10/11/2007
Franco Angeloni
De Balie, Amsterdam
The Super Genetic Market. By using the techniques that make a product appealing to a certain target such as colourful packaging with a pretty minimal graphic design, the artist is operating on a double level made of seduction and provocation. This exhibition is part of International Amsterdam Film Festival/MAFIAfest.
The Super Genetic Market
The Super Genetic Market® is a conceptual market that is accessible to all, from a passive (just contemplating) to an active (actually buying a product) situation. The product itself consists of a set of 4 genes preserved as a soft drink* in a glass jar and, each of them has an imperceptible different taste to it, (…only the finest palate can detect the difference).
By using the techniques that make a product appealing to a certain target such as colourful packaging with a pretty minimal graphic design, and combining bold typography with straight-to-the-point copy to sell “apparently” nothing but a concept, Franco Angeloni is operating on a double level made of seduction and provocation.
Each of the jars is labeled with respectively the genes it contains (supposedly the one that the buyer is missing), and if not ready-made for the customer, the “right and personalized genes” mixed with the colour of choice, are produced and labeled on request(…).
Genes, which are generally responsible for the character, the personality, the liking and disliking, the attitudes,…”the shaping of identity” of a person, are ironically sold in this supermarket as purely commercial items.(…) Franco Angeloni's work raises many questions about what one can buy and sell, why one does it, etc… but he also demonstrates, answering the ever actual debate on ethics and science, that only the market will define what is ethical and what's not.
Check http://www.iaff.nl for all info
Cinema De Balie
Leidseplein - Amsterdam