a tale of a few cities

Dietch Projects SF, New Art In The Streets

Up until yesterday I was having a lot of fun being friends with Jeffrey Dietch on Facebook. I was a little slow to cotton-on to the joke, but when I did, I thought it brilliant. There appeared on his Facebook wall, a photo of a fellow sitting looking very smart in a cavernous, modern, all white interior above the heading, ‘Getting the space ready for San Francisco opening.‘ ‘LMAO!‘, was my response and contribution to the comment thread. After clicking the notification that Jeffrey Dietch liked my comment, I was returned to this page. The Facebook profile had been shut down. All sorts of artists had friended Dietch and posted on his wall, thinking him to be Jeffrey Deitch of the eponymous SoHo gallery, Deitch Projects. (Owner Jeffrey Deitch closed his gallery to the public in June 2010 as a result of being appointed  director of L.A.’s MoCA).

I thought the whole Dietch Projects SF to be a wonderful guerrilla stunt. Some didn’t, as evinced by a writer at New York based Blog Mixed Greens. The writer at Mixed Greens mentions Dietch Projects SF logo being ‘ripped off‘ from the original.  Wtf? – how can you ‘rip-off‘ a logo that’s already been ripped off? The writer suggested that Fake Deitch was responsible. I thought that a lame scapegoat but figured I’d pursue @FakeDeitch to prove Mixed Green’s wayward hunch wrong.

I love Dietch Projects SF’s promotional photo (top), snatched from Chicks With Steve Buscemeyes.

Heading out to Gallery Heist tomorrow evening anyway, I’ll probably mosey over to 441 O’Farrell to check things out. 

Dietch Projects SF
New Art In The Streets
Dec 8 – Jan 6
441 O’Farrell Street,
San Francisco 94102
.

UPDATE Dec 9: Went down to 441 O’Farrell last night, turned out that was the Ever Gold address. Next door sat large construction hoarding plastered with ‘UNDER CONSTRUCTION SORRY FOR THE INCONVENIENCE & the Dietz Projects logo (with an address change of 445 O’Farrell). It was pretty funny, the hoarding, about 10ft high stuck out roughly 15ft to the curb and I’d say it was about 20ft wide in front of a low rent hotel. Pedestrians jostled dutifully between the protruding structure and the curb. A friend and I spotted a fellow being admitted into the hotel so we slipped in behind him and ventured into the main lobby area to catch a glimpse through the front window (backside of the hoarding). It was simply a false front completely void of any construction. A total stunt. Staff at the grotty Hotel whose frontage was completely obscured seemed oblivious to the fact. Especially hilarious was a clerk yelling at us from a far away front desk in the dimly lit cavernous lobby of what must have been a grand-ish hotel in it’s time, asking us what we were doing there. We were taking pictures. He looked bemused – stunt – what stunt? It was as if he were utterly incognizant of the hotel’s current frontage. Even so, the artwork lived up to its namesake, ‘New Art In The Streets’. I figure Ever Gold artist Jeremiah Jenkins was responsible for the Guerilla installation. I could be wrong.


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