etoy

Etoy has routinely experimented with the boundaries of art, such as selling shares of "stock" in the etoy.corporation, a registered company in Switzerland[1] and travelling the world as well as living in "etoy.tanks" (cargo containers).

[2] etoy was founded in 1994 by Gino Esposto (etoy.ESPOSTO/CARL), Michel Zai (etoy.ZAI), Daniel Udatny (etoy.UDATNY), Martin Kubli (etoy.KUBLI), Marky Goldstein (etoy.GOLDSTEIN), Fabio Gramazio (etoy.GRAMAZIO) and Hans Bernhard (etoy.BRAINHARD/HANS).

In 2007, German and Swiss director Andrea Reiter realised a documentary (produced by Hugofilm) about etoy's "Mission Eternity" project, a "digital cult of the dead".

Each certificate documents an (ownership) share in the overall work and at the same time visually represents an important moment in the company or art history.

[6] etoy fought back with a coordinated public relations campaign and Internet-based denial of service attacks on eToys.com.