Taking over Rotterdam

Iconic Auckland pop artist, Billy Apple, has hijacked the Netherlands art scene by holding a major solo exhibition at the Witte de With Center for Contemporary Art in Rotterdam. Comprising two parts ‘A History of the Brand’ (31 May – 13 September) and ‘Revealed/Concealed’ (26 June – 13 September) the exhibition will also present a new billboard commission in by the artist, and a monographic publication entitled Billy Apple. Occupying the 3rd floor of Witte de With ‘A History of the Brand’, presents works from Billy Apple”s inception through to today, tracing a practice that has remained ahead of its time in analysing and incorporating the marketing of art. Building upon his exhibition on the 3rd floor, ‘Revealed/Concealed’ reveals a different side to his practice. For this project, Billy Apple will transform Witte de  With’s 2nd floor, as an architectural intervention that continues his ongoing institutional critique.