For decades, ‘the star’ or the ‘3 stripes’ have aroused desires among young and old and are deeply rooted in our collective memory of the present. These logos form the basis of the new series by Marta Vovk.
Marta Vovk was born in 1989 in Lviv, Ukraine, and now lives and works in Berlin. Her recent exhibitions include Berlin Masters at Kunstraum Lehderstraße 35 (2018), RBMA at Funkhaus Berlin (2018) and Masters Salon at the Royal Academy of Fine Arts Antwerp (2017).
Adidas, Mercedes, Puma: well-sounding brand names that stand for lifestyle, innovation and success! They form the basis of the new series by Marta Vovk. For decades, „the star“ or the „3 stripes“ have aroused desires among young and old and are deeply rooted in our collective memory of the present. While some representatives of American Pop Art still largely glorified the world of consumption in the 1960s, believing that they had systemic superiority over communism, Marta Vovk chooses to give way the bright colors to a sober and hard black and white.
By renouncing the seductive power of color, the artist makes clear the ambivalent image of large corporations in the 21st century. On the one hand, the radiance and identity-creating momentum of influential brands are unbroken. On the other hand, exploitation, child labor, war and environmental destruction are the reason for the growing profits of multinationals. These facts are well known and documented, and yet the marketing, PR and advertising professionals succeed in making the unpleasant and inhumane perspective of our consumption forgotten.
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