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MSCHF: NOTHING IS SACRED

 

 

 Who would have thought of satirizing and ridiculing ‘capitalism, government, and big business’ in such a novel way? It is MSCHF, the group that is receiving the most attention these days. MSCHF's best-known work in Korea is 'BIG RED BOOT', also known as 'Atom Boots'. In addition to 'Atom Boots', MSCHF is famous for displaying gambling and witty works, causing buzz and controversy in each work. For example, it became the center of attention by releasing JESUS SHOES and SATAN SHOES, customized for Nike Air Max 97, without consultation with Nike.The hidden meaning of MSCHF's "DROP," which receives global attention every two weeks, gives the public a new stimulus every time. Let's learn about MSCHF, which is at the center of the topic and controversy, and experience a little shock in the peaceful head obsessed with daily life while grasping the meaning behind their works.

 

 

 

 

Introducing MSCHF

 MSCHF was founded in 2016 in New York, USA, and now 30 people from different backgrounds such as art, technology, and production work together. Gabriel Whaley, founder and CEO of MSCHF, said, "It is difficult to define what kind of organization MSCHF is when introducing MSCHF, but the easiest definition to make is to say that we are an art group”. It can most flexibly express what MSCHF is doing and adds depth to the work. Unlike other companies, organizations, brands, and artists, MSCHF creates works directly related to the system they are trying to criticize. In fact, there are various types of MSCHF's works, ranging from shoes, clothing, software, interactive sculptures and paintings. MSCHF "drop" works every two weeks, and when an idea for "drop" comes up, MSCHF members immediately improve and reassemble it. Over time, the idea evolves and becomes clearer, and it is said to improve the idea until it becomes a very clear vision of what to make. The reason why MSCHF "drops" works every two weeks is because of their two core principles. "MSCHF makes only what they want to make" and "They make it often." It is said that the reason for this is that in order to survive the recent flood of contents, it is necessary to produce a lot of good quality ideas.

 

Introduction to MSCHF Works

 When MSCHF "drops" a work, think about the ideas they want to throw into the world, think about the specifications and forms that fit the idea, and decide how to implement the work NOTHING IS SACRED, the title of the exhibition, said, "People see MSCHF's works and feel that creation can happen in any area or form, and they want to show that there are no sacred areas in the world that people cannot touch." Examples include keywords 'art' and 'religion'. There is a representative artwork called 'SEVERED SPOTS', which blurred its unique aura by destroying, imitating, and forging famous artworks. 'SEVERED SPOTS' cut all 88 dots of Damien Hirst's 'Dots' painting so that many people can buy Damien Hirst's artworks separately. It touched on the notion that a work of art is sacred. A related anecdote was that when MSCHF bought the original work for 30 million won at the gallery, the dealer said while filling out the purchase documents, it would increase two to three times in value within three to five years. However, during the purchase process, the dealer reportedly viewed the work as a pure investment asset, not what value and attractiveness it had. When MSCHF sold out the "SEVERED SPOTS" work, it reportedly made more than seven times the original profit. What was also interesting was that the "SEVERED SPOTS" work was sold out, and the pieces of dots began to appear on the used trading site one by one. Also, at some point, rumors spread that green dots were rare and began to sell much more expensive than other colors.

 

 

 Second, there are "JESUS SHOES" and "SATAN SHOES" that combine holy religious culture with commercial brand culture. First, "JESUS SHOES" is a shoe that fills the sole of a Nike shoe with holy water. This shoe is a "speculative realization of art" that realizes the collaboration between Nike and the Catholic Church, linking the culture of collaborating with celebrities and brand worship to religious worship. The insole of the shoe is made in red, symbolizing the red shoes that previous popes enjoyed wearing, and the concept sold $1,423 for the painting, taken from Matthew 14:25, depicting Jesus walking on water.