In 1965 Gerald Laing and fellow New York-based British Pop artist, Peter Phillips launched Hybrid Enterprises. The aim of the project was to use market research techniques to produce an ‘ideal art object’ reflecting the tastes of the contemporary New York art scene. Armed with ‘research kits’ comprising samples of colours and media, the pair asked one hundred and thirty-seven artists, curators, critics, and collectors to make their choices.
The final product, a painted aluminium and Plexiglas sculpture with neon lighting, was exhibited at the Kornblee Gallery in New York in 1966. alongside maquette-sized versions of the work and the research material.
HYBRID 2.0, 2019
The Hybrid 2.0 project uses the methods of the original Hybrid to create an ideal art object for 2019. A questionnaire, based upon those used for the original project, is now available online for anyone to fill in and contribute to the creation of this new artwork.
The data from this survey will be used by the Estate of Gerald Laing to make Hybrid 2.0. The work will be presented at Lévy Gorvy's London gallery in December 2019 along with the original Hybrid and Hybrid Research Kit, as well as a wide range of research and archival materials, photographs, and press-cuttings telling the full story of the two projects.