Conceptual Pricing, Conceptual Profit
Yesterday in The Art Newspaper, Jori Finkel wrote a short feature on Ana Prvački's soon-to-debut solo exhibition, "Stealing Shadows," at 1301PE in Los Angeles. Prvački's concept for the show is to create a series of works in felt and projected light that ape the literal shadows cast by some of art history's most iconic sculptures, from Michaelangelo's "David" to Jeff Koons's "Rabbit." It's an ingeniously simple, graphic, and easily installed way to offer collectors a second chance on otherwise-unattainable landmark works. And I'm fairly confident Prvački could sell out the entire exhibition––if only she hadn't also cast her concept into her pricing.
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