20xx Neïl Beloufa

Overview
20xx, Neïl Beloufa
Mendes Wood DM is pleased to present 20xx, Neïl Beloufa’s second solo exhibition at the gallery. Revolving around the multiple paradoxes inherent to our consumer culture, the artist presents a series of new works that appropriate commercial images in order to look at contemporary systems of representation. He shows a painfully ironic vision, committed to the future of our social structures, in which aesthetics and language are at the service of a reality that is molded and explored according to the interest of big industries.

Demagogically ecological solutions — which supposedly satisfy contemporary global needs without compromising future generations — are often used by multinational companies that claim their commitment to sustainability through advertisements, even when their responsibility for an excessively polluted world is evident. Such public policies of the irresponsible means of production and the creation of a soft discourse in order to mitigate the damage constitute one of the issues which are tackled in the artist’s research for this exhibition.

Plugs  are installed inside sculptures made out of shopping bags and product labels, reiterating the reflection about the reality that is projected as the creation of a desire or the false need for something. A dystopian environment is created in the exhibition space and the artist acts in complicity with the spectator, activating stereotypes that pertain to everyday life. Working with antagonisms between originality and standardization, between the body and its virtual avatars, violence and marketing, domination and emancipation, Beloufa sets forth a vision of the present through a post-apocalyptic lens, once again, the excess of images and information turns the exhibition space into an environment.
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