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    out of the box

    Menil Collection uncrates never-before-seen works by groundbreaking artist

    Holly Beretto
    Jul 21, 2022 | 4:02 pm
    De Maria's iconic The Arch, 1961.
    De Maria's iconic The Arch, 1961.
    Photo by Paul Hester

    It was 2011 when the Menil Collection hosted the first-ever solo U.S. showing of works by artist Walter De Maria, a member of the Velvet Underground who worked across sculpture, film, and music. CultureMap called the exhibit, “Trilogies,” “talismanic,” and urged Houstonians not to miss it.

    Anyone who did — as well as those who've followed the work of this groundbreaking artist — now have an exciting opportunity to catch De Maria's work, as the Menil presents “Walter De Maria: Boxes for Meaningless Work,” opening October 29 and running through April 23, 2023.

    The exhibit features works from the museum’s permanent collection, most of which have been recently acquired and never before publicly displayed.

    “The Menil Collection has a long history with Walter De Maria,” said Rebecca Rainbow in a release announcing the show. “John and Dominique de Menil began acquiring his work in the early 1970s, De Maria’s first solo museum exhibition in the U.S. was held at the Menil in 2011, and more recently, the museum has acquired significant groups of his work. The Menil is committed to deep and sustained relationships with artists, and the upcoming exhibition celebrates this mission.”

    For art lovers, “Boxes for Meaningless Work” will be an exploration of De Maria's more than 50 years of creating pieces that explore our relationship with space, time, and the world.

    In addition to De Maria's sculptures, the exhibit features large group of conceptual drawings, photography and sculpture related to the development of the artist’s innovative land art projects of the 1970s, and examples of his sound and film work.

    Viewers will find, in many of the presented works, directions to undertake “meaningless” tasks, often involving the movement of balls and activation of boxes. “Transfer things from one box to the next, back and forth, back and forth, etc.,” reads one. “Walk around the box,” instructs another. One work, Ocean Bed, 1969, which has been reconstructed for display here, invites viewers to recline on a pink mattress while listening to ambient sounds of the sea in this meditative and participatory work.

    “Despite the deceptive simplicity, many of Walter De Maria’s works prompt multiple inquiries about what constitutes art, a fundamental question that the artist asks throughout this show through his investigation of the art object, and the idea of experience and action,” said Brad Epley, co-curator of the exhibit and the museum's chief conservator in the same release. “Because of the work’s age and condition, there is limited potential for audience interaction and as a result, we wanted to highlight in this show how material treatment and conservation proceeded hand-in-hand with our research about the history, meanings, and options for the installation of each work. This deeply satisfying and adventurous collaboration shaped the exhibition.”

    The first gallery of “Boxes for Meaningless Work” showcases a group of plywood constructions and paintings that inspired the title of this exhibition, which was taken from De Maria’s writings from 1960. It concludes with stainless steel sculptures, such as Channel Series: Triangle, Circle, Square, 1972, a group of the artist’s “invisible drawings,” and two monumental paintings from The Statement Series. Red Painting / NO WAR NO and Blue Painting / YES PEACE YES, both 2011, were made during the last decade of De Maria’s life and specifically for the Menil’s 2011 show.

    De Maria is originally from Albany, California, and studied art at the University of California Berkeley, before moving to New York City in the 1960s. His work has been featured all over the world.

    Among his best-known works is The Lightning Field, 1977, a geometrically precise arrangement of 400 steel poles, averaging nearly 20 feet in height, located in a remote New Mexico desert.

    De Maria's iconic The Arch, 1961.

    Walter De Maria The Arch, 1964
    Photo by Paul Hester
    De Maria's iconic The Arch, 1961.
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    building ballet's brand

    Houston Ballet recruits ex-Netflix exec to serve as first-ever CMO

    Holly Beretto
    Jan 15, 2026 | 9:45 am
    Adama Sall headshot
    Photo by Grace Hwang
    Adama Sall starts as the Houston Ballet's first-ever chief marketing officer on January 26, 2026.

    The Houston Ballet announced it has hired Adama Sall as the organization’s first-ever chief marketing officer.

    Sall, who starts her tenure with the Ballet on January 26, will oversee all marketing and brand strategy as part of the executive leadership team. Sall brings more than 20 years of experience building global, culturally influential brands to this newly created role.

    “Having worked with the best and the brightest, Adama is passionate about what Houston Ballet is set to accomplish, including building a brand that feels essential, modern, and deeply integrated into people’s lives,” executive director Sonja Kostich said in a statement. “We are focused on aligning how we show up across ticketing, digital platforms, public relations, events, education, and community engagement — so that every touchpoint tells a cohesive, compelling story. This is not about following traditional ballet marketing playbooks, this is a rare opportunity to shape the identity of an already stable, well-resourced organization and bring fresh creative energy to an institution poised for reinvention. We are thrilled to have her joining us at this pivotal moment for the Company’s growth.”

    Sall is excited for what comes next.

    “Sonja's vision for elevating Houston Ballet into a global cultural force resonates,” Sall tells CultureMap. “It reflects the kind of bold ambition I grew up with in advertising: building iconic brands, reshaping categories and setting aspirations that inspire not just an entire organization, but the culture at large.”

    Throughout her career, Sall has worked with both top creative agencies and held in-house leadership roles at some of the most innovative, culture-shaping companies in the country. She is known for collaborating with deeply creative teams and partners who are ready to think differently, and for translating big, imaginative ideas into scalable strategies. She has partnered with leading agencies including Mekanism, Ogilvy & Mather, BBDO, McCann, TBWA\Chiat\Day, and R/GA, and has led brand strategy for some of the world’s most recognized companies, including Disney, Coca-Cola, HBO, Gap, Peloton, Starbucks, Ben & Jerry’s, Samsung, Jeep, Nasdaq, HP, GE Appliances, and UPS.

    During her time as director of global brand strategy at Netflix, she helped create brands that maintained consistency in different mediums worldwide. That worked is credited with helping the streaming platform drive "global cultural conversation," according to press materials.

    “Arts marketing is similar to my work in entertainment at Netflix,” she said, explaining how marketing an organization like the Ballet can be unique. “We weren't just selling a product or a service. The marketing was centered on building meaning, emotion and cultural value. In the arts, brand doesn't just support the mission, it is the mission made visible. At its best, arts marketing invites people into something that matters, amplifying artistic intent.”

    As chief marketing officer, Adama will develop integrated marketing campaigns that elevate Houston Ballet locally, nationally, and globally. She will oversee digital, social, content creation, public relations, and brand storytelling, all designed to raise Houston Ballet's profile and make a compelling cultural case for ballet overall.

    “I'm eager to dive in,” Sall said. “One of my favorite parts of brand strategy is listening and learning, then translating those insights into a fresh perspective that inspires people to see ballet in a new light. Houston Ballet is a powerhouse, and I can't wait for more people to discover it.”

    Sall holds a degree in Cultural Anthropology from Columbia University and is a longtime mentor, educator, and advocate for diversity in the creative industries.

    In a press release announcing her appointment the Ballet noted that Sall’s hiring reflects a continued evolution toward a more integrated, future-facing approach to the Ballet’s brand and audience engagement.

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