THE WRONG STORE ... A GUERRILLA CONCEPT

THE WRONG STORE is an art installation in the language of a retail or guerrilla shop. Conceptually, no one can enter and nothing individually can be purchased, though everything will be visible as the space is under a 100 sq feet (much like the former Wrong Gallery by Maurizio Catalan). However, as a retail shop "everything" is for sale but only as a whole (the complete installation). It will exist for two months in a high traffic ground floor gallery space in Chelsea, New York City.

The installation is concerned with exploring the concepts of the gallery as a shop, a shop as a gallery, and the commerce role in the creation of desire and unavailability.  The show is curated by Tobias Wong and Gregory Krum and opens May 19th, 2007 for two months.

The installation is in conjunction with Kantor/Feuer Gallery in New York.

Store Director : Josee Lepage of Commissaires (Montreal)

Weekend Manager : Patrick Li

Conceptual Consultant : Cyril Duval of item idem

Stockboy : Jasper Pope

Artists/Designers include: Lawrence Weiner, Joseph Beuys, Herzog and de Meuron, Bless, 032C, Christian Marclay, Martin Baas, Hella Jongerious / JongeriusLab, Richard Tuttle, Dean MacGregor, Peter Moore, Ron Gilad, Anton Ginsburg, Yves Behar, Richard Prince, Joris Laarman, Jenny Holzer, Work in Progress, Verner Panton, Robert De Saint Phalle, Gaetano Pesce, Sol Lewitt, JDS Architects, Kaws, Marcel Wanders, Aldo Rossi, Rodarte, Constantin Boym, Aqui! Magazine, Tim E. Dubitsky, Gilbert & George, et al...

Many of the objects are rare or one-of-a-kind and exclusive to the exhibition. Creative agency Work in Progress will design the store's identity, shopping bags, business cards, invitations, stationery, etc. Martin Margliela will create the staff's uniform.