This research aims to answer the question of how the artwork of Jeff Koons, specifically in his s... more This research aims to answer the question of how the artwork of Jeff Koons, specifically in his series, The New, epitomizes the consumeristic culture of today’s society. The paper asserts that by using ordinary objects in provocative ways, Jeff Koons successfully creates suggestive sculptures reminiscent of the consumerism that has been prevalent since early 20th century America. Through the paradoxical scenario of elevating and celebrating ordinary goods to then sell them as “works of art,” a consumeristic microcosm is formed. Further, it provides quotes giving insight from Jeff Koons himself. Using mostly secondary sources, the research presented is a comprehensive look at The New and its theme of consumerism in America. Sources include magazine and newspaper articles, as well as published works, that focus on Jeff Koons as an artist, as well as image archives from various museums and auction houses. Written in subsections, this paper focuses on the background information, controversy, the readymade form of art, exhibited artworks, consumerism, real world parallels, the microcosm created by The New, and conclusive statements associated with The New series. After taking a general look at the artist and his work, a deeper look is taken into the specific series as well as how it fits in to the context of modern consumerism. Comparison to modern day retail stores is given in relation to Bed Bath & Beyond. Using historical fact and critical analysis, Koons’ work is evaluated from a consumeristic point of view.
With American Millennials commanding an estimated $1.3 trillion in annual consumer spending, it i... more With American Millennials commanding an estimated $1.3 trillion in annual consumer spending, it is important for brands now more than ever to have a grasp on their consumer trends. Having roots in the festival culture of the ‘90s, the millennial generation is all about experiences. From concerts to pop-up museums to yoga retreats, our modern day economy is becoming more and more driven by the consumption of experiences, hence the establishment of what is now referred to as the experience economy. This economic shift present brands with the opportunity to leverage experiences to tap into the value they provide to contemporary consumers. By using experiential marketing via branded events focused on creating an experience, the millennial market is likely to be drawn to a brand’s event thus building a stronger consumer/brand relationship. Analysis of the experience economy and its design helps to further provide evidence as to why experiences work for brands looking to create successful marketing plans. Through understanding modern day millennial trends regarding experience based lifestyles, pop-culture brands such as Refinery29 have found success in creating experience based events. This can be exemplified through examination of Refinery29’s “funhouse of style, culture, and technology,” 29rooms. By using case study, this paper analyzes 29Rooms and its experiential marketing features.
This research aims to answer the question of how the artwork of Jeff Koons, specifically in his s... more This research aims to answer the question of how the artwork of Jeff Koons, specifically in his series, The New, epitomizes the consumeristic culture of today’s society. The paper asserts that by using ordinary objects in provocative ways, Jeff Koons successfully creates suggestive sculptures reminiscent of the consumerism that has been prevalent since early 20th century America. Through the paradoxical scenario of elevating and celebrating ordinary goods to then sell them as “works of art,” a consumeristic microcosm is formed. Further, it provides quotes giving insight from Jeff Koons himself. Using mostly secondary sources, the research presented is a comprehensive look at The New and its theme of consumerism in America. Sources include magazine and newspaper articles, as well as published works, that focus on Jeff Koons as an artist, as well as image archives from various museums and auction houses. Written in subsections, this paper focuses on the background information, controversy, the readymade form of art, exhibited artworks, consumerism, real world parallels, the microcosm created by The New, and conclusive statements associated with The New series. After taking a general look at the artist and his work, a deeper look is taken into the specific series as well as how it fits in to the context of modern consumerism. Comparison to modern day retail stores is given in relation to Bed Bath & Beyond. Using historical fact and critical analysis, Koons’ work is evaluated from a consumeristic point of view.
With American Millennials commanding an estimated $1.3 trillion in annual consumer spending, it i... more With American Millennials commanding an estimated $1.3 trillion in annual consumer spending, it is important for brands now more than ever to have a grasp on their consumer trends. Having roots in the festival culture of the ‘90s, the millennial generation is all about experiences. From concerts to pop-up museums to yoga retreats, our modern day economy is becoming more and more driven by the consumption of experiences, hence the establishment of what is now referred to as the experience economy. This economic shift present brands with the opportunity to leverage experiences to tap into the value they provide to contemporary consumers. By using experiential marketing via branded events focused on creating an experience, the millennial market is likely to be drawn to a brand’s event thus building a stronger consumer/brand relationship. Analysis of the experience economy and its design helps to further provide evidence as to why experiences work for brands looking to create successful marketing plans. Through understanding modern day millennial trends regarding experience based lifestyles, pop-culture brands such as Refinery29 have found success in creating experience based events. This can be exemplified through examination of Refinery29’s “funhouse of style, culture, and technology,” 29rooms. By using case study, this paper analyzes 29Rooms and its experiential marketing features.
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