The new theme, Readymade, a co-production with New York PR company FITZ & CO, is completely customisable with ‘hugely flexible limbs’ that will appeal to artists and art curators alike.
Aside from its literal meaning, the title of the theme is a clever play on the readymades of Marcel Duchamp, who defined the term as ‘an ordinary object elevated to the dignity of a work of art by the mere choice of an artist’, and fits well with the designers’ vision to enable public access to art across movements and institutions.
