For more than a decade, Monty Richthofen’s tattoo practice Maison Hefner has lived as an evolving art form of sketchy handwriting and broken poetry. In 2024, the project committed social media seppuku: At 110,000 followers, the Instagram account was deleted as a deliberate artistic act, killing the internet persona and marking the work’s completion within that medium.

The Life and Death of Maison Hefner departs from that point of closure. It stages the tension between ephemerality and permanence, translating a digital stream into a physical archive. The shift is not neutral: it moves from algorithm-driven visibility to an afterlife in a controlled environment, avoiding further proliferation of images online.

Therefore the book becomes a reclamation of narrative and context—elements flattened by social media–and archiving is understood as an act of authorship, not preservation alone. The Life and Death of Maison Hefner gathers this body (!) of work as raw material. Imperfections remain visible. Fragments resist resolution. The book invites a slower engagement: to read non-linearly, to return, to linger. It retrieves narrative from the speed of the feed and restores context to what was once consumed in noise.

At the same time, it fractures singular authorship. Through collaborations with artists, writers, poets, and musicians, the work is opened up—extended, translated, reinterpreted. What began as an individual practice becomes a shared field. 
Tattooing persists alongside this shift: a parallel archive, carried on bodies, aging with time, resisting reproduction. In contrast to the disembodied digital image, it remains physical, intimate, irreversible.

The title suggests both an ending and a myth. Maison Hefner as persona, as construct, as projection—separated from the person behind it. Its “death” is not disappearance, but transformation. A refusal of perpetual visibility. A move toward autonomy. What remains is the work, re-situated. Positioned within a broader conversation about digital legacy, authorship, and control, The Life and Death of Maison Hefner asks what it means to end something on your own terms—and what can begin in its place.