Gianni Jetzer

Curator-at-Large, Hirshhorn Museum, Washington DC

Incoming Director, Kunstmuseum St. Gallen

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Essay

Brand New: Art and Commodity in the 1980s

Exhibition catalogue, Hirshhorn Museum, Rizzoli, 2018

Quote:

"By that point, commodities had become thoroughly incorporated into the complex chain of signification and ideation that marked much of 1980s art. Through the creation of brands, the subordinated commodities acquired additional connotations that allowed to stand in for, or emblematize, ideas. The layers of sometimes contradictory reality that were grafted onto material objects to create an all-encompassing vision seemed altogether without boundaries. (...) "