Minty Fresh Art

By Tk Published on .

Though the fact may not be widely known, Altoids doesn't just have great ads, it has great art. As no less an authority than The New Yorker recently noted, " 'Corporate art collection' doesn't quite conjure visions of cutting-edge brilliance, but since its inception, in 1998, the Altoids 'Curiously Strong' collection has done an impressive job of acquiring work by smart young artists." The collection was promised to New York's New Museum in 2000, and a five-year survey of the art-the 20 most recent works to be added as well as highlights of the acquisitions from preceding years-was on display at the New Museum last month. Curated by the New Museum's Trevor Smith, the collection is limited to the art of emerging visual artists working in America; works must be nominated by a member of the selection committee (comprised mainly of museum directors and curators) and the cost of a piece may not exceed $2,500. Above all, according to Altoids, the work must reflect a curious, strong and original personality. Maurice Saatchi, look out.
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