If you read ‘Maccarone Gallery’ with slightly hungry eyes, the name itself sounds quite tasty. But last week, with the entire 6,000 sq foot Greenwich St space converted into a fully functional chocolate factory, we can guarantee that this is indeed the most scrumptious, mouth-watering gallery in New York City.
Conceived by artist Paul McCarthy, and done in collaboration with his gallery Hauser & Wirth, the gallery has been divided into four sections: retail store, chocolate manufacturing, packaging and storage. The factory will then produce 1,000 ‘Santa With Tree And Bell’ chocolate figurines – complete with signature Paul McCarthy phallic innuendo – on a daily basis to be on sale to the public until 24th December, when the show closes.
Made out of Guittard premium chocolate and overseen by master chocolatier, author Peter P Greweling of the Culinary Institute of America, this isn’t just any old art gag. Both the gallery and artist have gone to great lengths to make sure the project is taken seriously.
The Maccarone Gallery has undergone extensive renovation, including replacing plumbing, electrical and HVAC to meet New York City Code and manufacturing requirements as well as purchasing and installing the finest professional chocolate manufacturing equipment. While Paul McCarthy, who has long employed edibles into his work but never to this extent, hopes the venture may eventually spin off into additional temporary locations or franchises and has formed Peter Paul Chocolates LLC as the parent company.
With each figurine retailing at $100, for Paul McCarthy fans this is by far the most cost-effective way of acquiring a genuine piece of work from the renowned California-based artist. As long as you can resist the temptation of eating it that is…
INFORMATION
Factory hours: Tuesday – Sunday 10-6pm.
- Event dates
- 15 November 2007 to 24 December 2007
- Telephone
- 1.212 431 4977
- Address
- Maccarone Gallery
630 Greenwich Street
New York
