F2B

French visual artist, born in 1966 in the Paris region, F2B is one of the recognized figures of the French Neo Pop Art scene. 

From the logo to the artwork. Trained at the École supérieure des arts appliqués Duperré in Paris, he first worked as an Art Director and then as a Creative Director at an agency, drawing all his inspiration from brand identity. Freed from all advertising constraints in his art, he takes mischievous pleasure in combining and repurposing mass-market logotypes, icons, and emblems. This dual background—advertising and fine art—forms the foundation of his work: he knows from the inside how the mechanics of seduction operate, and then turns them against themselves, a practice the press has described as “logo-jacking.”

The BrandBabes. In 2005, his work turned toward brand consumption. Two fundamental elements then guided his creations: the use of the female body to sell anything and everything, and the power of logotypes in our urban environment. From this combination came the “BrandBabes,” a kind of pin-up series whose bodies are dressed in logos. The series has become his signature, extended by other bodies of work: the “Buttocks Factory” and the “Comixs” series, inspired by Marvel heroes. 

A declared relationship with the medium. Although drawn to painting and collage, F2B nonetheless finds the full force of his creations in new printing media—particularly limited-edition digigraphs on aluminum. This position is consistent with his definition of the movement: in his view, Neo Pop Art is simply the continuation of the Pop Art of the 1950s, with the prefix “neo” designating artists who perpetuate its momentum through new media and mediums. He summarizes his method as follows: what matters is “the idea,” regardless of the medium—paintings, collages, videos, photographs, or installations, as long as the message gets through. 

Exhibition history. Considered by some art dealers to be one of Warhol’s “grandsons,” F2B has been represented by galleries since 2005. His work has notably been shown at Galerie Memmi (Paris 8th arrondissement) for the “Buttocks” series in 2009–2010, on permanent display since 2010 at Galerie Ange Basso (Paris 6th arrondissement), at Opera Gallery in Singapore in 2012, and at Galerie NEXT in Toulouse, as well as at fairs such as Lille Art Up!.