Axe-Effect, 2011


"The Axe effect is the internationally recognized name for the increased attention Axe-wearing males receive from eager, and attractive female pursuers. Regardless of where you live, you can get the Axe-Effect by going to a store near you and purchasing one of our fine products." - Unilever

The Axe effect sculptures are objects that embody the system attractors of the contingent epic of evolution. The arms-race and the mating-call violently and erotically interpenetrate in the guise of a product-placement (an evolved strategy in itself) releasing synthetic pheromones to further compete for space and attention. The variations in forms of designed products are testament to the divergent pathways of bio-morphological memes and cultural norms, having undergone a state-change (in the neo-materialist sense) from evolutionary strategy to marketable ergonomics. The intricate patterns of fluid dynamics are a direct display of the beauty of contingency, a beauty embodied by the mechanisms of evolution itself.




(Installation view at Tanya Leighton Gallery, Berlin in Grouped Show with Nicolas Ceccaldi, Aleksandra Domanovic, Yngve Holen, Keller and Kosmas, Oliver Laric, Marlie Mul)