William Feaver

Trademarking the ordinary

issue 22 April 2006

Lecterns have been installed in some bookshops enabling customers to flip through the 625 tabloid-format pages of what must be the largest volume ever devoted to a single modern artist. Andy Warhol ‘Giant’ Size is Warhol the Lot, a bulk buy, a gross amplitude of Warhol the Simple, Warhol the Smart and Warhol the Resourceful Blank capitalising on paradox and incorrigibility.

Weightlifters could try, I suppose, for a Buy One Get One Free deal: two vols screwed to a plank, ideal for workout purposes. Alternatively, imagine Buster Keaton doggedly lugging his copy down Charing Cross Road and dumping it — perfect timing — in front of a runaway bendy bus. Ordinary purchasers, however, will need wheels.

Enough of sizeist whimsy. As the artist himself said of the Great Wall of China, ‘When we got to the Great Wall it actually was really great.

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