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Peach Tree, Ambiguous
Anouk van Klaveren
Artist selected as part of the open call
272Passage Lemonnier 33-35
Peach Tree, Ambiguous is the auto generated brand name under which Anouk van Klaveren produces speculative design objects. According to the principle of form-follows-a-to-be-determined-function she creates a growing collection of luxury gadgets, hovering between trinkets, jewels, utensils, sculptures or accidental decoration.
Peach Tree, Ambiguous manifests itself as a brand with a deliberate ‘yes-man’ work-ethos. Embracing the deranged logic of today’s marketing- and communications cultus, the brand fully outsources its products’ raison d’être by hiring an international team of content creators, ghostwriters, logo generators and e-commerce models. Doused within the realm of commercialized daydreams, Van Klaveren portrays the absurdities of today’s value production industries and its inherent consumer myths. Simulating a tribalized department-store, the work 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. Peach Tree, Ambiguous’ products explore the thin line between physical presence and transcendent value: the moment where value becomes a product and products become their value.
Art au Centre marks Anouk van Klaveren’s fourth Peach Tree, Ambiguous installment in her continuous inquiry about functionality, desire and ceremonial performance. The showroom first opened its doors at the Dutch Design Week in Eindhoven. Ever since it has appeared in Utrecht, The Hague and Liège. The project has received generous support by Creative Industries Fund NL and Stroom Den Haag.
Shop 24/7 online at www.peachtreeambiguous.com.