#10cents–ART AT THE SUPERMARKET: Artist Giuseppina Giordano Brings Art to Supermarkets to Support Young Artists

Artist Giuseppina Giordano launched #10cents–ART AT THE SUPERMARKET during the COVID-19 lockdown as a response to the economic crisis affecting the art world. The project's zero edition took place in late May 2020 at a Migros supermarket in Mazara del Vallo, Sicily. Artworks were displayed among grocery shelves, curators and critics spoke over the intercom, and a donation box at the end allowed shoppers to support artists. The initiative aims to democratize art by placing it in everyday spaces, with the slogan 'Art is as important as bread!'. Donations are split equally among participating artists and the organization, with 10% reserved as a grant for artists from regions where fundamental human rights are denied. The zero edition featured works by Pietro Consagra, Federica Di Pietrantonio, Domenico Laterza, Tania Lombardo, and Matteo Pizzolante, with audio interventions by Franco Bifo Berardi and Matteo Cremonesi curated by Cose Cosmiche. The project was supported by illustrator Matteo Signorelli (graphics), artist Giuseppe Maria Paolillo (website), and Francesco Calabrese (social media). Giordano plans to create kits for supermarket chains worldwide and expand the project to museums and foundations, with further editions scheduled through November 2022.