Special areas are dedicated to ‘old stars’ such as Marilyn Monroe (the most famous actress of all time) and the Mona Lisa (the most famous painting in the history of art) and the way they are perceived in art.

The celebrity principle also holds true for industrial products. Nike, McDonalds, Marlboro and Coca Cola have all been transformed into global emblems, mostly by dint of their association with sports and entertainment personalities, whose appeal fans the fires of consumer passions.

ARTISTS:
Christian Ludwig Attersee I Matthew Barney I Joseph Beuys I Marc Bijl I Michael Blum I Fernando Botero I Slater Bradley I George Brecht I Candice Breitz I Sophie Calle I Maurizio Cattelan I Casale Chatwick I Christo I Jennifer Dalton I Robert Doisneau I Felix Droese I Marcel Duchamps I William Eggleston I Tracey Emin I EVA & ADELE I Justin Faunce I Nina Fischer / Maroan El Sani I Silvie Fleury I Jacqueline Fraser I Dieter Fuchs I Ron Galella I Marcus Geiger I Gil & Moti I Gilbert & George I Wayne Gonzales I Douglas Gordon I Rodney Graham I G.R.A.M. I Andreas Gursky I Philippe Halsman I Kevin Hanley I Gottfried Helnwein I Matthias Herrmann I Volker Hildebrandt I Richard Hoeck/John Miller I Jenny Holzer I Jonathan Horowitz I Jörg Immendorff I Alison Jackson I Kurt Kauper I Steven Klein I Zenita Komad I Jeff Koons I Inez van Lamsweerde + VINOODH MATADIN I Matthieu Laurette I Louise Lawler I Annie Leibovitz I Markus Lüpertz I Urs Lüthi I Marcin Maciejowski I René Magritte I Kasimir Malewitsch I Pierro Manzoni I Paul McCarthy I Adam McEwen I Patrick McMullan I Jonathan Meese I Bjarne Melgaard I Duane Michals I Yan Pei Ming I Yasumasa Morimura I Helmut Newton I Claes Oldenburg I Dennis Oppenheim I Orlan I Nam June Paik I Elizabeth Peyton I Paul Pfeiffer I Pablo Picasso I Richard Prince I Robert Rauschenberg I Man Ray I Mimmo Rotella I Ed Rusha I Tom Sachs I Karin Sander I Edie Sedgwick I Jim Shaw I Cindy Sherman I Georgina Starr I Bert Stern I Sturtevant I Eve Sussman I Una Szeemann I Sam Taylor-Wood I Wolfgang Tillmans I Endre Tót I Adrian Tranquilli I Gavin Turk I Piotr Uklanski I Timm Ulrichs I Francesco Vezzoli I Andy Warhol I Julian Wasser I Weegee I TJ Wilcox I Johannes Wohnseifer