One of the American artist Richard Prince’s best known series of works reflects his exploration of the myth of the “cowboy.” Prince photographed details of motifs from advertisements for Marlboro cigarettes, where cowboys, horses, dramatic motion, and atmospheric lighting are symbols of freedom, independence, masculinity, and the dream of the American West. Richard Prince’s appropriation and recontextualization of existing visual advertizing material predestines the series Untitled (Cowboy) for its return here in the form of big pictures on the KUB Billboards: the perfect external presentation of That’s the way we do it at the Kunsthaus Bregenz.