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ICA Ideas: Guccivuitton Commercial


For your tropical lifestyle to reach its height, be exclusive, seize the day, every day.

Since its inception, Guccivuitton has staked out a unique position that meditates on the rich history of artist-run galleries while presenting content that reflects authentic regional material and vernacular culture. Guccivuitton’s exhibition at ICA Miami demonstrates the collective’s interests in challenging notions of authorship, the traditional role of the artist and the value accorded to institutional structures.

Within ICA Miami’s Atrium Gallery, the artists create a four-story salesroom with customized storage racks, designed in collaboration with Jonathan Gonzalez, principal of the design firm Office GA. These racks are the primary aesthetic feature of the installation and speak to the artists’ ongoing interest in equalizing fine art, folk art, and design. Within the racks, unsold works are hung and arranged by scale and medium to emphasize their commodity status, and to suggest questions of value inherent to a gallery or museum. Works are available until sold, and any visitor can additionally function as a dealer, selling inventory to a collector.

As part of the ICA Ideas program, ICA Miami and Guccivuitton collaborated on a commercial. From the Knight Foundation: “[ICA Miami] commissioned filmmaker Bill Bilowit of the Wet Heat Project, which makes art documentaries, to produce the commercial. As Bilowit explains, Miamians are familiar with the short videos that accompany any new luxury condo project, those unrealistic portrayals of gorgeous models living at the height of luxury, everything – chic stores, restaurants, etc. – within reach of their fingertips. He knew the humor, and the non-pretension, involved with making a faux copy. He shot a lovely blonde window-shopping in the Miami Design District, who then encounters Guccivuitton and continues to take in the art the way she does Armani and Givenchy, except that she is all alone, as is usually the case in promos. The world is her oyster.”

Guccivuitton comprises artists Loriel Beltran, Domingo Castillo, and Aramis Gutierrez. Learn more.