Marc Jacobs really can't go wrong when it comes to branching out. His latest project is the freshly opened Marc Jacobs bookstore in NYC's, cleverly named Bookmarc, that replaces Biography Book Shop in the West Village. Taking the reasonably priced trinkets out of the Marc by Marc Jacob's store, Bookmarc is filled with postcards, notebooks, writing implements, small leather goods and high fashion school supplies emblazoned with the Marc Jacobs logo.
Maybe I'm extrapolating too far, but Marc Jacobs seems like a modern-day Andy Warhol, utilizing the idea of commodifying fashion the way Warhol made commodity into art with a tongue-in-cheek, yet actual approach. Japanese artist Takashi Murakami played with the idea of art as commodity and visa versa at his MOCA exhibit from a few years ago. He installed a Louis Vuitton store into the museum, and had the same keychains and toys that were selling in the gift shop put behind glass like priceless art. Marc Jacobs being the head designer for Louis Vuitton, he's clearly all about putting this idea into practice.
Murakami toy installation at MOCA, 2008
See Marc Jacobs talk about Murakami's collaboration with Louis Vuitton
Somehow, putting Marc Jacobs' name on virtually anything doesn't come across as cheesy. I remember my advertising teacher saying Gucci was known in the 80's as this "tacky brand that sold keychains at the airport." If Marc did that, every traveller would have to have one. I personally would love to have my pen say "Marc Jacobs" since, well, it makes it look pricey. And a notebook with book titles warped with sexual innuendoes doesn't hurt either.
President of Marc Jacobs, Robert Duffy mans the register
Photos via ny.racked.com