Peach Tree, Ambiguous is a fictional brand with a deliberate ‘yes-man’ work-ethos. Embracing the deranged logic of today’s marketing- and communications cultus, the brand fully outsourced its products’ raison d’être by hiring an international team of sales experts, content creators and e-commerce models.
Simulating a tribalized department-store, the exhibition shows a wide range of purposefully advertized objects, all blurring the thin line between need and wanting; cause and effect; the voyeur and the exhibitionist. Doused within the realm of commercialized daydreams, Van Klaveren portrays today’s e-environment and its inherent consumer myths.
In addition to the exhibition, a mini-publication about the project is created. It offers an insight into Anouk van Klaveren's working method; includes a text written by Femke de Vries and is designed by Ruben Verkuylen.
Take a look at the project: www.peachtreeambiguous.com
Anouk is co-founder of collective Das Leben am Haverkamp. Her work has
been shown at Centraal Museum, Zeeuws Museum, Salone del Mobile and at
the International Fashion Showcase London.
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