Marie Dalgar x CHAO Art Center
Beijing, China
LOST IN PLAY
MARIE DALGAR 8TH CROSSOVER ART PROJECT
MARIE DALGAR 8TH CROSSOVER ART PROJECT
MARIE DALGAR, a unique Chinese makeup brand, embodies the spirit of freedom, creativity, and artistry. Embracing the concept of "New Art Makeup," it boldly pursues the true art of life, challenging traditional artistic and aesthetic norms. It crafts a style distinct from modern popular art by integrating elements from various art forms, seamlessly fusing pure art with the practical artistry of makeup.
Since 2010, MARIE DALGAR has prioritized art exhibitions, annually collaborating with artists across disciplines to explore diverse artistic expressions in makeup.
The main challenge was to transcend conventional boundaries, conveying the brand’s vision and philosophy - discovery, exploration, bold experimentation, and expression - inviting everyone to discover and perceive beauty anew.
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I collaborated with ten artists/artistic teams from around the world to craft a fully immersive, sensory experience themed “Discovering Your Voice in Play”, using inner emotions as a clue to inspire the audience to search for the lost hour of their lives and find their inner self-holding place.
At CHAO Art Center, we crafted seven narrative experiences: Moment, Tree of Life, Queen of Hearts Banquet, Eternal Theatre, Garden of Bifurcated Paths, Forest of Colours, and Vacation of the Self - culminating in a multimedia exhibition that spanned music, dance, new media, theatre, and spatial art.
Everything started with the senses but ultimately transcended them, reaching the soul. What began as a theatre evolved into a profound reflection, resonating with beauty.
At CHAO Art Center, we crafted seven narrative experiences: Moment, Tree of Life, Queen of Hearts Banquet, Eternal Theatre, Garden of Bifurcated Paths, Forest of Colours, and Vacation of the Self - culminating in a multimedia exhibition that spanned music, dance, new media, theatre, and spatial art.
Everything started with the senses but ultimately transcended them, reaching the soul. What began as a theatre evolved into a profound reflection, resonating with beauty.
This three-day event, featuring six performances and eight months of planning by over 350 people, attracted 1,200 guests and garnered nearly 110 million impressions across fashion media, industry outlets, and the brand’s official WeChat, driving a 157% growth in brand performance.
More than a platform for brand promotion, LOST IN PLAY was a cross-disciplinary art event, attempting to link up with richer art fields and redefining the traditional audience-content relationship. Here, the audience took centre stage. Pioneering the innovative Theatre+ model, LOST IN PLAY aligned with contemporary art trends in a diverse era, seamlessly integrating new media, theatre, music, and dance into a fully immersive experience.