Daejeon Museum of Art to Present Special Exhibition "Andy Warhol: The Business of Art"

World Premiere of 300 Rare Works

On View from March 18 to June 21

Exterior view of Daejeon Museum of Art (Photo by Daejeon City)

Daejeon Museum of Art will host the exhibition "Andy Warhol: The Business of Art" in its main building Exhibition Halls 1 to 4 from March 18 to June 21.

This large-scale special exhibition highlights Andy Warhol, a leading artist of the late 20th century, as both an "artist who became a star" and a "strategist who turned art into a business."

It presents the artist's wide-ranging body of work, from early commercial illustrations to advertising, film, record covers, portraits, and self-portraits.

The exhibition consists of about 300 works and rare materials collected over more than 30 years by Paul Maréchal, a Warhol scholar, curator, and collector.

Warhol is regarded as a representative artist of the late 20th century who transformed perceptions of art by bringing images from advertising, the media, and everyday consumer culture into museums and galleries. He understood art as a system in which commerce, production, and distribution are closely interconnected, and he viewed his own artistic identity as an image operating within that system.

He is also evaluated as a figure who built himself into a brand, from his artistic practice to his appearance, manner of speaking, and even his studio, the "Factory."

This exhibition has been carefully curated with a focus on the artist's commercial activities and design work, and it will be unveiled in Daejeon as a world premiere ahead of a U.S. tour scheduled for 2027.

Yoon Euihyang, Director of Daejeon Museum of Art, said, "Through this exhibition, visitors will be able to explore how an individual artist became a brand, and to revisit the experiments and strategies left behind by Andy Warhol, who regarded successful business as the most outstanding form of art."

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