Therme Art Program

Therme Art Launches Franchise Freedom Ltd

Therme Art Program formally introduced the formation of Franchise Freedom Ltd, a new venture between Therme Group, Pace, and the renowned artist collective Studio Drift. This establishes the shared ownership and commitment to Franchise Freedom, the performative drone sculpture by Studio Drift.

The announcement coincided with the 2019 Dezeen Design Awards, where Franchise Freedom was awarded ‘Lighting design of the year.’ Judges praised the artwork’s rare ability to convey the poetic capacity of technology. “Franchise Freedom is a terrifyingly beautiful project,” they said.

“As designers, we need to look at how technology can be used in design to make us think. By using drones to study the behavior of birds, Studio Drift makes us consider how nature and technology can work together. The work provokes thinking about human relationships and questions how much agency we have as individuals versus as a group. Also it looks cool.”

An artistic duo composed of Lonneke Gordijn and Ralph Nauta, Studio Drift examines the relationship between nature and technology through collaboration with scientists, universities, research facilities, programmers, and engineers. Since its establishment in 2006, the Amsterdam-based studio has focused on creating site-specific and interactive installations, sculptural works, objects, and films that examine our relationship and the influence of technology on the natural world.
Following its exhibition in renowned art institutions including Amsterdam’s Stedelijk Museum, in August 2018 Franchise Freedom was flown in the Black Rock Desert during the iconic Burning Man event. In July 2019, the work formed a central part of a spectacular event to celebrate 50 years since NASA’s Apollo 11 mission, at the Kennedy Space Center in Florida.

Through the newly founded company, Therme Group, Pace and Studio Drift will work together to support the long-term development, operation, and exhibition of the iconic work, ensuring it reaches as wide an audience as possible.


Franchise Freedom, Art Basel, Miami, 2017

Franchise Freedom, Art Basel, Miami, 2017

Franchise Freedom, Burning Man, 2018