Paolo De Cuarto - Pepsi it's different

The aesthetic of Paolo De Cuarto's work lies somewhere between Pop Art and the poetics of the object. Indeed, his paintings and graphic works are inspired by old advertising signs and commercial images. In his artistic practice, therefore, the object itself, a byproduct of consumer society, becomes a work recontextualized by the artist. At the same time, all this presupposes a meditation on the styles of mass communication and the language of advertising, which places Paolo De Cuarto's research within the realm of Pop Art.

In his artistic reworking of signs and advertisements, artist Paolo De Cuarto draws on the practice of decollage, pioneered by his famous uncle Mimmo Rotella. For this reason, his signs display a pronounced deterioration, which, aesthetically, immediately lends a romantic edge to his works. The degraded and ruined sign has a captivating vintage patina, a testament to our memory and culture. From a conceptual perspective, moreover, the object's deterioration directly and suddenly introduces the accidental nature of reality to the artwork, which thus takes on a new meaning. Thus, the artist's gesture, imitating the action of time or the elements on the advertising sign, shifts the work from an abstract dimension to the concrete dimension of existence.

Paolo De Cuarto was born in Catanzaro in 1972. In 1994, he moved to Milan to pursue his dream of becoming a painter. He began working at the Jamaica bar, frequented by many artists, especially those from the pop and new dada scene. Inspired by the work of his uncle Mimmo Rotella, in 2002 he decided to pursue his own artistic career and began painting using the unique technique that would later earn him the nickname "vintage wall-on-canvas artist." In recent years, he has exhibited in numerous private and public shows, building a following of collectors of his works, which trace the history of advertising to illustrate, with nostalgic romanticism, the changes in Italian society over the last seventy years.

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