Joakim Eneroth: Consumed Notion

Meditation on brand values Consumed Notion 5 - Famous brands poured into a plastic box on a light table, photographed from above: Fanta, L’Oreal Shampoo About the series: This series of photographs touches on our subconscious identification with well-known brands and how they are presented to us. Many products we buy have similar content but with a unique presentation that entices us to consume. In this photographic series the artist Joakim Eneroth have taken different famous brands and poured them into plastic boxes, placed them on light tables and photographed them from above. When separated from the concepts, logos and designs, the perception of the products becomes something completely different. In this art project Eneroth have been exploring the transformation of dense products associated with consumerism and here investigated their ethereal and transparent nature in its temporary expression. It´s an exploration of how the sublime and etheric aspect of reality is an underlying potential in all form as well as in the formless. When the boundaries of the material world are dissolved we enter the landscape of neither subject nor object, the transparent interrelationship between the relative and the absolute. The artwork exposes and expands our definitions and associations with products of everyday life. In the second part of the art project the etheric and colourful have taken the concrete form of sculptures depicting over flowing and dripping consumer products and their packaging. The sculptures relates to how our human consuming behaviour slowly is melting down the ecological ground that we ourselves stand upon and are dependent of. In the last series of sculptures we are again taken into the more transcendental aspect in the abstract globe sculptures. The spheres have been painted with paint and pigment that been mixed with the consumed product itself, for example Colgate toothpaste mixed with colour pigments and paint. The globes patterns are abstract but are done in reference to the colour scale of the packaging and logotype of the product. As the title suggest, Consumed Absorption, the sculptures might give a taste of absorption, the mental state  that we easily get addicted to in our flow of consuming, and fore filling the desire of acquiring one more thing. .