Mosche hosts its sound installation On Hold from May 20th to May 30th at ALHAMBRA BERLIN. Using the exceptional X momentum to expand and explore new territories in the field of sound, being inspired by the current amount of time spent On Hold, the urge to reflect this notion in artistic form grew. The multi-purpose format opens its 1,100 sqm space exclusively for Mosche Co. and transforms the ever-changing retail concept into an interdisciplinary gallery.
ALHAMBRA BERLIN brings the independent agency, specializing in music production, sound art & design, and sound branding to the former West-Berlin area building a community around this one-of-a-kind neighbourhood.
Founded in 2018, Mosche Co. has built a strong portfolio over the years and helped high-profile brands like Jacquemus, Farfetch, Rimowa New Horizons and many more finding their unique sound.
The concept behind On Hold meets exactly the overall feeling of this specific time. It refers to the state of being On Hold, the time you have but can not really use. It contains anticipation, reliance, ambition, and passivity, simultaneous with a constant readiness. On a relational level, it is the power to keep someone On Hold juxtaposed to the confidence in patience and insistence on being heard. It is the value of time, an aspect of existing. Anyone can relate to the situation of being or of putting something On-Hold.
Part of the exhibitions curated by Jason Heath, founder, and managing director at Mosche, are two young artists:
Zoë Mc Pherson is a multimedia artist, producer, sound designer, performer, DJ, curator, and founder of AV platform/ label/community SFX based in Berlin. In 2019, she was nominated best electronic music artist in Belgium. She is responsible for the sound installation during the exhibition, constantly referring to the concept On Hold. @zoemcphers
The second artist is Milen Till, represented by Galerie Crone. His installation is a drum painting series that resonate with the concept On Hold as it visually manifests the act of creating sound and materializes it is in an eternal form. A drumbeat forever On Hold on canvas.
The exhibition gives a first glimpse of what the co-retail space ALHAMBRA BERLIN will be in the future. ALHAMBRA BERLIN – the multi-purpose format is located in Berlin’s most iconic landmarks along renowned luxury mile Kurfürstendamm. It represents a concept for realistic retail, culture, art, events and showroom.
ALHAMBRA BERLIN is a digital and analogue space re-inventing traditional retail and envisioning a creative showcase for cultural exchange. Engaging with an international, diverse, and curious community to become the go-to place to constantly surprise with sought-after brands, inspiring creatives and industry pioneers from the fields of fashion and accessories, beauty and health, interior and living, travel and leisure, tech and mobility, art and design. The experience started with various outdoor installations; select events and activations will follow with the grand opening scheduled for Autumn 2021 – when you can fully immerse yourself in the ALHAMBRA BERLIN experience.
ALHAMBRA BERLIN – the multi-purpose retail format launches on over 1,100 square meters located in one of Berlin’s most iconic landmarks along renowned Luxury Mile Kurfürstendamm. It represents a concept for realistic retail, culture, art, events & showroom. ALHAMBRA BERLIN is a digital and analogue space re-inventing traditional retail and envisioning a creative showcase for cultural exchange.
The concept pursues the ambition of disrupting the conventional models of fashion and luxury retail by adapting them to the demands of modern-day consumers and creating memorable experiences. Ensuring a curated assortment of global brands and collaboration partners.
The artistic approach of interpreting products and collections encourages exploring brands and engaging in dialogue with designers, artists, and craftsmen in one space. Engaging with an international, diverse, and curious community to become the go-to place to constantly surprise with sought-after brands, inspiring creatives and industry pioneers from the fields of fashion and accessories, beauty and health, interior and living, travel and leisure, tech, and mobility, and art and design.
Crone’s programmatic focus is contemporary art that addresses social realities and political challenges with an aesthetic awareness. The gallery represents artists of various generations, origins, cultural backgrounds, and sexual orientations united by their desire for an open, tolerant, enlightened society and culture. Their work encompasses the entire range of artistic practices, media, and approaches, from painting and sculpture to installation and time-based art. About Ruttkowski; paintings and drum installation owned by Ruttkowski. Courtesy of Ruttkowski; Cologne Ruttkowski; founded in 2010 by Nils Müller, is a Cologne- and Paris-based art gallery. The gallery concentrates on a broad range of practices within contemporary art, including painting, time-based media art, sculpture, and installation, while following a nonhierarchical approach towards several scenes and artistic backgrounds.