Experiment # 5 (five): LplusL World (2005 - present)

A disturbed kid with a bear mask on is talking to a broken piggy bank. A cool Lego guy is complaining about the present, while watching naked girls at the pool...
The LplusL world is a fantastic world, where fictive characters are set in different situations and are holding conversations. The installation, consisting of different sceneries, reflects on actual thoughts and conditions.

Visit old school webart LplusL land


EXAMPLE OF TWO CHARACTERS AND THEIR CONVERSATION


* CHARACTER # 1 (one): The pissing bear aka Jean-Yves
The bear is a creature of contradiction. It is a hugely strong beast, yet mostly feeding himself with honey and fruit.
In Jungian psychology, the bear represents danger due to the uncontrollable contents of the unconscious. This is often associated as an attribute of the man who is cruel and crude.
In dreams a bear also signifies problems with the digestive system.
That's what makes Jean-Yves who he is; an innocent kid yet disturbed by the images he sees during his everyday adolescent life, becoming more introvert with the age. The young shaver is hiding behind his mask to blame the bear for his own mistakes. He's growing into a schizophrenic person, blurring the lines between reality and fantasy. The perfect recipe to become a future danger to society.
Jean-Yves symbolizes the degenerated kids from over the world. Lost souls with a lack of view on the future, willing to risk everything for nothing.

* CHARACTER # 2 (two): Elfi, poor little rich pig
The pig is an intelligent animal that symbolizes dirtiness, stubbornness or selfishness, but can also represent luxury and excess.
However , Elfi is not an ordinary pig, but a piggy bank. Around 1600, the “piggy bank” has been invented. Why couldn't it be a horsy bank or a doggy bank? (Actually, the reason doesn't have anything to do with the animal itself. The piggy bank derives its name from the orange clay (“pygg”) from which jars were made in the middle ages. The pygg jar was used to store items in it. Money also used to be kept in jars and in England, by the turn of the 18th century the jars were called pig banks, from where followed the name piggy bank.)
The necklace indicates self-respect and power, but is also a binding symbol; it is the threading together, or connection, between links; between herself (unsure, labile) and the brand (sure, stable).
On first sight Elfi looks like a cheerful and happy being. However, getting closer, we realize she is more of a sad and even pity character. In a way we feel sorry for her. She is a clear dupe of fashion and consumerism, willing to put all her belongings in the acquisition of luxury products from a certain brand. Her vanity wins over her rationality. There she stands, broken and unhappily proud. Too stubborn to admit her irresponsible lavish spending, keeping up appearances. However, what's more tragic is that she doesn't realizes everyone knows her situation.
“Elfi, the poor little rich pig” is a phenomena witnessed every day. People are asking all kind of credits under pressure of society. Slowly, debts are piling up, payback is postponed and without realizing she's putting herself in bigger shit so that finally ruination is the inevitable result.
Elfi, in memoriam of all those victims.

