Philadelphia Museum of Art Undergoes Rebranding as “PhArt”

Philadelphia Museum of Art finds its sense of humor with Duchamp’s whoopee cushion

The Philadelphia Museum of Art has renamed itself “PhArt” in a humorous nod to a newly discovered readymade whoopee cushion by renowned artist Marcel Duchamp. This rebrand reflects the institution’s innovative spirit and homage to this delightful find in their archives.

The cushion, dubbed “Le rire,” was found in a dusty scrapbook by art historian Danielle Le Poof, leading the museum to embrace a playful new identity. PhArt director Daniel F. Latulence expressed amazement over the ever-expanding body of Duchamp’s work.

The museum’s rebranding journey continues following its latest attempt which had reverted to its original moniker. The new direction is being met with amusement and piques public interest, particularly online.

Celebrations erupt among Philadelphia locals and art enthusiasts on social media, embracing PhArt’s lighter approach. The museum’s galleries are set to showcase “Le rire” on April 1, 2026, for one day only, before the item attracts the attention of President Trump, who humorously endorses the piece.

PhArt is setting its sights on being a place where art intersects with humor, inspiring audiences with a touch of satire and fun.