FROM PAINTING TO A BRAND IN EVERYDAY OBJECTS.
Everyday Mondriaan was a project for the Stedelijk Museum Amsterdam
In 2009, the Stedelijk Museum Amsterdam was closed due to a major renovation. The main collection was temporarily 'homeless' and inaccessible to visitors. During this period, the Zichtbaar Afwezig (Visibly Absent) project was launched, calling on the museum's top works of art.
One of these masterpieces is of Piet Mondrian. An icon of Dutch art history. Because of the status and fame of paintings like these, they are picked up by commerce and their representation becomes an everyday object.
The representation of the painting becomes a brand and is applied to functional objects so that it becomes accessible to all.
Everyday Mondriaan is the title of this project in which the representation of the Mondriaan can be seen in the daily settings of people's homes. The series of photographs was presented at the Amsterdam Rai.
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