Elephant 27

I’m With The Brand

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Are brands out to get us? Could our food, sartorial, satirical and political choices now all be considered as brand alliances? Most importantly, do we secretly really love the idea of being defined in this way?

In Issue 27 Elephant investigates the paradoxical relationship that a host of the art world’s new generation of makers have with brands. We meet Chloe Wise, Antonio Roberts, Jemma Egan, Holly White and Rachel Maclean to discuss the changing face of branding and the rise of subliminal messaging.

Robert Urquhart takes a look behind the scenes and mourns the loss of the ‘mad men’, Don Draper ousted by the fluffy ‘content’ crew, entirely incompatible with the new world of sponsored branded experiences and ‘latent marketing gurus’. Who now runs the branded universe? Where is their creativity? And what, pray tell, is their USP?

We also consider the posthumous development of branded identity for art’s 20th century giants; Fisun Güner discusses the most famous Pablo of all (Picasso, baby); including the cars, pizzas and bad music that he has unintentionally spawned. Charlotte Jansen tackles the make-up of another famous face, asking: ‘Monobrow. Who’s the first person that comes to mind when you hear that word?’

Issue 27 features encounters with KAWS, Jack Pierson, Goshka Macuga, Matt Pyke, Simon Starling and Torbjørn Rødland.


Show of The Times
Made and Displayed in LA by Charlotte Jansen

Now Showing
Rafael Lozano-Hemmer
Nicole Eisennman
Common Affairs
Jorinde Voigt
A Change of Place: Four Solo Exhibitions
Alex Israel

Art Mix
Artists as Brands
Frida Kahlo: Artist’s Face as Brand by Charlotte Jansen
Pablo Picasso: Artist’s Name as Brand by Fisun Güner

I’m with the Brand by Robert Urquhart
Holly White: Fast Food & Feeling by Emily Steer
Jemma Egan: Pizza & Passion by Emily Steer
Antonio Roberts: Logos & Protest by Molly Taylor
Chloe Wise: Haute Couture & Confusion by Molly Taylor
Rachel Maclean: Politics & Hashtags by Emily Steer

New Establishment
Celina Teague
Guy Patton
Sarker Portico
Francesca Pasquali
Matt Copson
Devin Troy Strother

Paper Gallery
Magical Surfaces

Matt Pyke: Coming Soon to a Screen of the Future Near You by Charlotte Rivers
KAWS: KAWS and Affect by Emily Steer
Torbjørn Rødland: Horny, Hurting and Healing by Emily Steer
Goshka Macuga: Thinker, Maker, Institutional Spy by Muriel Zagha
Simon Starling: The Journey, Not the Destination by Emily Steer

O(SLO) Brave New World

The Distance Challenge, Natasha Hoare interviews Juliana Engberg
Helena Almeida: Tangled Up in (Yves Klein) Blue by Federico Florian
Nailed It! 10 Idées Fixes by Karin Sander
Enditorial by Marc Valli

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