FLOWmarket: Next generation luxury, by Mads Hagstrom

Artist: Mags Hagstrom

Title: FLOWmarket: Next generation luxury

Year Created: 2004-2009 (now online)

Location: It has moved to several cities in Europe, North America, and Asia. It’s now on-line.

Materials: Packaging, retail location.

What is the piece’s impact? It lead to the creation of objects that were ostensibly for purchase/consumption, but that are ultimately not for sale, thereby making the participant reflect on the role of consumption in their lives, and the relationship between consumption an the things that really matter in their lives.

How does this project relate to this change as art? “The FLOWmarket is a supermarket selling consumer awareness and is designed to inspire consumers to think, live and consume more holistic. The goal is to encourage sustainable innovation and growth through out the world. On the shelves you can find for example bottles of “stress killers”, “ups and downs”, “tolerance”, and “pollution dissolvers”. Are you in need for some “holistic thinking” or “lack of exercise killers”?” (source)

What makes this an artistic project? In many ways this may be more of a design project, but the artist does not seem to like labels. It’s a piece that is meant to raise awareness, hacking the tools of marketing in order raise awareness.

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