Arte

: um gesto desviante: da exploração de novos mercados à construção de uma identidade

Abstract

The project "Art: A Deviant Gesture. From the Exploration of New Markets to the Construction of an Identity" falls within the context of contemporary art and questions its commodification. The main objective was to explore new ways of inserting art into the consumer market, turning it into a product. This project aimed to subvert the traditional conventions of the art market, reshaping the role of the artist, the status of the artwork, and highlighting how art is confined to a niche culture. The focus was on democratizing access to art and reconfiguring a professional pathway for the artist. The work developed included the exhibition "Art Bazaar – Limited to Available Stock," held between May and June 2024. The exhibition was conceived as a performative installation, where artworks were presented as consumer products. Simultaneously, an inventory of all works produced between 2016 and 2024 was created, serving as the basis for the production of a commercial catalog. This publication was developed with the intent of becoming a tool for future contact with large corporations, proposing art as a creative solution aimed at reinforcing companies' visual identity. It also opened a debate on the cultural value of the artwork in contrast to its symbolic capital. The project's final considerations highlight the importance of aligning artistic practice with contemporary market demands, without compromising the artist’s integrity and authenticity. This project reaffirms that, even in a corporate context, it is possible to preserve creative essence while anticipating and denouncing the peculiar and stifling maneuvers of the art market.

Date of Award	16 Dec 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sónia Neves (Supervisor) & Ana Madsen (Co-Supervisor)