SPEND – إنفق - Du Ready-Made Au Ready-Bought? / Text: Flora Fettah

The SPEND curatorial project invites art, artists and the public to transgression by proposing to reflect on the functioning of contemporary mass consumption. Retail marketing strategy, abundance, over-stocking, the work of art becomes an artistic product and the art gallery a supermarket, the ultimate emblem of globalization, growing economic inequalities and unbridled consumerism. Considering the success of single-price stores, “everything for 100 yen”, “everything for 100 francs” or “everything for 99 cents”, Kulte invites twenty-seven artists to each offer a series of works sold at the single price of 5,000 dirhams . Multiples, drawings, photographs, objects, industrial or artisanal design, paintings and screen prints, each artist is free to offer the “artistic product” of their choice. Have we moved from ready-made to “ready-bought”? ” The SPEND curatorial project therefore offers a broader reflection on the mechanisms and future of contemporary mass consumption. By taking up the codes of retailing and imitating the temples of consumption that are single-price stores, Kulte follows in the tradition of Warhol, who made his work “the sounding board and product of the capitalist and liberal world ", going beyond mere observation and denunciation, while distancing itself from Duchampian and Warholian ideas considering art as a container to return to the content." Flora FettahThe SPEND curatorial project invites art, artists and the public to transgression by proposing to reflect on the functioning of contemporary mass consumption. Retail marketing strategy, abundance, over-stocking, the work of art becomes an artistic product and the art gallery a supermarket, the ultimate emblem of globalization, growing economic inequalities and unbridled consumerism. Considering the success of single-price stores, “everything for 100 yen”, “everything for 100 francs” or “everything for 99 cents”, Kulte invites twenty-seven artists to each offer a series of works sold at the single price of 5,000 dirhams . Multiples, drawings, photographs, objects, industrial or artisanal design, paintings and screen prints, each artist is free to offer the “artistic product” of their choice. Have we moved from ready-made to “ready-bought”? ” The SPEND curatorial project therefore offers a broader reflection on the mechanisms and future of contemporary mass consumption. By taking up the codes of retailing and imitating the temples of consumption that are single-price stores, Kulte follows in the tradition of Warhol, who made his work “the sounding board and product of the capitalist and liberal world ", going beyond mere observation and denunciation, while distancing itself from Duchampian and Warholian ideas considering art as a container to return to the content." Curators: Yasmina Naji, Yasmine Bellouch.

French; Arabic