DADA x ALIFE

Yeah ALIFE LA has moved from Fairfax, its home for only one year, to Space 15 Twenty in Hollywood; that's not the reason for this post. The story here is the new layout, more specifically the center piece: The shop looks like any average boutique: minimal set up, mirrors, wood floors, huge store front but what really got me stoked about this shop is the centerpiece:It's a reference to Marcel Duchamp's 'readymades' , specifically his 1917 work called 'Fountaine'. This piece was considered controversial because Duchamp purchased a standard model urinal from the local iron works shops and when the urinal was in his studio, he turned it 90 degrees from its normal position and wrote "R. Mutt 1917" on it; this is art. Big ups to ALIFE for recognizing some totally legit work from the DADA movement of the early 20th century.College art classes: they pay off kids.