Experiment # 1 (one): Adverts (2003 - 2004)

How far can an artist go in self-promoting his work? What's the limit for art to flirt with marketing, before it turns into pure marketing?
L+L seeks to possess the same characteristics as brands and to function as such. Marketing and advertising play a vital role in the totality of the work. How close can art get to marketing, before it turns into pure marketing? Both disciplines frequently flirt with each other. However, for a not so clear reason, this merging stays well-camouflaged in the art world. L+L uncovers it.

By designing products such as jewelery, clothes or sunglasses of the brand, it becomes possible to use those to create ads promoting the brand's name, philosophy and lifestyle. One detail,... the products are, contrary to regular brands, not for sale. They only exist in order to be able to produce the adverts.
L+L is a fictional product brand as well as a genuine art brand, interrogating concepts such as cultural and economical values.
Today many people tend to need brands in order to situate themselves in society. Especially in the western culture it became easy to categorize people by analyzing the brands they use. This happens in the art world as well. From the moment an artists receives some recognition, he is “reduced” to a brand and becomes a status symbol.

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