etoy.HISTORY-FILE: 13-02-08

etoy invades ARCO 08 Madrid! After a total failure to convince any art dealer to trade art with etoy.SHARES in 2004, we're back. With the MISSION ETERNITY SARCOPHAGUS, the art fair ARCO in Madrid receives an installation at its gates that connects the living art world with the dead.

From an economic perspective, etoy invades a contemporary art market driven more than ever by shiny names, fat parties, and cynical capitalism. By offering the etoy.SHARE we invite direct and unmediated participation in art production. More obvious than four years ago, MISSION ETERNITY provides the radical backdrop for etoy's call for risk sharing. Daring art collectors and investors can share the risks of art production, without middlemen: just down-to-earth investments in an art company that works out a new way to deal with memory (conservation/loss), time (future/present/past) and death.