Ryan McGinness’s Studio Franchise show opens tomorrow, February 4, at La Casa Encendida, in Madrid. As Ryan explains of the show, “Studio Franchise is a logical extension of Warhol’s factory sarcasm, the Koons/Murakami/Hirst factory sincerity, and the artist-as-brand reality of today.”
True to its name, the exhibition includes an artist studio modeled on Ryan’s New York studio, and is being staged across La Casa’s three main gallery spaces. The functioning artist studio, in Space C, will be in operation during La Casa’s opening hours, with Ryan and a small team making work that will be installed in Space B as it is completed. Space A features a variety of recent work, including a 45-panel piece and several small acrylic sculptures. With new work being added to the show on an ongoing basis, the exhibition won’t be complete until its final day, April 4.
In keeping with the franchise concept, 40 Ryan alternates have been selected from an open casting call to play the part of the artist for the duration of the exhibition. These not-quite-doppelgangers—comprised both of men and women, from a variety of backgrounds—will dress and act the part of the artist, aided by wearing one of a pair of wigs Ryan has had made with his real hair.
A book companion to the show, Studio Manual, rounds out the franchise concept with a comprehensive overview of Ryan McGinness Studios, Inc., including everything from a brand study and visual identity to corporate policies and instructions on how to make Ryan McGinness art. Tom of BaseWords worked with Ryan to write the manual, having collaborated with him on various other projects including a 500-question interview for artist monograph Ryan McGinness Works. (Rizzoli 2009) and the liner notes for his DVD collection Video Happiness (Design Exchange 2002). The content of Studio Manual makes explicit the corporate and artistic worlds of Ryan McGinness Studios, Inc. over 192 pages and six chapters, each printed on a different color paper, in order of the colors of the rainbow (sans violet):
Brand Positioning (on red paper)
Outward Communications (orange)
Art Production Standards (yellow)
Operations (green)
Human Resources (blue)
Franchising The Studio (indigo)
Studio Manual is designed by Ryan himself; illustrations by Peter Cury bring the business jargon-laden corporate reference book to life.
Studio Franchise will also be documented with a catalog. Working with La Casa Encendida on all of its communications and exhibitions, Base is designing the catalog, which, due to the growing nature of the show, won’t be published until late March.
While in Madrid, Ryan will not be making personal appearances at his ongoing 50 Parties project, but will be tuning in via video conference to avoid missing the action.
If you can’t make it to La Casa Encendida before April 4 you can follow the show’s progress on the Studio Franchise blog.
Related stories:
Ryan McGinness Works.
Interview With Ryan McGinness
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