AVEDON ENRICHMENT PROJECT
I've always liked the idea of détournement, a technique developed in Paris in the 1950s by the Letterists and later adapted by the Situationist. The word means "rerouting" or "hijacking" and as part of these movements was used to mean something like "turning expressions of the capitalist system and its media culture itself".
Here, I've taken the works of establishment celebrity photographer, Richard Avedon, and "détourned" it by placing 50 copies of each in various settings around bucolic California wine country. The addition of a single word -- some benign, others provocative -- was meant not to directly interpret the image, but rather to add a myriad of potential interpretations of the poster and its relationship to the setting. The reactions were decidedly mixed, with people taking to social media to express wonder, appreciation, confusion and anger. Best of all, the Avedon estate phoned me with a cease and desist order, complaining that I was utilizing the images without permission. I demurred and continued with the project.