Arts Centre Vooruit, Ghent, Belgium

Consumerism is a recurring theme in the work of French artist Matthieu Laurette. Like no other, he knows how to bend the rules of marketing and consumption to his advantage. He investigates how an artist can maximize his profit and how art can be commercialised. He’s already exhibited work – including Let’s make lots of money – at the Biennale in Venice, in Paris (Centre Pompidou) and in New York (MoMA).

He first appeared in the public eye as a contestant on French dating show ‘Tournez manège’ in the early 90s. When he was asked who he was, he simply replied: “A multimedia artist”. Since then, he has continued to use television as a workplace as well as a means to distribute his art.

Another project which did not go unnoticed was his Produits remboursés plan. For a year he survived on retail refund policy. By only buying products that guaranteed satisfaction, he could pose as a permanently dissatisfied customer, thus eating, drinking and dressing for free. Laurette made it onto every big French talk show with his incredible story. Who could think of a better opener for the art & consumerism Salons?

This performance is in the 5 For Students March Top 5