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Francesco Vezzoli (Italian, b.1971)
LOT ID: 95931
Enjoy the New Fragrance (Meret Oppenheim for Greed), 2009

Mixed Media, inkjet on brocade, wool, cotton and metallic embroidery, and custom jewelry
70.9 х 51.2 х 2 in. (180.09 x 130.05 x 5.08 cm.)
Other, Accompanied by a Certificate of Authenticity signed by the artist.
Lot description
Unique work is accompanied by a Certificate of Authenticity signed by the artist.

This large and commanding embroidery by Francesco Vezzoli (Italian, b. 1971) was debuted along with 9 other similar works in Vezzoli’s 2009 show “GREED, A New Fragrance by Francesco Vezzoli” at Gagosian Gallery, Rome. Appearing as a celebrity endorsed advertisement for a perfume “Greed”, Meret Oppenheim is seen within an adorned golden frame floating in clouds on a damask cloth. The work reads, “Enjoy the new fragrance/ Meret Oppenheim for GREED by Francesco Vezzoli”, with the image of a crystal perfume bottle featuring Vezzoli's face on the lower right.

The 2009 show at Gagosian Gallery was an example of Vezzoli’s faux commercial product launches. Elaborately staged and produced, the exhibition opening hosted an array of top celebrities, a 60-second Roman Polanski directed commercial starring Michelle Williams and Natalie Portman, the ten advertisement embroidery portraits (including this Meret Oppenheim) adorned on a red velvet wall, and the centerpiece crystal perfume bottle “Greed”.

Fascinated by media strategies, the fake perfume launch is a continuation on the artist’s questions about the ambiguity of truth, the experiences of desire, and the hype that drives the commercial art world. His most well-known work was a 2005 movie trailer for a remake of Gore Vidal's 1979 movie "Caligula." The trailer for the nonexistent movie was shown at the 2005 Venice Biennale. Other conceptual projects the artist produced include: a trailer for a fake reality dating game show, fake election campaigns, and a premiere of a fake play – all professionally produced and starring top celebrities.
Enjoy the New Fragrance (Meret Oppenheim for Greed) by Francesco Vezzoli
  • Enjoy the New Fragrance (Meret Oppenheim for Greed) by Francesco Vezzoli
  • Enjoy the New Fragrance (Meret Oppenheim for Greed) by Francesco Vezzoli
  • Enjoy the New Fragrance (Meret Oppenheim for Greed) by Francesco Vezzoli
  • Enjoy the New Fragrance (Meret Oppenheim for Greed) by Francesco Vezzoli
  • Enjoy the New Fragrance (Meret Oppenheim for Greed) by Francesco Vezzoli
  • Enjoy the New Fragrance (Meret Oppenheim for Greed) by Francesco Vezzoli
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Additional Market Information

The auction comparables of embroidered works by Vezzoli are for much smaller works.

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