Labels Addicts | Thomas Giatras
- Can you see her, the one with the Gucci bag...
- Who?
- That one, with the Prada outfit and Manolo Blanik shoes.
- Oh, yes ... I saw her now...
Don't be shocked by the detailed description. The dialogue above proves once again the same shocking reality: We are what we consume.
Though as individuals we are uniquely different at birth, we are grouped and labeled according to our consumer behavior. Have you ever asked yourself how is it that brands, simple man-made products can overshadow one’s personality?
Advertising - brands - consumer personality/individuality; to discover the mechanism behind this devouring relationship is a challenging process. Thomas Giatras has concluded that to achieve this, he must implement the same strategical approach used by brands. Giatras is well aware of the "consumer language" being an advertiser himself, thus, the act of overturning it as an artist would be a fun process. The exhibition pieces draw from various materials found in advertising such as: Packaging, Slogans, Vacuum, yet enlarged to oversized dimensions. The work in “Labels' Addicts” is characterized by the criticism and sarcastic approach to the cruel and random grouping of individuals. Trapped in captivity, they need to emerge in freedom, here and now. Hope lies with the coming of the new era, in that every last trace of our “ILLUSTRATIVE self” will be erased. The new version of mankind, free of logos, brands and expensive labels, is clearly more interesting.
Catalogue / print sponsors:
Color Pro Graphic Arts Studio
Philotypon Publications
Next Α.Ε. Graphic arts, digital printing
Opening: Tuesday, October 22, 20:30
Duration: 22.10 - 3.11.2002
Hours: 14:00 – 21:00 daily
CHEAPART
A.Metaxa str.
106 81 Athens, Greece
