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2004. PRESS RELEASE. Etoy CORPORATION

 etoy.ART-INVASION ON PLAZA COLONTHE LEGENDARY ART CORPORATION "etoy" INVADES HISPANIC MARKET TERRITORYOFFICIAL PRESS RELEASE

 In the context of ARCO 04, one of the five most important commercial art fairs in the world, etoy takes its aggressive business model for high risk art investors to the next level. Invited as guest artists in the "Madrid Abierto" program etoy.CORPORATION installs its mobile head quarter, studio and internet node in the heart of Madrid to perform a commercial experiment on the edge of reality.

Two etoy.CARGO-TANKS will land on Plaza Colon during the night of January 29th/30th 2004. Touch down is expected for 00:00:00 CET. FOTO OPPORTUNITY: Crew members, etoy.TANKS, giant cranes, police escort and machinery will be available between 23:30:00 and 02:00:00 CET. etoy, famous for subversive PR stunts like the digital hijack (1,5 million online art hostages in 1996) or the online clash with the American 10 billion dollar corporation eToys inc. in late 1999 (TOYWAR, with 4 billion dollars the most expensive performance in art history), won several international art awards and regularly appears in popular media channels such as CNN, WIRED NEWS, WASHINGTON POST, NZZ, TATE PUBLISHING, EL PAIS etc. Between February 5th and 22nd 2004 15 etoy.AGENTS from Italy, the USA, Germany, Switzerland, Belgium and Spain aggregate in the physical world  to operate a spectacular, living art installation on Plaza Colon. Dressed in their uniforms and equipped with identical high tech tools the etoy.CREW will conduct an art industry analysis to explore the acceptance for a different kind of culture economy. The  fundamental  question is: are collectors, galleries and the Spanish population ready to move away from traditional object ownership (paintings, photography and sculptures) and authorship (masters / stars) in order to test an alternative art production system agent.MARCOS / etoy.CFO: "it is time to question the established models of cultureconomical exchange". THE EXPERIMENT: etoy.CORPORATION offers to participate in an open artwork that is not defined or produced yet. Collectors visiting the ARCO art fair (Feb 12. to 16. 2004) as well as common people in the city (on Plaza Colon from Feb. 5th to 22nd) who normally don't buy art will have the opportunity to purchase etoy.

SHARES. Six different investment packages (from 2 euros to 30.000 euros) allow participation in a very special art work.

etoy.CORPORATION will use all investments acquired in Madrid to create and document concrete cultural value in the Hispanic market within the next 5 years (scale and locations depend on the volume and strategic partners). For their investment the cultural shareholders get the right to vote on project proposals and resolutions. etoy.CORPORATION is organizing the development process and serves as the information hub to coordinate the world wide planning and production. etoy's advanced internet voting system, specific etoy.BLOGS and etoy.CHATS as well as many years of experience guarantee maximum impact (TRACK RECORD: www.etoy.com). The new owners of etoy (already 2500 people participate world wide) will finance, produce and control the Spanish etoy.PROJECT. Their contribution and ownership is certified by a shareholder card and/or a unique etoy.SHARE-CERTIFICATE (see samples on  http://secure.etoy.com/ or on www.etoy.com) that gives them access to internal reports and voting procedures for all future etoy.OPERATIONS. disclaimer: etoy.CORPORATION is a global corporate sculpture to share culture profits instead of maximizing financial wealth. etoy is a registered trade mark of the etoy.VENTURE association. Past success cannot guarantee future performance. Share redemption strictly limited.

 

 

 

 

 

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2004. ARTISTS / INTERVENTIONS / LINKS

Emancipator bubbleBubble Business   www.emancipator.org

Diana LarreaEl palacio encantado   www.dianalarrea.com

El perro Virtual DemolitionIvan López, Ramón Mateos, Pablo España. Fundado en 1989 y disuelto en 2006www.elperro.info/vdm

Maider López Carteles Y banderolas

Etoy.CORPORATION       www.etoy.com

Fernando López Castillo Perspectiva ciudadana

Warren Neidich+Elena Bajo Silent   www.elenabajo.comwww.warrenneidich.com

Wolfgang Weileder House-Madrid   www.wolfangweileder.comwww.fold-up.infowww.house-proyects.comwww.transfer-project.org

Sans Façon       Tristan Surtees, Charles Blanc   www.sansfacon.co.uk

 

 

 

 

 

 

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2004. Etoy CORPORATION (technical data / assembly)

2004. Etoy CORPORATION (technical data / assembly)

     

     

     

     

 

 

 

 

 

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2004. Emancipator bubble (theoretical data)

"EMANCIPATOR BUBBLE is the solution to all emancipation problems. It’s an inflatable bubble that enables independence without having to leave your parents’ house. Easy to set up, it offers maximum comfort with a minimum effort, thanks to its irrigation channels, electricity and telephone inlets to directly connect it to the family house, you won’t have expenses. There are many different models. Choose yours!”

 

EMANCIPATOR BUBBLE is young, new and fun. It’s what you need to live as you want. The next trend.

