Playtime. The artist explores the relationship between corporate sponsorship, consumerism and art structures and their co-dependency on branding. Heger’s art practice also addresses the changing roles of a contemporary artist in a society increasingly influenced by consumer culture and capitalism.
Playtime
IBID Projects is pleased to present Swetlana Heger’s first solo show in
London. The artist explores the relationship between corporate
sponsorship, consumerism and art structures and their co-dependency on
branding. Heger’s art practice also addresses the changing roles of a
contemporary artist in a society increasingly influenced by consumer
culture and capitalism.
At IBID Projects Heger will present four large photographs from her
ongoing collaborative series Playtime. Heger turned herself into a model
for a luxury brand Walford and was photographed by a fashion
photographer Bettina Komenda in David Lynchesque settings. Critical
conceptual practice has never looked so sexy.
Swetlana Heger was born 1968 in, Brno, Czech Republic and lives and
works in Berlin. Her recent exhibitions include Body Display -
Performative Installation #4, Secession, Vienna, One in a Million:
Economies of the Self in Everyday Urban Life, Austrian Cultural Forum,
NY, Accessoiremaximalismus, Kunsthalle zu Kiel, Kiel, Germany and
Fuckin' Trendy, Kunsthalle, Nuernberg, Germany. Her work has been
collected extensively in Europe and the United States.
Private View 4 May, 6 - 9pm
IBID PROJECTS London
210 Cambridge Heath Road
Unit 4
London E2 9NQ