Begin forwarded message:
From: e-Flux <[email protected]>
Date: 14 May 2009 1:06:49 AM
To: [email protected]
Subject: Billy Apple® at Witte de With
Reply-To: e-Flux <[email protected]>
May 13, 2009
Witte de With
Billy Apple®
"Billy Apple™"
2007
acrylic on canvas
Courtesy of Sue Crockford Gallery
Billy Apple®
A History of the Brand
31 May - 13 September 2009
5 – 8 p.m. Saturday 30 May: Opening and panel discussion titled
"The artist has to live like everybody else".
Revealed/Concealed
26 June - 13 September 2009
5 – 8 p.m. Thursday 25 June: Opening, guided tour by Christina
Barton and Wystan Curnow, and conversation between Billy Apple® and
David Elliott.
http://www.wdw.nl
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WITTE DE WITH
CENTER FOR CONTEMPORARY ART
Witte de Withstraat 50
3012 BR Rotterdam
The Netherlands
+31 10 411 0144
[email protected]
http://www.wdw.nl
Witte de With, Center for Contemporary Art, is proud to announce the
major solo exhibition of Billy Apple®, together with a new
commission in public space and a monographic publication by Witte de
With Publishers.
The artist Billy Apple® was born in 1962, when the New Zealand born
Barrie Bates changed his name and created a new artistic persona,
whilst still a student at London's Royal College of Art. Initially
part of the generation of British pop artists, Billy Apple® moved to
New York in 1964, where the same year he exhibited with Andy Warhol
in the seminal American Supermarket exhibition and rapidly
established himself as a key figure in the conceptual art scene. In
1969 he opened Apple, one of the first alternative spaces in New
York. By the 80s, Billy Apple® was working in both New Zealand and
New York, and in 1990 he returned to Auckland, where he continues to
work and exhibit internationally.
His exhibition in Witte de With's galleries will comprise two parts,
opening four weeks apart.
The first instalment of the exhibition, titled Billy Apple®: A
History of the Brand, opens on Saturday 30 May. Since changing his
name, Billy Apple® has developed a body of work that records his
gradual transformation from an individual artist into a brand. The
culmination of this process occurred in 2008, when he succeeded in
registering his name as a trademark.
Occupying the 3rd floor of Witte de With, this exhibition will
present works from Billy Apple®'s inception through to today,
tracing a practice that has remained ahead of its time in analysing
and incorporating the marketing of art. Drawing upon the language of
advertising and finance, the works presented will include the timely
series Paid, (1987) whose tag line reads: "The artist has to live
like everybody else".
The second part of the exhibition, titled Billy Apple®: Revealed/
Concealed, will open on Thursday 25 June. For this project, Billy
Apple® will transform Witte de With's 2nd floor, as part of a new
commission that evokes his series of architectural interventions and
his ongoing institutional critique. For example, in 1980, for his
exhibition Censure at Leo Castelli Gallery, New York, Billy Apple®
painted red the elements of the gallery that did not meet his
exacting standards. Having corrected the imperfections of Witte de
With's spaces, Billy Apple® will install a selection of related
works.
The two-part exhibition extends into public space with a series of
billboard commissions, created in collaboration with Sculpture
International Rotterdam. These will see Billy Apple®'s designs
installed on a large scale, inserted into the visual fabric of the
city. Together, this will be Billy Apple®'s biggest survey to date
and is just the 2nd time he has exhibited in The Netherlands,
following the group showKunstlichtkunst, at the Van Abbemuseum,
Eindhoven, in 1966.
Curated by: Nicolaus Schafhausen and Zoë Gray
Publication: The exhibitions will be accompanied by a Source Book,
titled Billy Apple, published by Witte de With Publishers. This
English-language monograph will include texts by Christina Barton
(Senior Lecturer in Art History, and Director of Adam Art Gallery,
Victoria University of Wellington) and Bénédicte Ramade (art
critic, L'Oeil, Les Inrocktupibles, Paris), Michelle Menzies
(American Field Scholar, PhD candidate at the University of
Chicago), and William Wood (Assistant Professor, Art History
Faculty, University of British Columbia, Vancouver).
Released: September 2009. ISBN: 978-90-73362-89-5
Detailed program and further information available on http://
www.wdw.nl
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School of Art
Otago Polytechnic
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