Over the years, the Armory Show has shifted its expectations of the year’s commissioned artist from creating a few fresh works to showcase in the catalogue and as benefit editions to “helping to create the visual identity of the fair.” (Fortunately, wildly talented graphic designer Reed Seifer has been there to do the heavy lifting.) And so the selection of performance-inclined Liz Magic Laser as this year’s Armory Show poster artist was cause for eyebrow raising, even before the press release that promised she would “activate the fair’s heritage as a site of innovation and discovery,” a phrase that evoked a portrait of the artist as a young gumshoe, raising an oversized magnifying glass to her eye. Laser went the inside baseball route (hey, it worked for Argo) and hit a home run. Embracing the sleek corporate efficiency of the megafair, she embarked on an market research odyssey, staging a series of focus groups composed of collectors, curators, art pros, and journalists, to help her strategize what she would create for the fair, from limited-edition works to tote bags. Watch and enjoy:
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