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The occasion was the Art Parade, the brainchild of downtown's most ardent art supporter, Jeffrey Deitch, whose gallery, Deitch Projectsalong with Creative Time and Paper magazinesponsors the annual event, which turns three on September 8. The parade (which begins at 4 p.m. this year) started as a too-short romp down Grand Street in 2005, and graduated last year to the stretch of West Broadway south of Houston, snaking down and around to Deitch's Wooster Street space, where an after-party commenced. Though the gallery owner says this year's event won't be capped with a bash, the parade is larger than it's ever been. With 800 participants (up from 450 the first year), the event offers a rare opening for aspiring artists to get their foot in the door of the downtown scene. Should their application be accepted, they'll be showing pieces in the parade, joining some of downtown's most notable namesincluding Asuka Ohsawa, Tauba Auerbach, Steve Powers, EV Day, Assume Vivid Astro Focus, and Kenny Scharf, who's serving as the parade's first king.
"Every year, we can only work with maybe three new people [in the gallery]," says Deitch. "So this is a way to open up and work with some of the interesting artists we encounter." Last year, the Art Parade led to Deitch's discovery of Yale M.F.A. student Bob Snead, who has since been invited to show in the gallery.
Deitch points to 19th-century Dadaist and surrealist parades as one inspiration for the Art Parade. Pop artist Steve Powers, who also works under the moniker ESPO, says he's seen a Doo-Dah Parade in Californiaan event that was a partial nod to the Dadaist tradition and a partial jab at the WASP-y, patriotic Tournament of Roses. And during the gallery's first year in 1996, Deitch had a project called "Shopping" in which 26 different Soho shops hosted an art installation, which included a mini-parade of models.
"That's the thing I really love and admire about Deitch Gallery," says installation artist EV Day, "that they do things like this that are asking, 'What does art mean in the community at large?' You take a very conventional format, which every culture in the city useswhether it's the St. Patrick's parade, the Puerto Rican parade, the Macy's Day Parade with Batman and Bart Simpson. And then you say, 'Here's a whole art communitywhat would your parade be?' "
A parade format presents a challenge to the artists: It's not their usual mode of operation. But artist Kenny Scharf had no problem figuring out his piece. For the first go-round, he entered a Cadillac that he painted 20 years ago. This year, it's his late father's golf cart, which will tow a throne created from a 1950s beauty-salon hair dryer.
Deitch has as much affinity for performance as he does for more traditional works. One recent Deitch project was a collaboration with the Scissor Sisters, which included a re-creation of the first location of the infamous gay bar the Cock. The culmination of the event was a performance on top of the bar, just like the old days.
"Jeffrey's an event guy," says Powers. "He pulls off events beautifully."
"I've always been interested in this total work of art where you have performance, sculpture, music, all combined," Deitch says.
A former art manager for Citibank, Deitch has been an art-world fixture since the '80s. From the opening of his twin galleries in 1996 (he's debuting a third this fall), he's dedicated himself to the downtown community, following in the footsteps of Andy Warhol, continually committing himself to pushing what he calls "radical art." He's featured everyone from unknowns to up-and-coming stars to big shotsincluding Mariko Mori, Vanessa Beecroft, Barbara Kruger, Yoko Ono, Kehinde Wiley, and David LaChapelleand has been known to make waves by hosting controversial, attention-getting shows like Terry Richardson's "Terryworld," which featured Richardson's arguably pornographic photography blown up to mural size.
Yet Deitch was also the first to host a show featuring burlesque performer Julie Atlas Muz's initial foray into fine art (she was part of the recent "Womanizer" exhibit), and frequently gives a platform to performers normally found in seedy nightclubs. In many ways, the Art Parade is the culmination of the Deitch galleries' 10-plus years in the city a chance for the galleries' greatest hits to get together in one big shebang.
"I have known Jeffrey since the '80s," says Scharf. "I have been watching how he's taken over and created this role for himself, this niche which he's filled, having a lot to do with the performance-art world. He gets everyone going and provides a great forum for all these fun people to let it fly. He's the perfect guy to do it."