From June 15 to October 12, 2025, the Ascona Municipal Museum of Modern Art hosts the first solo exhibition in a Swiss public space by the internationally renowned Portuguese artist Joana Vasconcelos, titled Flowers of My Desire.
Curated by Mara Folini and Alberto Fiz, the exhibition features about forty works, including installations, paintings, videos, and textile sculptures. These pieces explore themes of identity, the female condition, and consumer society, reinterpreting everyday objects with irony and strong visual impact.
Created to mark the centenary of the Locarno Peace Conference, the exhibition is part of initiatives dedicated to peace and intercultural understanding—central themes in the artist’s relational poetics.
The project also stands out for its strong local impact, with collateral events organized in cooperation with various local institutions, including shows, performances, workshops, literary meetings, and a fashion show aimed at actively involving the community.
Designed for a broad, intergenerational audience, the exhibition offers an exceptional cultural opportunity that encourages critical reflection, social participation, and territorial valorization, with communication at national and international levels.
The Majid Foundation was invited to take part in this important artistic project by offering its spaces to host a fashion show held on Saturday, July 5.
This event gave students of the Scuola Arti e Mestieri della Sartoria (SAM) in Lugano the opportunity to present a collection of dresses and shirts inspired by Vasconcelos’ work. From the participants, four winners were selected to spend a two-week training period in Lisbon at the artist’s atelier, made possible by the Majid Foundation’s financial support.
The students’ garments displayed at the fashion show remained exhibited in the semi-basement of Maison Majid until the end of July, providing a valuable complement to the exhibition at the Ascona Museum.
First, I would like to express our gratitude to the Majid Foundation for its support of the internship project. The experience in Lisbon was extremely meaningful and formative in many ways.
The internship at Joana Vasconcelos’s atelier proved to be a truly valuable experience: the work environment is characterized by strong creative energy, a deeply collaborative approach, and a constant balance between artistic research and rigorous design. The women were able to observe and experience a high-level international context firsthand, understanding how contemporary art is also the fruit of organization, dialogue, and teamwork.
From a personal and professional perspective, the experience was welcomed with great enthusiasm. The participants appreciated not only the opportunity for technical growth, but also the climate of openness and discussion, which strengthened their awareness and motivation for their future careers.Michela Quadri
We would like to express our gratitude for your generous support for the SAMS youth fashion show, a collateral event of the exhibition Flowers of my Desire by Joana Vasconcelos. Your support and contribution were invaluable and deeply appreciated.
Museo comunale d’arte moderna di Ascona
I left with high expectations, curious to understand firsthand how an atelier of such international standing operates. These expectations were fully confirmed and, in part, transformed: I discovered an environment even more complex, dynamic, and stimulating than I had imagined. During my stay, I was able to observe and participate in various activities, deepening my artistic and organizational skills, from managing creative processes to the teamwork required to create works. It was an intense and at times tiring experience, but this concrete dimension allowed me to better understand the value of method, discipline, and collaboration within a large-scale artistic project.
The interaction with the atelier environment and the work team was extremely enriching: I encountered professionalism, openness, and a willingness to engage in dialogue, elements that made the training even more meaningful. This experience had a significant impact on my future career, strengthening my motivation and broadening my vision of career opportunities in the artistic field. It also offered me profound reflection on the cultural and human value of art as a space for encounter, exchange, and shared growth.I thank the Foundation again for this precious opportunity.
Melinda Almesberger
With regard to the internship, I would like to thank the Majid Foundation and confirm that the experience was very positive and educational. My time in Lisbon was particularly inspiring: I had the opportunity to work in a creative and dynamic environment, including working alongside the renowned artist Joana Vasconcelos.
In particular, being able to work alongside her and contribute personally to the creation of one of her works was a truly exciting and meaningful experience. It was a very stimulating and creative journey, which allowed me to think outside the box and develop new skills.
Nicole Giacomello
Fashion show and exhibition
Training in the atelier
This photographic documentation recounts the stages and experience of a significant project that the Foundation has chosen to support, investing in the education, growth, and vision of four young women.
The journey took them to Portugal, to the studio of artist Joana Vasconcelos, a research and production space where artistic practice, experimentation, and collective work intertwine daily. Here, the participants were able to engage with a high-profile international context, coming into direct contact with complex creative processes and a working methodology grounded in the dialogue between tradition and contemporaneity.
The images convey not only the locations and operational phases of the project, but above all the intensity of an educational experience that represented a moment of personal and professional growth. The Foundation’s support provided a concrete opportunity for learning, exchange, and openness, confirming the value of investing in young people and in the transformative potential of art.
