Object publicitaire

François Curlet


Object, 42 x 34 x 1 cm.
Materials: enamelled plate

Collection: Collection M HKA, Antwerp (Inv. no. BK7405_M265).

François Curlet's cherished medium is the multiple: the democratic dimension of this type of art, which is easy to reproduce, is a theme that often recurs throughout his oeuvre. In Objet publicitaire from 2004, Curlet appropriated the ultra-basic no-frills aesthetic of the generic Derby (Delhaize) brand to produce his own private publicity campaign, adorning various objects with the inscription “Curlet, publicité en 10 ex.” – in this case, the traffic sign was effectively produced in an edition of ten. All copies were subsequently sold off to finance the production of a catalogue looking exactly like the sign; one copy of the catalogue was also acquired by the museum.

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