Greed, a New Fragrance by Francesco Vezzoli by Cinema Vezzoli

To announce Francesco Vezzoli’s current exhibition Cinema Vezzoli at The Museum of Contemporary Art, Los Angeles, Purple showcases with MOCA TV “Greed, a New Fragrance by Francesco Vezzoli” (2009). This video crystallizes the Italian-born artist’s interest in advertising and celebrity. The work takes the form of a 60-second commercial directed by Roman Polanski and starring Michelle Williams and Natalie Portman as two women embroiled in a wrestling match over a fictional perfume. Inspired by Marcel Duchamp’s “Belle Haleine: Eau de Violette” (1921), Vezzoli replaces Duchamp’s image with his own on the label of the bottle.

“Greed, a New Fragrance by Francesco Vezzoli” (2009) is currently on view at the Cinema Vezzoli exhibition at The Museum of Contemporary Art, Los Angeles. Cinema Vezzoli is part of The Trinity, a series presented at three international institutions – the National Museum of XXI Century Arts (MAXXI) in Rome, MOCA and MoMA PS1, that explores three key elements of the artist’s oeuvre – art, religion, and film. The exhibition opens to the public at The Museum of Contemporary Art, Los Angeles on April 27 – August 11, 2014.​

Francesco Vezzoli

Greed, a New Fragrance by Francesco Vezzoli

2009

Video projection in HD, color, stereo sound 1′

Directed by Roman Polanski

Starring Michelle Williams and Natalie Portman

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