Franchise Freedom, December 2017, Art Basel, Miami
Pace is a leading contemporary art gallery representing many of the most significant international artists and estates of the twentieth and twenty-first centuries.
In December 2018, Therme Group announced the launch of a new joint venture with Pace and artist duo Studio Drift, as part of their international art initiative, Therme Art. The founding of the new company called Franchise Freedom LTD establishes the shared ownership and commitment over Franchise Freedom, a flying sculpture of drones by Studio Drift. Through the newly founded company, the three entities plan to support the development, operation, and long-term exhibition of the work as they present it in new locations around the world.
Continuing their partnership, Therme Art, Studio Drift and Pace joined forces to celebrate the 50th anniversary of NASA’s Apollo 11 Lunar Landing. The flying sculpture Franchise Freedom held its inaugural 2019 flight during celebrations at the Kennedy Space Center’s Rocket Garden on 16 July, and was accompanied by a live performance by the seminal UK group Duran Duran. This iteration of the flight featured three hundred Intel® Shooting Star™ drones, poetically lighting up the night sky.
Therme Art shares the belief with Pace and Studio Drift that through the exploration of the relationship between nature and technology, it is possible to reach a deeper understanding of human nature and the natural world.