Collection: Generic

The Generic theme is about the idea of essentials in fashion, normcore, streetwear, and how satisfying it is to claim something simply by branding it. A core belief of Plato's House is that brand and commerce are a more interesting container for conceptual art because of their necessity to retain form (a product), which offers the person the chance to “own” the idea and be part of it.

Because conceptual art starts from the basis that art can be anything, it inevitably rejects form and becomes a paradox — an intellectual race to the bottom. So the Generic theme plays with the capacity of products to be containers for conceptual ideas — it’s an approach that uses commodification to both metabolise and reject the basis of conceptual art in a gallery context.