This series of photo artworks, paintings and sculptures touches upon our subconscious identification with well-known consumer products and how they are presented to us. Many products we buy have similar content, but with a unique presentation that entices us to consume.

The artist Joakim Eneroth has taken different consumer products and poured them into plastic boxes, placed them on light tables, and photographed them from above. When separated from their concepts, logos, and designs, the perception of the products becomes something completely different that takes us beyond our preconceived notions.

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- This art project is exploring the theme of de-identification. I have investigated the transformation of everyday products associated with consumerism and explored their ethereal, impermanent and transparent nature. What happens when you release an object from its defined form and constructed concept? In this way the consumer products are just a symbol for this complex process of de-identification in our mind. It is an exploration of how the sublime and etheric aspect of reality seems to be an underlying potential in all form, as well in the formless. When the boundaries of the idea based and material world are dissolved, we enter a landscape of neither subject nor object – the transparent interrelationship between the relative and the absolute.

- What I am investigating in this art project is corresponding to our awareness and our conceived experience of reality. If we are prepared to dissolve our preconceived ideas and concepts in the mind, in the same way as I’ve done with these consumer products, then we automatically enter a more concept-less state of being. We then have more access to a deeper level of experience where we begin to see and perceive how we have been forcing mental formations, definitions and concepts upon our own experience and how we have created a mental world that is a construction.

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In the different chapters, Eneroth has explored the same theme trough different mediums.

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