The hospitality group is bringing pop artist Mr. Brainwash, AKA Thierry Guetta, to take over its boutique hotel. Mr. Brainwash is creating multiple large-scale oil paintings for the inside of the hotel as well as a larger mural on an outside wall.
This is the guy who grew to fame after the Banksy documentary Exit Through the Gift Shop, which essentially was a "film about a filmmaker making a film about Banksy." When the doc first came out, many people speculated that Mr. Brainwash and Guetta were just characters used as fronts for the real Banksy, but it's unlikely that's the case. After all, where Banksy has distaste for commercialism, Mr. Brainwash feeds off it.
See also: In Defense of Mr. Brainwash
Mr. Brainwash has been an Art Basel staple in recent years. Last year, he partnered with Casa de Don Julio to present his work in a tequila-soaked setting; in 2011, he hosted a solo show at the Boulan South Beach; and who can forget his Storm Trooper installation at that same building in 2010?
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Menin Hotels managing principal Jared Galbut says he's thrilled to be partnering with Mr. Brainwash and being able to showcase his works during Art Basel. "We've been grateful for the response the hotel has received since the opening and want to celebrate our one-year anniversary showcasing our dedication to the arts," adds Galbut.
The brainwashing is not being contained to just one location during Basel, but instead spread out among the Gale South Beach, the Shore Club, the Catalina Hotel, and even the 1826 Collins parking garage. Part of the fun will include being able to take a ride on the newly operational "Mobile by Menin" electronic car that will transport guests to the surrounding hotels to view Mr. Brainwash's full collection of Art Basel original works.