For more than 20 years, artist Justin Gignac has been transforming the detritus of New York City into art, earning upwards of $100,000 by selling cubes of meticulously packaged trash. The project, dubbed "New York City Garbage," aims to capture "an actual piece of the city" by preserving its discarded items.
"In New York, we're famous for our garbage. It's like a living character of the city," Gignac, 46, told the New York Post. "And I think being a bit notorious for being a filthy city really helps." He views the city's reputation for waste not as something to hide, but as an integral part of its identity.
Gignac's recent work gained viral attention for a "drop" that included trash collected outside Taylor Swift's Madison Square Garden event, featuring items like a discarded ovulation test kit. This sold-out "Not Invited Edition (Taylor & Travis’ Wedding)" is one of many such releases since he began the project in 2001.
What started as a jest to prove a point to a former marketing colleague about the importance of package design evolved into a sustained artistic endeavor. Gignac's initial sale involved a Heineken can, caution tape, and newspaper scraps from Times Square, all encased in a clear cube with the date. Over time, the presentation evolved, with a focus on composition, such as a cube featuring a small figurine balanced on the rim of a Greek coffee cup.
He has also created themed collections to commemorate specific events. For instance, he gathered beads, confetti, and ring boxes from celebrations surrounding the legalization of same-sex marriage in New York City in 2011. "What we throw away is the direct reflection of who we are and what's happening," Gignac explained.
To date, Gignac has sold over 1,700 cubes of trash, generating at least $100,000. His process involves using a garbage picker and gloves to collect items across the city's five boroughs, filling a 40-pound bag with what he deems quintessentially New York. Iconic items include Greek coffee cups, parking tickets, and MetroCards. He also seeks out personal artifacts like photographs, birthday cards, and love notes, valuing the stories they might hold. He avoids collecting wet trash or anything that could attract rodents.
Gignac's ultimate aspiration is to host an exhibition at the Museum of Modern Art. He envisions displaying the collected garbage on a map of the five boroughs, allowing visitors to explore how the discarded items vary from neighborhood to neighborhood. "Garbage is collectible, and I like capturing these moments in time that were a part of history," he said.