Last week, Dutch art-duo DRIFT presented Franchise Freedom, the studio’s iconic drone performance, to celebrate the opening of the new David Geffen Galleries at the Los Angeles County Museum of Art (LACMA). In the heart of Los Angeles, where the evening light stretches across Wilshire Boulevard, two distinct yet deeply connected visions of form, movement, and public space came into focus: one expressed through the monumental, sand-colored concrete of the David Geffen Galleries, the other through a choreographed constellation of illuminated drones guided by DRIFT’s swarming algorithms.
Developed through over two decades of research into starling murmurations, Franchise Freedom transforms the sky into a living field of collective motion. The drones move in relation to one another, forming a temporary structure that continuously shifts, reflecting on freedom, interdependence, and the tension between the individual and the collective.
This approach resonates with the design of the David Geffen Galleries, where a horizontal layout proposes a model of equity without hierarchy. Similarly, Franchise Freedom operates without a central leader – its force emerges through synchronized interaction. In both cases, structure is shaped through relation rather than dominance.
Together, the building and the performance suggest an alternative to rigid systems, offering a vision of space defined by openness, movement, and shared experience.
Photos by Pablo Garcia and Bo Bridges.










