The 'Lana Sutra' Exhibition Opens in Benetton Stores Globally
Created by Cuban artist Erik Ravelo, member of the "Fabrica" artist community, the exhibition pays homage to Kama Sutra and what it represents: love, humanity, equality and the attention to life using all five senses. As explained by Ravelo, "Lana Sutra, is above all a tribute to love that eliminates differences...Men and women of different colors, in sickness and in health, rich or poor, happy or sad, all belong to a single race: humanity."
The 'Lana Sutra' installations are made of two plaster sculptures and are covered with colorful wool threads which are also iconic symbols of the Italian Benetton brand. The exhibition was launched globally on the 6th September 2011 in three Benetton concept stores in Milan, Istanbul and Munich and was also streamed online at the brands digital shop-window Benetton Live Windows. The 'Lana Sutra' exhibition will travel to other Benetton locations worldwide and will participate in many international Art fairs and Biennale.
Implications - Retail Theatre, Retail Art Labs and Retail Galleries are being used by the most exclusive brands in the Luxury Fashion Industry. However the target audience of Benetton's 'Lana Sutra' initiative are youngsters, hipsters more exposed to ordinary, reality-show-trash-like 'hormone marketing' tactics. The 'Lana Sutra' project proves that erotic provocation can be classy and cutting-edge at the same time - and skin not necessarily needs to be shown.