EMANCIPATOR BUBBLE offers the possibility of independence to young people from a young perspective. You can easily install it in your parents’ house and enjoy your own space, reaching the limits of ethical and living conditions.

EMANCIPATOR BUBBLE is not created as an emergency device, but does have a limited time use. These limits are established by the user and his family and the product’s resistance.

 

1. A BRIEF SOCIAL CONTEXTUALIZATION

Housing, as work, is one of those inalienable rights that all of us should have, but each day it seems more of a privilege or luxury, and it delays young people’s independence. A matter in which we are about the last country in Europe and that all of us must try to improve.

2. WHAT IS EMANCIPATOR BUBBLE EMANCIPATOR BUBBLE is a fake new product that imitates the aesthetic of commercial product advertisements that we see everyday on the screen or in our mailbox.

EMANCIPATOR BUBBLE’s approach of independence is ironic and playful, but still realistic. It doesn’t offer a real solution to the problem, but it offers discussion, participation and citizen’s awareness. Its main mission is to generate a more self-critical vision on young people and the administration, to open a discussion to obtain real and imaginative solutions to this problem and promote certain concept of community, “Yes, I’m also emancipator”.

3. EMANCIPATOR PUBLIC EMANCIPATOR BUBBLE is mostly oriented to a heterogeneous public of people from 18 to 34 years of age, that are the great majority of people that are in need of a house and very sensitive to this issue. A group that has been called sociological youth, which being supposedly mature, are forced to delay their independence from family and fully integrate society.

4. EMANCIPATOR ELEMENTSEMANCIPATOR BUBBLE being a fictitious product its materialization as a project is done through different communicative effects as presentations, RR.PP actions, press releases, etc).

4.1. EMANCIPATOR BUBBLE GUM 400.000 chewing gums, as a metaphorical element (inflatable, it remains stuck, youthful, etc), they are the main form of word of mouth promotion of EMANCIPATOR BUBBLE.

4.2. www.emancipator.orgEMANCIPATOR BUBBLE’s main communication platform of contents, information and participation and interaction with the public.

With a corporative image, it presents the product, different models, tests, games, opinions are type-characters, with which possible spectators can identify themselves, etc.

4.3. OTHER PLATFORMSCommunication actions and the rumour effect directed to making EMANCIPATOR BUBBLE a news item and create publicity.• Tele-shopping type of advert to be shown on local TV channels.• Presentation set. • Presence in specialized forum son housing, youth, culture, etc, as in other places it’s possible to contact with the objective public (universities, festivals, in the street, transport, exhibitions...)• Other promotional elements that go with the gum and the web to strengthen the sense of community: adverts, pins, t-shirts, stickers• Etc..

 

 

 

 

 

04prmc3426

2004. Etoy CORPORATION (location)

Jardines del descubrimiento, next to Plaza de Colón

 

 

 

 

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2004. Etoy CORPORATION (published text)

 Invited as guest artists etoy.CORPORATION installed its mobile headquarter, studio and Internet node in the heart of Madrid to perform a commercial experiment on the edge of reality, that answered Madrid Abierto proposal in order to research the art industry. Two etoy.CARGO-TANKS landed on Plaza Colon during the night of January 29th/30th 2004.

etoy, famous for subversive PR stunts like the digital hijack (1,5 million online art hostages in 1996) or the online clash with the American 10 billion dollar corporation eToys inc. In late 1999 (TOYWAR, with 4 billion dollars the most expensive performance in art history), won several international art awards and regularly appears in popular media channels such as CNN, Wired News, Washington Post, NZZ, Tate Publishing, El País etc.

Between February 5th and 22nd 15 etoy.AGENTS from Italy, the USA, Germany, Switzerland, Belgium and Spain aggregate in the physical world to operate a spectacular, living art installation on Plaza Colon. Dressed in their uniforms and equipped with identical high tech tools the etoy.CREW will conduct an art industry analysis to explore the acceptance for a different kind of culture economy. The fundamental question is: are collectors, galleries and the Spanish population ready to move away from traditional object ownership (paintings, photography and sculptures) and authorship (masters / stars) in order to test an alternative art production system? agent.MARCOS / etoy.CFO: “it is time to question the established models of cultureconomical exchange.”

THE EXPERIMENT

etoy.CORPORATION offers to participate in an open artwork that is not defined or produced yet. Collectors visiting the ARCO art fair as well as common people in the city who normally don’t buy art will have the opportunity to purchase etoy.

SHARES

Six different investment packages (from 2 euros to 30.000 euros) allow participation in a very special art work. etoy.CORPORATION will be using all investments acquired in Madrid to create and document concrete cultural value in the Hispanic market within the next 5 years (scale and locations depend on the volume and strategic partners). For their investment the cultural shareholders get the right to vote on project proposals and resolutions. etoy.CORPORATION is organizing the development process and serves as the information hub to coordinate the world wide planning and production. etoy’s advanced internet voting system, specific etoy.BLOGS and etoy.CHATS as well as many years of experience guarantee maximum impact (TRACK RECORD: www.etoy.com).

