BREATHING, 2005
Urban Installation

Penetration into the territory of the other is an aggression upon the right to private ownership, aggression upon the thoughts, emotions, intimacy - the integrity of the other and taking control over her/his identity.
The ultimate body - the best, the most beautiful, the most productive, the cheapest, just yours?
Ultimate control - control over the ultimate body.

Public and private. Picture and word. Antagonism or synergy of the picture and the word - the eternal dilemma of the advertising architecture. The radio, the TV, the press, the film, the BTL* media differ only by the level and the focus of aggression. And among them A BILLBOARD - AN ULTIMATE AGGRESSION OF THE PICTURE ACCOMPANIED BY WORD that can not be avoided, with the largest target.
The picture is public, the word is intimate, or vice versa? The body has become public. The body rules the instinct, the emotions, the ratio. Who rules the body? The body as a capital used by the advertising brokers to make the turnover of the large corporations. They rule the public domain and whenever they identify with the public domain they rule you too - your personal - private domain.

The body is a brand in itself, and when the body breathes it thinks.

The question is what is the benefit of the body, the naked body, what is the benefit of the breathing naked body, what is the benefit of the thinking body - can this body think - obviously YES.

BUT WHAT ABOUT IT? THIS IS A PROJECT FOR CONDITIONING OF THE HUMAN AWARENESS IN THE CONSUMERS' SOCIETY. IT IS A CONSTRUCTION OR, IN THE DISCOURSE OF THE PICTURE, AN URBAN INSTALLATION DEVOTED TO THE EFFECT OF THE GLOBALISM UPON EVERYONE, REGARDLESS OF HIS/HER NATURAL DISPOSITIONS, INTELLECT, SKIN COLOR, ETHNICITY, REGARDLESS OF THE IDENTITY OF THE INDIVIDUAL - THE IDENTITY REDUCED TO A SINGLE QUALITY - A CONSUMER. SELF-REFERENTIAL CONSUMER.

* (those who don't know the meaning of the abbreviation are not missing but just another aggression)