Celebrating the Intricate Artistry of Ecstasy Pills: A Visual Journey

For artists Adam Fierman and Peter Andrew Lusztyk, ecstasy pills represent more than a mere enhancement for a lackluster midweek party; they are significant cultural symbols capturing specific times. Through their ongoing initiative, Dutch Candy—now also a published book—the duo collects and documents ecstasy pills, particularly noting the unique designs stamped on each. Their work reveals the curious parallel between the secretive ecstasy production and mainstream pop culture trends.

For instance, as rapper 6ix9ine (formerly known as Tekashi69) surged in popularity in 2019, intricately designed pills featuring his likeness appeared. Similarly, the onset of the COVID-19 pandemic brought with it a series of mask and Pfizer-themed pills. Even changes in corporate branding, like Gretel’s 2014 redesign of the Netflix logo, have been mirrored in ecstasy designs.

Seeking deeper insights into this unusual overlap of art, commerce, and drug culture, VICE met with Adam at his residence near Vondelpark in Amsterdam to discuss the expanding collection of Dutch Candy.

Exploring the Significance of Pill Designs

VICE: What prompted you to document these pill designs as cultural artifacts?
Adam Fierman: My connection started while working with brands that discovered their logos were being replicated on these pills. These companies invest heavily in their branding, only to have it appropriated by drug manufacturers at no cost. This theft intrigued me. I wanted to understand the selection process for these logos and discovered a competitive market where producers race to resonate with cultural currents to boost their sales.

Why do ecstasy pills feature designs?
The primary reason is market differentiation. Testing in the Netherlands shows that most pills are relatively pure and contain a standard range of MDMA. Hence, distinctive designs help distinguish one producer’s products from another’s.

Secondly, according to a producer we spoke with via a secure messaging service, there’s a belief that the quality of a pill’s design reflects the quality of its contents. This has led producers to strive for increasingly detailed designs to demonstrate their commitment to quality.

The last reason relates to consumer behavior. Street dealers report that unique or interesting designs tend to boost sales, even influencing customers to purchase more than they initially intended. This was particularly evident with a trio of pills themed around the ‘three wise monkeys’—customers often ended up buying all three designs.

Legal and Brand Reactions

Given the obvious copyright infringement, how do brands react?
Yes, it’s quite a situation [laughs]. You can’t issue a cease and desist if you don’t know who to send it to.

Publicly, brands may react one way, but privately, they could view it differently. While some brands have contacted us with formal requests to avoid using their images in our exhibitions, others seem to take it as a compliment, suggesting that their brand has ‘made it’ culturally.

One memorable incident occurred during our first gallery pop-up. A corporate representative approached me, curious if his brand could be featured similarly. His company wasn’t interested in entering the drug market; they just wanted the cultural cachet associated with our project. I had to decline, but it was a fascinating encounter.

Imagining the Future of Pill Design

If hypothetically you were to design a pill, what would it look like?
First off, I must clarify that I am not involved in illegal activities, and we ensure our project remains lawful. However, as someone with a background in design and manufacturing, I’m curious about the limits of pill design in terms of size, detail, and complexity.

Personalized micro-productions for specific events, like a weekend festival, intrigue me. The trend towards personalization is growing across various industries, and personalized ecstasy pills for special occasions like birthdays could be next. It seems inevitable that this level of customization will find its way into the pill market soon.

Click here to learn more about the Dutch Candy project.