Exhibition

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Newbanran
Period/ 2013.11.30(Sat) ~ 2013.12.15(Sun)
What will our consumption behaviors be like in the 21st century when the capitalistic system becomes more pervasive? A multitude of industrial products attract consumers with the allure of their appearances. Consumption through symbols and signs like logos and brands has become routine in the capitalistic world. This way of consumption, however, causes people to adhere to symbols and brands more than nature and content. Newbanran is a creative exhibit project that sheds a new light on the meaning of branding, the be-all and end-all of consumption, by posing a question concerning its patterns. This project intends to unveil the nature of such a phenomenon in a cheerful way by using parody.

Kicking off the start of the exhibition, Red Tie and Store Opening Performance signals the start of change in our awareness of consumption and new ideas. Packaged goods featuring the logos of other products on display at the Naked Store are a seminal factor in our “outrageous revolt.” (Newbanran) Many of us have the stereotype that milk should be packaged in milk cartons and that hamburger meat should be wrapped in paper. Those who are trapped in such stereotypes might become confused when they see products with logos that are in a state of “displacement.” In one video, a logo that has become detached from a product flies into the air and disappears like a lifting fog. This play of signs may also lead to confusion. His works of kinetic art including those in which a can with a logo rotates around while the logo continuously changes, a logo printed on a can suddenly pops out, and a can with a fixed form transforms into unfixed forms unmask our awareness of consumption and the psychology captured by logos. Even things that cannot be bought with money are often commercialized these days. One’s commercial value can be evaluated when he or she takes part in the project Name Your Price.
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