Greed at Gagosian


Next month (Feb. 6) the Gagosian Gallery in Rome will exhibit the very timely GREED, A New Fragrance by Francesco Vezzoli. From the press release:

Just as Marcel Duchamp created Belle Haleine: Eau de Voilette in 1921 using a Rigaud perfume bottle with an altered label, Francesco Vezzoli has created a signature perfume for the contemporary moment. Greed‘s label features Vezzoli in drag, photographed by Francesco Scavullo, where Duchamp appeared on his perfume bottle as Rrose Sélavy, photographed by Man Ray. The bottle of perfume is accompanied by a 60-second commercial for the perfume — directed by Roman Polanski and starring Natalie Portman and Michelle Williams — as well as a new series of needlework portraits of leading female figures in art history – including Tamara de Lempicka, Eva Hesse, Leonor Fini – as immortalized endorsements of Vezzoli’s fragrance.

Vezzoli has staged his ongoing preoccupation with the fundamental ambiguity of truth, the seductive powers of language, and the instability of the human persona in a series of works that explore the undisputed power of contemporary media culture. Recent productions include Non-Love Meetings (2004), a pilot show for a reality dating game that will never go to air, inspired by a documentary by Pier Paolo Pasolini and starring Catherine Deneuve, Jeanne Moreau and Marianne Faithful; Trailer for a remake of Gore Vidal’s Caligula (2005), a Hollywood movie that will never be made, starring Gore Vidal, Helen Mirren, and Courtney Love, among others; Democrazy (2007), a tele-campaign for two candidates who will never be elected, starring Sharon Stone and Bernard-Henri Lévy; and a single live staging of Luigi Pirandello’s Così è (se vi pare), the premiere of a play that will never run, starring Cate Blanchett and a host of top-billed New York stage actors.

Watch the GREED trailer here.

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