Untitled (Best western)

Title of ArtworkUntitled (Best western)
Year of Origin2005
    not specified
    light box
Collaboration/Shared Production/Researchn/a
Medium/Type of Artwork
Light Source
Light-Optical Factors
History of a work
2019ExhibitionsCellelight box in the Celle Art MuseumLink

Daniel Pflumm performs exquisite operations on corporate logos and re-contextualizes them according to their seemingly endless repetition. These logos, which ordinarily over saturate contemporary lifestyle, are reduced to graphic images that no longer carry a manufactured message but are simply strict conceptualizations that look, oddly enough, beautiful. AT&T, Kraft, Elektra, CNN, Panasonic, BMW and Knorrs are among those manipulated to create meticulously crafted videos, industrial light boxes and commercial CD's and T-shirts.

It is the precise proximity of Pflumm’s aesthetic to advertising and media, which makes his work conceptually engaging. It is not exactly clear where the line is crossed between design, brand and art; however, it is self-evident when it happens and the work seems to situate itself across a hierarchy of distribution venues. Illegal clubs and small record stores in Berlin and Cologne sell the T-shirts and CDs while the videos and light boxes have been shown in museums and galleries.

Pflumm's work follows more from a legacy of minimalism than deconstruction. Carefully sliced edges, swelled curves and dropped words create new forms, which increasingly emphasize their abstraction and are found in all the products. The highly edited videos collage digital images, casual street scans, sampled pop material and low budget mini-narratives. They are rhythmic, repetitive and exacting in structure. The logos are taken from commercial and industrial products and the artist uses industrial processes in the production of his products. In the end the critical commentary that the work generates never overrides visual formal properties.

https://www.greenenaftaligallery.com/exhibitions/daniel-pflumm2/press-release1 (6.02.2020)

Special features artworkn/a