Philadelphia Museum of Art Rebrands Again as "PhArt"
The institution renamed itself in honor of a readymade whoopee cushion by Marcel Duchamp discovered in its archives.
A researcher’s find in the archives of a legendary American art institution has caused yet another rebrand at Philadelphia’s premier art museum. Long thought lost, a fabled whoopee cushion by conceptual artist Marcel Duchamp called “Le rire” was recovered by Pratt Institute art historian Danielle Le Poof in an overlooked scrapbook donated to the Philadelphia Museum of Art in 1972.
As a tribute to the newfound readymade, thought to be an early prototype of the legendary gag toy, the museum will be dropping the “Museum” part of its name to simply call itself “PhArt,” which also recognizes the institution’s commitment to art that transcends the boundaries of the traditional museum.
“We’re amazed that the body of work by Duchamp continues to grow,” said PhArt director Daniel F. Latulence.
The museum is still recovering from its fumbled rebranding last year, which resulted in public confusion and some ridicule as the Philadelphia Museum of Art became the Philadelphia Art Museum (PhAM), only to revert to its original name. The rebrand also reintroduced the 1938 logo, perhaps as a hat tip to the looming fascism that characterized that era, much like our own. The new new logo pares down the words to simply read “Philadelphia Art,” though “PhArt” will appear on social media and other branding to appeal to a younger generation.
Philadelphians have been jubilant in their comments on the museum’s social media accounts. As one museum member named Gassy2002 commented, “This is now a place I feel comfortable being myself in.” Another user, Windbreaker69, remarked, “Art is so awesome!”
“Le rire” will be on display in PhArt’s Duchamp galleries only today, April 1, 2026, before it is sent to the White House, as President Trump has taken great interest in the discovery, saying it is “relatable” and “not that crappy golden toilet stuff.” During a press conference today, his spokeswoman said that the discovery is “a symbol of the good times on the horizon as Americans continue to struggle with their own gas troubles.”
