CONSUMED NOTION / ETHERIC ZENITH

This series of photographs touches upon our subconscious identification with well-known brands and how they are being presented to us. Many products we consume have similar content but with a unique presentation that entices us to buy them.

In the first chapter of this photographic series, the artist Joakim Eneroth has taken products from different famous brands 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.

- This art project is exploring the theme of de-identification. I have investergated the transformation of dense products associated with consumerism and explored their ethereal, impermanent and transparent nature. It is an exploration of how the sublime and etheric aspect of reality is an underlying potential in all form, as well as in the formless. When the boundaries of the material world are dissolved, we enter a landscape of neither subject nor object, the transparent interrelationship between the relative and the absolute. This artwork exposes and expands our definitions and associations with products of our everyday life.

- What I am investergating in this art project also corresponds to our base experience of reality. If we are prepared to dissolve our preconceived ideas, in the same way as I´ve done with these products, and let our fixed definitions fade, we automatically enter a concept-less state of being that I call the etheric zenith. We are liberated on a deeper level when we begin to see and perceive how we have been forcing mental formations, definitions and concepts upon a still, silent and wordless knowing – that always exists in the background of all experiences. During this de-identification, we can begin to sense and perceive how the unmanifested shines through the manifested, even in the most trivial commercial products from our everyday life. What at first glance may look like sublime and beautiful artworks point to something deeper, namely how to unveil the ground level of consciousness. It is from that state of being that the mind can see through all its personal reference points it is holding on to, and begin to let go.

In the second chapter, sculpture spheres are painted with pigment mixed with the consumed product, such as Colgate toothpaste mixed with similar pigment and paint. The abstract patterns of the sculptures are conducted in reference to the color scale of the packaging and logotype of the product. As the title Consumed Absorption suggests, the sculptures might give a taste of absorption, the mental state that we easily get addicted to in our flow of consuming, in getting one more thing...

The third chapter shows the same type of photographs as in the first chapter, printed on colored transparent acrylic boards (plexi boards).

In the fourth chapter, products from different famous brands have been poured into plastic boxes forming cubist patterns in various compartments, then placed on light tables and photographed from above.

In the last chapter, the etheric and colorful have taken the concrete form of sculptures where the products and their packaging are flowing and dripping. The sculptures relate to how our behavior as consumers slowly melts down the ecological ground that we stand on, and are dependent of.

Consumed Notion 3

Famous brands poured into a plastic box on a light table, photographed from above:

Palmolive, Ariel

Consumed Notion 5

Famous brands poured into a plastic box on a light table, photographed from above:

Fanta, L’Oreal Shampoo

PART 2

Sphere sculptures, ø 30 cm. The spheres are painted with pigment mixed with the consumed product itself, i.e., Colgate toothpaste mixed with color pigment and paint. The patterns are abstract and conducted in reference to the color scale of the product's packaging and logotype. As the titles Consumed Absorption suggest, the sculptures can give a taste of absorption, the mental state that we easily get addicted to in our flow of trying to fulfill one more desire of acquiring what we want.

Consumed Absorption 1
Sphere sculpture painted with pigment mixed with Palmolive Aroma Therapy shower gel, painted in reference to the color scale of the logotype and packaging.

Consumed Absorption 2
Sphere sculpture painted with pigment mixed with Colgate Total Active toothpaste, painted in reference to the color scale of the logotype and packaging.

Consumed Absorption 3
Sphere sculpture painted with pigment mixed with Tropicana Orange and Passionfruit, painted in reference to the color scale of the logotype and packaging.

PART 3

Etheric Zenith 2
Photograph of the red wine Borgogno Langhe Rosso, printed on a transparent colored plexi board (acrylic plastic board) - "the red wine dot".

Etheric Zenith 1
Photograph of Tropicana orange juice, printed on a transparent colored plexi board (acrylic plastic board).

Etheric Zenith 3
Photograph of Flux mouth rinse, printed on a transparent colored plexi board
(acrylic plastic board).

Consumed Notion 14

Famous brands poured into plastic boxes on a light table, photographed from above:
Colgate, Pepsodent

Consumed Notion 15

Famous brands poured into plastic boxes on a light table, photographed from above:
Pellegrino, Fanta, Yoggi, Valio, Axe, Alpro

Consumed Notion 16

Famous brands poured into plastic boxes on a light table, photographed from above: Heineken, Pepsi, Orangina, Häagen-Dazs, 7up, Ginger Ale, Grape Tonic,
Palmolive, Flux, Pepsodent, Dove

Consumed Notion 17

Famous brands poured into plastic boxes on a light table, photographed from above:

Dove, Nivea, Tropicana, Palmolive, Schwartzkopf, Bliw, Rexona, Ldb, Axe

Consumed Notion 18

Famous brands poured into plastic boxes on a light table, photographed from above:

Palmolive, Red Bull, Tropicana, Colgate, LdB ,Yes, Bliw, Nivea, Gliss

Consumed Notion 19

Famous brands poured into plastic boxes on a light table, photographed from above:
Palmolive, Rexona

Consumed Notion 20

Famous brands poured into plastic boxes on a light table, photographed from above:
Palmolive, Tuborg, LÓRÉAL, Pepsi Max, Arial, Ajax, Fontana, Manuka Honey, Old El Paso, Zeta, Mr Muscle, Fairy

Consumed Notion 21

Famous brands poured into plastic boxes on a light table, photographed from above:
Campari, Tropicana, Sunrise Cabernet Sauvignon

PART 5

In this part of the art project, the etheric and colorful have taken the concrete form of sculptures depicting over flowing and dripping consumer products as an ecological

comment.

Absorbed Notion 4

Sculpture made of resin

Consumed Notion 13

Sculpture made of plastic and plaster

PART 6

Evaporationg Tropicana Juice Atom

Levitating sculpture made of electro magnetic construction, plastic and metal

PART 7

Consumed Notion 25

Wall sculpture in Resin, 3 cm thick.

(The sculpture in Resin is made from a reference photograph of liquids of Del Monte pineapple juice and floating soap Bliw blueberry.).

Consumed Notion 27

Wall sculpture in Resin, 3 cm thick.

(The sculpture in Resin is made from a reference photograph of liquids of Del Monte pineapple juice and floating soap Bliw sea ​​buckthorn).

Consumed Notion 28

Wall sculpture in Resin, 3 cm thick.

(The sculpture in Resin is made from a reference photograph of liquids of shower gel Nivea Lemon grass and Del Monte pineapple juice).

Consumed Notion 26

Wall sculpture in Resin, 3 cm thick.

(The sculpture in Resin is made from a reference photograph of liquids of shower gel Nivea Lemon grass and Del Monte pineapple juice).

PART 8

Equipment for photographs in chapter 1, 3 and 4.