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The speaker disagrees with Koons' de-emphasis of process, arguing that Koons' work can indeed be a discovery of higher states of beauty, but this beauty derives from the fact that the sculptures and paintings were crafted into existence through thousands of hours of work and creative effort, not from the conceptual meaning.
For Koons' 'Gazing Ball' series of classical painting replicas, the studio developed an even more comprehensive process: the original paintings were separated into composite colors in Photoshop, stencils were created for each color, and the painting's initial layers on canvas were positioned relative to the original reference, with each small area containing 250-300 colors and the average painting containing 7,000 total colors.
Koons' famous Balloon Dog sculpture was not manufactured in Koons' New York studio but by Carlson and Co (a specialist fabricator in San Fernando, California) between 1994 and 2000, requiring old-fashioned Greek and Roman-era measurement techniques to scale the small original balloon model into a large stainless steel sculpture.
Koons established one of his first factory-like studios in SoHo, New York in the mid-1980s with over 30 assistants; by the early 2000s he employed as many as 120 assistants; and by 2019 he operated a 16,000 sq ft studio factory with varying staff depending on financial conditions.
During color matching, assistants mix paints by hand to match very specific areas on a reference photo, creating small labeled paint samples that map to corresponding areas on the reference image—a practice common among artists but executed at unprecedented levels of detail in Koons' studio.
There is an irony in Koons' approach: he often recreates large photoshop brush marks and visible scribbles (which appear almost carelessly thrown into the composition) using an extraordinarily painstaking hand-painting process with tiny brushes to achieve an artificial level of perfection.
After initial color areas are applied in the Gazing Ball series, hyper-detailed brushwork is required to recreate small details and textures of the original classical paintings, with reference images printed at full scale and repeatedly flipped back and forth over the painting area to ensure pixel-perfect recreation.
Koons' studio uses large custom-built wooden platforms with chairs positioned to allow multiple assistants to access different parts of a large canvas simultaneously, with structures doubling as storage for equipment and materials, representing a thoughtful ergonomic design not commonly seen in other creative spaces.
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