Video, 60 seconds
Williamsburg, NYC
A discarded shopping cart was carried up subway stairs, spray-painted white, filled with 50 red roses from Lucy’s Flowers, and chained to a telephone pole outside Whole Foods.
Over one day, all 50 roses were taken. QR codes placed along nearby poles were scanned. Over 120 scans.
The activation invited passersby to take a rose—freely—while encountering the phrase Less Rolex, More Roses, a response to the growing luxury retail presence in the neighborhood, including a new Rolex store under construction nearby.
Scanning the QR code led to a short PDF exploring the red rose as a fleeting, natural form—its color formed without human intervention, its history tied to blood, desire, sacrifice, love, and renewal.
Created around Thanksgiving, the piece centers on giving, impermanence, and what we choose to value.
Artist: Rachel Mariotti
Co-creator / Producer: Ronie Jones
Videography: Waylon Bones