Barbara Kruger x Volcom x Performa


Untitled (The Drop) 

Untitled (The Drop) by Barbara Kruger was a live performance riffing on the phenomenon of the merchandise drop pioneered by streetwear brands.  The performance linked the marketing strategy of long lines and the culture’s appropriation of Kruger’s style in the mid-90’s to comment on an endless cycle of re-appropriation and on the sometimes extreme social engineering found in profit-driven marketing strategies.  Performa partnered with the skate and clothing brand Volcom to contextualize the performance and to co-opt a legitimate corporate mechanism to realize this uncanny experience of waiting on a long line to enter a Soho shop wherein you had a limited amount of time to a limited amount of products including Kruger branded t-shirts and skate decks at retail prices.