* THE CONVERSATION


ELFI: Well, you know, we live in a world of brands. I'm a brand, you're a brand, everyone's a brand.
JEAN-YVES: But what exactly is your problem with that?
ELFI: No, no... nothing, don' t get me wrong. I'm not against brands. I kind of see it as part of our cultural evolution.
JEAN-YVES: What do you mean?
ELFI: You see,... we all want to be singular in our own way. And how do you think we do that?
JEAN-YVES: By using branding?
ELFI: Right! Behavior, style, looks... all parameters helping to form you, you the brand.
JEAN-YVES: But I don't need to be a brand. I'm not selling anything.
ELFI: D'you think so? You're wrong, man. You're selling yourself every single day!
JEAN-YVES: Go away... who should I sell myself to?
ELFI: To who? To your clients, to women, even to your mom. You're a brand, man! And you sell your brand to other brands.
JEAN-YVES: Bullshit...
ELFI: Listen, you don't have to comprehend “brand” as materialistic. See it as a concept.
JEAN-YVES: Are you on pills?
ELFI: D'you think that the people you meet do know you???
JEAN-YVES: Of course they do. One more or less than another. But, yeah.
ELFI: Remember this, man. The only person who completely knows you is yourself.
JEAN-YVES: And some others. My closest friends?
ELFI: Forget about it... They know you as a brand, as an idea. They only see a facade.
JEAN-YVES: No fucking way...
ELFI: Your logo is your face. What's behind the logo, that's you, the company.
JEAN-YVES: You're definitely on pills... my face ain't no logo.
ELFI: The logo, your face, is a compressed form of yourself. It endorses your philosophy, lifestyle, character and so on.
JEAN-YVES: Go on.
ELFI: That's what people see. But it can never reflect the complete you, even when your context control is optimal.
JEAN-YVES: Context control?
ELFI: Yes... The control you have on your surrounding.
JEAN-YVES: Meaning?
ELFI: You know, everything that happens because of your acts and how conscious you are about that? Well, that consciousness is your context control.
JEAN-YVES: You're talking crap.
ELFI: Thanks. However, don' see it as a problem. You should take advantage out of this.
JEAN-YVES: Be more specific, please...
ELFI: Well, now that you know you're a brand, I want you to know you're a silly one. Cheap, pathetic and dull...
JEAN-YVES: Are you trying to piss me off?!!
ELFI: I'm trying to help you! Listen...
JEAN-YVES: Hmm...
ELFI: You probably have an idea of how you want people to perceive you?
JEAN-YVES: Sure...
ELFI: Well, do you see that person on your right...?
JEAN-YVES: I'm not blind.
ELFI: Look and evaluate that person! The one who's watching us.
JEAN-YVES: Well I can' t tell you a lot. We never met.
ELFI: I can tell you a few things about that person, but just like you, I wouldn't be able to tell you much.
JEAN-YVES: So,... what's your point?
ELFI: My point is that branding is about communication. It's about a language. Not a written one, nor a spoken.
JEAN-YVES: But?
ELFI: It's universal and you can learn it, everyone can learn it. But first you need to be conscious about its existence. That person here obviously isn't.
JEAN-YVES: I see...
ELFI: The problem is that most people are either ignorant about the language or simply use it wrongly.
JEAN-YVES: And?
ELFI: They tend to think only companies can use it.
JEAN-YVES: I would agree.
ELFI: Branding is a technique, and you can apply it to yourself.
JEAN-YVES: What's the advantage?
ELFI: The advantage is that you can improve yourself.
JEAN-YVES: In what way?
ELFI: A brand owns an ideology, and it will undertake anything to achieve it.
JEAN-YVES: So, if I have one, I will always strive towards it?
ELFI: That's right. You will live for your brand and will do everything needed to obtain the goal.
JEAN-YVES: But, is there no danger that I'll transform myself into someone I don't really am?
ELFI: You still don't get it, do you?
JEAN-YVES: Well, no. Apparently not.
ELFI: This will become the real you. Not the fifty-percent-you, but the one at 100%.
JEAN-YVES: I doubt it.
ELFI: 'Cause you're afraid. Just like all the others. Scared to change.
JEAN-YVES: I'm not scared to change. I just became vegetarian, you know...
ELFI: One of the greatest discoveries a man makes, one of his great surprises, is to find he can do what he was afraid he couldn't do.
JEAN-YVES: ...?
ELFI: Henry Ford.
JEAN-YVES: Thank you Mr. Wise Guy...
ELFI: I'm just repeating his words.
JEAN-YVES: So you think if I start considering myself a brand, I'll become a better person.
ELFI: Depending on the ideology, of course.
JEAN-YVES: What if my ideology ain't interesting?
ELFI: You'll become a silly brand again. Avoid it!
JEAN-YVES: It's easy to say.
ELFI: And easy to do.
JEAN-YVES: So you say!
ELFI: It's just a matter of belief.
JEAN-YVES: So, once I decided on my ideology, how do I put the branding into practice.
ELFI: You simply will have to breath it, eat it, fuck it and shit it.
JEAN-YVES: Doesn't sound very appetizing.
ELFI: You know what I mean...
JEAN-YVES: And will I have to change certain habits?
ELFI: Sure, you'll have to brand your lifestyle.
JEAN-YVES: Brand your lifestyle?
(Loop to begin of conversation)

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