The Theo Adams Company Transforms Liberty London Into Pure Theater for Josh Wood Atelier

I have been performing with the sensational Theo Adams Company for over three glitter-filled years, and last November, I was asked to become beauty director of the company which would entail devising the key makeup looks with Theo for his shows, video, and performances, and working individually with cast members to create their exceptional characters through moodboards, group rehearsal sessions and workshops. It is every girl’s dream.

Last week, the Theo Adams Company transformed the historic east atrium of the landmark Liberty department store in London into a spectacular theatre featuring a 2-story set for one night only, for the launch of the new Josh Wood atelier. Creating a thunderstorm of red glitter within the space, a cast of 20 blonde bombshells collectively stealing the show, Liberty has never felt so alive in all its 137 years.

I asked my good friend and makeup artist extraordinaire Adam De Cruz to head the makeup team, creating soft Kohl babydoll smoky eyes, Ruby Woo lips, and a powdery finish to celebrate the irresistible ‘Supreme’ inspired Blonde hair do. The cast was draped in floor length red lace dresses and killer stilettos, including star of the show, Theo, who wore head-to-toe red sequins and crystal heels.

“To be a performance artist, you have to hate theatre. Theatre is fake: there is a black box, you pay for a ticket, and you sit in the dark and see somebody playing somebody else’s life. The knife is not real, the blood is not real, and the emotions are not real. Performance is just the opposite: the knife is real, the blood is real, and the emotions are real. It’s a very different concept. It’s about true reality.”  This is a quote from Marina Abramović. a woman I admire and respect greatly.

THEO ADAMS: “I love theatre. I am a performance artist that makes theatre.  My work is filled with emotional and physical truth and presents it in a cathartic AND entertaining way. Entertainment shouldn’t be a dirty word in the art world. It simply means you are engaging with the audience, I aim to make them feel and I believe this art. That is why The Theo Adams Company’s new production is titled ‘Entertainment’ and will tour the world in traditional proscenium arch theatres rather then galleries. Theatres are my church and entertainment is my medium to create.  Brutally honest spectacle that does not just hold up a mirror to the audience but opens up a doorway to new way of seeing life.”

The lucky starry-eyed guests who included Kristen McMenamy, Laura Bailey, Sunday Girl, Sam Taylor-Wood, Henry Holland, and Grace Woodward, all of whom took to the dance floor after the show as fashion DJs James Long, Maarten van der Host, and Cozette McCreery spilled disco tunes late into the night.