Jack Spade Readymades

Check out this cool video done by the boys of PegLeg and Jack Spade. I am always intrigued by what Jack Spade is up to, and I admire the innovative marketing coming from them. I'll let Andy explain.

"I've always wanted to have a collection of unique shops. A chess shop, a bookstore, an art gallery, a bodega, a hotel, a hobby shop, a hardware store and other businesses I find intriguing. I knew I could never create shops better than the ones that already existed so I decided to make what I call readymades. Based on Duchamp's readymade idea, I would find businesses that were already perfect as they were and simply change their name to JACK SPADE. I had no interest in operating the business, hiring the staff, or changing the look and feel of these businesses. I simply defined them as readymade sculptures operating under the signature JACK SPADE.
-Andy Spade"

WATCH THE VIDEO HERE