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Brands and logos are the iconography of consumerism, which New York-based artist Tom Sachs believes is “the dominant religion of our era.” Through his Rocket Factory NFT collection, Sachs uses thirty pop culture icons to adorn digital rockets with the images that defined his childhood. Now, having made the leap from the digital space to the material, Sachs is premiering fourteen of his works from Rocket Factory as physical paintings at Thaddaeus Ropac Gallery in Seoul. The exhibition, named Tom Sachs: Rocket Factory Paintings, makes reference to The Simpsons, McDonald’s, 7-Eleven, and more, and it is on display until August 20.

With Rocket Factory Paintings, Sachs subverts the common practice in the NFT world to create digital versions of existing physical artifacts, and, instead, uses digital component NFTs to create the blueprints for his physical recreations. He allows his community to combine the components in various patterns – the possibilities of which totaling over 150,000 – and once a consumer has purchased their individualised digital rocket, Sachs methodically recreates it as a physical painting, before shipping it to them. In doing so, Sachs has blurred the line between creator and consumer, artist and audience. The exhibition at Thaddaeus Ropac allows a glimpse into the possibilities of a community-focused process of transgressing mediums.
Tom Sachs: Rocket Factory Paintings is now on view at Thaddaeus Ropac Gallery at 122-1 Dokseodang-ro, Yongsan-gu, Seoul (South Korea) until August 20.

Auhjanae McGee

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