ROBERTO CUOGHI — PEPSIS, Exhibition Invitation, Galerie Chantal Crousel, Paris, 2024

Issued for Roberto Cuoghi’s first exhibition at Galerie Chantal Crousel, Paris, held from 15 October to 16 November 2024. The exhibition introduced a new chapter of PEPSIS, a project concerned with stylisation, imitation and the simplification of references as they move through contemporary culture.

The front adapts Yoko Ono and John Lennon’s 1969 campaign slogan WAR IS OVER! IF YOU WANT IT, replacing want it with surrender. Desire becomes capitulation. A message associated with peace is retained in recognisable form while its instruction is reversed.

That substitution closely follows the operating logic of PEPSIS. Cuoghi begins with familiar images and phrases, then allows repetition, approximation and altered context to interrupt their apparent meaning. The exhibition treated this process as a method of painting, questioning authenticity and the demand for constant novelty.

The card places the altered slogan on one side and the institutional record on the other. Campaign becomes exhibition image. Exhibition image returns to circulation as announcement.

Offset-printed card, 15 × 21 cm. Condition: very good. Light handling and faint surface wear, with minor edge and corner softening.

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