CHLOE 15x20 CM

6 video projections
2 picture frames
2 sound pieces (essay + FAQ from
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.

„The other day, I bought an apple that had the face of the Mona Lisa on it—a sticker. The apple seemed to be smiling at me. This might sound kind of silly, but among the other apples in the store, this one attracted me the most, as if a thin membrane had formed around it. It was really strange. I ended up buying and eating it. I didn’t notice any particular difference in taste, though.“

excerpt sound

09.02.2015 (19:07)
anonymous: “Can you recommend a good photographer for an ordinary photo shooting?”
Chloe: “I don’t appear on ordinary photos.”

18.11.2014 (9:27)
anonymous: “Do strangers call you?”
Chloe: “No.” 18.11.2014 (9:27)

13.05.15 (23:32)
anonymous: “What about the evil eye? Are you afraid of it? Are there any amulets for photo models??”
Chloe: “I don't believe in that.”

15.06.16 (1:16)
anonymous: “Classic face. Such girls are also called "moths". A white canvas, plasticine that can be brought into any shape.”
Chloe: “A person who is changeable is global and universal.”

03.07.17 (3:39)
anonymous: “What perfume do you use and what is your favorite smell?”
Chloe: “I have been using Be Delicious from DKNY for 10 years. My favorite smell is vanilla.”

20.10.15 (22:01)
anonymous: “Is it still worth becoming a model at the age of 20?”
Chloe: “Depends on the case.”

08.06.15 (4:44)
anonymous: “Which face type are you?”
Chloe: “Commercial.”

20.07.2017 (15:20)
Ida: “What do you think of the name Chloe for a girl?”
Chloe: “Beautiful name, but nothing for a Russian girl.”