Leroy + Leroy - www.leroyplusleroy.com

Who?
LplusL are an artist duo profiling them as brand. Works are presented as products of the brand. The artworks are no longer signed but marked with the logo. The difference doesn't lie in the content anymore but in the way the content is presented. The context around the work becomes the art.
What?
There ain't no obvious link between branding and art. Art brands, practically unknown to this day, are part of the future generation of the art scene and will change the conception of the man-artist. There is no need to explain what a brand actually is or how it functions. Everyone knows. Still, that's what it's all about. Artists (we can even imagine non-artists) will run Art Brands by delegating work to help built up the products and the image of the brand. As in the fashion world, creators will work in name of the brand.
Why?
Since art is talking about art, we don't need to look for revolutionary changes in that particular field. Only, that is what people expect from art. Leroy + Leroy started to explore and to use parts of other fields in order to change the facet of art. We don't need new products anymore; we should concentrate on the differentiation between the existing ones!
How?
By presenting the package using various marketing and branding techniques L+L manages to reinvent art and give it a new way of expression. Adverts in form of photograph or video are produced in order to establish the image of the brand. These ads are also the art works. L+L went even further by launching a real prêt-à-porter art line, named Artmann: a much more accessible art brand.
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