| Italian video artist Francesco Vezzoli decided to illustrate in 2008, the theme of greed in the art world with the support of a faux perfume commercial for Greed directed by Roman Polanski, featuring actresses Natalie Portman and Michelle Williams. The idea came to Vezzoli as he noticed that the world of art is becoming more about the construction of desire, that is, yes, mmore like a bottle of perfume on which you are made to want, to lust for, and to covet. The faux perfume commercial's debut was held at the Gagosian Gallery in Rome on February 6th 2009. This visual opera, by Vezzoli included the short which lasts a little more than a minute. The debut mimicked a real perfume launch rather than an opening night. The bottle design for "Greed", was inspired by a famous work of Marcel Duchamp. |
