'Brand Love': The Art Installation Calling Us Out on Our Brand Obsession
With his art show 'Brand Love', Eduardo Enrique is here to make us face the music when it comes to consumerism and brand obsession.
Eduardo Enrique, a Singapore-based Venezuelan artist, does not shy away from shocking the public with his scandalous pieces of artwork. His most recent solo show – titled 'Brand Love', which was featured during Singapore Art Week 2021, is far from your typical art exposition as it takes the form of a faux “Nike” BDSM pop-up installation.
Located at Raffles Arcade until February 14th, the exposition is "not suitable for the young," as a large 'R 18+' sign guards the entrance of the installation.
The genius behind Enrique’s artistic creations arises from absurdly exploring the devouring relationship people have with consumerism today. His fascination with this specific human condition has led to the creation of a series of provocative prints, sculptures and objects that are meant to bridge the gap between the material and the immaterial.
Throughout his 'Brand Love' installation, one can find objects such as Nike basketballs that are redeveloped with BDSM tools or materials, Nike goalkeeper gloves with studs, or even hooks with Nike golf balls.
"All I'm doing is interpreting the term "brand love" quite literally," says Enrique in an article about the inspiration behind his installation. The goal he seeks to attain through his work is to question pop culture’s ongoing obsession and fixation with brands, and eventually expose how deep our human desire for material goods actually flows.
On his Instagram, Enrique comments on one of his prints.
"Some interpret the hyperbole as a sheer commentary on the rising integration of basketball culture (...) in mass consumerism, while others see it as a romantic ode to one’s own radical fanaticism of the sport."
The fetishist characteristics that make up Enrique’s 'Brand Love' exposition can be seen as a way to bring to light the dark nature of human compulsion. As a means to force us, consumers, to face our obsession with brands and especially to take a good look at the relationships we cultivate with them.
