The New Color Ad
“The New Color” is Egor Kraft's artwork, an online intervention consisting of a faux website (thenewcolor.net) for a non-existent American company specializing in the field of developing chemistry. On the website, the fictitious company announces a fictitious breakthrough consisting of a previously ‘undiscovered’ color.
The people most intrigued and deluded by the so-called discovery sent hundreds of emails to the fake company’s email, where they expressed their desire to see the color, continued requests to buy and order a sample of it, express intentions of coming over to the laboratory to see it or express their interest in investment and more.
The Book
As a result of the interventions there was issued a small edition of books. It comprises of the selected emails received at contact@thenewcolor.net by June 2016 with the requests to buy, see, investigate and even invest into 'The New Color'.
