Bob Tonic

We have spent our lives in a world of marketers. We come from advertising, we know the history of trends, major currents.

Urban art is the antithesis of our old profession: it's DEFENSE D'AFFICHER!

It's a weed that could grow in a certain context, the 60s, the counter-culture, the protests, the explosion of consumption. It was totally on the margins, both of the art market and of legality. It's funny how today, in the 2020s, margin has become the norm.

And the weed has become this vast, well-cultivated field.

We like the idea of being part of it, when everything, absolutely everything, has already been done, and very well done in this great pop iconography.

We just said, ''Let's produce something.''

We see ourselves as a pop and street start-up, the first st'ART-up.

''Art or not art?'' It doesn't matter in fact, the approach is above all to serve a message that touches us, to work with popular iconography and return to the foundations of pop''