Trend in sight

ToiletPaper: from magazine to show-window

Art & Business | The original picture-based publication created by Maurizio Cattelan and Pierpaolo Ferrari in 2010 continues its move toward a mass audience, exploring new formats and proliferating collaborations.

Vue de l’exposition Pop-Up SELETTI WEARS TOILETPAPER RUGS COLLECTION, Maurizio Cattelan & Pierpaolo Ferrari à la Galerie Perrotin, Paris © Photo: Claire Dorn / Courtesy ToiletPaper, Seletti & Galerie Perrotin
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Vue de l’exposition Pop-Up SELETTI WEARS TOILETPAPER RUGS COLLECTION, Maurizio Cattelan & Pierpaolo Ferrari à la Galerie Perrotin, Paris
© Photo: Claire Dorn / Courtesy ToiletPaper, Seletti & Galerie Perrotin

Setting-up shop in early April at the Perrotin Gallery, ToiletPaper covered the walls and floors of the exhibition space with a selection of carpets realized in collaboration with Seletti. Under the auspices of the Italian company – who began marketing a good number of spin-off products three years ago – the concept “Seletti wears ToiletPaper” is part of the pop spirit the magazine embraces with its immersive and experiential art/showroom. The exhibition also features limited edition furniture (a series of 1,000) from the collaboration ToiletPaper x Gufram, including a reissue of Guido Drocco and Franco Mello’s celebrated 1972 Cactus coat stand. This exploration of Italian design deliberately combines motifs from their collection of images with affordable goods and popular merchandise.

In the same mercantile spirit, ToiletPaper will occupy the 11 store-windows at the Parisian temple-of-consumption Galeries Lafayette from July to September. The choice of this public space is no accident : the democratization of ToiletPaper’s iconography is part of its identity. It will also be simultaneously exposed in the Galerie des Galeries and will install a monumental version of the cactus under the department store’s glass dome. Continuing its manipulation of fashion, design and media visual codes, while transposing it into a consumer environment, ToiletPaper affirms its strategy of courting the masses to spread its popularity.

Maxime Gasnier
Publié le 25/04/2016
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Version française

Vue de l’exposition Pop-Up SELETTI WEARS TOILETPAPER RUGS COLLECTION, Maurizio Cattelan & Pierpaolo Ferrari à la Galerie Perrotin, Paris © Photo: Claire Dorn / Courtesy ToiletPaper, Seletti & Galerie Perrotin SELETTI wears TOILETPAPER (Maurizio Cattelan & Pierpaolo Ferrari) at Galerie Perrotin © Courtesy ToiletPaper, Seletti & Galerie Perrotin ToiletPaper for Gufram © DR ToiletPaper © TOILETPAPER, 2016 ToiletPaper © TOILETPAPER, 2016 ToiletPaper © TOILETPAPER, 2016 ToiletPaper © TOILETPAPER and GUFRAM ToiletPaper © TOILETPAPER ToiletPaper © TOILETPAPER

Vue de l’exposition Pop-Up SELETTI WEARS TOILETPAPER RUGS COLLECTION, Maurizio Cattelan & Pierpaolo Ferrari à la Galerie Perrotin, Paris
© Photo: Claire Dorn / Courtesy ToiletPaper, Seletti & Galerie Perrotin

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