Monopoly ‘Banker’ Immortalized at Art Basel
December 8, 2016,
MIAMI – Mysterious artist Alec Monopoly unveiled a 50-f.t wall "tag" on the exterior of Mondrian Hotel Miami for Tag Heuer during this year’s Art Basel.
Monopoly, the company’s new “Art Provocateur,” was joined by Tag Heuer CEO Jean Claude Biver and select invited insiders including hip hop artist Fat Joe to be the first to lay eyes on the up until now secret project.
Monopoly started his graffiti art in New York before moving to California in 2008. He has since depicted the famous game bank in various situations, in addition to reimagining other pop culture icons like Scrooge McDuck, Richie Rich and gained celeb clients like Seth Rogan, Adrien Brody and Robert De Niro.
"I was crazy when I was young. I graffitied trains, buildings,” said Monopoly. "I am still a graffiti addict. I still have this need to quickly graffiti something any time I get the chance. Street painting remains my true passion."
The event was followed by a celebratory private dinner, which featured Alec Monopoly creating a one of a kind painting live and an after party at the same location.
The installation was complemented by a week-long Tag Heuer pop up shop and gallery open to public for the duration of Art Basel.
"To be the first, to be unique and different, has been my philosophy for the last 40 years,” said Jean-Claude Biver, CEO of TAG Heuer and president of the Watch Division of the LVMH Group. “With Alec as Art Provocateur … I would like not only to continue to reconnect the brand with the younger generation, the millennials, but also to pave the way for new areas of expression, in all domains from the products to marketing and communication to distribution. His unconventional creativity and enthusiasm are contagious."
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