Zaha Hadid is playing dress up again, except this time it's more than just shoes. The starchitect has teamed up with Chanel to created traveling museum for a traveling exhibition centered around that legendary quilted bag.

Having just exhibited in Tokyo and moving on to London in Spring 2009, the Mobile Art Project is a futuristic pavilion created by Hadid which will feature 20 international artists. Curator Fabrice Bousteau promises work inspired by the elements that give the quilted bag from Chanel it's identity. "Their unique visions, unexpected interpretations - poetic cheeky and inspirational - reveal the multiple facets of this emblematic bag in all their artistic expressions."

So is this another shameless marketing ploy masquerading as an art event? At least Chanel had the courtesy to build their own pavilion instead of just renting the Guggenheim or the Brooklyn Museum to set up shop.

The touring exhibition will kick off in the Rumsey Playfield in New York's Central Park from October 20-November 9. Admission is free but visitors must register in advance for up to 4 free tickets here