Digital Artist Maxim Zhestkov Takes Over FLANNELS LONDON

On August 18, FLANNELS LONDON will host Waves, the first solo exhibition of digital artist Maxim Zhestkov in collaboration with the public art platform, W1 Curates. The immersive experience constitutes a step forward for the luxury multi-brand retailer, furthering its commitment to experimentation and collaboration within fashion, art and music.

Transforming the London flagship's distinctive three-floor facade and elevated basement space into a large-scale immersive public exhibition, Waves explores the fundamental elements of change in phygital ecosystems. Through bespoke LED screens, Maxim's pulsing installations visually convey how the ability to acknowledge similarities between physical and digital can make our everyday thoughts more creative. Each rousing display broaches themes of cultural shifts, spiritual breakthroughs, and wi-fi connections as products of the interactions of waves.

With innovation, collaboration and experiential retail at its core, the luxury retailer successfully celebrates the buzzing creative community once again. Zhestkov is a digital artist based in London whose hybrid practice merges architecture, sculpture, motion graphics, color, and sound to explore the fusion of the digital and physical worlds.

"Maxim's artwork lends itself very well to FLANNELS' new innovative phygital basement space, which will house brand new state-of-the-art floor-to-ceiling digital screens, providing a unique interactive experience for the viewer. It's an honour to share new work from a true pioneer of digital art who remains so passionate about the potential of virtual worlds," says Mark Dale, founder of W1 Curates, in a press release. 

Waves is available to view at FLANNELS LONDON until September 7.

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