REBRANDREMBRANDT

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The twenty-odd paintings by Dmitry Gretsky comprise his innovative monumental series titled “Rebrand Rembrandt”. This latest emanation from the artist is a bold experiment in “re-branding”, a quest for a fresh visual interpretation of the painting and brand, “The Company of Frans Banning Cocq and Willem van Ruytenburch” popularly known as “The Night Watch”, authored by Rembrandt in 1642.

 

Rebranding is a process of creating a new image, employing either the images from the copyright- protected brands, or materials from universally known and thus usually untouchable brands that are allowed to be used under certain circumstances when the “Fair Use” principle of conscientious usage is applied.

 

By using the technique of visual compilation of two or more brands, mixing together their visual and plastic characteristics, Dmitry Gretsky not only challenges the ideology of the original brands by changing the traditional positioning, he also differentiates from it, at the same time preserving the recognizable characters and details of the original brands.

 

In this new creation, while playfully changing the scale yet not the proportion, the artist creates images that are as uniquely realistic and defined, as they are impressive. As if vividly revealed by the light of a gigantic Rembrandt-esque candle, a high level of detailing and the workup of the individual fragments emerge in the painted areas of the canvas. The striking force of intense bright color does not disagree with the deceptive monotony in the treatment of the background.

 

A true Artist, Dmitry Gretsky is able to transform our vision and our mind by arming us with a magnifying glass so handy for finding the proverbial pearl in that all too familiar “pile”. However his goal is not necessarily to satisfy each and everyone. Paraphrasing Oscar Wilde the artist could say this about his work: “I paint because it gives me the greatest possible artistic pleasure to paint. If my work pleases the few I am gratified.