Gucci Creates Newspaper Spoof Of ‘The New York Times’ To Highlight Copy Culture

Gucci pokes fun at copycats for its latest The Artist Is Present exhibition in Shanghai, which has been curated together with Italian artist Maurizio Cattelan.

The Italian luxury brand recreated the format of renowned publication The New York Times in a spoof dubbed ‘The New Work Times’, which serves as the exhibit’s catalog.

The pseudo broadsheet newspaper takes after the original with stories and essays, as well as factoids and trivia.

The Artist Is Present delves into how authenticity can be achieved through repetition, and how originals, themselves, might be preserved through copies.

Gucci explains, “Playing on the theme of the exhibit, which explores the age of copying that we live in, highlighting contemporary culture’s practice of appropriation in its many forms, there’s a twist to what the reader is digesting—all the articles are doomed by the seduction of repetition.”

“One article asks if Obama is the reincarnation of Pharaoh Akhenaten, while another reveals the tulip originates from China, and not Holland. The publication features articles by writers, journalists, scientists and artists, as well as contributions by doppelgängers, forgers, unoriginal geniuses and thieves.”

‘The New Work Times’ catalog will be available through newspaper vending machines, housed inside the Yuz Museum during The Artist Is Present’s showcase, which will run from 11 October to 16 December.

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Recreating the format of a broadsheet newspaper, ‘The New Work Times’ is the catalogue for #TheArtistIsPresent, the Gucci exhibit opening tomorrow, curated by @mauriziocattelan. A typical line-up of newspaper contents, the catalogue features stories to essays, daily news to advertisings, sprinkled with factoids and trivia. Playing on the theme of the exhibit, which explores the age of copying that we live in, highlighting contemporary culture’s practice of appropriation in its many forms, there’s a twist to what the reader is digesting—all the articles are doomed by the seduction of repetition. Housed in newspaper vending machines, the catalogue will be available inside the Yuz Museum during the exhibit’s run from October 11 to December 16. #AlessandroMichele Discover more through link in bio.

A post shared by Gucci (@gucci) on Oct 10, 2018 at 6:55am PDT

[via Gucci]

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