Sandwichman investigates the seductive power of fashion brands and their respective logo symbols. The video work documents, in opposition to those who profess ‘the end of the logo’, that wearing brand symbols has become a worldwide social phenomenon that is ingrained across the social classes. Sandwichman ironically criticizes the fashion paradox of wearing a logo, comparing this phenomenon with the advertising system used since the middle of the nineteenth century.
Lara Rettondini and Oscar Brito have been operating since 1995 as the multidisciplinary agency ‘Studio X’ to realize their conceptual works, investigating and experimenting in the fields of art, design and architecture. Their critical and ironic approach is based on a continuous analysis of the contemporary, frequently dealing with mass behaviour coming forth out of stereotypes, paranoia and taboos.
Lara Rettondini & Oscar Brito
IT 2004, 3:18 min, video