Gabriel Whaley

Gabriel Whaley is the founder and CEO of MSCHF, the American art collective recognized for its provocative and boundary-pushing work at the intersection of art, technology, and consumer culture. Since 2019, MSCHF has captivated global audiences with viral projects that challenge conventional ideas of art and commerce, cementing its place in both popular culture and the contemporary art world. Gabriel’s team gained widespread attention at Art Basel 2022 with the ATM Leaderboard, an interactive installation that publicly displayed users’ bank balances in real-time, sparking conversations around wealth, privacy, and social dynamics. In early 2023, MSCHF went viral yet again with the Big Red Boot—a surrealist footwear piece that became an internet sensation and a high-demand product. Under Gabriel’s leadership, MSCHF has expanded from these pop-culture moments to serious recognition in the world of fashion, technology, business, as well as the art world, with pieces now held in prominent museums and galleries around the world. In 2023, MSCHF was named to Fast Company's list of World's 50 Most Innovative Companies.