{"id":1872,"date":"2019-12-23T06:00:00","date_gmt":"2019-12-23T05:00:00","guid":{"rendered":"https:\/\/unik-artmag.com\/?p=1872"},"modified":"2026-06-10T19:50:05","modified_gmt":"2026-06-10T17:50:05","slug":"maurizio-cattelan-comedian-banane-scotchee","status":"publish","type":"post","link":"https:\/\/great-artmag.com\/en\/maurizio-cattelan-comedian-banane-scotchee\/","title":{"rendered":"\u00ab Comedian \u00bb de Maurizio Cattelan : l’histoire derri\u00e8re la banane"},"content":{"rendered":"\r\n

L’art contemporain a bascul\u00e9 dans une nouvelle dimension le 3 d\u00e9cembre 2019 lors de l’ouverture d’Art Basel Miami Beach. Le galeriste Emmanuel Perrotin y a d\u00e9voil\u00e9 une \u0153uvre intitul\u00e9e Comedian<\/em> sign\u00e9e par l’Italien Maurizio Cattelan. Cette cr\u00e9ation consistait simplement en une banane fix\u00e9e \u00e0 un mur blanc par un morceau de ruban adh\u00e9sif argent\u00e9. Une collectionneuse fran\u00e7aise a imm\u00e9diatement acquis cette pi\u00e8ce pour la somme de 120 000 dollars. L’histoire a pris un tournant spectaculaire lorsque l’artiste David Datuna a d\u00e9cid\u00e9 de manger le fruit en plein salon. Ce happening culinaire a fait bondir la valeur symbolique de l’\u0153uvre de 25 % instantan\u00e9ment. David Datuna a justifi\u00e9 son acte en expliquant qu’il attendait d’avoir faim pour r\u00e9aliser sa performance.<\/strong><\/p>\r\n\r\n\r\n\r\n

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\"\"<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

La gen\u00e8se d’un ready-made devenu viral sur les r\u00e9seaux sociaux<\/h3>\r\n

Maurizio Cattelan travaillait sur ce concept depuis l’ann\u00e9e 2018 sans trouver la forme finale id\u00e9ale. Il a d’abord exp\u00e9riment\u00e9 des versions en bronze et en r\u00e9sine avant de revenir \u00e0 la simplicit\u00e9 absolue du fruit frais. L’artiste raconte qu’il fixait une banane au mur de ses chambres d’h\u00f4tel lors de chaque voyage pour comprendre comment terminer son projet. Le succ\u00e8s massif a surpris Emmanuel Perrotin lui-m\u00eame tant la promotion initiale \u00e9tait quasi inexistante sur le stand. Sarah Cascone de chez Artnet a immortalis\u00e9 l’instant crucial en postant la premi\u00e8re image de l’\u0153uvre sur Instagram. Cette photographie montrait deux visiteuses capturant la sc\u00e8ne avec leurs smartphones et marquait le d\u00e9but d’une temp\u00eate num\u00e9rique mondiale.<\/p>\r\n

Une analyse chiffr\u00e9e de l’impact mondial et m\u00e9diatique de l’\u0153uvre<\/h3>\r\n

La viralit\u00e9 a dur\u00e9 deux semaines avec une concentration de l’activit\u00e9 num\u00e9rique aux \u00c9tats-Unis. Les statistiques de l’Observatoire Social Media indiquent que 55,3 % des r\u00e9actions provenaient du territoire am\u00e9ricain contre seulement 2,6 % en France. Plus de 35 000 publications ont utilis\u00e9 le hashtag sp\u00e9cifique #bananaart sur Instagram en un temps record. Moins de 10 minutes apr\u00e8s l’accrochage de la pi\u00e8ce, les premiers d\u00e9tournements arrivaient d\u00e9j\u00e0 sur le smartphone du galeriste. Cette r\u00e9sonance imm\u00e9diate prouve que le public s’est empar\u00e9 du geste artistique pour le transformer en m\u00e8me universel. Le march\u00e9 de l’art a ainsi fusionn\u00e9 avec la culture populaire de mani\u00e8re irr\u00e9versible.<\/p>\r\n\r\n\r\n\r\n

