Risk-Takers Welcome: Free to Be Past and Present 

Forty Five Ten on Main celebrates the Dallas Contemporary’s upcoming exhibition McDermott & McGough: I’ve Seen the Future and I’m Not Going, with a new in-store installation and campaign.

Inspired by the past, in I’ve Seen the Future and I’m Not Going, the artist couple experiments with ephemerality by living in a ‘time bubble’ evocative of the Edwardian period. The duo explores the historical present, homoeroticism, and sexuality in their exhibition opening September 29 at Dallas Contemporary, by pushing aside the present to restore the past replete with transcendence through historical traumas and surprising dramas.

Forty Five Ten VP of Creative Taylor Tomasi Hill collaborated with the artists to imagine and create an experiential installation reflective of the store’s Fall 2017 campaign photographed by Maxine Helfman. Free to Be celebrates self-expression and risk-takers, and challenges play-it-safers (as Cecil Beaton once decribed), to champion the unique, enigmatic, and somewhat askew.

The campaign was photographed in and around the Limestone County, Texas, town of Tehuacana, population 307. From wheat fields and endless clouds to a keyhole view through the looking glass, Forty Five Ten’s downtown Dallas flagship store offers visitors a visually rich immersion into the worlds of art and fashion. The Free to Be video will be screened on the store’s western exterior, visible from Main Street, nightly from 7-10 p.m.

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