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marți, 8 martie 2011


March 10th - May 22nd, 2011


OPENING: March 10th, 2011, 19:00

Curator: Simina Neagu

Participants: Freee (UK), Center for Tactical Magic (US), Foundland (NL), Metahaven (NL), Bureau of Melodramatic Research (RO)

The city presents itself as a semiotic jungle, laden with logos that guide your path through the use of "soft power". No longer compelled to act according to set values, the citizen-cum-consumer is persuaded to assert its own identity by consumption. But how can logos or symbols exert such influence and most importantly, are we to accept this influence as wholly positive? In order to answer these questions and analyze the mechanisms through which corporate organizations and the prevalent phenomenon of branding shape the social imaginary, artists and researchers choose different strategies of appropriation or resistance. From Metahaven's analysis of visual identity to Freee's critique of advertising, this exhibition tries to act as a toolkit for operating in a neo-liberal environment. Far from being a visual manifestation of anti-corporate activism, the presented works fluctuate between protest and over-identification, engaging the viewer in a variety of discourses.

Publication: "Just do it. Biopolitical Branding" with texts by Foundland, Simina Neagu and xurban_collective. Edited by PAVILION - journal of politics and culture, English/Romanian, 48 pages, B/W, softcover.

Image: Freee, Advertising Wants To Convert Our Desire For A Better Life Into A Desire To Buy Something, billboard in metro station in Bucharest, various dimensions, 2008. Courtesy of the artist.


10 martie – 22 mai, 2011


DESCHIDERE: 10 martie 2011, 19:00

Curator: Simina Neagu

Participanti: Freee (UK), Center for Tactical Magic (US), Foundland (NL), Metahaven (NL), Biroul de Cercetari Melodramatice (RO)

Orasul se prezinta ca o jungla semiotica, saturata de logo-uri care iti directioneaza calea prin utilizarea „soft power” (puterea de convingere si manipulare). Nemaifiind constrans sa se conformeze unor valori fixe, cetateanul devenit consumator este incurajat sa-si manifeste identitatea prin consum. Dar cum pot logo-urile sau simbolurile sa exercite o asemenea influenta si mai important, ar trebui sa acceptam aceasta influenta ca fiind complet pozitiva? Pentru a raspunde acestor intrebari si a analiza mecanismele prin care corporatiile si omniprezentul fenomen al branding-ului modeleaza imaginarul social, artistii si cercetatorii utilizeaza diverse strategii de apropriere sau rezistenta. De la analiza identitatii vizuale a celor de la Metahaven pana la critica publicitatii realizata de grupul Freee, aceasta expozitie incearca sa joace rolul unui instrument pentru a opera intr-un mediu neo-liberal. Departe de a fi o manifestare vizuala a activismului anti-corporatist, lucrarile prezentate oscileaza intre protest si supra-identificare, angajand vizitatorul intr-o multitudine de discursuri.

Publicatie: "Just do it. Biopolitical Branding" cu texte de Foundland, Simina Neagu si xurban_collective. Editata de PAVILION - journal of politics and culture, Engleza/Romana, 48 pagini, A/N, softcover.

Imagine: Freee, Advertising Wants To Convert Our Desire For A Better Life Into A Desire To Buy Something, billboard in metro station in Bucharest, various dimensions, 2008. Courtesy of the artist.

center for contemporary art & culture

Sos. Nicolae Titulescu 1 (Piata Victoriei)
Bucharest 011131 Romania
T: + 4 031 103 4131
PAVILION UNICREDIT este un centru pentru arta si cultura contemporana, un spatiu independent work-in-progress, spatiu de productie si cercetare a vizualului, a discursivului si a performativului. Este un spatiu al gandirii critice care promoveaza o întelegere implicata socio-politic a artei si a institutiilor culturale.

PAVILION UNICREDIT is a center for contemporary art & culture, a work-in-progress independent space, a space for the production and research in the fields of audiovisual, discursive and performative. It is a space of critical thinking, and it promotes an artistic perspective implying the social and political involvement of art and of cultural institutions.


This is a project by PAVILION - journal for politics and culture.

PAVILION, BUCHAREST BIENNALE and PAVILION UNICREDIT are projects devised and founded by Razvan Ion and Eugen Radescu

Supported by:
UniCredit Tiriac Bank
Strategic partner: Pilsner Urquell
Partners: Romanian Cultural Institute, Austrian Cultural Forum, Center for Visual Introspection, ADD, Paradis Garaj
Media partners: Afterall, Framework, Radical Philosophy, Springerin, Radio Romania Cultural, 22,,, 24Fun,, Arhitectura, Cabinet, Mute, Open, Kaleidoscope, Vicious Vitamins, Cura magazine,,
Production partner: UpDate Advertising
Printing partner: First Advertising Agency
Audio-visual partner: Sony

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