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2006. BRE!ND (CONSUMERS FEVER – AS A DIAGNOSIS FOR VALUES OF MODERN SOCIETY)

    “Modern society” is the name for all societies which can be caracterised by everyday development, in reference to changes of human life style under influence of modern technology.Something that such integration inevitably pulls along is the increase of offer and therefore completely reciprocal increase of customers demand/need. For a long time now the expression “consumers fever” is not considered as a phenomenon, but the very way of “consuming” life, structured in modern society – consumers society.

    This work, in a humorous way, has the aim to draw the attention on that obsessive need for constant consuming in exactly same way – by consuming; commercial-like and by supplying interaction it has a purpose to create a need for “consuming” art work in surroundings where art-market really doesn’t exists, or can be just barely recognized.

    Light boxes are enough small and enough low hanged on the wall, so that the observer has to kneel to see what is inside. Prints inside the boxes are narrative illustrations that refer to what do people bow, or “pray” today, what is considered for values.

    On the flour, in front of each box, pillows were placed so that the observers would feel pleasant to get into kneeling position. As the following part of concept and human need for consuming offered products, the boxes can be switched only by touch. Therefore, interaction/activating public is crucial part of the work.

    Morphology of works name “БРЕ!ND” is ironically consisted of the “only Serbian brand”, everyday proverb “БРЕ” (bre). Letters, all together read, give the word BRAND.

    The promotional/advertising materials were provided (pencils, lighters, bags, t-shirts) with printed “logo” of the work and were selling for symbolic prices. That was the necessary part of concept, which was to prove the idea that in the consumers society the need for something appears along with its offer.

Exhibited in:

2006. Solo exhibition "Bre!nd", Youth Center, Begrade, Serbia