The new owners of etoy (already 2500 people participate world wide) will finance, produce and control the Spanish etoy.PROJECT. Their contribution and ownership is certified by a shareholder card and/or a unique etoy.SHARE-CERTIFICATE (see samples on www.secure.etoy.com or on www.etoy.com) that gives them access to internal reports and voting procedures for all future etoy.OPERATIONS.

DISCLAIMER

etoy.CORPORATION is a global corporate sculpture to share culture profits instead of maximizing financial wealth. etoy is a registered trade mark of the etoy.VENTURE association. Past success cannot guarantee future performance. Share redemption strictly limited.

MISION

the etoy.CORPORATION is a corporate sculpture officially incorporated 1994 in zurich. etoy is a typical early mover (online since 1994) and developed rapidly into a controversial market leader in the field of experimental internet entertainment and art. actions and services like the digital hijack (1996), etoy.TIMEZONE (1998), TOYWAR (1999/2000) or etoy.DAYCARE (2002) are classics of art. The etoy. CORPORATION is owned by more than 2000 etoy. SHAREHOLDERS: international art collectors, venture capitalists, the etoy.AGENTS, the etoy.MANAGEMENT, fans and a few hundred TOYWAR. soldiers (who protected the etoy.BRAND during the legendary TOYWAR.battle). The etoy.INVESTORS control and own the corporate sculpture etoy.

etoy does not sell isolated art objects. etoy sells, trades and exchanges parts of itself: “etoy.SHARES” represent participation and cultural value. all 640.000 etoy. SHARE-UNITS available on the international art market equal 100% of the etoy.POWER (=100% of the company). Unique and registered etoy.SHARE-CERTIFICATES and etoy.MAGNETIC-CODE-CARDS guarantee the strict limitation of etoy.SHARES.

Since 1998 orange etoy.TANKS (12 and 6 meter long standardized windowless shipping containers - the icons of globalisation) build etoy’s mobile and multifunctional office system including studios, hotels, conference rooms etc. where ever etoy is needed in the physical world, the orange etoy.TANKS pop up or vanish over night to infect the way people think and feel (i.e. in San Diego, San Francisco, New York, Zurich, Tokyo or Torino between 1998 and 2003). Depending on the market situation and projects between 5 and 15 etoy.CORE-AGENTS (currently 4 women and 11 men in switzerland, austria, italy, germany, japan and the usa) build the production and research crew of the etoy.CORPORATION. Day to day business is conducted by the etoy.MANAGEMENT (2 from 3 etoy.DIRECTORS must sign contracts).

etoy won several international art awards (i.e. the golden nica in the .net category / prix ars electronica) and regularly appears on TV (invited and uninvited) as well as in other traditional media channels to injectthe etoy.VIRUS: the New York Times, Silicon Valley Reporter, Washington Post, Wired News, NPR, Le Monde, Der Spiegel, NZZ, WOZ, La Repubblica, Relax Japan etc. etoy.CREW-MEMBERS lectured and spoke at the MIT media lab in Boston, UCSD in San Diego, DASARTS in Amsterdam, ETH Zurich, Gottlieb Duttweiler Institute, Intercommunication Center ICC in Tokyo, the Interactive Institute in Stockholm and at many international festivals.

 

 etoy.DISCLAIMER: etoy.INVESTMENTS are not focused on financial profits.

the etoy.VENTURE is all about cultural revenue, social profit and intellectual capital generated with the invested resources.

 

 

 

 

 

04intc0119

2004. Etoy CORPORATION (Cv)

FOUNDED IN IN 1994 iN VIENA, LJUBLJANALIVE AND WORK AMONG ZÜRICH; BERLIN; CAMBRIDGE, UNITED KINGDOM; SAN JOSÉ, COSTA RICAWWW.ETOY.COM

La corporación etoy es un controvertido jugador global que actúa on-line desde 1994. etoy utiliza una estructura corporativa para maximizar el valor cultural. El acceso final en la cadena de valores. Para etoy los dramáticos problemas de la globalización no se solucionan simplemente rechazando los mercados globales, los intercambios económicos o las corporaciones multinacionales, sino que etoy se concentra en los valores que dirigen estas compañías, la cultura, los individuos y los políticos.

Compartiendo riesgos, recursos, manteniendo un fuerte sistema de delegaciones y maximizando el valor de los accionistas, la corporación etoy intenta explorar el valor social, cultural y financiero. Los accionistas de etoy invierten tiempo, conocimiento e ideas (o simplemente financiación). Las operaciones etoy se centran en el solapamiento de los valores del entretenimiento, cultura, sociedad y economía. Los accionistas de etoy participan en una obra de arte dinámica que tiene lugar durante 24 horas al día (on line y offline) en el centro de la sociedad.

 

 

 

 

 

 

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2004. Etoy CORPORATION (pictures)

2004. Etoy CORPORATION (pictures)

 

          

          

          

          

          

          

      

 

 

 

 

 

 

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