Owning an Idea


Q - How and Why could three people buy the banana?

A - In this case, you aren’t actually buying the work itself—it’s a banana. It’s going to rot. What are you buying, then? The certificate of art. Essentially you bought the idea rather than the object.

When the banana goes bad, the owner can replace it, according to the artist’s instructions. It will still be considered a Cattelan.

Q - Who is Cattelan 

A - Cattelan is an Italian artist and an absurdist—in 2016 he replaced a toilet at the Guggenheim with a fully functioning gold one. He called the artwork America.

Gee, anyone can do this.

But did you?

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