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Videos July, 8 2014

Marina Abramovic & adidas recreate “Work Relation” Performance for World Cup

Artist Marina Abramovic recreates her 1978 performance piece Work Relation this time with more commercial rather than artistic intent. Looking to highlight the importance of team work and community in sport, the experiment is, theoretically, placed within the context of the 2014 World Cup for adidas. Those trademark lab coats featuring her institutes initials, MAI, transform a collection of participants into a group. Asked to perform a simple task, it becomes clear that the team is the most efficient and long-lasting formation.

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