Scrolling through Gordon Holden's website it's hard to tell what is art, what is product, and what is just a big joke. But the California based artist isn't trying to choose one path, his irreverent, pop art products are consumable and never take themselves too seriously. His installation of bizarro humanoid trees at PULSE art fair shows off his branded motto, Consume Cool written as the Coca-Cola logo, perfectly. We spoke to Holden about his art products, the best things he's seen while in Miami, and just why the shock value of the Art Basel experience has started to wear off.

Who: Gordon Holden

Medium: Products, clothing, sculptures and paintings

Where to see his work in Miami: Paul Loya Gallery at PULSE Art Fair

Installation at PULSE Art Fair: Sunsets, 2015

Red(consume cool), 2015

Ghost, 2015

Fruit fur, 2015

What's the concept behind Consume Cool? Do you think of your art as a brand?

Yes completely...we live in a world of branding and the challenge is no longer informing, but using/responding to taste. Everyone knows what Coca Cola is. And it is a natural as a house plant.

The line between the product and art seems to be blurred in your work. Do you think of the products you sell on your shop, like a gold dustbuster, or a hundred dollar bill for $100 or a tee shirt, all as art, or is all the art a product?

Everything is a product, and brands ideally are trying to make products that are practical in order to make our lives more convenient than they already are. Art in today's world is to question that convenience. So in a way my work is art as product.

What are some of your favorite and least favorite things about coming to Miami for Art Basel.

Definitely the Cuban sandwiches, going on yachts, and going to VIP parties and seeing all the internet art people IRL are my favorite things; the blisters on my feet from walking so much are my least favorite things. Although I did get 2 pairs of $1 socks at CVS that are making my experience more enjoyable. I also like swimming in the ocean.

Is there anything you've seen here that has shocked you?

Not so much shocked; the first time I came to Miami for Art Basel, I wanted to be shocked. And I was. This time around, the shock value has somewhat faded, but the art and people that converge on Miami for Art Basel still bring the excitement.

What's next beyond the Miami madness, what are you working on?

I'm working on a consume cool camera app that I will be releasing in winter 2016; I'm also releasing another Consume Cool project that includes exclusive products and color ways for museum shops. Most recent consume cool product display at the San Diego Art Institute

How would you describe the Art Basel Miami experience?

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