Mihai Florea equally satirizes, through his works, the one who produces the commercial as the one who promotes and consumes it. Almost all the time the image of the product is accompanied or presented by a female model that has the perfect 90-60-90 cm body measures. The image of the female model sells the commercial product. The woman – The Temptation is the one who seduces the consumer to buy the product. She has the role of tempting, to attract potential clients.
The contemporary society is seen as an “extra-wrapped” society by the artist Florea Mihai. It is a society in which the woman becomes herself a part of the consumed product. Mihai Florea’s works fragmentality focuses the consumer’s attention on specific body parts which can be considered as actual product promotion temptations. The artists’ interest in the consumerist society has its roots in the ’60s Pop Art.
In the “Useful Objects” series, the woman is identified with the product which she is supposed to promote, to sell. The Woman – The Temptation becomes a promoting object and common objects convert through promotion into unique objects.
In the “Flags” series, “the promotion campaign” of the twelve countries is made through The Woman’s – The Temptation’s wardrobe. The Woman – The Temptation becomes herself a country brand.
“Candy Eyes” represents the image of some of the most famous feminine stars appearing on the cover of an imaginary magazine. The image of the stars overlaps with satiric or comical texts found or quoted by famous individuals.
“Worship” represents the worshipped objects of the consumerist society – oil, money and Internet. Oil is the driving force of the human society, money represents the economy’s blood, and the Internet is the “drug” of the future. For and by means of these three major coordinates, the world was/is and shall be governed.
Curator: Diana Dochia