UCLA’s Hammer Museum titled “Metatronia.” This project, created and directed by Solange, was commissioned by Japanese retailer Uniqlo for its newest product launch. This stunning campaign, created with Droga5 London, features a giant, white cube sculpture—designed by Solange—and dancers from California State University wearing pieces from Uniqlo's new activewear line.

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According to Solange, she wanted the piece to “explore process, and mapping of creation” and noted that it “is an exercise on following the intuitive force that guides us, helping us to create space, and silence the mind to create the work.” Solange also revealed that “Metatronia centers around building frequency and creating charge through visual storytelling.” This storytelling was choreographed by Brennen Gerard and Ryan Kelly, a choreography duo who have been collaborating since 2003 and have an impressive résumé.

The cube, called “Metatrona’s Cube,” will be traveling to select U.S. cities this summer—and if you missed the live performance (join the club), you can view it on the Hammer Museum website.

Solange | Hammer Museum | Uniqlo


Lead Image: saintrecords via Instagram

Earlier this month, Solange Knowles Ferguson—singer-songwriter, artist and sister of Beyoncé—unveiled a new interdisciplinary performance piece at UCLA’s Hammer Museum titled “Metatronia.” This project, created and directed by Solange, was commissioned by Japanese retailer Uniqlo for its newest product launch. This stunning campaign, created with Droga5 London, features a giant, white cube sculpture—designed by Solange—and dancers from California State University wearing pieces from Uniqlo's new activewear line.