MOCA’s YESSSSS! Gala Raises 2.5 Million
April 22, 2013 | by —Alexandra Calamari | Homepage
The Museum of Contemporary Art (MOCA) hosted their annual gala event on April 20, celebrating the debut of a large-scale exhibition by Swiss artist Urs Fischer. Dubbed YESSSSS!, the event was hosted by Larry Gagosian, and brought together an array of museum supporters including respected contemporary artists like Julian Schnabel and Shepard Fairey, Hollywood personalities like Brian Grazer, Jennifer Tilly, and Owen Wilson, and art patrons like Steve Tisch and Peter Brant.
Directed by artist Rob Pruitt—who explored mismatched themes in an appropriate homage to the modern art world—the experience kicked off at MOCA Grand Avenue. There, guests were invited to preview the “Urs Fischer” exhibit while enjoying cocktails by Russian Standard Vodka and a performance by LA-based band No Age. Attendees then boarded shuttles to The Geffen Contemporary at MOCA, where they were greeted with Hawaiian leis. The chance to further explore Fischer’s intriguing sculpture installation, which features over 1,000 clay pieces made with the help of countless Los Angeles locals, was also on the agenda.
Pruitt’s quirky touches were visible throughout the evening—from the suspended male angels floating above the dinner guests, to a goat petting zoo, costumed Renaissance Fair characters, and a dollar bill cannon. To eat, event-goers enjoyed Parisian-style fare by Wolfgang Puck Catering. The meal was followed by a surprise performance from the USC marching band, and shows by The Go-Go’s and Mark Mothersbaugh, among others. Overall the evening raised over 2.5 million dollars for the museum. The Fischer exhibit is on view through August 19.
We go behind the scenes with James Marsden, and ask him about the shoot, living in LA, and what's next.