Arianna Carossa on Becoming Her Own Brand and Manager

Genoa-born, New York-based artist Arianna Carossa is increasingly bypassing the gallery system to collaborate directly with companies. Her studio is in a 1909 former electrical factory in New York, now used for film sets and banquets. Recently, she worked with Eataly in Manhattan's Financial District, creating edible works and pieces from waste. She also collaborated with eyewear company Punto Ottico Humaneyes for a Madison Avenue window display and with Kartell in Soho, where she 'grafted' her works onto Philippe Starck's iconic chairs. In late July 2019, Carossa traveled to Faenza, Italy, to work at Museo Zauli, using the late Carlo Zauli's laboratory and wax from local beekeeping company Rondinini. On July 30, she staged a performance and open studio in the museum's kiln room, with an exhibition to follow in October. Carossa argues that artists have lost control and visibility in a market dominated by galleries and auctions, which prioritize commercial works. She believes collaborating with companies offers more freedom because they already have a client base and seek unique, high-quality pieces. She sees the artist as a brand and manager, and even dreams of buying Gagosian Gallery. Carossa criticizes the proliferation of residency applications, calling them a distraction from real artistic work.