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Case study: Selling the act of sending…

Case Study: pawn shop

Case Study: chocolates

Peter Paul Chocolates, edibles by Paul McCarthy

Maccarone
Greenwich Village

630 Greenwich Street, 212-431-4977
November 15 – December 24, 2007
Opening: Thursday, November 15, 10 – 8PM
Web Site

Map data ©2007 Tele Atlas – Terms of Use

World-renowned artist Paul McCarthy, together with Maccarone Gallery in collaboration with Hauser & Wirth, has embarked on a project that will transform the 6,000 square-foot Maccarone Gallery into a completely functional Chocolate Factory and retail store open to the public seven days a week from mid-November through the end of 2007. The project was conceived by McCarthy as a venture that may eventually spin off into additional temporary locations or franchises. The artist has formed Peter Paul Chocolates LLC as the parent company in the venture.

The gallery will be divided into four sections: retail store, chocolate manufacturing, packaging and storage. The factory will produce 1,000 chocolate figurines daily, a new chocolate iteration of the iconic “Santa” sculpture exhibited at Art Basel in June 2007. Master chocolatier, author Peter P. Greweling of the Culinary Institute of America will oversee production, and the figures will be made with Guittard premium chocolate. Guittard, a California-based company since 1868, is the oldest family-owned and operated chocolate company in America.

In preparation for the transformation of the location into a retail-factory setting, the gallery underwent extensive alteration, including replacing plumbing, electrical and HVAC to meet New York City Code and manufacturing requirements, as well as purchasing and installing the finest professional chocolate manufacturing equipment. The melting, tempering, molding, and other processes will be visible to visitors through observation windows. A conveyor belt will move the chocolates throughout the space, from the manufacturing hub, to packing and storage. The remaining portion of the gallery is devoted to retail sales.

McCarthy, a California-based artist, has long employed food and edibles in his work. Throughout his 40-year career, his work has been exhibited at leading galleries and museums worldwide, including MOCA LA, Tate Modern, SMAK, Haus der Kunst, Moderna Museet, The New Museum, The Whitney Museum and The Guggenheim Museum, among others. Paul McCarthy is represented by Hauser & Wirth, Zurich London.

The 10″, 1-lb. chocolate figure, Santa With Tree And Bell, will retail for $100, and will be sold through the gallery at 630 Greenwich Street in Manhattan, or through this website. Additionally, the figures will be sold at Art Basel Miami.