Yayoi Kusama’s polka-dotted world has become a global phenomenon. Often credited with revolutionizing avant-garde art in the 1960s, Kusama today is more recognizable than many contemporary artists, due not only to her prolific oeuvre but also her branding savvy. This essay examines the trajectory of her work as it drifts away from the traditional mission of art—arguably to interrogate, critique, or reflect societal truths—and instead positions itself as a self-contained, immersive spectacle reminiscent of luxury brands such as Louis Vuitton or Coach. In this context, the viewer is less “audience” and more “consumer,” and Kusama’s galleries become shopping-mall-like environments where the merchandisable qualities of her installations often overshadow any profound social or historical commentary.
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