Luxury Products Company Claims Responsibility for Whitney Biennial Prank

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CarteBlanche pioneers new marketing technique by slipping product into museum exhibit.

CarteBlanche, a luxury products company, has claimed responsibility for the controversial prank at the 2006 Whitney Biennial, during which one of their featured products was sneaked into the art museum during press day and reviewed by a major critic as “the emblematic piece” of the exhibit.

On February 28, 2006, two designers sneaked a white floor mat depicting Kate Moss doing lines of cocaine into the Whitney Museum during the press viewing of their Biennial. The floor mat was accompanied by a card describing the luxury item as the work of two pranksters, under the pseudonym ‘Coup d’Eclat’, who had engineered “the most publicity friendly work of art ever.” The work was reviewed by Artnet’s Ben Davis, and praised as “the emblematic piece of the Biennial 2006”.

Now Jean-Philippe and Gaston Valeur, lead designers for CarteBlanche, have claimed responsibility for the stunt. The announcement was made Tuesday night at an undisclosed venue in the New York City neighborhood of Tribeca to a roomful of their past patrons and collectors, and a number of prominent figures from the worlds of art and fashion/luxury marketing.

The private event was meant to unveil the CarteBlanche line of luxury goods, including a replica of the Kate Moss floor mat, and featured footage of the Whitney stunt. According to Jean-Philippe, “Our action is a direct result of our business model, which borrows the inflated pricing of the art world. CarteBlanche inserted its work into this year’s Biennial in order to obviate the lack of distinction between luxury products and art. We understand, in the most humorous way, why the Whitney is located on Madison Avenue.”

CarteBlanche is a new luxury products company pioneering “cocaine-chic” couture. It was founded by French designers Jean-Philippe and Gaston Valeur, who have been designing products together for individual patrons for seven years. Media-only source materials and information can be found at:

Nikki Bonde

Rellatio, LP



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