HOMAGE TO THE BOTTLE

There is, in certain forms, an obstinate persistence. Not because they withstand the test of time, but because they were designed to endure. Calibrated, from their inception, to be imprinted on the collective memory. This series follows in the footsteps of Pop Art, which was the first movement to take seriously the commercial and mercantile nature of the image and reveal its symbolic mission. My work seizes upon this critical gesture and addresses it to our present. Consumer society has perfected in sixty years what its founders barely sketched: an aesthetics of recurrence, a rhetoric of desire based no longer on the message but on the form. The logo, the signal color, the silhouette of the object. These elements no longer just sell a product, they structure a sense of belonging, trace lines from generation to generation, create what Roland Barthes already called in 1957 "mythologies": signs that make the cultural appear natural, the arbitrary appear obvious.