CHLOE 15x20 CM
2017
6 video projections
2 picture frames
2 sound pieces (essay + FAQ from ask.fm)
perfume smell (CMYK Delicious)
Chloe 15x20cm is a conceptual room installation, taking a stock
photo from a cheaply purchased picture frame as a starting point.
Chloe 15x20cm is the exact product name of the picture frame
model. The insert inside shows a portrait photo of a female
model; it serves as a placeholder for private photos or other
motifs. The photograph is merely considered disposable; the
person in the photo has no further significance and merely
encourages the viewer to make a purchase. As a potential
blank space, it is overwritten, exchanged, and replaced by the
contents of the buyer.
The installation elements blend documentary research with
fictional narratives. The identity of the model, the actual
person behind the photo, is reconstructed starting from a few
pieces of manufacturer information via Google image search,
image databases, websites, Facebook, Instagram, VK, and Ask.
fm. Contact is made with the real person behind the picture via
an anonymous question portal. The profile grows: Information
such as measurements, leisure activities, or preferred care
products are gathered and condensed into a network.
The
result is a walk-in montage of olfactory, visual, and acoustic
fragments.
The work was conceived in 2017 in the underground car park
of a former store on an area of 360m². Chambers delimited by
transparent films reveal a blurred exterior. Moving through the
installation causes the walls of thin foil to vibrate.
Chloe’s true identity remains undisclosed.
The video shows three women preparing and carrying out a photo shoot, with the focus consistently on the face of the makeup artist hired for the purpose, while the model exclusively appears from the back.
