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14/11/2003

Higher Truth 2

BuroFriedrich, Berlin

Addict, Opium, Higher, Eternity, Zen, Egoiste, Poison, Obsession, Escape, Freedom, Envy, Rush, Truth

Higher Truth 2, a project on fashion at BüroFriedrich
16.11.2003-10.01.2004

Higher Truth 2 has been rearranged for the unique space at BüroFriedrich after its successful presentation in Middelburg (NL). The gallery space is transformed into a modern store that has no products. Visitors automatically assume the role of shoppers, a transformation that is perplexing. At the same time, through a clever use of branding viewers come face to face with the essence of the commercial world of fashion.

During the time of the annual shopping mania just before Christmas, the exhibition Higher Truth 2
offers its visitors the possibility to spend time in a fashion temple and devote themselves to the
feeling of exclusiveness and glamourous pretence without leaving the place harassed and loaded with
bags afterwards. Fashion and commerce are the main topics of this slightly different installation, which will be opened at BüroFriedrich together with the Rem Koolhaas exhibtion at the Neue Nationalgalerie on Saturday, November 15th.

Each fashion label evokes its own parallel universe. Advertisements, shops, fashion shows, models - all serve to create an entirely visually defined, more beautiful, more stylish, better world. The powers of imagination employed in conjuring up such worlds is perhaps the most fascinating aspect of fashion.
Yet when fashion is shown in a museum setting, this imaginative power is lost. Museums invariably
present fashion within the context of arts and crafts, merely as garments. This legitimizes the presence of ephemeral fashion in the temple of the enduring values of high art, while completely ignoring the most interesting about fashion - the imagination and the enchantment by this lifestyle-element.
The exhibition project Higher Truth 2 takes the opposite approach. The allure of fashion is shown in its purest form; without displaying a single article of clothing, Higher Truth 2 reveals fashion's gift for creating a compelling atmosphere that cannot be rationally defined or explained: fashion as an experience, as seduction, as a high. An exhibition like the ultimate shop; creating its own reality without using any actual products: the highest attainable form of spiritual materialism. This experience is evoked by the basic furnishings of a boutique along with models who serve as salespeople.
Higher Truth 2 has been rearranged for the unique space at BüroFriedrich after its successful presentation in Middelburg (NL). The gallery space is transformed into a modern store that has no products.
Visitors automatically assume the role of shoppers, a transformation that is perplexing. At the same time, through a clever use of branding viewers come face to face with the essence of the commercial world of fashion.

Concept: Guus Beumer and Rutger Wolfson in collaboration with: Herman Verkerk, Rianne Makkink,
Alexander van Slobbe, Job van Bennekom, Daniel Zuiderveld and Connie de Lange.

Films and Videos:
A selection of videos on this topic will be available for viewing throughout the entire show. In
addition, there will be a panel discussion on Sunday, November, 16th at the Neue Nationalgalerie with theorists and persons from the fashion business.

Opening: 11-15-2003, 6-9 pm

BüroFriedrich, holzmarktstrasse 15-18, s-bahnboegen 53-54, 10179 berlin, germany
phone: +49 (0)30 - 201 65115, fax: +49 (0)30 - 201 65114

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