Gucci X The New York Times X Maurizio Cattelan - Yuz Museum - Gucci usine Book

Gucci x The New York Times x Yuz Museum, Maurizio

Gucci pokes fun at copycats for its latest The Artist Is Present exhibition in usine 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.

Gucci recreating the format of a broadsheet newspaper , the New York Times is the catalog for The Artists is Present. The Gucci exhibit curated by Maurizio Cattelan.

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.”

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