Spotify’s Tapestry Adverts for Florence + The Machine

Dance Fever is Florence + The Machine’s first album launch in 4 years, and was created throughout lockdown. Whereas its title would possibly initially conjure up disco, there’s nothing fairly as predictable as that right here, and actually its inspiration comes extra from the mediaeval period, with one observe, Choreomania, referring to the 14th century phenomena of individuals dancing themselves right into a manic state.

Florence Welch’s reincarnation as a form of Pre-Raphaelite goddess in a sequence of portraits created by Tottex for Spotify’s launch of the album Dance Occasion is authentic, efficient and stands out from the ocean of adverts in existence.

Described because the world’s first tapestry ‘billboards’, the works are exhibited this week on the Dulwich Image Gallery in London, the place they coincide with the launch of its new exhibition Reframed: The Lady within the Window, which explores the recurring motif of ‘the girl within the window’ via historical past with over 50 works by artists together with Rembrandt van Rijn, Dante Gabriel Rossetti, Louise Bourgeois, Kudzanai-Violet Hwami, and Rachel Whiteread.

Talking in regards to the tapestry’s unveiling, Welch mentioned: “Pre-Raphaelite artwork has been a musical and inventive inspiration of mine for years, dropped at life most not too long ago via the lyrics and album artistic in Dance Fever. To be transported again to my favorite period and re-imagined within the type of the main ladies who impressed Rossetti and Hunt is a dream I by no means imagined, on prime of being hung in certainly one of my most liked galleries in my hometown of South London.”

The three particular person two-metre-squared woven tapestries will dangle till Could 20 within the picturesque gardens of Dulwich Image Gallery, the place Welch carried out in 2017. In addition to getting up near the tapestries, the general public shall be inspired to scan a QR code taking them to Spotify to benefit from the Dance Fever Album Expertise unique to the music streaming platform.