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Entre nostalgie de Duchamp et anxi\u00e9t\u00e9 \u00e9cologique contemporaine<\/h3>\r\n

L’analyse des donn\u00e9es r\u00e9v\u00e8le que cette banane cristallise deux courants de pens\u00e9e majeurs. Elle rend d’abord un hommage direct au ready-made de Marcel Duchamp en questionnant la d\u00e9finition m\u00eame de l’objet d’art. Elle exprime ensuite une angoisse latente face \u00e0 la fragilit\u00e9 de la nature et au caract\u00e8re \u00e9ph\u00e9m\u00e8re du vivant. De nombreux internautes ont affirm\u00e9 que n’importe qui pouvait reproduire ce geste en banalisant ainsi l’acte cr\u00e9atif. Cette simplicit\u00e9 apparente rappelle les propos de Francis Bacon sur la beaut\u00e9 tragique des fleurs qui meurent rapidement. Magnifier une banane revient donc \u00e0 souligner la finitude des choses dans un monde obs\u00e9d\u00e9 par la consommation rapide.<\/p>\r\n

\"\"Le hold-up marketing des marques sur le ph\u00e9nom\u00e8ne Cattelan<\/h3>\r\n

Les grandes enseignes commerciales ont rapidement per\u00e7u le potentiel publicitaire de cette pol\u00e9mique artistique. Carrefour a utilis\u00e9 l’image pour valoriser ses produits issus de l’agriculture biologique sur Facebook avec opportunisme. La marque Durex a \u00e9galement d\u00e9tourn\u00e9 le visuel pour une campagne audacieuse et fid\u00e8le \u00e0 son identit\u00e9 d\u00e9cal\u00e9e. En Italie, la maison Jacquemus a fait sensation en appliquant le ruban adh\u00e9sif sur l’un de ses sacs embl\u00e9matiques. Le record absolu d’engagement appartient cependant au jeu vid\u00e9o Fortnite qui poss\u00e8de une communaut\u00e9 massive. Un seul tweet du compte officiel a g\u00e9n\u00e9r\u00e9 pr\u00e8s de 60 000 commentaires enthousiastes en quelques jours seulement. L’\u0153uvre de Cattelan est ainsi pass\u00e9e du statut de curiosit\u00e9 artistique \u00e0 celui d’ic\u00f4ne marketing absolue.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

 <\/p>\r\n","protected":false},"excerpt":{"rendered":"

L’art contemporain a bascul\u00e9 dans une nouvelle dimension le 3 d\u00e9cembre 2019 lors de l’ouverture d’Art Basel Miami Beach. Le galeriste Emmanuel Perrotin y a d\u00e9voil\u00e9 une \u0153uvre intitul\u00e9e Comedian sign\u00e9e par l’Italien Maurizio Cattelan. Cette cr\u00e9ation consistait simplement en une banane fix\u00e9e \u00e0 un mur blanc par un morceau de ruban adh\u00e9sif argent\u00e9. Une […]<\/p>\n","protected":false},"author":1,"featured_media":1873,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1470],"tags":[1437,1386,1462],"class_list":["post-1872","post","type-post","status-publish","format-standard","has-post-thumbnail","category-points-de-vue","tag-art-contemporain","tag-marche-de-lart","tag-secret-de-fabrication"],"yoast_head":"\n\u00ab Comedian \u00bb de Maurizio Cattelan : l'histoire derri\u00e8re la banane - GREAT-ARTMAG<\/title>\n<meta name=\"description\" content=\"Intitul\u00e9e "Comedian", la banane barr\u00e9e d'un morceau de scotch au mur de Maurizio Cattelan a \u00e9t\u00e9 vendue 120.000\u00a0dollars en 2018.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/great-artmag.com\/en\/maurizio-cattelan-comedian-banane-scotchee\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab Comedian \u00bb de Maurizio Cattelan : l'histoire derri\u00e8re la banane - 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