This activation-meets-Instagram museum features more than 20 interactive experiences centered around the evolving nature of style and how we present ourselves to the world. Cory Frank, CMO and director of sales for Design Foundry, said that there’s also been a lot of interest in using the space/experience for private events this fall.Photo: Courtesy of Design Foundry
“Inside the Wardrobe” is an experiential art installation that explores the concept of self-expression through fashion and celebrates our return to putting together looks. Staged in a 20,000-square-foot space in Georgetown Park in Washington, D.C., this activation-meets-Instagram museum features more than 20 interactive experiences centered around the evolving nature of style and how we present ourselves to the world.
“We were looking to do something creative during COVID, as things were slower and this type of activation/experiential exhibit had been on our minds for a while,” said Cory Frank, CMO and director of sales for Design Foundry, the agency behind the installation. He added that the fashion concept was actually inspired by the Georgetown space. “We had an entirely different concept originally to align with a space elsewhere in town that didn’t end up working out. So we had to shift gears when we found this new space.”
Georgetown Park, which is situated on the historic C&O Canal, recently underwent an extensive $80 million renovation that transformed the grounds from an inward-facing enclosed mall into a collection of retailers.
“When we found the space in Georgetown and had to present a concept to secure the space, Annie [Senatore, CEO and creative director of Design Foundry] drew on her background in fashion in Paris and London prior to coming to the U.S., along with Georgetown being a fashion center in D.C,.” Frank explained. “At the same time, we saw a cartoon in The New Yorker with someone opening their closet and a caption of something like ‘hello old friend’ and we knew this concept of revisiting fashion was perfect for the time we’re in.”
The experience covers a range of topics—from the power of patterns to the origins of textiles. Guests are encouraged to wear their favorite outfit and take a walk down a custom-built runway or pick out a paper doll cut-out to “wear” for a selfie. “Inside the Wardrobe” also addresses the environmental impacts of fast fashion, offering visitors actionable advice on what they can do to create a more sustainable future for the fashion industry. Plus, visitors can donate their gently worn clothing on site through retoldrecycling.com, which ensures that all clothing is diverted from landfills and goes to thrift stores, charities, upcyclers or recycling companies instead.
Self-guided tours are limited to small groups, with social distancing guidelines in place. Guests are required to wear masks, except when posing for photos. Frank explained that entry times are spaced out, allowing for natural social distancing. “In addition, we have constant cleaning throughout the space, sanitizer stations and, now consistent with D.C. regulations, everyone must wear masks inside the space,” he added. The city recently issued a mask mandate due to the rise in COVID-19 cases and the spread of the Delta variant.
“Inside the Wardrobe” will run through Aug. 29, Thursday-Sunday. Tickets cost $28 for adults; $24 for students, seniors, military and first responders; and $19 for children ages four and over. A portion of the proceeds will go to a local charity.
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