Just Decoration Tag Cloud - MOM Park Shopping Centre
An installation artwork assembled from 4000 fake tags turns a traditional shopping area into a visual art experience.
“The good business is the best art” (Andy Warhol)
The main elements of the art project called Just Decoration are price tags known from the fast fashion shops. These tags are commonly used to identify a certain brand and indicate the size and other physical parameters of a product. The tags of the Just Decoration installation, however, represent a fictive brand that points out today’s shallowness by downgrading even art to the level of decoration.
On the tags, that bear a striking resemblance to those of the fast fashion shops, every price indicator is zero. The thousands of fake tags constitute an eye-catching cloud formation, a statuesque and airy attraction at a congested point of the mall. The dummy tags function as mere decoration, but the artist hid a few real price tags among them some lucky visitors can win a real product with
Just Decoration is a fictive brand. The installation is a symbolic game of art that playfully holds a mirror to the human obsession with decoration and appearance. The art installation is an impressive visual attraction, just a piece of decoration in a shopping centre. On the other hand, using the language of art, it plays with the process of shopping giving it a twist. The visitors try to find the few real price tags. The piece of paper is suddenly transformed, monetised and materialised into a tangible product. The fictive brand becomes real, the work becomes an artwork. It encourages the viewers to buy, makes them part of a game that inevitably ends in a purchase. In the course of the interaction the viewers turn into customers, customers into viewers. The peculiar location choice is significant: the artwork is not in a “white cube” of a gallery or a museum, but in the stronghold of shopping. The installation immerses in the space as if it were some common seasonal decoration. The irony of the Just Decoration Tag Cloud not only reveals the accidentally and the superficiality of the senses, but also inspires to question underlying contents.