On March 12, 2020, American artist KAWS presents Expanded Holiday, a free outdoor exhibition taking place simultaneously in 12 locations around the world.
Using an augmented reality smartphone app, visitors can see his giant companion sculptures floating in places like New York’s Times Square, the Louvre in Paris, and Shibuya Crossing in Tokyo, and then share their experience on social media.
The time is random. Just 24 hours before the opening, the World Health Organization declared Covid-19 a global pandemic.
“Our original idea was to have people all over the world geotag these works,” explains KAWS (real name Brian Donnelly). “Then, when the world closed down, we said, ‘Okay, now we have this fantastic opportunity.’”
The extended vacation gives KAWS and the art world another glimpse into the future of exhibitions, where museums, galleries and fairs – even physical works of art – may no longer be needed.
The artist’s latest exhibition at London’s Serpentine North Gallery, The New Romance – his first major solo exhibition in the city – seized the opportunity and brought it to life, existing simultaneously in three different realities. One step forward.
“I was thinking about communication and how to reach people,” KAWS said. everything is just as important.”
The physical exhibition of Serpentine includes several bronze sculptures of the artist’s iconic companion figures with X-marked eyes, as well as a series of his relatively new vibrant abstract paintings.
“I love the idea of interacting very openly with people in many ways. It doesn’t have to be a big picture on the wall” – KAWS
However, when viewed from a smartphone using the Acute Art app, the digital works appear on empty plinths around the gallery as augmented reality sculptures. There is even one sitting outside, above the entrance to the building.
The app also allows users who are unable to travel to London to place items in public spaces near them or in their homes.
The third reality is a 1:1 virtual reproduction of the show in a video game – in this case, Fortnite.
Fortnite has over 400 million users. If only 1% of them visit NEW FICTION next week, it will have more than six times as many visitors as the 2019 Venice Biennale.
According to exhibition curator Daniel Birnbaum, KAWS is now “the most visible artist in the world.”
For KAWS, the show aims to break down the barriers between gamers and the art world. In April 2020, rapper Travis Scott first got into the idea of collaborating with Fortnite when he held a virtual concert in the game for 12 million viewers.
“I was thinking about my first interaction with a gallery or museum and I thought, ‘Should I be here? I think it was a good introduction to my work for a lot of people,” explains KAWS.
“That’s what’s great about it and I’m really excited to be working on Fortnite. I think it’s more like a book someone picks up and if they’re interested in it, they’ll spend more time researching and learning.
He said the combination of the coronavirus and spending so much time indoors prompted him to speed up the digital element of the art show.
KAWS creates its digital work by 3D scanning models of its sculptures in its Brooklyn studio and then sends them to Acute Art’s London office.
Once these images are rendered by digital engineers, the conversation about texture and color begins. “This is exactly the same craft that I do in a regular bronze foundry,” he said.
“I talk to a lot of people in the NFT space, it’s a fascinating world and I love watching it go by” – KAWS
KAWS and Acute Art then approached Serpentine Artistic Director Hans Ulrich Obrist with the idea for an exhibition. “Hans is very excited about this. It seemed like the right project at the time,” KAWS said.
The desire to share your art with a wider audience is nothing new for KAWS, who debuted as a graffiti artist in New York City in the 1990s.
He broke with the traditional role of an artist and embraced mass consumerism, designing sneakers for Nike, skateboards for Supreme, plush toys for Sesame Street, and even a line of light bulbs for the Standard Hotel chain.
“I’m interested in all these channels because I love the idea of interacting with people in many different ways and very candidly,” he said. “It doesn’t have to be a big picture on the wall. It could be anything. It’s very inclusive and I honestly think it’s better for the job.
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Has KAWS thought about creating an NFT? “I talk to a lot of people in space, it’s a fascinating world and I love watching it,” he said. “I just haven’t found anything suitable for me to complement the work I’ve created.
“I love the idea of using blockchain to validate the work. This is what I have seen and it is developing rapidly. But I don’t really want to sell JPEGs, so there are no works yet.
KAWS: NEW FICTION will be on view at the Serpentine North Gallery in London until February 27, 2022. KAWS and Serpentine Hub will be featured in Fortnite until January 25, 2022.
KAWS with their work WHAT PARTY, 2020, in the Serpentine North End, London. Photo: Elliot Franks/Eevine. Yes, KAWS, SEEING, 2022, Augmented reality sculpture above gallery entrance.Courtesy of KAWS and Acute Art