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'BEAUTY AND VOLITION'. Advertisements and recitation texts to be used in the exhibition concept described below. Presented to several galleries in 1994 & 1995, but never realised.

BEAUTY AND VOLITION

The piece
The theoretical / philosophical background is elitism, exemplified through issues within concepts of beauty and volition. The piece is a dialogue of and confrontation between the intimate and the public, by combining the personal, mass media, fashion and environment.

The exhibition
During the vernissage a Testarossa Ferrari or Jaguar XJ220 will be parked on the street outside the gallery. For the rest of the exhibition a reservation sign will be placed on the same spot. On the sign will be written "reserved", the exhibition title and the name of the gallery. The car and reservation sign signalise pleasure and privilege.

In the gallery there will be 1 male or female professional model wearing a high fashion outfit.
There will be 5 different models dressed in 5 different outfits from different top fashion designers. Each appearing 1 day weekly. On the vernissage all 5 models will be present. They will represent the fashion houses, always be present in the exhibition space and act as hosts/hostesses. Welcome each visitor, offer a seat, cigarettes, mineral water and newspapers to read. They will also guide them to through the exhibition, to the gallerist and give information. They will radiate charm and arouse a comfortable or uncomfortable experience or a mixture of both. We will choose 4 fashion houses and in collaboration with them choose the outfits and models. We are thinking of Helmut Lang, Prada, Jil Sander and Issey Miyake. The outfits will suit the daily working situation of the models in the gallery. (No party clothes.)

In one room of the gallery we will use selected furniture in 2 separate arrangements.
A) Sofa, table, ashtray.
B) Chair, smaller table, ashtray.
Each object will be from different designers, arranged after our personal liking.
On each table: Matches, cigarettes, newspapers.
2 sigarette brands (varying) + 2 daily newspapers (varying between different newspapers).

We will place an advertisement in 1 of the 2 newspapers each day. 7 advertisements, each appearing from 1 to 4 times in different newspapers.

The ads are divided in 2 groups. (See slides above)
The first group has domestic and personal, elitist aims.
Ad 1. Residence
Ad 2. Dalmatian
Ad 3. Ars Moriendi
The second group of ads are texts with philosophical and/or political content.
Ad 4. Beauty
Ad 5. Volition
Ad 6. Pleasure
Ad 7. Elite
Our names and contact info to the gallery will be on each ad.

In the other room of the gallery we will install 2 speakers.
From the speakers will be heard short recitations by male / female voices in the following 9 languages: Spanish, Greek, Slovenian, German, Luxembourgish, Swedish, Japanese and Arabic (Cairo dialect) and English. There will be 10 texts recited in 1 to 2 languages. The recitations will come in different combinations of languages and texts, with pauses of varying length in-between. The voices will seem distant in the furnished (other) room, and express emotions which a person posesses towards their closest friends or family. (See enclosed recitation texts in the slides above.) For most visitors the recitations will be enjoyed as sound / music, since few will understand all 9 languages.

The exhibition catalogue will be designed as a fashion magazine and produced by us. It will contain articles, interviews, a fashion photo-reportage and advertisements made and placed by us. At first glance it will look like a standard fashion magazine, but the content will have a slightly different twist & turn preconceptions.

 

Exhibiting alternative 1 and 2
The piece BEAUTY AND VOLITION can be exhibited in 2 different environments:

1. Gallery/art centre. (Read the project description above.)

2. Café/bar.
In the context of a café/bar, models, outfits, furniture arrangements, charming service, a seat, drinks and newspapers will already exist. The 7 ads will be in the newspapers (1 ad in 1 newspaper each day) with contact info to the café/bar. The recitation cassette will be played over the stereo. Cigarettes will be offered to visitors.
We will produce a fashion magazine containing articles, interviews, a fashion photo-reportage and advertisements made and placed by us. At first glance it will look like a standard fashion magazine, but the content will have a slightly different twist & turn preconceptions.

The exhibition can last from 7 days (1 day for each ad) to 3 weeks.

It is our aim to exhibit "Beauty and Volition" in 3 different countries.
We will ask the involved / cooperating newspapers, designers, fashion houses, shops and others to sponsor the exhibition.

FOR SALE:
Piece 1. Arrangement of sofa, table, ashtray, matches, 2 packets of cigarettes and 2 newspapers from each day of the exhibition (1 of the 2 contains an advertisement), and 1 sound cassette with all the recitations.
Piece 2. Arrangement of chair, smaller table, ashtray, matches, 2 packets of cigarettes and 2 newspapers from each day of the exhibition (1 of the 2 contains an advertisement), and the recitation cassette.
Piece 3 to... (limited number). Each piece contains 2 daily newspapers (one with ad) from 1 day of the exhibition and the recitation cassette.


Copenhagen, October 1994

 

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