Intro
etoy: Frequently Asked Questions
Kunsthalle St. Gallen, St. Gallen
30 November 2002–19 January 2003
Content
The etoy.CORPORATION has made a name for itself internationally as a pioneering media collective using playful means to undermine the barriers between art, identity, national frontiers, politics, technology, social networks, and economy. Their aim as media artists is to influence global markets through digital culture.
In an unparalleled virtual campaign, etoy forced in 2000 the US toy manufacturer eToys Inc. to revoke its rights to the website www.etoy.com. Twelve etoy.MEMBERS, ten lawyers and more than 2,000 activists took part on etoy’s side in the TOYWAR. A groundbreaking resistance movement online gave rise to a complex art performance, eventually outlining an alternative economy, which according to etoy has to incorporate capitalist thinking, just as much as social and cultural values, participation, solidarity, entertainment and aesthetics.
At Kunsthalle there was a game room freely available to visitors. The PACHINKO machines were imported from Japan and fed with small metal balls. One metal ball is the equivalent of 1/50 of the value of one etoy.SHARE. The playful offer seduced visitors to become participants in the etoy.CORPORATION to the point to become themselves shareholders.
A mobile unit, the etoy.TANK, was stationed outside the Kunsthalle. The modular 12-metre long unit was created as a nomadic headquarters. Visitors were able to use office, studio and living modules, or even to stay overnight.
