Peach Tree, Ambiguous is a research project mapping production processes of value and meaning in the spiritual void around luxury goods. It operates as a speculative department-store, selling fictional design objects created by Anouk van Klaveren. Embracing the deranged logic of today’s marketing- and communications cultus, the brand fully outsourced its products’ raison d’être by hiring an international team of sales experts, content creators and e-commerce models.
Doused within the realm of commercialized daydreams, Anouk portrays today’s e-environment and its inherent consumer myths. Simulating a tribalized department-store, the exhibition shows a wide range of purposefully advertized objects, all blurring the thin line between need and wanting; cause and effect; the voyeur and the exhibitionist.
After an artist-in-residency in the spacious hall of De Fabriek, the Peach Tree, Ambiguous showroom will be launched during Dutch Design Week 2020.
18 - 25 October 2020
11.00 - 18.00 h
5615 RG Eindhoven (NL)
no reservation needed