18 Wooster Street
Be Kind Rewind, an exhibition of new work by Michel Gondry, opened at Deitch Projects on February 16, 2008, shortly before his identically titled film was released in theaters.
Be Kind Rewind was a film about two childhood friends living in Passaic, New Jersey, trying to make ends meet. After one of the characters accidentally gets his brain magnetized by a local power plant, he visits the video store and unknowingly erases all of the video tapes in the store’s inventory. The characters decide to make their own homemade versions of popular films in a junkyard behind the store. These new “sweded” films—recreations using commonly available, everyday materials—prove to be more popular with the customers than the originals, making the two friends local celebrities.
For the exhibition, Michel Gondry recreated the video store in the gallery, complete with a back lot containing a variety of movie sets where visitors could make their own renditions of films. All videos created in the gallery could be viewed in the store. About the project, Gondry stated, “I don’t intend nor have the pretension to teach how to make films. Quite the contrary. I intend to prove that people can enjoy their time without being part of the commercial system and serving it. Ultimately, I am hoping to create a network of creativity and communication that is guaranteed to be free and independent from any commercial institution.”
Be Kind Rewind was Deitch Projects’ second exhibition with Michel Gondry. In September 2006, the gallery presented The Science of Sleep: An Exhibition of Sculpture and Creepy Pathological Little Gifts, which coincided with the release of his film by the same name. Deitch Projects’ involvement with Michel Gondry reflected the gallery’s interest in presenting projects of creative people working in fields related to fine art who approached their medium similarly to artists of painting and sculpture. Michel Gondry’s work was exhibited in the tradition of conceptual and performative art, not only as a commercial film.
Gondry got his start while studying graphics at a French art school when he began directing videos for his own band. In 1993, these early videos attracted the attention of Bjork, thus initiating one of his longest and most successful professional creative relationships. Their first collaboration, the video for Human Behavior, won practically every existing music video award. Gondry went on to direct many other Bjork videos and also videos for The White Stripes, The Rolling Stones, Beck, Kylie Minogue, The Chemical Brothers, and Daft Punk. In 2003, he released The Work of Director Michel Gondry, a DVD collection of these projects, to much acclaim. He received a 2005 Academy Award for his original screenplay for Eternal Sunshine of the Spotless Mind, and his commercials have won many awards including the Lion D’Or at Cannes. Gondry currently resides in New York with his son.
March 8 - 11, 2018
We will present a special solo project by the artist JR.
Image: JR, Migrants, Walking New York City, 2015
April - May 2018
18 Wooster Street
76 Grand Street
New York, NY 10013
Monday – Friday
10 AM – 6 PM
Tuesday – Saturday
Noon – 6 PM
The gallery reopens with People in April 2018.
+1 (212) 343-7300
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