(link)
Xu Zhen is the guy that cut a meter off the top of Mt. Everest, showed the still-snowcapped-peak in a vitrine. Documentation to "prove" it. At the time I was interested in myth and the production of the artist - the way rumor rutted into reality, how artists became "mythic," their trademark. Now it's XU ZHEN®. What artist hasn't established a brand, released a perfume. Like the paintings - structured on the WeChat message screen - familiarity provides comfort. Comfort sells. Place your identity into a package, into an Apple store, something more easily consumable.