'Lana Sutra' is an extremely interesting project that unites art, culture, fashion and eroticism in a unique way. It is an exhibition made out of 15 elegantly provocative installations inspired by the positions of Kama Sutra, the world's oldest book on love and eroticism.
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.
Sensual Yarn Installations
The 'Lana Sutra' Exhibition Opens in Benetton Stores Globally
Trend Themes
1. Elevated Sensuality - The trend of utilizing provocative art installations to promote brand identity and awareness, expanding beyond traditional advertising strategies.
2. Retail Art Labs - The trend of retail spaces incorporating art installations and galleries to create a unique shopping experience and attract younger consumers.
3. Conceptual Diversity - The trend of incorporating diverse conceptual art into retail marketing campaigns to celebrate inclusivity and promote social justice and equality.
Industry Implications
1. Fashion - Fashion brands can utilize provocative and inclusive art installations in their retail spaces and marketing campaigns to create a unique shopping experience, attract younger consumers, and promote brand identity.
2. Luxury Retail - Luxury retail brands can differentiate themselves and create a cutting-edge image by incorporating provocative and diverse art installations into their retail spaces and marketing campaigns.
3. Art Exhibitions - Art exhibitions can benefit from partnering with retail brands to showcase their installations in unique retail spaces, giving artists and brands a wider reach and exposure to different audiences.