Promoting Creativity

Salvatore Scarpitta, Trevis Race Care (Sal Gambler Special), 1985; Hirshhorn Museum and Sculpture Garden, Smithsonian; Gift of Stella Alba Cartaino and Gregory O’Neill, 2014. Photo by Cathy Carver


Hirshhorn Announces First-Ever Exhibition to Focus on Art and Commodity in the 1980s

The Hirshhorn Museum and Sculpture Garden has announced “Brand New: Art and Commodity in the 1980s” (Feb. 14, 2018–May 13, 2018), the first museum exhibition to examine the artistic appropriation of commercial products in the late 20th century, a pivotal moment when artwork became a commodity and the artist became a brand. Organized by Gianni Jetzer, the Hirshhorn’s curator-at-large, “Brand New” examines the origins and rise of the key group of artists in New York City’s East Village who first used the language and objects of commerce as a radical new approach to art making.

The exhibition includes paintings, sculptures and multimedia works by nearly 50 historically acknowledged and lesser-known artists, including Vito Acconci, Ashley Bickerton, Barbara Bloom, Jessica Diamond, General Idea,Felix González-Torres, Peter Halley, Jeff Koons, Peter Nagy, Joel Otterson, Richard Prince, Pruitt-Early, Cindy Sherman, Meyer Vaisman and Julia Wachtel among others.

“The Hirshhorn is proud to present this groundbreaking exhibition, examining the rise of Neo-Conceptualism and the corresponding clash of art and commerce,” said Hirshhorn Director Melissa Chiu. “By presenting the works of artists such as Koons and Prince alongside several of their less-exhibited contemporaries, ‘Brand New’ provides insight into this pivotal decade and the corresponding rise of some of the biggest names today.” 

For more information please contact: 
Jennifer Joy,, +1 212 202 3402

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