What is the story about?
What's Happening?
Maurizio Cattelan, a renowned contemporary artist, has initiated a global treasure hunt titled 'Where is Maurizio?' across New York, Amsterdam, and London. This event marks the release of his latest limited-edition self-portrait sculpture, 'We are the Revolution.' The sculptures are strategically placed in everyday locations such as market stalls and antique shops, challenging participants to find them. The hunt began in New York City on September 30, 2025, with the first clue revealed on Avant Arte's microsite. The sculptures are priced according to their settings, ranging from $0.99 to €9,999. The New York edition was discovered at Soho News International for just 50¢. The London edition, which started on October 3, 2025, invites digital entries, with clues released daily. The Amsterdam hunt will follow, offering a €5 sculpture.
Why It's Important?
This treasure hunt exemplifies Cattelan's exploration of value and context within the art world, challenging traditional notions of art collection and accessibility. By placing sculptures in public spaces, Cattelan democratizes the art experience, allowing everyday individuals to engage with high-value art pieces typically reserved for private collectors. This initiative could influence how art is perceived and valued, potentially shifting the dynamics of art ownership and appreciation. It also highlights the intersection of art and commerce, as the pricing strategy reflects the varied contexts in which art can exist.
What's Next?
The treasure hunt will continue in London with digital clues, followed by Amsterdam. Participants will have the opportunity to win the sculptures by solving clues and submitting answers online. The wider edition of 'We are the Revolution' is available through a draw system, closing on October 24, 2025. This event may inspire similar art initiatives, encouraging artists to explore unconventional methods of engaging with the public and distributing their work.
Beyond the Headlines
Cattelan's treasure hunt raises questions about the commodification of art and the role of the artist in society. By making art accessible through a game, Cattelan challenges the exclusivity of art ownership and invites broader participation. This approach could lead to discussions on the ethical implications of art pricing and the cultural significance of art in public spaces.
AI Generated Content
Do you find this article useful?
