The Illamafia

Alex Box, Master of Creativity Performance – October 2014

Earlier this month, we had the chance to watch a rare performance by Illamasqua’s Creative Director, Alex Box. Alex was crowned the “Master of Creativity” to coincide with the Selfridges’ Masters series; she described the evening as “my open sketchbook to you” and that it was “a journey and an emotional rollercoaster” on which we were along for the ride.

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The performance took place at the Everyman Cinema in the basement of Selfridges in London, the perfect setting for such an intimate event. Alex wanted to share her artistic experience and “bare her soul” to the audience who were in awe from the outset. Alex began with extreme contouring of her model before adorning her with a plastic mask and balloon crown.

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 Alex delivered a wow-factor with her next move: the lights dimmed as large white balloons were brought in and Alex began digitally drawing on the set.  The colours looked amazing and it was fascinating to watch as she created patterns over the screen, the model and the balloons.

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For the third and final section of her performance, Alex used pieces of plasticine, sculpting them to her model’s face. An innovative and alternative technique, the audience were left enthralled by her work.

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The question and answer session with Alex that followed, allowed the audience to delve into her mind and discover the thought process behind the performance. Alex revealed that it was the first time she’d tried digital make-up, appreciating the chance it gave to “be a child again and shock yourself” and that the opportunity allowed for “surprising yourself in unknown territory”. Alex spoke about her love for exploring new concepts: “you keep your mind fed by going to places where you go wrong” and that it is all about “surrendering to chance and happy accidents”.

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What Alex wanted to achieve from the performance and with her work in general is to try “to be a gateway for people to think differently”.

To her, creativity “is like a tap” that she “can’t turn off” and witnessing the outpouring of that creativity was truly mesmerising.

We hope you enjoyed this insight into the event; follow Alex on Twitter @TheAlexBox for updates on future events. As always, let us know what you thought in the comments.



Govinder Rayt

Govinder Rayt

Writer and expert