ART CLUB 2000 (LOGO.EC 21.10.12)
From the Warhol Pop explosion through to the YBAs, and even today’s rebloggable Tumblr iconography, branding and art have become ever more closely linked over the years – and nowhere is this better illustrated than back in 1993, when Art Club 2000 produced work based around their responses to the GAP brand.
Art Club 2000 was a ’90s creative collective comprised of NYC art dealer Colin de Land and seven students from The Cooper Union School of Art. One year after forming, the Club put on Commingle, their first exhibition, which was inspired by US clothing line GAP’s advertising campaigns.
At the time, the brand’s strictly enforced ‘no fuss’ returns policy was a key part of GAP’s marketing strategy, which Art Club 2000 exploited by buying seven identical outfits, and then shooting them across New York before refunding them at the end of the day.
The photos (which were later featured in The Face and Dazed and Confused) formed part of the Commingle exhibition, along with installations created from rubbish found in stolen GAP bin bags, point-of-purchase display materials as well as an ‘individuals of style’ portrait centre, where visitors could create their own GAP-style ads.
Art Club 2000 went on to create similar works with brands like IKEA, including a performance piece made up of assembling furniture, performing lifestyle vignettes around it, and then deconstructing it back into its packaging within a strictly choreographed 15-minute cycle.
For more on Art Club 2000, visit Between Bridges.
Words: Charlotte McManus
Posted on 24/05/2013, in Art, Culture, Fashion and tagged 90s clothes, 90s style, art club 2000, art club 2000 gap, charlotte mcmanus, colin de land, denim, fashion, gap, logo, logo.ec, performance art, the cooper union school of art, the face. Bookmark the permalink. Leave a comment.