In conjunction with the exhibition “Persona,” in the window of its 65 5th Avenue location, New Museum presented Justine’s Executive Offices, an installation work that was developed as part of Colette’s Colette is Dead series. An ongoing performance and conceptual work, the Colette is Dead series began in January 1978 when the artist staged her own death and resurrected herself as Justine, the executor of the late artist’s estate and president of Colette is Dead Co., Ltd. Working in reverse of her Pop Art predecessors, whose profound impact on the art world was accomplished by extracting banal commercial images and objects from the real world and situating them within the context of contemporary art, Colette, as Justine, extracted works of art and infiltrated them into the world of commerce. By conceptually killing off Colette and by posing Justine as a deliberately fabricated persona, Colette’s reputation remained untainted while Justine mounted an aggressive assault on the commercial world.