Studio Franchise, 2010, 11 x 8.5 in. (27.9 x 21.6 cm), 6C, 196 pp., hardcover. Published by La Casa Encendida in an edition of 1,500 / ISBN: 978-84-96917-63-7 / Catalogue for the exhibition, Studio Franchise at La Casa Encendida, Madrid.
The Studio Franchise exhibition at La Casa Encendida in Madrid was divided into three sections: the recreation of McGinness’ New York studio in one of the exhibition halls; an exhibition in progress, which was being gradually completed by McGinness and his collaborators who were the student attendees of his studio; and a conventional exhibition which showed a selection of his recent works. However, the practicality of the idea behind Studio Franchise is pure abstraction. Faithful to his career path, initiated in the world of graphic design, McGinness generates iconic drawings from his own present reality, debating between the need for free creativity and the need to adapt to a society in which profitability is measured in different terms. Thus, the McGinness project synthesizes his own working process in the same way that he creates the pictographic drawings in his paintings, proposing essentially a studio, the static representation of an exhibition set-up, and the ideal of a show of recent works.