The tandem Žižić/Kožul continues to map a spectrum of factors comprised within the post-transitional reality, factors which reveal an inconsistency between the economic and social reality and its presentation by means of different mechanisms used by the marketing industry.

They use their projects to explore methods, forms and content which the marketing industry uses to present ideas of happiness and prosperity which are seemingly available to every individual. The artists’ explorations center on the production of visually refined aesthetic stimuli characteristic of high fashion and the luxury industry, which are at the fore of these methods. Žižić/Kožul approach the artwork by employing intriguing and intelligent turns, which enable them to take over the tactics employed by the marketing industry and use them in creating wondrous artworks.

The exploration of the space of reality and its presentation, as well as the void created by their discrepancy offer a critique of these facts as a specter of factors of an unsustainable state of affairs. The imaginary of artworks is therefore built in equal measure from symbols of the real social and economic world’s misery (such as the plastic bottle) and symbols of prosperity of the presented marketing world (multi-colored items).

The installation introduces the visitor to a wider sensory experience, implying the annulment of the limit between art and life. At first glance, the elegant works create a sense of ease which we are used to experiencing when observing marketing campaigns and newly decorated shopping spaces – but the visitor soon comes to realize and sense that he is entering a different world, an installation where the foil is crumpled, where the bottles do not have a logo, where disturbing sounds can be heard… The visitor is overwhelmed by a completely different feeling, a sense of the reality which he experiences every day or ignores in their own environment.

Exhibition is a part of Spajalica/Copula 2015.

Fotocredit: Damir Žižić

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